Ideation at CSC for Open Innovation Day 2012 Stockholm

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In this presentation, Howard Smith explains how CSC built a powerful internal ideation program of employee engagement challenges and jams. This was presented at Open Innovation Day, Stockholm, 2012.

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  • 4/9/2014 3:17 PM 6029-09_CSC 1 Case Study: Ideation & Jams @CSC A 21st Century Suggestion Box Howard Smith Glen Hoffherr An Enterprise Ideation Portal
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 2 Business Change projects ... Walk of the Living Dead! MURKY MIDDLE THROW IT OVER THE WALL PROJECTS: THE WALK OF THE LIVING DEAD VALLEY OF DEATH EXECUTIVE MOODSWINGS BLAME GAME FUZZY FRONT-END DECISIONS AT THE TWISTED GATE ONE-MAN-BAND PORTFOLIO MASTER CORPORATE AMNESIA Source: Imaginatik, inventor of enterprise idea management
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 3 CSC cash flow ideation as reported by CFO Challenge: Day Sales Outstanding (DSO) reduction Duration 8 weeks Review team: 27 experts The Ideation event resulted in reduction of DSO by at least 4 days ($64M/annum), po ssibly twice as much, over 12 month period Audience: 2300 cross functional Active participants: 317 Ideas: 182 Comments and other reviews: 334 Votes: 1789 Hits on site: 39941
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 4 Ideation event concept Creating value through employee and customer engagement Identify the problem & owner Detail the challenge & audience Launch Capture ideas Build out ideas Evaluate and review Conclusions and decisions ? ?
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 5 Ideas as Products, Services, Strategies, Risks, Problems ?? ?? ?? 1. Problem + Ideas = Solution 2. Situation + Insights = Better Knowledge 3. Portfolio + Ideas = Updated Portfolio New ideas, Improvement ideas, Contrary ideas Three patterns for using ideation ....
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 6 Leaders create the conditions for convergence Do not fish for ideas Collective Intelligence requires an additive ideation process Ideas as additive contributions Contributing to a solution, a goals, a challenge ...
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 7 The Triage or Funnel analogy is not always helpful in understanding ideation ?? Ideation is not about picking winners or top ideas ....many events are additive Ideas should not compete with one another, but add to an emergent picture, e.g.: Fleshing out details ... of a problem ... of a solution ... of a product design ... of a marketing campaign A few winners ... Everyone wins and contributes
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 8 Three more patterns we use ?? ?? ?? Qualification Competition Improvement Candidates + Questions = Decision Candidates + Criteria = Winners Process + Exceptions = Insight for Improved Process
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 9 The process in greater detail 1. A leader wants to solve a problem or get some new ideas so they 2. Stimulate a targeted community 3. With communications, challenges, seed ideas, conditions for action
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 10 The process in greater detail ! Raw ideas Idea building/ peer review Developing ideas 1. A leader wants to solve a problem or get some new ideas so they 2. Stimulate a targeted community 3. With communications, challenges, seed ideas, conditions for action
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 11 The process in greater detail ! Raw ideas Idea building/ peer review Developing ideas Formal review/ stage-gate Reviewed ideas Review/ Evaluation/ Facilitation team Subject Matter Experts Idea categorization/ recommendations Evaluation e.g. scorecard 1. A leader wants to solve a problem or get some new ideas so they 2. Stimulate a targeted community 3. With communications, challenges, seed ideas, conditions for action
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 12 The process in greater detail ! Raw ideas Idea building/ peer review Developing ideas Formal review/ stage-gate Reviewed ideas Idea bucketing/ Conclusions/ Decisions Review/ Evaluation/ Facilitation team Subject Matter Experts Idea categorization/ recommendations Evaluation e.g. scorecard Assign responsibility Action plan Track Decision/ action team 1. A leader wants to solve a problem or get some new ideas so they 2. Stimulate a targeted community 3. With communications, challenges, seed ideas, conditions for action
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 13 A typical ideation event launch sequence Event Design Ideas Generation Idea Development ConclusionsReviews Purpose Examples Selection criteria Populations Recognition Sponsorship Communication Communication Encouragement Re-enforcement Sponsors & stakeholders set objectives Employees, e xperts or externals are invited to participate Review team & experts guide best ideas to develop Review team leaders conclude the event in terms of outcomes Categorise Publicise decisions Next steps Allocate responsibility Comments Peer reviews Expert reviews Final reviews Public comments Event launch Review team evaluates, sco res & formally reviews ideas Configure Portal Portal supports process throughout Best ideas transition to projects
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 14 Best practice template for designing ideation events
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 15 Touches Many/All Areas F&A Accounting F&A - Cash Operations (Billing & Cash Collections) F&A Contracts F&A - Contract Close-out and final billing F&A - Program Control F&A Subcontracts New Business Acquisition IT Systems Sr. Operations Management Program/Project Management Presidents and VPs Sterling Service Center Senior NPS Management Other Area - specify in idea description
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 16
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 17 Problem-challenge definition is a critical step The right questions The appropriate decision process The appropriate evaluation process A convergent design A committed team 1. Interview sponsor, problem owner
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 18 Problem-challenge definition is a critical step The right questions The appropriate decision process The appropriate evaluation process A convergent design A committed team 1. Interview sponsor, problem owner 2. Distribute problem definition questionnaire (PDQ) to those with insights/ the involved
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 19 Problem-challenge definition is a critical step The right questions The appropriate decision process The appropriate evaluation process A convergent design A committed team 1. Interview sponsor, problem owner 2. Distribute problem definition questionnaire (PDQ) to those with insights/ the involved 3. Agree with sponsor/ problem owner
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 20 Problem-challenge definition is a critical step The right questions The appropriate decision process The appropriate evaluation process A convergent design A committed team 1. Interview sponsor, problem owner 2. Distribute problem definition questionnaire (PDQ) to those with insights/ the involved 3. Agree with sponsor/ problem owner 4. Start the ideation project
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 21 Ideation Is Not All About Innovation Marketing - market opportunities, potential new offerings, red uce cost of slogans, bran d names, etc New Product Development - new product concepts, identifying potential market opportunities, supporting the front-end of the product development process Research & Development - technology solutions, application s for existing or new technology, improve efficiency of R&D process, project evaluation Finance cost reduction and process improvement, structu red tool and process for the company, solve specific, time critical problems, create sustainable competitive advantage through ongoing commitment to innovative work on small improvements that competitors find hard to replicate Sales identify new selling opportunities, explore new markets, impro ve selling process and interaction with the rest of the firm and with customers Channel how to leverage partners, agents, etc
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 22 Analysis of Over 1000 Ideation Events Customer Service identify opportunities to improve customer service, tap into customer insight and feed into the R&D, marketing and sales process, create differentiators through service Manufacturing cost reduction, process improvement, sharin g best practices Supply Chain & Procurement - how to tap into the supply chain for improvements, c ost reductions, and ways of adding more value through supplier-driven innovation HR supporting general employee engagement goals, resolvin g issues from employee surveys Legal ensure follow good process, pro tect intellectual property, str eamline IP process Executive - involve employees in strategy to promote alignment and buy- in, address specific executive challenges, su pport search for large breakthrough type innovation initiatives for growth
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 23 9 more examples of successful ideation projects at CSC CSC Greenway Sponsored by a panel of Presidents/VPs 90,000 Employees invited 200 Review Team members Result: Establishment of www.csc.com/greenway Cash Flow Optimization Sponsored by CFO of largest CSC unit 2000 participants 20 person evaluation team Result: Savings $64 to $128/annum CEO Challenge Sponsored by CEO Part of CSC 50th celebration All employees invited 2000 ideas developed Integrated to Senior Leader conference Result: 3 new strategic initiatives SEEDS Sponsored by Office of Innovation Tech Topic based events throughout year Growing database of SEEDS Result: awareness, education Spinoff: popular Serendipity all staff Newsletter R&D Tax Rebates Sponsored by B.Unit CFOs 500 Architects invited Return: $50K to bottom line Repeated in other BUs Elephants in the Room Sponsored by VP Culture Change Pre-CSC Annual Conference ideation 1500 Attendees invited Result: Defined CSC Culture Change program Sales Transformation Sponsored by President Sales & Marketing Sales community engagement/change 5000 Global Sales community invited Result: Firm basis for Sales Transformation Global Customer Echo Sponsored by ideation program Employees invited to speak for their client 90,000 Employees Result: Input to BU change programs Risk Register Update Sponsored by Chief Audit Officer Secure ideation Director level and above 350 Senior Leaders invited Result: Updated CSC Risk disclaimers
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 24 Ideation events must be targeted and convergentDegreetowhich challengeistargeted Degree to which challenge is convergent Got any ideas? What ideas do we have around topic T? What ideas do we need? Why? How will we get them? Do the part come from different sources? What perspectives need to be included? ..... Etc. What T ideas do we need to achieve our goal G in time X with resources Y under constraints C? Design the collaboration in all details to get the ideas we need: - Target - Communications - Community - Process - Etc.
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 25 Divergent question We need new ideas click here to submit
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 26 Additive question We need ideas that could help us get closer to our objective X
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 27 Additive (improved) Can you improve this idea? Enter ideas that help us flesh out all the details we need, such as A, B, C and D
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 28 Convergent challenge Our objective is X. We must achieve milestone M by date D using resources R under constraints L. The types of ideas we need are T. The kinds of ideas we dont want are N. When you enter your idea, please supply information A, B and C. Well be evaluating the ideas like this E. Ideas will progress to the next stage if they meet criteria C. The decisions we will take are either P, Q, R or S.
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 29 Event design drives everything Convergence The process by which the community helps build out the ideas The evaluation criteria The nature of recommendations by your experts The stages of development of ideas The decisions you will take to move ideas to the next stage Who you invite How you invite them The challenge you give them The types of ideas you do and do not want The content of the ideas you need
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 30 The sponsors objective is NOT the same as the question he should give to the community I need to grow the business by $100M To community: Do you have any growth ideas?
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 31 Asking indirect questions often yields significantly more ideas and higher quality ideas I need to grow the business by $100M To community: Why are not growing fast enough?
  • Collective Intelligence 4/9/2014 3:17 PM 6029-09_CSC 32 Other ideation techniques Covert questioning The question is stated in ways that solicit additional information The community is not aware they are providing the additional i...