Business Networking Game Insurance Industry Scenario
Everyone plays an organizational unit in a business network Claims A Brand A Under. Writing A Branding A Agent 1 Branding B Agent 2 Admin A Claims B Under. Writing B Brand B Admin B Claims D Under. Writing D Discount Branding D Admin D Organizational unit Market
The customer mixes and matches service elements Categories Advice Elements Yes 1 No 2 Brand Marketing A 3 B 4 Level Administration Group 6 Type Underwriting Car 8 Claims Car 11 Agent Claims Discount 5 Individual 7 Home 9 Travel 10 Home 12 Travel 13 These 13 service elements lead to 2 x 3 x 1 = 36 types of orders which can be ordered by the market
Players combine their capabilities to fulfill customer orders Claims 11 12 13 Under 08 09 10 Brand A Admin 06 Claims 11 12 13 08 06 12 13 01 02 Under 09 10 Admin 11 03 Agent 1 07 Brand B Claims Brand 01 02 03 04 05 06 07 08 09 10 11 12 13 Brand 04 01 07 Under 08 09 10 Discount Admin 06 07 Brand 05 Agent 2 02 02 Market = Advice = No Advice = Brand A = Brand B = Discount = Group = Individual = UW Car = UW Home = UW Travel = CS Car = CS Home = CS Travel = Relationship
Game is playes in 3 rounds Round 1 Round 2 Round 3 Situation § Stable business network § No price negotiations § Market prices will drop to introduce market transparency § Parties start to negotiate prices § Parties start to invest to recover margins § The business network changes in a dynamic network Aim § Familiarizing with game § Strategizing § Winning, maximize network profit share § 30 turns (20 min. ) § 60 turns (40 min. ) § 120 turns (60 min. ) Duration At the beginning and during round 3 players are allowed to invest in new relationships, specializing capabilities and / or buying new capabilities
In round 3 players are allowed to invest to recover their margin and to strengthen their position in the network Type of investment Options Description Bto. C Create a direct link with the market Bto. B Create link ups with other organizations to allow insourcing or outsourcing Specialize Any competency Already in house (except Branding) Specialize any in house capability you want Fixed cost will rise, variable cost will drop Diversification Any competency Buy any capability that you want Relations Loan Players can lend money to invest in case of bad cash position
The end result is a dynamic network … Claims A Under A 11 11 08 12 13 12 09 13 10 Brand A Admin A 06 Brand A 03 01 02 03 04 05 06 07 08 09 10 11 12 13 Agent 1 01 02 07 Claims B Under B 11 08 12 13 09 10 Brand B Admin B 02 05 06 Brand B 04 01 01 Claims D Under D 11 08 12 13 09 10 Discount Admin D 06 07 Brand D 07 05 Agent 2 02 06 02 Market = Advice = No Advice = Brand A = Brand B = Discount = Group = Individual = UW Car = UW Home = UW Travel = CS Car = CS Home = CS Travel = Relationship = Acquired CE = Specialized CE = New Relationship
The Gameplay – Game Administrator Claims A Brand A Under. Writing A Branding A Agent 1 Branding B Agent 2 Admin A Claims B Under. Writing B Brand B Admin B Claims D Under. Writing D Discount Branding D Admin D Organizational unit Market
The Gameplay – Game Administrator An order is sent from the market
The Gameplay – Player Policy Admin B Claims A Brand A Under. Writing A Branding A Agent 1 Branding B Agent 2 Admin A Claims B Under. Writing B Brand B Admin B Claims D Under. Writing D Discount Branding D Admin D Organizational unit Market
The Gameplay - Player Policy Admin B Incoming New Order
The Gameplay – Player Policy Admin B Order Selection
The Gameplay – Player Policy Admin B Do it myself
The Gameplay – Player Policy Admin B Assign Suborders
The Gameplay – Player Policy Admin B Negotiate Price
The Gameplay – Policy Admin B Order Status
The Gameplay – Policy Admin B Order Overview
The Gameplay – Player Policy Admin B Investing
The Gameplay – Player Policy Admin B Company Info
The Gameplay – Player Policy Admin B The Yellow Pages
Learning Points • • Unclear Interface Laborious Gameplay Too Much Operational Thinking Complicated Negotiations Unclear Pricing Yellowpages Price Different From Real Price Position of Business Units Unclear (KPI-wise) Too Little Information for Sound Investment Decisions
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