Thanks to the new data available for Tripadvisor, it has been applied the N.IT.I.D. process, and after the first step (Brainstorming), there are on the table the following opportunities:
1) Facilitate the process of the reviews for users by updating a list of “pending reviews” to fill once a new bill in a restaurant\hotel has been recorded.
2) Create “customer experiences” through new visualization charts such as a map of visited restaurants and hotels and\or a social network that connect users together in order to share the experiences.
3) Engage customers by creating synergies with loyalty programs.
4) Provide statistics and reports that might be useful to restaurateurs and hotel managers.
5) Establish an integrated supply chain by providing further additional services to restaurateurs and hotels.
All these ideas required investments, in terms of IT infrastructures, human resources and agreements with stakeholders or third parties. Will such investments have a return?
Hard to say now. Better first to jump at the second Step of the N.IT.I.D. process: Simplify.
A brainstorming session usually produce a redundant, inconsistent and sometimes irrelevant set of ideas. Thus, a rough simplification could be done as follows:
1. Give to each idea a senentence\image
The idea\image should identify briefly the concept. In this case, simply let’s keep as images for the opportunities mentioned above the words in bold: facilitate the process, create customer experiences, engage customers, provide statistics and reports, establish an integrated supply chain.
2. Remove redundant ideas
After giving a simplified sentence, some ideas might be redundant. In this case, no redundancies emerged and thus all the idea should be kept on the table.
3. Rank each idea
With a set ideas that are unique (no redundancies) a vote among all the team members should rank the opportunities. For example, each member can give to each idea a score between 1 to 6: 1 not relevant at all and 6 extremely relevant.
The sum of the votes than will rank all the opportunities by theirs relevance.
An important recommendation: when ranking, each team member should evaluate ideas with a score between 1 and 6, without providing any justification. The vote should be only about perceptions, intuitions, and feelings. As Edward de Bono would say: “wear the red hat!” (see 6 Thinking Hats).
4. Keep only the most relevant ideas
After ranking all the ideas, the group might decide to keep only the most relevant ones (e.g.: first ten idea). Anyhow, do not throw away the removed ideas. Keep them in a temporary basket because they might be useful during steps 4 and 5 (Evaluate and Select solutions).
In our case, since there are only five items, all the ideas will be kept as important for the next step: Organize.
To be continued…
Feelink – Feel & Think approach for doing life!