When MCI Switzerland was pitching to become the official European Agency for IBM, our audiovisual-experience design agency, Dorier, joined us to discuss our Creative Technology Department. MCI won the pitch, and Dorier was tasked to create a unique experience showcasing the capabilities of IBM's Watsonx Assistant, a powerful AI-powered customer service tool for call centres.
It was a resounding, global success, boosting awareness, consideration and demand.
Challenge
IBM's product manager had a very clear vision of the type of results that they were looking for: a gamified experience that simulated the handling of contact centre requests using AI-powered automation via Watsonx Assistant, complemented by Watson Discovery and IBM Business Automation/RPA.
Each experience level was to introduce key features of the customer care offering within Watsonx and its differentiated capabilities. The requirement included options for cooperative gameplay for single or 3-player teams (large installation only).
The initial goal was to create engagement and demonstrate how Watsonx Assistant could optimise customer service interactions through automation to attendees at the National Retail Federation's (NRF) Big Show in New York.
Creative strategy
A multi-phased approach was adopted. First, David Granite’s team at Dorier meticulously planned the project using an agile methodology, ensuring clear communication and milestone validation with IBM. This transparent approach minimised risk and ensured project delivery.
Secondly, we designed the "Customer Service Contact Center Challenge with Watsonx Assistant". This gamified experience simulated real-life contact centre scenarios where players used Watsonx Assistant to resolve customer inquiries via various channels, including messaging, emails and calls. The game progressively introduced key features of Watsonx Assistant, highlighting its ability to improve customer satisfaction, reduce costs and optimise call center operations.
The experience offered single-player and three-player team options, catering to both individual and collaborative learning. Additionally, a web app version was created for wider accessibility, allowing IBM's sales team to demonstrate the product as a game on their mobile devices.
As IBM’s official European Agency, MCI Switzerland played a crucial behind-the-scenes role in this project's success. We leveraged our corporate experience to manage the complex logistics of a global project with IBM headquarters, providing vital administrative support. This ensured the Dorier team could focus on their creative vision without getting bogged down in logistical hurdles.
Results
The gamified experience was a resounding success. Here are some key achievements:
- High engagement: The game captivated attendees during its launch at the NRF Big Show in New York, generating significant interest in Watsonx Assistant.
- Sales: Walmart signed on with IBM on the same day. IBM's sales team has enthusiastically adopted the app, utilising it to showcase the product to potential clients.
- Global impact: The experience was deployed over 40 times worldwide, becoming a staple at IBM events. Notably, it was featured at the Cannes AI Festival and for a second consecutive year at the NRF Big Show.
- Measurable benefits: The game effectively communicated the benefits of Watsonx Assistant, including improved customer satisfaction, reduced call handle times and cost savings.
The gamification proved to be a powerful tool for showcasing the capabilities of Watsonx Assistant. As an IBM Sales Director commented, "This is fantastic! It tells the integrated portfolio value in a way that is fast and easy to understand."
The project's success demonstrates the value of creative problem-solving and user-centric design in achieving business objectives.
To discover the engagement marketing solutions we can offer your brand, contact your nearest MCI office.
