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[Music] to describe this uh very complex project uh 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 uh Marcel guaris uh CEO founder of sabii experience a media xmember company and creator of the platform I'll let him tell you the story of it uh on which this experiment was run Marcelo thank you very much good afternoon uh my name is Marcelo I'm from Brazil I'm a co-author of this project with Marta Marta if I get Pro get in trouble with questions please help me and haisa who is a the manager executive manager at cni in Brazilia and we have this fancy name of the project uh game based program for total engagement with customers through Network relationship strategies um so I'm going to describe uh a little bit about the organization cni is our customer I'm I'm the founder of Sabia uh experience which is a the the the partner for the technology uh platform we we help the compan to our client to to engage people in this social experience as a matter of fact this is on ongoing process the the game is still running in Brazil and more than 7,000 people has played have played the game and I'm going to explain to you but before that let me explain what cni is it's a very um big and complex organization in Brazil it's more than uh uh 70 years old and cni has three different organizations houses they say they explain the S is for the Social Service to to help industries and the workers and their um health and safety siai is a professional education organization helping the workers and the companies to improve the level of Education of their employees and y y is focusing in the executive uh education so cni is helping all the organizations in Brazil it's a big challenge uh 27 States we have it spread all over the country uh uh one more than 1,000 employeer Association more than 500,000 companies being involved so it's a huge and very complex is spread all over the countries with different culture uh so it's a it's a big Challenge and the thing is uh as a an old organization a very formal organization and the Dynamics of the industry is changing a lot in Brazil because of the global competition so the the organization has been challenged to to change the way selling uh products helping the companies in Brazil so the idea is to to change the way they used to work and deliver their service to the companies so they want to be to to have more uh new customer oriented Services understanding groups and customers and Link with new new similar new Solutions and build relationships delivered services and EOS is the the the answer for that is to grow an ecosystem or uh inside their own houses their own houses different houses involving more than 7,000 people people who are used to sell services to the company so they have to change their mind engage in the new culture how to address their the the the companies their their customer issues uh so this is a model created by by Martin and some colleagues here at the Stanford University how to engage people and create this uh relational Capital shared Vision requires relational Capital so all these people working together very different culture even we have in the same we are in the same country speaking the same language but the the culture in different parts of the country is different so uh so the project uh is supposed to help people to share the vision create a strategy uh and orchestration of all the actors and events involved creating new relationship and have an impact over time so and measuring that and tracking that and over the time it will be a transformation of the culture so how to change the culture of a very complex organization like cni so we uh and of course course we used to think about this very formal organizations but now we have to think about Gatekeepers a lot of collaboration networks and a dynamic ecosystem so creative collaborations are interlocked through key people information flow Norms mental models so we have to create this new mindset uh all over the organization so so we think about the big uh the main stakeholders the agents the company and of course the cni and their their houses so it's a very complex uh situation and we came up with this idea of applying uh gameification and games to interact so basically we create a very very interesting and motivated game and experience with authentic content using storytelling the gam play and technology and we came up with uh uh my company develops this we call the group computer called weog so it's basically a platform that a group of people interact at the same time so we basically mix uh the Pres uh the presence of people but of course you can take the machines all over the country and people can play there and sometime you can say well let's use the internet but sometimes far rural areas or part of the country is very difficult to have internet like uh in in a good um a white band uh so a White Band so it's very difficult so by doing this uh we have the the players can play the game with no worry about the infrastructure uh and experience is is like a show the must The Show Must Go On You Can't Stop the game because if you have internet or connection connectivity problem so we uh the game we simulated the environment of the selling people how to address real stories of selling to uh to customers with their demands they have a group of up to eight people playing as a group as individuals so the the game simulate a real situation where people get together they have to talk to each other and cni has had been applied this game in different states in many cities and invited people from different areas so uh what is interesting is they learn uh the products of in different houses so they are in the same organization but so complex that some people even don't know their products or their pfolio the national portfolio so by playing the game they were able to know each other and build their relationship uh so the game has been implemented in many parts of the country I don't know it's oh yeah it's coming um so it's starting in August last year more than 20 20 uh 21 federal states and headquarters more than 7,000 actually I learned yesterday it was 7,500 uh player employees of cni system played the game right top levels from technical market so it's not just hierarchy and and differences so so many employees in different hierarchy also played together so here's this testimonials uh uh so of course the the first phase was to motivate people relationship and uh uh we measure some of results in ter of number of Communications number of emails number exchange of information and even I learned a story that um one of uh the houses of cni one of the the organization they they wanted to learn or to hire a company to ident to a head hunter to identify leaders by just observing the game they they found out that the the leaders were there and know during the game observations a social experiment so they they they learned that some people would be uh will lead the team during the game so and they were really excited about it and this is some outcomes of course sustainable of course it's just an ongoing process just one year project for a very complex but it's sustainable chain takes time real case with compelling new way of offering services so they learn not just the national port fol but how to deal with differences demands from from the market and how to work together so the relationship the trust uh among the the employees and from different houses from different states so they they they cultivated this shared vision of having a a national portfolio and providing service for big companies spread all over the country and overseas uh relational Capital has exponential value multiplier effect everybody gets motivated and convincing people to play the game and get involved and learn new process of selling their products collaborative service Innovations have been produced the shared vision is emerging customers are at the center authentic and sustainable transformation people want people want to make the change and become their idea so it's interesting because they take part they they they feel that like the owner of the company nothing more powerful than a change when it's time when it's come from within so it's it's was a a really good experience it's ongoing process now the next steps we are thinking about how to gamify the real process this is a simulation process we created some stories real stories about selling uh uh companies with real demands and all the teams as a group and individuals they have to take decisions interact to to to provide the best uh uh service but now now uh as the the the process they got so motivated with that we have this shared Vision it's time now to to put in the real process so basically the the idea for the next step of the project is to gamify the real process of selling and um and all those teams working together okay uh I thank you very much uh for the our our partners Martha and haa who is in in Canada right now right and then thank you for the opport Martha to share this experience with [Music] you