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EnglishEvaluation of the impact of Serious Games in the context of Customer Relations Julian Alvarez - 2009
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Support : PublicationsAuthor(s) : Julian Alvarez
Editor : Orange Labs / France Télécom
Date : 2009
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Description
Post-doctoral thesis carried out from June 9, 2008 to September 8, 2009 at Orange Labs / France Télécom.
The aim of this study is to evaluate the impact of Serious Games (SG) on the general public and on employees of the France Telecom group. The overall approach is written within the framework of Customer Relationship (CR), which is orchestrated by OR Tools for Customer Relationship. The main challenges are to
- To help optimize customer relationship management with the aim of obtaining: a better understanding of the Group's values, a better knowledge of the areas in which the Group is involved, and finally to offer a fun way of discovering new services.
- Addressing new customers with disruptive interaction
In the course of our work, a third approach emerged: enriching portals with game content, as in the case of the http://www.rincondelvago.com/ website.
Before going any further, it should be pointed out that Serious Game is not intended to replace existing CR approaches, but rather to enrich the range of available ones. Another point to make clear is that this study is a first step. At this stage, the study is not exclusively focused on CR, but also covers the fields of marketing and advertising in particular.
To assess the impact of Serious Games, our study has been divided into three main parts:
- Faire-faire: the paradigm here is to invite developers from outside the group to propose their own SGs. These developments are framed by a set of specifications as part of an international creative competition. The aim here is to enrich our corpus of study, open up new perspectives and assess whether the Serious Games produced can have an impact on the group.
- Do: 3 SG are designed and developed in-house. The paradigm followed here is to appropriate the process of making a SG and to evaluate the impact of these objects in different contexts of use. It should be pointed out that these 3 SGs respond in parallel to specifications that specify content adapted to the specificities of Orange customer relations on the one hand, and to various types of media on the other.
- Evaluate: in order to assess the relevance of the impact of the SGs produced as part of the creative competition or in-house, we are expanding our corpus with SGs produced by recognized entities in this field, and are putting in place evaluation tools and methodologies.
After clarifying what we mean by the notion of impact, we'll review the 3 main parts of Doing-Doing, Doing and Evaluating, then present the data collected in each case and give a series of interpretations before concluding.
Keywords : Serious Games, Serious Play, Impact, Customer Relationship