Subroto Gupta, Vice President, Social Business and Product Innovation' presentation on 'Applying Crowdsourcing to Business Services' at Massolutions NYC 2013

1. © 2013 Copyright Genpact. All Rights Reserved.© 2013 Copyright Genpact. All Rights Reserved.
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

3. © 2013 Copyright Genpact. All Rights Reserved.© 2013 Copyright Genpact. All Rights Reserved.
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

7. © 2013 Copyright Genpact. All Rights Reserved.© 2013 Copyright Genpact. All Rights Reserved.
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