ISPIM Americas Innovation Forum

5-8 October 2014

A game-based program for total

engagement with customers through

networked relationship strategies

Raissa Rossiter (CNI Brazil), Marcelo Guimarães, (Sabia

Brazil), and Martha Russell (mediaX at Stanford University)

“Networks of Relational Capital for Ecosystemic Change”

INDUSTRY

SYSTEM

Articulates entities

Stimulate technological and human development

Promotes industry competitiveness

BASIS OF REPRESENTATION CNI

27 INDUSTRY

Federations

1.289 EMPLOYERS associations

584.913 enterprises

LEVELS

National

Regional

National, Regional, Municipal

CNI SESI-DN SENAI-DN IEL-NC

Federations SESI-DR SENAI-DR IEL-NR

Industry Associations Great authonomy of entities

1938 1946 1942 1969

Shared Vision Transforms Shared Vision Requires Relational Capital

Actors &

Events

Impact

over time

Relationships for

New Coalitions

Transformation

Measure & Track

Interact &

Feedback

Co-Create

Value

Shared Vision

Strategy and

orchestration

Martha G. Russell, Kaisa Still, Jukka Huhtamaki, and Neil Rubens, “Transforming innovation ecosystems through shared

vision and network orchestration,” Triple Helix IX Conference, Stanford University, July 13, 2011.

The Way We USED to Think About Organizations New Organizational Chart Based on Relationships

Relationship-Focused Co-Creation Infrastructure

Relationships are Infrastructure for Resource Flows

Creative collaborations – are interlocked through key people –

information flow, norms, mental models.(Davis,1996)

Agents

Company Agents

CNI and its Industry System

Networks of Relational Capital Enable Shared Vision for Ecosystemic Change

Gamified Interactive Transforming Experiences

Storytelling

Technology

Gameplay Authentic

Content

Experience

Implementation

• Launch in August 2013

• 21 Federal States and Headquarters

• 7,000+ participants all over Brazil from Top levels through technical to market agents

North

Central-West

Northeast

Southeast

South

Testimonials

“I had high expectations because this is a innovative work. A colleague of ours said something very interesting. The program creates ecstasy and adrenaline and I think this will add to networking and engaging all at SESI, SENAI and IEL.”

Luiza Maia, State of Paraíba (Northeast Region)

More testimonials

"Look ... Very good game! Screens, the whole mechanism, the entire process is intuitive and I had no problems with the operation... The game was completely relevant to our project, it was entirely appropriate to what we sought to learn here today ... great training tool in our Regional." Flavio Rodrigues, State of Rio de Janeiro

(Southeast Region)

Sustainable change takes time

Real case with compelling new way of offering services

Relational capital has exponential value – multiplier effect

Collaborative service innovations have been produced

A shared vision is emerging. Customers are at the center.

Authentic and SustainableTransformation:

People want to make the changes and it became THEIR idea !

Nothing more powerful than a change when it’s time – when it comes from WITHIN!

Outcomes

Raissa Rossiter, PhD

rossiter@cni.org.br

CNI – National Confederation of Industry - Brazil

www.cni.org.br

Marcelo Guimarães, MSc

marcelo@sabia.com.br

Sábia Experience - Brazil

www.sabia.com.br

Martha Russell, PhD

marthar@stanford.edu

mediaX at Stanford University - USA

http://mediax.stanford.edu/