2006 - Oil India Limited

product bearing apple for an identity. Those who thought it
irrelevant to connect a computer and an apple missed its
semiotic connotation. The apple was already associated with
the genius of Newton's Theory of Gravitation. In the Bible, an
apple was the symbol that provoked Eve to indulge in pleasure.
Such semiotic brand appeal intrigues, creating curiosity and
relevance in the customer's subconscious mind.
When IBM was seen to be the literal sum of all the technical
greatness of its computer system, Apple took the route of
invention through the emotional path of history. If customer
understanding of an identity is very prosaic, it loses its charm
and becomes mundane, like monotonous chores of a conjugal
relationship on the rocks.
Shining's framework for customer sensitive corporate
alignment
Whether an organisation is B2B (business to business) like Oil
India or B2C (business to customer) like FMCG companies, the
practice of values helps achieve a customer sensitivity driven
organisational culture. The focus on customers is manifested in
incorporates the organisational promise in every employee's
interaction. It is learning from the flow of customer
understanding.
The action is the output of employees which results in a
sustainable "Emotional Surplus" experience for customers.
Emotional Surplus is a differentiating business strategy that
aligns corporations to deliver rational, functional and
emotional connectivity with customers. It sustainably delivers
a value beyond the customer's expectation by touching the
subconscious mind where competitors cannot reach.
In an organisation's promise delivery, all deliverables for
customers and stakeholders are proactively woven through the
coherency driver which drives the attitude, behaviour and
action of all employees.
The results of Shining's promise to enable growth for clients has
been exceptional. In 50 years of existence upto 1996, Wipro
had achieved sales of Rs. 1158 crores, profit before tax (PBT) of
Rs. 47 crores, operating margin of 9.2% with the share price
being Rs. 26 (adjusted for stock splits and bonus). Since
products, services and solutions offered, and the brand value Shining's intervention, Wipro corresponding results in 2005
acquires competitive premiumness. are Rs. 7235 crores in sales, PBT of Rs. 1757 crores, 26%
operating margin and Rs. 671 per share.
The attitude of employees is organisational philosophy that's
built on socio-cultural observation in a deeper manner, with Shining's clients from diverse verticals have achieved similar
curiosity to discover the fast moving trends of end-customers. growth results. FMCG major Britannia has within 10 years
of Shining's intervention increased sales from Rs. 519 to
Employees' behaviour is their conduct that coherently
Rs. 1588 crores, PBT from Rs. 30 to 242 crores, operating
margin from 6 to 12% while the share price increase was
Rs. 169 to Rs. 849. Shining changed the name of its B2B
chemicals client Vam Organics to Jubilant Organosys with
excellent results. Within 5 years Jubilant's sales went up from
Rs. 454 to Rs. 1175 crores, PBT from Rs. 11 to Rs. 164 crores,
operating margin from 15% to 20% and share price from Rs. 74
to Rs. 864.
Driving corporate values is not a project, it is a slow process like
osmosis. Being without values is like a kite cut loose, there is no
business foundation. Values give self-confidence, and
comprise the basic tool that leads to corporate visioning for
quantum growth.
Ms. Renee S B Jhala can be reached at : reneejhala@shininguniverse.com
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