Reflection – Mind Mapping 

 Challenge 

 I ’m a member from customer experience department for an organization who is into jewellery retail   and there was a major challenge with our department on absolute number of buyers declining this   year over last year . With the current pandemic scenario the marketing spends were very limited and   the challenge in front was to double the buyers and make a 100 % buyer recovery over last year .   Stores were only allowed to do tele calling / Tele marketing activities and no in store celebration /   customer connect activity is allowed to bring in walkin . Incentives of the sales person is linked to the   buyers and there by the employees were demotivated . The challenge was to bring in customers and   motivate the employees simultaneously 

 Selection 

 We have selected mind mapping tool for this process to understand in detail from the customers on   the frequency of their jewellery buying and on what occasion do they buy jewellery also why do that   choose that particular occasion over others and if given an opportunity which occasion would they   choose to buy every year and what could motivate them for buying every year on that occasion . And   similar process for the store employees were made to understand what motivates them , what kind   of customers are they confident about in terms of sure buyer conversion . 

 Application 

 In our first Discussion about the challenge with the team we found that both customers and the   employees needs to be motivated and delighted simultaneously and the review of buyers need to   happen weekly once at least to bring rigour in the store team , We have conducted ethnography   from few set of customers with varied purchasing frequency 

 Date / Time 

 What is the    frequency in 

 which you buy a 

 Jewellery 

 On what occasion / 

 reason 

 do you buy    a Jewellery 

 Why do you    choose this 

 occasion/ Reason 

 over 

 others 

 If given a opportunity    what is the occasion    you would like to buy 

 every year 

 What will motivate    you to buy jewellery 

 ever year 

 24/06/2021   once in 2 years   Spouse Birthday 

 I feel so 

 special on this day   Anniversary 

 Newer Designs , 

 Attractive discounts 

 24/06/2021   Once in 3 years   Anniversary 

 Memorable and 

 would 

 love to cherish this 

 day    Anniversary 

 Buy jewellery through 

 payment in installments 

 24/06/2021   once in 2   years   Anniversary 

 Spouse will love   the 

 surprise on our   memorable day   Christmas 

 High Discounts even for   a small value product 

 24/06/2021   once in 3   years   Birthday , Anniversary 

 Make Him Feel    Special On his 

 Birthday   Birthday   Clubbing of two Offers 

 Also when we conducted similar Mind Mapping analysis with the store employees to understand on   the confidence levels and the motivation on what will make them easily sell products to a customer   and what will boost their enthusiasm . 

 Date / Time 

 How many   customers 

 do they 

 attend in a 

 day 

 When do they feel that they can 

 easily convert the customer 

 If given a opportunity 

 what is the occasion They would like to buy 

 every year 

 What motivates them to   double their efforts in the   given scenario 

 24/06/2021   4 

 When the customer has 

 any occasion in their family   My Parents Anniversary   A Sale Commission 

 24/06/2021   3 

 Customers having any    scheme enrolled with us   My Wife Birthday   Incentivising for every sale 

 24/06/2021   2 

 When we give promotional 

 offers to our customers   For my Daughter on her birthday 

 Giving   payment option    in installment for customers 

 24/06/2021   5 

 When is customer is 

 having a birthday or anniversary   For my Wife Birthday 

 Additional    Discount for Occasion   Buyers 

 25/06/2021   4 

 When there is uniqueness    in design or a colelction is 

 launched   For my mom every christmas 

 A Recognition if    achieved highest number 

 25/06/2021 

 No specific time 

 frame   Investment 

 To Accumulate 

 Wealth 

 and Easy Liquidity   Anniversary 

 Offers and Loyalty Points   together if given then it 

 will motivate 

 25/06/2021   Once in 3 years   Save for my Child 

 For My Daughter 's 

 Wedding   My Daughter 's Birthday 

 Paying small amount for   10 - 12 Months will make   it reduce my lumpsum 

 burden 

 25/06/2021   once in 2 years   Anniversary 

 My Wife Demands   for jewellery on our 

 anniversary   Anniversary 

 Attractive and exclusive 

 Anniversary Discount 

 25/06/2021   once in 2 years   Birthday 

 I buy myself on my    birthday to pamper 

 myself   Birthday 

 Keeping me posted 

 regularly on the latest 

 trend 

 25/06/2021   once in 2 years 

 Chiara Watson 

 ( Auspicious day to Buy 

 Gold ) 

 I Belive in this   auspicious Day   Birthday 

 Home Delivery 

 on this special Day 

 25/06/2021   once in 2 years 

 Dhanteras 

 ( Auspicious day to Buy 

 Gold ) 

 Family Tradition to 

 buy gold on this   particular day   Anniversary 

 Prebooking of Gold 

 when it is at lower rate 

 for this special day 

 25/06/2021   3   Birthday / Anniversary Customers    For Every Akshata thrithya 

 Highlighting of my Name in   the    Team by a senior member 

 25/06/2021   2 

 My regular buyers who will ask    for me when they wanted to do 

 shopping   For every dhanteras I will make a purchase 

 Holiday Package for highest   target Achiever 

 25/06/2021   4 

 Customers having an occasion to 

 celebrate 

 For My birthday would    like to buy every year 

 Dinner Voucehers at 5 star   resort 

 After collecting this data this was put on to the team and made them to write what is their first   thought on seeing this . Which has been come out in 5 categories 

 Insights 

 while doing an in detailed analysis it was identified that birthday / anniversary is one occasion where   most of the customers preferred to buy if given an opportunity . Also they had issues in paying lump   some in a single payment . Also they felt if they were allowed to make payment on instalment for a   product then it will be easier to buy considering the economic factors . 

 While the Employees felt that it would be easier for converting occasion based Buyers it came out   very clear that there needs a training for employees on communicating the current benefits also on   how to make it louder for our customers on the benefits . It was also analysed that customers needed   a monthly payment scheme for an easier buying option 

 Employees needed cash incentives to motivate them to push themselves for a higher target 

 Approach 

 We Posted this on the cafeteria at regional office and made employees to tag one word for each of   these motivation remark . When we collated the same we identified “ INCENTIVES ” , ” MONTHLY   PAYMENT ” BIRTHDAY & ANNIVESARY ” as the core understanding 

 We started looking out of the scheme enrolled customers who has birthday or anniversary on that   particular month , Also we had created a contest for employees who has the highest conversion on   birthday or anniversary . They were given a cash incentive of Rs 50 per buyer conversion on the   birthday and anniversary customers . 

 And it was decided to publish a weekly winner / Monthly Winner and TOP sales person recognition   to build a rigour on daily basis , It was also supported by highlighting them every day on where do   they stand against their targets . 

 We also trained our team to communicate the best possible offers for these customers eg : how a   loyalty point earning could translate to additional offers or benefits for the customers . Meeting the   all the three factors together we decided to experiment in one particular set of stores for a week 

 To our surprise in those set of stores the birthday anniversary buyer recovery touched 100 % . Same   has been rolled out in the entire region where an average birthday anniversary buyers would be   around 2200 , with this technique it was achieved to 4800 Buyers 

 This tool also gave us an insight to look at the problem in a 360 degree approach and sharing and   mapping the minds of both internal and external customers . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Chiara Watson
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 

 I ’m a member from customer experience department for an organization who is into jewellery retail   and there was a major challenge with our department on absolute number of buyers declining this   year over last year . With the current pandemic scenario the marketing spends were very limited and   the challenge in front was to double the buyers and make a 100 % buyer recovery over last year .   Stores were only allowed to do tele calling / Tele marketing activities and no in store celebration /   customer connect activity is allowed to bring in walkin . Incentives of the sales person is linked to the   buyers and there by the employees were demotivated . The challenge was to bring in customers and   motivate the employees simultaneously 

 Selection 

 We have selected mind mapping tool for this process to understand in detail from the customers on   the frequency of their jewellery buying and on what occasion do they buy jewellery also why do that   choose that particular occasion over others and if given an opportunity which occasion would they   choose to buy every year and what could motivate them for buying every year on that occasion . And   similar process for the store employees were made to understand what motivates them , what kind   of customers are they confident about in terms of sure buyer conversion . 

 Application 

 In our first Discussion about the challenge with the team we found that both customers and the   employees needs to be motivated and delighted simultaneously and the review of buyers need to   happen weekly once at least to bring rigour in the store team , We have conducted ethnography   from few set of customers with varied purchasing frequency 

 Date / Time 

 What is the    frequency in 

 which you buy a 

 Jewellery 

 On what occasion / 

 reason 

 do you buy    a Jewellery 

 Why do you    choose this 

 occasion/ Reason 

 over 

 others 

 If given a opportunity    what is the occasion    you would like to buy 

 every year 

 What will motivate    you to buy jewellery 

 ever year 

 24/06/2021   once in 2 years   Spouse Birthday 

 I feel so 

 special on this day   Anniversary 

 Newer Designs , 

 Attractive discounts 

 24/06/2021   Once in 3 years   Anniversary 

 Memorable and 

 would 

 love to cherish this 

 day    Anniversary 

 Buy jewellery through 

 payment in installments 

 24/06/2021   once in 2   years   Anniversary 

 Spouse will love   the 

 surprise on our   memorable day   Christmas 

 High Discounts even for   a small value product 

 24/06/2021   once in 3   years   Birthday , Anniversary 

 Make Him Feel    Special On his 

 Birthday   Birthday   Clubbing of two Offers 

 Also when we conducted similar Mind Mapping analysis with the store employees to understand on   the confidence levels and the motivation on what will make them easily sell products to a customer   and what will boost their enthusiasm . 

 Date / Time 

 How many   customers 

 do they 

 attend in a 

 day 

 When do they feel that they can 

 easily convert the customer 

 If given a opportunity 

 what is the occasion They would like to buy 

 every year 

 What motivates them to   double their efforts in the   given scenario 

 24/06/2021   4 

 When the customer has 

 any occasion in their family   My Parents Anniversary   A Sale Commission 

 24/06/2021   3 

 Customers having any    scheme enrolled with us   My Wife Birthday   Incentivising for every sale 

 24/06/2021   2 

 When we give promotional 

 offers to our customers   For my Daughter on her birthday 

 Giving   payment option    in installment for customers 

 24/06/2021   5 

 When is customer is 

 having a birthday or anniversary   For my Wife Birthday 

 Additional    Discount for Occasion   Buyers 

 25/06/2021   4 

 When there is uniqueness    in design or a colelction is 

 launched   For my mom every christmas 

 A Recognition if    achieved highest number 

 25/06/2021 

 No specific time 

 frame   Investment 

 To Accumulate 

 Wealth 

 and Easy Liquidity   Anniversary 

 Offers and Loyalty Points   together if given then it 

 will motivate 

 25/06/2021   Once in 3 years   Save for my Child 

 For My Daughter 's 

 Wedding   My Daughter 's Birthday 

 Paying small amount for   10 - 12 Months will make   it reduce my lumpsum 

 burden 

 25/06/2021   once in 2 years   Anniversary 

 My Wife Demands   for jewellery on our 

 anniversary   Anniversary 

 Attractive and exclusive 

 Anniversary Discount 

 25/06/2021   once in 2 years   Birthday 

 I buy myself on my    birthday to pamper 

 myself   Birthday 

 Keeping me posted 

 regularly on the latest 

 trend 

 25/06/2021   once in 2 years 

 Chiara Watson 

 ( Auspicious day to Buy 

 Gold ) 

 I Belive in this   auspicious Day   Birthday 

 Home Delivery 

 on this special Day 

 25/06/2021   once in 2 years 

 Dhanteras 

 ( Auspicious day to Buy 

 Gold ) 

 Family Tradition to 

 buy gold on this   particular day   Anniversary 

 Prebooking of Gold 

 when it is at lower rate 

 for this special day 

 25/06/2021   3   Birthday / Anniversary Customers    For Every Akshata thrithya 

 Highlighting of my Name in   the    Team by a senior member 

 25/06/2021   2 

 My regular buyers who will ask    for me when they wanted to do 

 shopping   For every dhanteras I will make a purchase 

 Holiday Package for highest   target Achiever 

 25/06/2021   4 

 Customers having an occasion to 

 celebrate 

 For My birthday would    like to buy every year 

 Dinner Voucehers at 5 star   resort 

 After collecting this data this was put on to the team and made them to write what is their first   thought on seeing this . Which has been come out in 5 categories 

 Insights 

 while doing an in detailed analysis it was identified that birthday / anniversary is one occasion where   most of the customers preferred to buy if given an opportunity . Also they had issues in paying lump   some in a single payment . Also they felt if they were allowed to make payment on instalment for a   product then it will be easier to buy considering the economic factors . 

 While the Employees felt that it would be easier for converting occasion based Buyers it came out   very clear that there needs a training for employees on communicating the current benefits also on   how to make it louder for our customers on the benefits . It was also analysed that customers needed   a monthly payment scheme for an easier buying option 

 Employees needed cash incentives to motivate them to push themselves for a higher target 

 Approach 

 We Posted this on the cafeteria at regional office and made employees to tag one word for each of   these motivation remark . When we collated the same we identified “ INCENTIVES ” , ” MONTHLY   PAYMENT ” BIRTHDAY & ANNIVESARY ” as the core understanding 

 We started looking out of the scheme enrolled customers who has birthday or anniversary on that   particular month , Also we had created a contest for employees who has the highest conversion on   birthday or anniversary . They were given a cash incentive of Rs 50 per buyer conversion on the   birthday and anniversary customers . 

 And it was decided to publish a weekly winner / Monthly Winner and TOP sales person recognition   to build a rigour on daily basis , It was also supported by highlighting them every day on where do   they stand against their targets . 

 We also trained our team to communicate the best possible offers for these customers eg : how a   loyalty point earning could translate to additional offers or benefits for the customers . Meeting the   all the three factors together we decided to experiment in one particular set of stores for a week 

 To our surprise in those set of stores the birthday anniversary buyer recovery touched 100 % . Same   has been rolled out in the entire region where an average birthday anniversary buyers would be   around 2200 , with this technique it was achieved to 4800 Buyers 

 This tool also gave us an insight to look at the problem in a 360 degree approach and sharing and   mapping the minds of both internal and external customers .
### Output: 