Service Thinking Project with Hult and IBM by Ana Maria Rodriguez
Transcript of Service Thinking Project By Ana Maria Rodriguez
1. IBM Service Thinking Project Theoretical Case Study
Applications By: Ana Maria Rodriguez MBA Candidate 2013 Hult
International Business School
2. Agenda 1. Service Thinking Principles 2. Company 1: Syngenta
3. Company 2: Synchonoss 4. Company 3: Crowdtwist 5. Service
Thinking Applied To Three Companies Summary 7/30/2013 Service
Thinking Theoretical Cases 2
3. Service Thinking Principles Service Thinking Co- Creation
Service System Compone nts R-T-I Glo-Mo- So Multi- Sided Metrics
7/30/2013 Service Thinking Theoretical Cases 3
4. & World's leading companies with more than 27,000
employees in over 90 countries Increase crop productivity, protect
the environment and improve health and quality of life. Offers
integrated solutions to farmers Challenges: Help produce more with
less 7/30/2013 Service Thinking Theoretical Cases 4 Company
Information
5. & engage and empower growers create communities and
cooperatives to share knowledge and expertise Co-Create The
platform will provide access to mobile and web-based applications
Service Systems global and local Research Centers community
knowledge and expertise Components allow growers to focus optimize
their production systems and manage resources R-T-I to mobile and
web-based applications Community knowledge Glo-Mo-So gain an
average 0.5 percent market share across their combined businesses
Multi-Sided Metrics 7/30/2013 Service Thinking Theoretical Cases 5
Service Thinking Principles
6. + 7/30/2013 Service Thinking Theoretical Cases 6 Mobile
Innovation for a Connected World Company Information Mobile
innovation leader that provides personal cloud solutions and
software- based activation for connected devices across the globe
273 Million in Revenue Over 1300 employees Enables a seamless
connected experience
7. + 7/30/2013 Service Thinking Theoretical Cases 7 Mobile
Innovation for a Connected World Service Thinking Principles
Customers are able to connect, synchronize and activateCo-Create
access to datacenters located around the globe Service Systems
enables these companies to manage user experienceComponents enable
new customer acquisition, sales of new devices, accessories and new
service offerings , reducing operational cost at the same timeR-T-I
flexible and scalable mobile technology solutionsGlo-Mo-So connect
more than 50 million devices, manage 10 billion entities and
perform more than 7 billion synchronizations per day. Multi-Sided
Metrics
8. & 7/30/2013 Service Thinking Theoretical Cases 8 3 yr
old Start-up Multi-Channel Customer Relationship and Loyalty
Platform Identifies Most Influential Customers and Connects them
with actual spending Company Information
9. & 7/30/2013 Service Thinking Theoretical Cases 9 Service
Thinking Principles identify their most influential customers
tailoring reward programs for this specific customers Co-Create
data analytics into the existing platform Service Systems
connecting this to actual spending, and then tailoring reward
programs to find valuable insights Components target specific
consumers, directly influence and develop assertive customized
offerings with and less resourcesR-T-I using social media to deploy
their initiatives in a viral paceGlo-Mo-So helps companies monetize
and calculate ROI metrics based on behavioral analysis and tracking
impact Multi-Sided Metrics
10. Summary Syngenta Synchronoss Crowdtwist Description Forbes
Global 2000 Headquarters in New Jersey, US Startup: 90 countries
around the world Offices in Ireland, Germany, England, France,
India, Australia New York, Atlanta Revenue $ 14.2 Billion USD $ 273
Million USD Raised a $6 million round of funding Co-Creating
engarge and empower connect, syncrhonize, activate Identify
influential customers Service Systems mobile and web-based access,
datacenters Data Analytics Components community manage user
experience tailoring reward programs Glo-Mo-So mobile and
web-based, communities mobile, flexible, scalable social media to
deploy initiatives RTI focus, manage resources, optimize customer
acquisition, cost reduction directly inflience, less resources
Multisided Metrics reach market share 7 billion synchronization per
day based on behavrioral analysis Impact offering individual
products to an integrated solution for growers where they can not
only learn about Syngentas products but how to optimize their usage
enable new customer acquisition, sales of new devices, accessories
and new service offerings , reducing operational cost at the same
time. helps companies monetize and calculate ROI by allowing them
to create new metrics based on behavioral analysis and tracking
impact of brand initiatives. 7/30/2013 Service Thinking Theoretical
Cases 10
11. Thank You 7/30/2013 Service Thinking Theoretical Cases
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12. Annexes Press Release: Syngenta-IBM Partnership IBM and
Syngenta announced today that the two companies will create a
strategic partnership to develop a collaborative platform with
research centers, distributors and growers around the world. The
new strategic alliance is expected to engage and empower growers by
providing them access to market information and enabling them to
create communities and cooperatives to share knowledge and
expertise. With a presence in 90 countries around the world,
Syngenta faces the challenge of understanding its diverse customer,
the grower, who is widely spread but has specific local needs. With
the help of IBM, Syngenta will be able to have a closer
relationship with growers around the world co-create solutions to
complex farmers challenges. The aim is to gather best practices
among various stakeholders and generate innovation opportunities
for Syngenta and their partnership network by creating knowledge
communities. The platform will provide access to mobile and
web-based applications that feature training modules co-created by
Syngenta and their partner research centers. This initiative will
provide growers with tools such as advice for seeds, fertilizers,
pesticides, nutrients, water management and delivery technologies
that can help them optimize their production systems and manage
resources. The value proposition is to allow growers to focus more
on producing more from less community knowledge and expertise.
Cloud-based analytics will make it possible for Syngenta to predict
and localize global solutions for growers and create stronger
relationships with local distributors and farmers. IBMs cloud based
platform will help Syngenta shift from offering individual products
to an integrated solution for growers where they can not only learn
about Syngentas products but how to optimize their usage. By
bringing together various players, such as global and local
Research Centers, Syngenta will be able to identify local needs and
leverage on existing technology to deliver tailored solutions for
its customers. This partnership is expected to help Syngenta in
their current growth strategy gain an average 0.5 percent market
share across their combined businesses. The platform will bring
together both small and large research centers and growers to
collaborate and accelerate open innovation to address todays
agronomical challenges. 7/30/2013 Service Thinking Theoretical
Cases 12
13. Annexes Press Release: Synchronoss-IBM Newest Acquisition
IBM today announced that it has completed its acquisition of
Synchronoss. The acquisition is expected to expand IBMs Cloud
Service Offering by improving its ability to transfer user
experiences across connected devices in a seamless way. Synchronoss
helps companies serve their customers by providing flexible and
scalable mobile technology solutions, such as personal clouding
services, that simplify and optimize the synchronizing process
across multiple devices and services, enhancing the user experience
online. The company has access to datacenters located around the
globe, giving IBM more flexibility to expand and scale operations
and develop initiatives in a fast-paced environment. Synchronoss is
used by telecommunication providers such as AT&T inc., Verizon
Wireless and Vodaphone, and large equipment manufacturers such as
Apple, Dell, Panasonic and Nokia to serve both consumers and
businesses. The Synchronoss platform enables these companies to
manage user experience in a cost effective and seamless way.
Customers are able to connect, synchronize and activate devices and
services that empowering enterprises with ongoing connectivity with
their customers. The scalability of their platforms enable new
customer acquisition, sales of new devices, accessories and new
service offerings , reducing operational cost at the same time.
Founded in 2000, Synchronoss is the mobile innovation leader with
annual revenues of 273 million US and over 1300 employees. During
2012 Synchronos acquired NewBay software for 55.5 Billion with the
objective of strengthening its leadership position within the cloud
service industry. Synchronoss has already been able to connect more
than 50 million devices, manage 10 billion entities and perform
more than 7 billion synchronizations per day. The Synchronoss
acquisition builds on IBMs cloud strategic acquisitions, which
allowed them to grow their cloud revenue by 80% in 2012. The goal
for IBM is to reach cloud business revenue of $7 billion by the end
of 2015. With the addition of Synchronoss, IBM will enable
customers from various industries to adopt their own cloud-based
businesses and provide their services across multiple channels,
devices and platforms. This will create a continuous connection and
stronger relationship with consumer and business customers.
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14. Annexes Press Release: Start-ups to watch for: Crowdtwist
IBM and Crowdtwist today announced they are collaborating to
incorporate data analytics into the existing platform enabling
global consumer products companies to embrace loyalty and rewards
programs for their brands. Crowdtwist is a 3 year old start-up and
is already the leading technology in building loyalty, generating
recognition and rewarding consumers. The company looks at
historical customer behavior rather than just measuring social
media and web traffic. Its advantage over other loyalty program
companies is their ability to identify their most influential
customers and connecting this to actual spending, and then
tailoring reward programs for this specific customers. Working with
applications such as Foursquare, Crowdtwist was able to find
valuable insights like when a customer uses the application to
check in, he/she spends 5 minutes more that customers that dont
check in. This creates opportunities for companies to engage with
customers at the moment they check in and develop a more
personalized experience. Consumer oriented companies will be able
to understand consumer sentiment and value by their level of
engagement, social influence and purchases. They will be able to
create a global brand awareness by using social media to deploy
their initiatives in a viral pace. Companies will be able to target
specific consumers, directly influence and develop assertive
customized offerings with and less resources. This way, Crowdtwist
enables companies to co-elevate the brand relationship by allowing
a close and continuously improving interaction with consumers. The
platform also helps companies monetize and calculate ROI by
allowing them to create new metrics based on behavioral analysis
and tracking impact of brand initiatives.The company has already
worked with brands such as Pepsi, JC-Penney, the Miami Dolphins,
the X- Factor, Sony Music among others. By partnering with
Crowdtwist, IBM will bring its expertise in social analytics and
will in turn increase its network of social business and
understanding of consumer behavior, incorporating most recent and
innovative practices into their own internal social platform, IBM
Connections. 7/30/2013 Service Thinking Theoretical Cases 14