IBD Team 51job

Written by Andrew Efstathiou, Johna Seo, Vir Choksi and Liz Jung

Notes from one of our design thinking sessions

Notes from one of our design thinking sessions

Early in the morning, rising to my feet, I open my bedroom curtains to the cacophony of the city and the bustling freeway outside of our window, cutting through Shanghai like a knife through tofu. Today is another day where we need to suit up and head to a large, multinational firm to interview them on their international recruitment strategy. Our client, 51job, is one of the largest recruitment firms in the Middle Kingdom and has come a long way since its inception at the turn of the century. With over 5,500 employees and offices throughout first, second, and third-tier cities in China, 51job is leading the way in helping China’s youth obtain work. With an economy growing at a rapid clip, more and more students that study overseas are looking to return home to start a life and a career. Our assignment at this crucial inflection point for overseas returnees, or “sea turtles” as they are known in the local parlance, is to help our client figure out how to best serve these students.

Office visit to Bloomberg

The office visit to Bloomberg

Today we head downtown to speak with a recruiter at Bloomberg, a large, global financial services firm. The room where we are conducting our interview is filled with Bloomberg terminals and overlooks the Bund, which contains a large radio tower that rests amongst scores of recently constructed skyscrapers, emphasizing the breakneck pace of development that the People’s Republic is experiencing. Our research with various companies, students, and university employees has surprised all of us in realizing the gaping disconnect between demand for jobs from Chinese students abroad and companies with active foreign recruitment channels. After our interview, we head back to the office to assemble notes, debrief, and synthesize our findings.

Bullet train to Hangzhou

Bullet train to Hangzhou

For lunch, we embark on a walk to the local mall that houses an array of local and international food options. Yesterday we sampled a dim sum offering with buckwheat noodles and delicate cuts of chicken. Today we need to eat in a hurry to head back to the office for more research, so we grab a quick bite at Joe’s Pizza, a classic New York pizza establishment that sits aside the local mall. In the afternoon, we must call around ten students and alumni from universities in five different countries. Our room is populated with phones, coffee cups, and computers; after a few hours, we close out our marathon session of phone calls. In addition to research pertinent to our assignment, throughout the process, we have also learned a lot about Chinese traditions, customers, and business practices. During the previous weekend we took a bullet train to Hangzhou, a beautiful old city west of Shanghai that contains a lake surrounded by trees. Escaping the city has allowed us to imbibe the authentic culture and lifestyle of a different part of China. From our first night meeting with our main client contact to our daily interactions with the co-inhabitants of our building, the experience has helped us to step back and become lost in a truly transformational experience that cannot be replicated in any classroom.

Morning of the final presentation

Morning of the final presentation

Around 6pm we depart our client’s office to grab a taste of a different Chinese cuisine, this night being a vegetarian Taiwanese option near the ornate Jing’an Temple. The nebulous cloud of lights, smells, and chatter envelops us as we navigate our way to the restaurant. The food is covered in a generous helping of spices, pepper, and oil. With our food, we must order cold drinks or else we will receive a tepid cup of tea. We reach into our pockets for renminbi, the Chinese currency, to pay, as very few establishments accept credit cards. China has leapfrogged the US in digital payments, and most Shanghai denizens solely pay for everyday objects with WeChat, an extremely popular, all-in-one mobile application created by Tencent. The last stop of the night is a nearby bar popular with locals to wind down from the day and bond as a team. As we step out into the cooling evening air, we see a blue tint emanating from the overpass that greets us every morning as we rise, coming full circle as we rest to meet another day.

 

Haas IBD Blog – Citibanamex

Written by Michelle Boyd, Kira Mikityanskaya​, ​Jack Anderson, Danielle Pinder​ & Neeraj Goyal

The view from our apartment at dawn

The view from our apartment at dawn

As the second Haas IBD team to work with Citibanamex, we knew we up for an interesting experience!  Citibanamex is one of the oldest and largest banks in Mexico, and it has a culture of being traditional.

So how does a massive and traditional bank attract the young and emerging affluent, and adapt to an increasingly digital world? 

That is the question we were trying to help solve, and here is a day in the life:

 6:00 am – 9:00 am

We were fortunate enough to be staying in an Airbnb on the 18th floor of a beautiful apartment complex.  The views from our apartment were incredible, and we were rewarded with amazing sunrises and sunsets – but more importantly we were able to get a sense of how large Mexico City is.  There are over 21 million people living in the greater metro area, which contributes to some of the worst traffic any of us had ever seen.

Although our apartment was less than a mile away from Citibanamex headquarters, our daily commute regularly took over 30 minutes, as we wound our way down the hill and through incredibly dense traffic.

Team picture on the way to the office

Team picture on the way to the office

Our commute!

Our commute!

9:00 am – 1:00 pm

When traffic was light we made it into the office by 9:00am.  The office doors were also a source of daily comedy – we are still not sure what their purpose is.

On one of our first mornings in Mexico we hosted an Ideation Workshop.  We had 17 Citibanamex employees from across the organization come together to help us develop new ideas.  Although this workshop was very generative (over 90 ideas!), it got off to a bumpy start.  Just as we kicked off the workshop with a presentation about our research, we were told we needed to evacuate; a 4.7 magnitude earthquake had just hit a town nearby.

Waiting to be allowed back inside after the earthquake evacuation.

Waiting to be allowed back inside after the earthquake evacuation.

After about 20 minutes of waiting outside, we went back upstairs to finish our

Michelle and Kira going through the office doors

Michelle and Kira going through the office doors

presentation. We then divided into groups and tried to embody different customer personas.  Our goal was to brainstorm the tasks, influences, pain points and feelings that these customers would experience while working with Citibanamex.  These factors were then assembled into a customer journey, which was used as a platform to brainstorm potential solutions.

 

1:00 pm  – 2:30pm

The Ideation Workshop in action

The Ideation Workshop in action

Lunch is Mexico is a production.  Working lunches are not the norm, and employees regularly take an hour and a half to relax and chat with friends.  We tried everything from going to restaurants nearby, ordering from Rappi (the Amazon of Latin America), braving the crowds at the wallet-friendly Citibanamex cafeteria (3 dollars for a three-course meal!), and even the street taco’s.

Michelle and Neeraj digging into the street food!

Michelle and Neeraj digging into the street food!

2:30 pm – 4:00 pm

 Afternoons were filled with team-work sessions, meetings with various stakeholders, and the occasional coffee break.

During this time we saw some challenges related to innovating across such a large organization.  We met with amazing, intelligent and driven people, who were questioning the status quo and tackling big challenges – but were struggling to implement their initiatives, or multiple similar projects were being undertaken in different departments.  For most of our team (who came from small organizations pre-Haas), this was an interesting education in large corporate culture and organizational structure.

Jack taking us through a Hypothesis Tree

Jack taking us through a Hypothesis Tree

4:00 pm – 4:15 pm

Coffee was an important ingredient for our team, and we definitely took advantage of the Starbucks in our building.  For those of us who did not know Spanish before Mexico, ordering coffee was about as far as we got. It was appreciated.

Neeraj with a correctly spelled name and a heart for his improving Spanish

Neeraj with a correctly spelled name and a heart for his improving Spanish

4:15 pm. – 6:00pm

After coffee it was back to work, although on a few days we were lucky enough to get out of the office to learn more about Citibanamex first-hand.  We visited two branches, one traditional branch and one digital branch, as well as a contact center.  These visits gave us greater insight into both the benefits and pain points of being a priority customer.

Team picture in the contact center

Team picture in the contact center

After 6:00 pm  

When we were not indulging in the amazing restaurant scene that Mexico City offers, dinners consisted of Rappi, Uber Eats, and a few homecooked meals.

IBD is pitched as an intense team experience – after spending all day together, we were still each other’s company for dinner.  Our team made the most of this experience, and we turned dinners into friendly ‘interrogations’.  We threw out the etiquette rule of no religion or politics at the table and asked each other about childhoods, families, career goals, weird habits, and everything in between!

Although we never fulfilled Jack’s goal of watching Ten Things I Hate About You (his favorite rom-com), we all became closer friends from this experience, and we had a lot of fun hanging out and exploring what Mexico City has to offer.

Here are a few more highlights!