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Presentation Title Goes Here
Applying Crowdsourcing to Business
Services
Subroto Gupta, Vice President, Social Business and Product Innovation
NYC
September 18, 2013
2. © 2013 Copyright Genpact. All Rights Reserved.© 2013 Copyright Genpact. All Rights Reserved.
Who are we?
Manages 4,500 processes from
simple invoice processing to
complex statistical models
GE spin-off to 60,000+ staff;
Profitable mid-cap; partially
owned by Bain Capital
2
“Factory-like” use of advanced
metrics, data-driven processes,
innovative HR & specialized IT
Genpact provides Business Process & Technology Services to Global 1000 companies
24 Countries
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Crowdsourcing can optimize global supply chain of labor +
Change how businesses operate
3
+
+
Decentralized (and
shared) + Global
+ third party
“industrialized operations”
+ crowd
Re-engineered
Processes
New Workforce
Management Practices
Cloud based Process
Applications
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Expertise-based tasks
Repeatable, lower volume but clearly scoped
Micro-Tasks
Repeatable, high volume, very narrow scope
Specialized / Freelance Services
Low Volume, flexible scope work; hourly pay
Cost, Efficiency
Cost, Revenue,
Capability Gap
Our objective is to create an alternate, on-demand delivery
model of disruptive value
Quality, Speed,
Revenue
1
2
3
Impact on
5. © 2013 Copyright Genpact. All Rights Reserved.© 2013 Copyright Genpact. All Rights Reserved.
Objectives
Test microsite for UI, UX and bugs
Meet tight launch schedule
5 geographies
1 weekend
10+ scenarios
50+ use cases
On time
110 accepted defects; 24 major
>75% accuracy
Visibility & tracking
90% cheaper
Case Study 1 – Crowd Testing
5
25 Testers
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Fast turnaround - 1 week
Local market know-how & language
Beyond web (phone + emails)
100% accuracy on sample check
70% cheaper
Case Study 2 – Secondary Research
Objectives
Identify & classify suppliers across categories in niche geographies
Perform basic due diligence
15 suppliers
x 10 categories
x 10 countries
6
10 Workers
1,500 suppliers
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What did we learn?
Clear alignment to business objectives drives traction
Bottom up identifies the best opportunities
Task specific, best of breed partner approach works best
Technology capability gap exists especially in micro tasks
Realizable benefit < business case on paper
Data security, governance & quality of crowd are key client concerns
7
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We are now looking at more areas
1
MICRO TASKS
EXPERTISE
BASED TASK
SPECIALIST /
FREELANCE ROLES
Secondary research
Learning content
creation
L1 Product /
customer support
Software testing
Niche expertise for
specific projects
2 3
Backlog data
management for HR
Shared Services
Social media
monitoring
In-store data
collection
- Using ‘Private’ Crowd i.e. Bench
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Framework for harnessing ‘Collective Intelligence’
Knowledge
aggregation
Decision
making
Problem
solving
Idea
generation
Effective
governance
Employees Clients Suppliers Experts Crowd
Voice Video IM Social Workflow BI Network Analytics
WHYWHOHOW
10. © 2013 Copyright Genpact. All Rights Reserved.© 2013 Copyright Genpact. All Rights Reserved.
Presentation Title Goes Here
Thank You
subroto.gupta[at]genpact.com @subrotogupta