Say hello to the Bosstomer

The Aditya Birla Group launched its strategic ‘Hello Bosstomer’ initiative to enable a cultural shift towards customer centricity within the organisation, by inviting, collecting and processing ideas from employees across functions, businesses, geographies and hierarchies.

We created the Hello Bosstomer portal, disrupting and democratizing the crowdsourcing of ideas by allowing segmented idea submissions as well as multiple levels of filtration and evaluation. The portal serves both, idea submitters and administrators who don’t just evaluate, but collaborate with the idea submitters to ensure effective ideation, piloting and implementation. The Bosstomer App was created to expand the initiative to plants, retail outlets and the field force. It allowed employees to submit customer-centric ideas through voice – which was transcribed and inserted into a framework, transforming an otherwise complex input mechanism into a convenient ‘tap, record and submit’ model.

The UX was based on the idea of absolute simplicity – in order to reinforce the message that big changes can arise from simple solutions. We also created engaging games to explain concepts like ‘Customer Journey Mapping’ to employees of different businesses, by playing out scenarios in which they raced competitors to capture their customer. The game and the idea submission were further backed by an advanced rewards mechanism which furthered the engagement of the initiative.