Reflection – Mind Mapping 

 Challenge and Selection : 

 Mind - mapping is a simple , yet exciting tool , that I love working with . In my job as a customer life cycle   marketing manager in a telecom company , I am faced with diverse business challenges , which can not be   demystified or deconstructed using structured and logical thinking process . That is why the mind   mapping tool is a very effective tool that I have used often to tackle complex and dynamic business   challenges . 

 One such business challenge is to figure out actions and interventions to engage customers , and to   convert them into brand advocates over time . In order to do so , customer retention and churn   management becomes critical . As a starting point , I therefore , need to identify why customers stop   engaging with a brand and attribute these factors to relevant segments of customers , to understand   what the primary reason churn is at the customer level . 

 While MI - based analytical models can predict the propensity of a customer to stop using a brand , it fails   to attribute the reason driving this behavior within the customer . And since there are multiple reasons   why a customer is not engaged with the brand , the problem is complex and can not be linearly plotted .   This is why mind - mapping technique is particularly suited to understand and deconstruct this business   challenge . 

 The mind map is basically a non - linear , visual diagram for representing keywords , concepts , ideas and   activities that are linked or related to the central concept or topic of discussion . It helps the users build   an intuitive framework around the business challenge and plot all the elements in a connected manner .   Once the mind map is created , the next step is to categorize or group these thoughts and figure out core   insights , emerging from this visual plot . 

 The tool is very user friendly and helps the audience to branch out their thinking , without losing their   focus or connection to the core subject . It can be used both to represent logical flow of thoughts and   random ( yet linked ) repertoire of ideas . 

 Application : 

 I primarily use this tool in workshops with multi - disciplinary and cross - functional audience . For this   challenge , a diverse group of team members ( cutting across marketing , finance , customer experience ,   sales , IT and technology ) was invited to identify the key triggers & influencers behind customer   behaviors and purchase decisions . 

 The exercise started off with placing the core business challenge ( in the form of a trigger question in the   center of the workspace ) . Then , every member was given colored paper / post - its and markers to put   their thoughts and build a combined mind map . Once done , the teams reflected on the ideas that were 

 plotted and clubbed them into categories . At this stage , certain core insights or patterns start emerging .   And then , we would apply the next round of mind - mapping to each of these emerging patterns . This   process is repeated several times , to build around the different concepts to deconstruct these into the   most basic of elements . 

 Insight and Approach : 

 Through multiple rounds of this cycle , we were able to zero in on the 3 core insights , triggering and   driving customer purchasing behavior and brand affinity . And we were also able to create surrogate   behavior / data sets that would indicate the presence and degree of influence of these 3 core insights at   the customer level . 

 This clarity of the key drivers and translation to application ( with help of design briefs – in the form data   sets ) helped me and my team to design relevant offers and interventions to keep the customer engaged   and excited about our brand and products , and in the process , convert them to brand advocates . 

 Using this tool and the ultimate output , I was able to improve customer retention rates by more than   25 % within a year , which resulted in an incremental annual revenue of USD 250 Mn . As a company , we   also ended up being the leader in Net Promoter Score ( an indicator of brand loyalty ) in the industry for 4   consecutive years . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Mind Mapping 

 Challenge and Selection : 

 Mind - mapping is a simple , yet exciting tool , that I love working with . In my job as a customer life cycle   marketing manager in a telecom company , I am faced with diverse business challenges , which can not be   demystified or deconstructed using structured and logical thinking process . That is why the mind   mapping tool is a very effective tool that I have used often to tackle complex and dynamic business   challenges . 

 One such business challenge is to figure out actions and interventions to engage customers , and to   convert them into brand advocates over time . In order to do so , customer retention and churn   management becomes critical . As a starting point , I therefore , need to identify why customers stop   engaging with a brand and attribute these factors to relevant segments of customers , to understand   what the primary reason churn is at the customer level . 

 While MI - based analytical models can predict the propensity of a customer to stop using a brand , it fails   to attribute the reason driving this behavior within the customer . And since there are multiple reasons   why a customer is not engaged with the brand , the problem is complex and can not be linearly plotted .   This is why mind - mapping technique is particularly suited to understand and deconstruct this business   challenge . 

 The mind map is basically a non - linear , visual diagram for representing keywords , concepts , ideas and   activities that are linked or related to the central concept or topic of discussion . It helps the users build   an intuitive framework around the business challenge and plot all the elements in a connected manner .   Once the mind map is created , the next step is to categorize or group these thoughts and figure out core   insights , emerging from this visual plot . 

 The tool is very user friendly and helps the audience to branch out their thinking , without losing their   focus or connection to the core subject . It can be used both to represent logical flow of thoughts and   random ( yet linked ) repertoire of ideas . 

 Application : 

 I primarily use this tool in workshops with multi - disciplinary and cross - functional audience . For this   challenge , a diverse group of team members ( cutting across marketing , finance , customer experience ,   sales , IT and technology ) was invited to identify the key triggers & influencers behind customer   behaviors and purchase decisions . 

 The exercise started off with placing the core business challenge ( in the form of a trigger question in the   center of the workspace ) . Then , every member was given colored paper / post - its and markers to put   their thoughts and build a combined mind map . Once done , the teams reflected on the ideas that were 

 plotted and clubbed them into categories . At this stage , certain core insights or patterns start emerging .   And then , we would apply the next round of mind - mapping to each of these emerging patterns . This   process is repeated several times , to build around the different concepts to deconstruct these into the   most basic of elements . 

 Insight and Approach : 

 Through multiple rounds of this cycle , we were able to zero in on the 3 core insights , triggering and   driving customer purchasing behavior and brand affinity . And we were also able to create surrogate   behavior / data sets that would indicate the presence and degree of influence of these 3 core insights at   the customer level . 

 This clarity of the key drivers and translation to application ( with help of design briefs – in the form data   sets ) helped me and my team to design relevant offers and interventions to keep the customer engaged   and excited about our brand and products , and in the process , convert them to brand advocates . 

 Using this tool and the ultimate output , I was able to improve customer retention rates by more than   25 % within a year , which resulted in an incremental annual revenue of USD 250 Mn . As a company , we   also ended up being the leader in Net Promoter Score ( an indicator of brand loyalty ) in the industry for 4   consecutive years .
### Output: 