Ross Smith - Using Games and Play in Skype to Help Connect and Connect with Customers
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Ross Smith, Director of Engineering - Skype, Microsoft This presentation was given at the 2017 Serious Play Conference, hosted by the George Mason University - Virginia Serious Play Institute. Games in the classroom help students. This session will talk about how Microsoft’s Skype in the Classroom program uses games to connect classrooms, build bridges between students and the outside world, attend virtual field trips, and motivate teachers through learning exercises. In addition, the speaker will talk about how Microsoft’s community forum makes heavy use of game mechanics to drive engagement, recruit ambassadors, and motivate people to help each other with problems. He’ll reveal some very interesting data behind a large scale community effort.
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Ross Smith - Using Games and Play in Skype to Help Connect and Connect with Customers
- 1. Serious Play in the Enterprise Using Games for Customer Relations Ross Smith Skype for Good
- 6. + hunting + children learn through play ancient civilization + athletic competition + festivals + fishing
- 7. Bringing together games, play, and customer relations
- 8. You can discover more about a person in an hour of play than in a year of conversation - Plato
- 9. In ev'ry job that must be done There is an element of fun You find the fun and snap! The job's a game Mary Poppins
- 15. Tobacco inserts
- 23. + creative class THE RISE OF THE…
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- 30. +
- 31. +
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- 33. +
- 34. Customer Relations – For Good
- 35. When companies support social or environmental issues, consumer affinity overwhelmingly upsurges: 93 percent of global citizens will have a more positive image of that company 90 percent will be more likely to trust that company 88 percent will be more loyal (i.e., continue buying products or services) More than eight-in-10 consider CSR when deciding what to buy or where to shop (84 percent), which products and services to recommend to others (82 percent), which companies they want to see doing business in their communities (84 percent) and where to work (79 percent)
- 36. Box Tops for Education
- 38. In the Classroom
- 39. Mystery Skype
- 41. The Fake News Challenge: a new Skype Game A recent Stanford study showed that students at all grade levels can't determine fake news from the real ones. The study showed that while students absorb media constantly, they often lack the critical thinking skills needed to tell fake from real news. The Game: Imagine a game where the teacher presents an article found on the web or print-out to the class. Students research for two to three minutes, then respond by standing if they believe it’s fake or staying seated to signal if they believe the article is true. Grades: 3rd-12th grade Game’s Purpose We need students to be critical thinkers. This game is a way play-to-learn critical thinking skills surrounding false information found online. This game is designed to help your students think more deeply about the information they find and use from online sources. https://education.microsoft.com/fakenews
- 42. Skype Breakout EDU We're going on a Skype Safari Breakout EDU game! Have you ever heard the "escape room"? “Escape room,” is a recreational team sport in which a group of people use their wits to break out of a locked room, and turns it inside out. In Breakout EDU instead of a locked room, teams must figure out how to get inside a locked box. If educators are using Breakout EDU in their classrooms, they can incorporate Skype to make this learning experience richer for their students. The Game: Students solve clues about different cities and countries while gathering new facts along the way. The clues lead to Skype calls for students to learn more about each destination. Ages: Elementary, Middle Length: Full Day - One Skype Call Per Hour -- OR this can be played as one Skype call per day for a week Content Area: Geography, Social Studies, Foreign Language Special Instructions In this game, teachers will need to schedule FIVE SKYPE CALLS of their choice. These could be virtual field trips, guest speakers, or classroom to classroom calls. They can schedule connections through the Skype in the Classroom website. Check out education.microsoft.com/skypebreakoutedu for preparation instructions and downloadable resources https://education.microsoft.com/skypebreakoutedu
- 45. Significant Quality Improvements for product Positive Impact on Ship Schedule Team Morale and Dogfood User Engagement Players Over 1,000 Feedback increase > 16x Feedback received: 10,000+ Players vs. non-players 67% of players participate vs. 3% of non Results
- 46. Credit Card Cash Back Donations • Citibank — ThankYou Network • Discover Cash Back Bonus Hotel Rewards Programs • Choice Privileges Rewards - Choice Hotels International • Club Carlson - Carlson Worldwide • Drury Gold Key Club Members - Drury Hotels • Marriott Rewards - Marriott International, Inc. • Hilton HHonors Giving Back Program - Hilton Worldwide, Inc. • Starwood Preferred Guest (SPG) Members - Starwood Hotels and Resorts Worldwide • CharityChoice Donation Cards Airline Miles • American Airlines • Delta Airlines • Southwest Airlines • United Airlines Business and Retailers • Circle K • Coinstar • Evite • HSN • Western Union
- 54. Stack Overflow
- 55. c o n f i d e n t i a l twitter: @mich8elwu linkedin.com/in/MichaelWuPhD LITHIUM SPECTRUM
- 57. Reputational Capital thequantitativemeasureofsomeentity's reputationalvalueinsomecontext Community Badges
- 58. 18-Week period directly leading up to the release of badges (Jan – May 2015), versus the 18-Week period directly after (May – Sept 2015): Overall improvement of Engagement/Enlistment metrics Topics – 69% Growth Replies – 23% Growth Solutions – 32% Growth 0 20000 40000 60000 80000 100000 120000 First Replies Posts Replies Solutions Topics 0 100000 200000 300000 400000 500000 600000 700000 Member entrances Completed registrations 15500000 16000000 16500000 17000000 17500000 18000000 18500000 19000000 19500000 Unique visitors Visits Pre - Badges Post - Badges
- 60. Backup
- 61. Customer Service Training Games
- 63. the internet 3.4 Billion Internet Users 40% of the world’s population
- 64. internet of things 50 billion Connected objects by 2020 12 billion People, processes, dara, and things currently connected to the Internet
- 65. By 2022, everyone under 25 is a Digital Native
- 66. More young children know how to play a computer game (58%) … than swim (20%) or ride a bike (52%) 91% of kids age 2-17 are gamers
- 67. 7 billion humans1804 – 1 billion 1927 – 2 billion 1960 – 3 billion 2023 – 8 billion 2041 – 9 billion 2081 – 10 billion
- 71. 90% ofpeople age 15to24live indeveloping regions where there isascarcity of good, stable jobs.
- 75. US:By2025, Millennials will account forthree-quarters of working-age people.
- 76. How games can make a difference!
- 77. In a global village of 100 61 would be Asian (20 Chinese, 17 Indian), 11 would be from Europe… and 70 would be gamers… Global Shift: Diverse and Distributed Workforces
- 78. • fairness • transparency • feedback • trust • communication • engagement • productivity • education games provide what people want:
Notas del editor
- Fertile Crescent https://en.wikipedia.org/wiki/Fertile_Crescent Jericho – 8000 BC – hunter gathers learn to grow food and domesticate animals http://www.historyworld.net/wrldhis/PlainTextHistories.asp?ParagraphID=ayj
- Egyptian and Mesopotamian marketplaces – rise of the customer In ancient Greece, the central shopping area of a city was called the agora. A typical Greek city had a large open area where local merchants could set up displays and sell their products. In Athens, one could find a large variety of items from around the Mediterranean. There was linen from Egypt, ivory from North Africa, spices from Syria, and dates from Phoenicia. Merchants of similar goods had shops together in a specific area in the agora. The market was often crowded and tended to be noisy. Criers called out specials or announced when fresh fish arrived from the boats. Prices were rarely firm, so bargaining with the merchants was a common practice. In Athens women shopped with a male relative or slave. Only very poor women would shop in the markets alone. Women from other city-states often found the Athenian customs restrictive and overprotective. The rich carried their money in purses, while the poor kept coins in their mouths.
- 1200-800 BC http://www.ancient.eu/article/881/
- The next time you get the gift of an extra doughnut added to your dozen, thank crooked 13th-century bakers for the bonus treat. In the 1260s, British breadmakers were notorious for shorting customers with skimpy loaves. King Henry III was so irked by the problem that he implemented a new law to standardize the weight of a loaf—selling puny loaves could result in beatings or jail time. Since bakers wanted to stay on the right side of the law, one common trick was to give 13 loaves to any customer buying a dozen. Even if the loaves were light, the extra would cover the shortfall. It was an easy fix for bakers, and since low-carb diets were still seven centuries away, customers rejoiced. http://www.phrases.org.uk/meanings/Bakers-dozen.html
- Games at work changed, if not completely eliminated. People labeled games as “not efficient” 40-hour work-week,
- http://www.studioz7.com/stamps.html As early as 1793, a merchant in Sudbury, New Hampshire (Source: "Trading Stamps: A Long History" by James J. Nagle, New York Times, December 25, 1971) gave away copper tokens with purchases, that were redeemable for goods in his store. The idea caught on and throughout the 19th Century, merchants were handing out discount tokens that could be accumulated and redeemed. Customers returned to the same stores for more tokens, which maintained a steady cash flow and customer base for the merchant. http://www.nytimes.com/1971/12/26/archives/trading-stamps-a-long-history-premiums-said-to-date-back-in-us-to.html
- http://www.hagley.org/librarynews/published-collections-free-purchase One of the earliest examples of the use of premiums in product promotion came from B.T. Babbitt, who owned a soap company that manufactured Sweet Home Laundry Soap. In 1851, he became the first person to manufacture and market soap in individual bars. Up until that time, soap was sold in large raw cakes from merchants, and it was hard to convince customers of an advantage to individual bars. Babbitt decided to offer color lithographs to anyone who sent in 25 soap wrappers. The promotion was a huge success. Customers bought multiple bars of Sweet Home Laundry Soap at a time, and collected enough wrappers to obtain a full series of the colorful flower lithographs. Editions of some of the pictures ran into the hundreds of thousands. There was hardly an American home without them at the time. In 1851, the B. A. Babbitt Company began putting certificates in packages of Sweet Home laundry soap. When a specified number of certificates were collected, they could be exchanged for color lithographs.
- When Cyrus D. Jones founded the Grand Union Tea Company in 1872, he issued cardboard tickets to customers of his Grand Union stores, which were redeemed for merchandise in a company catalog.
- Tobacco inserts[edit] Some of the earliest prizes were cigarette cards — trade cards advertising the product (not to be confused with trading cards) that were inserted into paper packs of cigarettes as stiffeners to protect the contents. Allan and Ginter in the U.S. in 1886, and British company W.D. & H.O. Wills in 1888, were the first tobacco companies to print advertisements and, a couple years later, lithograph pictures on the cards with an encyclopedic variety of topics from nature to war to sports — subjects that appealed to men who smoked.[9] By 1900, there were thousands of tobacco card sets manufactured by 300 different companies.[10] Following the success of cigarette cards, trade cards were produced by manufacturers of other products and included in the product or handed to the customer by the store clerk at the time of purchase.[9] World War II put an end to cigarette card production due to limited paper resources, and after the war cigarette cards never really made a comeback. After that collectors of prizes from retail products took to collecting tea cards in the UK and bubble gum cards in the US.[11]
- The Schuster and Company department store in Milwaukee introduced the first trading stamps to the public in 1891, known simply as the Blue Trading Stamp System. As with the latter-day plans, one stamp was handed out for every dime spent and customers pasted them in provided booklets, which were redeemed for merchandise in the store. The requirement that the stamps be affixed in books not only gave the customer a convenient place to put them but also helped prevent fraudulent misuse. http://www.inherited-values.com/2013/09/meet-me-down-by-schusters-vintage-department-store-memories-collectibles/
- The phenomenal success Schuster's had with its trading stamp plan was observed by Thomas A. Sperry, a silverware salesman in Jackson, Michigan who did business in Milwaukee. Sperry theorized than an independent stamp company that supplied stamps to a number of merchants in the same community, yet would redeem the stamps itself, taking that burden off the merchant, would find even greater acceptance with customers. With the financial backing of Michigan businessman Shelly B. Hutchinson, the Sperry and Hutchinson Company was formed in 1896. The company began issuing what they called "S. & H." Green Trading Stamps (or "Sperry" Green Trading Stamps in the earliest years) to merchants in Jackson, and soon persuaded some New England dry goods dealers to take on the plan. http://www.hagley.org/librarynews/published-collections-free-purchase http://www.studioz7.com/stamps.html https://blog.smile.io/a-history-of-loyalty-programs
- In 1909, the very first cereal premium was offered: The Funny Jungleland Moving Pictures Booklet available with the purchase of 2 packages. The offer was available for twenty-three years!
- http://www.crackerjackcollectors.com/cjcahistory.htm 1912 "A Prize in Every Box" is introduced when toys are inserted into every package.
- 1921 In 1921, a promotion for Gold Medal flour offered consumers a pincushion resembling a flour sack if they correctly completed a jigsaw puzzle of a milling scene. The Washburn Crosby Company, a flour-milling company and largest predecessor of General Mills, Inc., received thousands of responses and a flood of questions about baking. The name Betty Crocker was created to personalize responses to consumer inquiries. https://www.bettycrocker.com/menus-holidays-parties/mhplibrary/parties-and-get-togethers/vintage-betty/the-story-of-betty-crocker
- General Mills Betty Crocker Box Tops 1929 https://blog.smile.io/a-history-of-loyalty-programs Beginning in 1929, General Mills products contained box top coupons, known as Betty Crocker coupons, with varying point values, which were redeemable for discounts on a variety of housewares products featured in the widely distributed Betty Crocker catalog. The coupons and the catalog were discontinued by the company in 2006. https://www.generalmills.com/en/.../3ADEF5ECA41F49D7A28505A3F944103F.ashx http://www.hagley.org/librarynews/published-collections-free-purchase Betty Crocker products had one of the best-known premium programs when the company started inserting coupons in bags of flour in 1929. Consumers could collect and use these to purchase Oneida flatware at a reduced price. Beginning in 1937, coupons were printed on the outside of the box with point values and could be redeemed through the Betty Crocker Catalog in exchange for cookbooks, kitchenware, and home accessories at a discount. In December 2006, after 75 years, General Mills retired the Betty Crocker Catalog.
- http://www.hagley.org/librarynews/published-collections-free-purchase 1955
- Peter Drucker
- the early 1970s, the chain introduced the Funburger and the Funmeal, with packaging that included stories about Burger Chef and Jeff's adventures and friends (including the magician Burgerini, vampire Count Fangburger, talking ape Burgerilla, and Cackleburger the witch), with riddles, puzzles, and small toys. When McDonald's introduced their Happy Meal in 1979, the chain sued, but ultimately lost. https://en.wikipedia.org/wiki/Burger_Chef
- 1983 – Holiday Inn, then Marriott Two brands lay claim to firsts involving frequency programs in the hotel industry. Holiday Inn launched its program in February 1983, followed by Marriott in November of the same year. Holiday Inn discontinued its program in 1986 and restarted it a year later, giving Marriott the claim as the oldest continuously operating program in the hotel space. The first generation of hotel loyalty schemes were simply conduits to airline programs: Currency earned in hotel programs could be used toward free flights on participating airlines. Quickly, hotel loyalty evolved so rewards accrued could also be used for free roomnights and other perks. Brand companies continue to modify and refine their loyalty schemes. Four large hotel companies—IHG, Marriott, Hilton Worldwide and Starwood Hotels & Resorts Worldwide—recently made significant changes to their points programs, raising the thresholds for members to receive free-night benefits. For example, Marriott moved some of its hotels into a higher points category, while Hilton added a 10th category to include some of higher-rated properties.
- 1986 – AT&T Universal card the first to offer cash back The AT&T Universal Card was the first credit card to offer rewards to customers who used it, providing cash back on every purchase that could be applied toward the cardholder's phone bill. In 1986, the popular "cash back" program from Discover Financial Services, a division of Morgan Stanley, appeared. Discover introduced the concept of dolling out cash to the cardholder at the end of every year based on the total amount of charges placed on the credit card. http://www.creditcards.com/credit-card-news/reward-programs-a-short-history-1277.php
- MLK, Vietnam, and race riots dominated the news in summer 1967
- http://finance.uw.edu/sites/default/files/Business%20Case%20for%20CSR%20Review%20of%20Concepts,%20Research%20and%20Practice.pdf http://www.conecomm.com/2015-global-csr-study
- 1996 http://www.boxtops4education.com/about/history 2016 BoxTops app
- http://wearablesforgood.com/ Through the Wearables for Good Challenge, UNICEF, ARM and frog, set out to demonstrate how wearable technology can be used to solve some of the most pressing challenges facing children. We put out a global call to action to developers, designers, community partners and problem-solvers to join us in this challenge. We attracted over 1,800 registrants from 65 countries, which resulted in 250 entries from 46 countries around the world. Accompanied by a Use Case Handbook created by UNICEF and frog, the challenge invited the global design, technology, and business industries, as well as social communities and universities, to identify and develop solutions for areas where wearable devices can generate tremendous social good. Announced in November 2015, the two winners of the challenge – Khushi Baby and SoaPen – successfully demonstrated how wearable technology can address some of the fundamental challenges children face in the areas of immunization and water and sanitation, respectively.
- bbbbbhttp://www.redcross.org/donations/ways-to-donate/donate-rewards-points
- https://www.southwest.com/html/rapidrewards/promotions/donate-points-charity.html?clk=GSUBNAV-RR-DONATEPOINTS
- http://wish.org/ways-to-help/giving/airline-miles Nationally, Make-A-Wish® would need more than 2.8 billion miles, or 50,000 round-trip tickets, to cover every travel wish each year.
- Badge rollout impacted all engagement metrics
- https://www.userlike.com/en/blog/customer-service-training-games
- Education – is a VERY good place to do games. Many serious games exist here from childrens learning games through military or civilian simulators, etc. But we are most excited about the OCB/Core Work Skll space – where you can get as many players as possible, and they do something outside their normal job.
- Institute for the Future
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- Growing up digital - Don Tapscott