How Can Need-Based Segmentation Create Customer-Centered Services?

TL;DR

CNI uses need-based segmentation, relationship strategies, and the WeCog game to make its services more customer-centered. The program engages more than 7,000 people across Brazil in simulated sales situations, helping participants understand customer issues, learn about products from different CNI organizations, and build a shared vision. Read on to see how gamification supports collaboration and cultural change in this complex organization.

Transcript

[MUSIC] Would you describe this very complex project which actually this is the second time it's been presented this week. It was presented earlier, in Montreal by our colleague at CNI Brazil Hyesa [INAUDIBLE] Marcelo Guimaraes CEO, founder of Savvy Experience, a MediaX member company, and creator of the platform, I'll let him tell you the story of... Read More

Key Insights

• 😀 CNI, a complex organization in Brazil, is facing the challenge of adapting to the changing industry dynamics and needs to transform its culture.
• 🏛️ Gamification has been used to engage employees, build relationships, and create a shared vision within the organization.
• 🥺 The game, WeCog, allows employees to learn about different products and collaborate with each other, leading to improved communication and trust.

Questions & Answers

Q: How does need-based segmentation support customer-centered services at CNI?

CNI wants to understand groups of customers and their issues, connect those needs with new solutions, and build relationships while delivering services. This requires its employees to move away from older ways of selling products and adopt a more customer-oriented approach.

Q: What is the main goal of CNI's customer-centered services project?

The goal is to change how CNI sells products and delivers services to companies in Brazil. The project seeks to engage employees in a new culture, create a shared vision and strategy, coordinate participants and events, and build relationships over time.

Q: Why does CNI need to change its organizational culture?

CNI is a formal organization that is more than 70 years old, while industry dynamics in Brazil are changing because of global competition. It therefore needs a new mindset centered on collaboration, information flow, customer issues, and more responsive services.

Q: How is gamification used in the CNI project?

The project uses authentic content, storytelling, gameplay, and technology to simulate real customer-selling situations. Participants work through customer demands both individually and in groups, requiring them to talk, exchange knowledge, and make decisions together.

Q: What is WeCog?

WeCog is the group-computing platform developed by Sabia Experience for the project. It lets a group of people interact at the same time and supports game sessions without depending on reliable internet connectivity.

Q: How many people participate in the CNI game?

More than 7,000 people have played the game, and the program was still ongoing when Marcelo described it. Individual sessions can involve groups of up to eight people playing both as a group and as individuals.

Q: What makes CNI a complex organization?

CNI operates across 27 Brazilian states and involves more than 1,000 employer associations and more than 500,000 companies. Its different organizations address social services, professional education, and executive education, while regional cultures also vary across the country.

Q: What outcomes and next steps are associated with the project?

Observed outcomes include better communication and information exchange, stronger trust and shared vision, and the identification of potential leaders. The next step is to gamify the real selling process so collaboration and innovation become part of CNI's actual work.

Summary & Key Takeaways

• CNI, a complex organization in Brazil, is facing challenges in the dynamic industry and needs to change the way it sells products and delivers services.

• The project aims to engage people, create a strategy, and orchestrate events to transform the culture of CNI using gamification.

• The game, called WeCog, allows players to interact and learn about different products and build relationships within the organization.