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PORTFOLIO 2013

Vasini Govindarajan +1 5732017420/vasini.g@gmail.com


TABLE OF CONTENTS 1. Process Re-engineering for Royal Caribbean...........4 2. National Grid - Business Process Improvement.......7 3. Katherine Clark - Digital Marketing........................ 13

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

2


VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

3


PROCESS RE-ENGINEERING FOR ROYAL CARIBBEAN My project ‘Magnum Opus‘ at Merkle was transforming the campaign platform for Royal Caribbean. The combined vision of Merkle and the client team was to replace the manual campaign process with a new process involving a robust tool called RedPoint. The company’s vision to re-engineer a legacy process and move towards complete automation was compelling.

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

4


Process Re-engineering for Royal Caribbean Process development through automation

PLANNING  

Project Summary :

DISCOVERY  

Merkle provided direct maketing services to Royal Caribbean(RCC) . More specifically , the company was responsible for managing RCC’s cutsomer database consisting of about million customers and also managing marketing communications across multiple media channels .

DESIGN   DEVELOPMENT   TESTING    

I worked on designing the new process ,managing and contributing to every phase of the process development life cycle and assuming complete ownership of the Discovery, Documentation, User Acceptance Testing and Training phases.

TRAINING    

IMPLEMENTATION/GO  LIVE    

Process Development Life Cycle

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

5


PROCESS DOCUMENTED USING VISIO

Process Re-engineering for Royal Caribbean Process development through automation

Project Summary :

FUNCTIONAL REQUIREMENTS DOCUMENT

After several rounds of interviews with all the users of this process , I documented the current process using MS Visio. Discovery and design sessions involved the users of the process as I felt it best to include the end users in this big change . RedPoint platform, a powerful management tool was intergrated into the design which would introduce automation , accuracy and better speed to the campaign management process. My biggest challenge was to balance the interest of three different stakeholders in the process (Campaigns team, , Creative Services team and the Technology team). I gained valuable experience in managing teams in a changing environment while building lasting relationships with the client and my team , which was rewarding.

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

6


NATIONAL GRIDCUSTOMER SATISFACTION National Grid invited the Bentley University MBA consulting team to help the company with a year long Customer Satisfaction Improvement project. A team of five Bentley students worked on tracing the root cause of the problem and providing actionable insights and recommendations for enhancing the customer fulfillment process. This assignment was full of surprises as we unearthed the real source of the problem. From start to finish, this has been one of the most educative experiences for me.

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

7


Process of Order fulfillment at National Grid

National Grid Customer Satisfaction

Gas heating system is more efficient and eco-friendly.

Business Process Improvement Customer Services 1-877-696-4743 (MyNgrid)

Central Office

Customer Driven Construction I’m very satisfied with the service I received from National Grid.

Why are target times missed? Inability to Reallocate Work Coordinators

Poor Data Quality

Work packages not standardized

Illegible

Some employees are working at capacity

Incomplete

Project Summary : During the initial research and analysis , the Bentley Team gathered strong evidence of the root cause of the problem as the lack of standardization of the work processes across National Grid Offices . The focus shifted to standardization of work packages, and the fulfillment proces across the branches of National Grid. The team worked on building strategies , developing uniform metrics and an implementation plan . The goal was to 1. Improve customer satisfcation by enabling greater work co ordination and flexibility during the work package creation process. 2. Intergrate quality control methods into the processes to ensure accurate content in the packages.

Inaccurate

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

8


National Grid Customer Satisfaction Business Process Improvement

Process Summary 1. Performed Content Audit of all documents supplied by National Grid 2. Conducted interviews and focus groups of all package workers across 13 National Grid yards to document the current process. 3. Performed root cause analysis using Fish Bone diagram as shown below ; the source of problem was identified as lack of standardization. Accuracy of information

Expectation Setting (Target Times Missed)

Work coordinators unable to prepare work package of other yards Work Packages Not Standardized

Human error Completeness

Legibility of information

Low Customer Satisfaction Inclement weather

No Field Sales

Sales or CDC sells wrong service

Permits unavailable

Incorrect Information From Customer

VASINI G

Work coordinator allocation

Expectation Setting (Cost)

PORTFOLIO

2013

Peak Demand During Construction Season

}

Out of scope

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9


National Grid Customer Satisfaction Business Process Improvement

Process Summary 4. Gathered requirements from each National Grid yard to build standardized process 5. Analyzed data and created final recommendations

Yard Requirements (Compared to Top-Down Data)

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

10


Key Final Recommendations Designed Work Package to carry a label with essential data

Our final recommendations included a combination of building new components to radically change some processes as well as enhancing some others. Some of the key changes were 1. Designing a Label : Labels provide a synopsis of the contents of teh package which improves arruracy while distributing the packets and also as a checklist for verifying availability of items inside the work package . 2. Designed Work Order Completion form : The work order completion form was standardized using data collcted from the yards. Familiarity of the work order form increased resource sharing amongst yards . 3.Reviewing contents of work package : We inserted the gas service records which provides vital information to the yard workers . Usually this information delays work by two days if unavailable.

Designed form with revised fields for all branches

VASINI G

PORTFOLIO

2013

Inserted already available Gas Service card into Work Package to provide easy access to on site data

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Derived Results Standardization of work package contents and the packaging process was predicted to ultimately improve the Customer Satisafction through a series of improvements in the process chain.

Increase Employee Flexibility

Standardize Growth Work Packages

Complete Construction On Time

Increase Customer Satisfaction

Improve Data Quality

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

12


KATHERINE CLARKDIGITAL MARKETING Katherine Clark recruited a group of four Bentley Students to help with her upcoming election campaign in 2012. The goal was to build awareness amongst voters in her constituency , increase the monetary contributions and ultimately win the election. Being involved in the US election and designing a winning campaign has been a thrilling experience. Currently Senator Clark is running for Congress following her victory at the State elections.

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

13


Message Archiechture for Katherine

Katherine Clark Digital Marketing Online Marketing campaign

Project Summary The Bentley Team worked on building the online marketing campaign for Katherine Clark. The team developed a winning Social Media plan along with a Social Media content schedule. We supplemented each of our recommendations with a cheat sheet containing step wise tactical information to implement our solution . We had a tight budget and a timeline constraint which made this project more interesting and challenging. Katherine Clark won the election in 2012 in Fifth Middlesex district constituency and our team cotributions were rewarded.

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

14


Google Analytics : Page View statistics

26%  

Katherine Clark Digital Marketing Homepage  

39%  

Contact   About   News  

3%  

Issues  

3%  

Contribute  

5%  

Other   12%  

12%  

Content Audit of online presence

Online Marketing campaign

Process Summary : The Bentley team started off by building the Persona and the Message architecture of Katherine Clark. We accomplished this through interviews, secondary research and also employing social listening tools. We conducted content audit of all of her existing online channels such as Facebook and the State Senate Campaign website. We measured the traffic to the sites using Google Analytics and also improved her SEO , SEM using google Adwords . We built a social media campaign 1. Merging two facebook pages into one and sending targeted messages to school population as well as adult population in her constituencies using FB demographic filters. Measured FB traction using FB insights 2. Built Twitter profile and adviced upon topics of discussion for tweets

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

15


Katherine Clark Digital Marketing Online Marketing campaign

Process Summary : 4. Built a Social Media schedule to follow for periodic updates on various Social Networking channels 5. Suggested Content Management Systems like Wordpress and Hootsuite for managing Online Presence with a budget friendly plan for ongoing maintainance. 6. The team realized that there was untapped potential in Senior Citizens population who dont access the internet . We created a mock up post card for direct mailing .

Social Listening tools

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

16


Twitter mock up

Website mock up to increase engagement and contributions

VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

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VASINI G

PORTFOLIO

2013

www.linkedin.com/in/vasinigovindarajan/

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Vasini govindarajan portfolio'13