Speech for the Thought Leadership Series: Managing in a Down Economy, at the Leadership Mindshare Forum, New York, January 2009.

1. Sam Pakrashi Director, Cognizant Rapid Response Rebranding IT by Creating Transformational Business Value

3. “ What got you here, won’t get you there.” - Marshall Goldsmith

6. Responsiveness: Addressing the “Long Tail” Drives Customer Satisfaction The manner in which IT handles such “moment-of-truth” transactions, defines its brand as a service organization. Strategic “ Lights-On” Number of Requests Effort Business Driven IT Funded IT/Business Funded Complexity Business Value Technology Projects Strategic Business Transformation “ Lights-On” Support Business Requests That Drive Operational Excellence Low High High The Long Tail The Missing Link “ The Third Bucket”

8. Tipping Point: Doing More For Less Rebranding IT while optimizing costs without sacrificing strategic priorities More Effective and Efficient Infrastructure Spend Application Spend Strategic Business Transformation Savings Focus on Strategic Initiatives Optimization Transformation Why Rapid Response? Why now? The confluence of external and internal financial constraints, along with heightened customer expectations, has created an obvious “tipping point. Doing nothing is simply not an option. As economic conditions worsen, the inability of IT to take care of immediate customer concerns will erode the credibility of IT beyond repair. Rapid Response (Business Critical Requests) Business Funded, Outsourced A Responsive and Reliable IT Brand Customer Satisfaction

9. Rapid Response: How It Actually Works The Rapid Response model borrows a fundamental “Lean” concept known as Little’s Law. Little’s Law allows for effective prioritization and sequencing of incoming requests, thereby reducing lead times without impacting capacity or quality. Little’s Law Small requests Medium requests Large requests Incoming Service Requests WIP Tier 1 (24 Hrs) Tier 2 (48 Hrs) Tier 3 (72 Hrs) PMO (Prioritization) Business Analysts Little’s Law in Action Lead time = WIP Productivity

18. References Marshall Goldsmith, “What Got You Here Won’t Get You There”, Hyperion, New York, NY, 2007. Marc Beaujean, Jonathan Davidson, Stacey Madge, “The Moment of Truth in Customer Service,” McKinsey Quarterly, 2006. Survey conducted by Forrester Research, September 2008. Chris Anderson, “The Long Tail: Why the Future of Business Is Selling Less of More,” New York, NY, Hyperion, 2006. C.K. Prahalad, M.S. Krishnan, “The New Age of Innovation: Driving Co-Created Value through Global Networks,” New York, NY, McGraw Hill, 2008. Malcolm Gladwell, “The Tipping Point: How Little Things Can Make a Big Difference,” New York, NY, Back Bay Books, 2000. Michael George, “Lean Six Sigma for Service,” New York, NY, McGraw Hill, 2003.

19. Thank YOU