Scrapheap Challenge

Today I did the Scrapheap Challenge activity with Gil's third year CRM students. I was surprised to discover most of my MKT3017 students in the group - so lots of familiar faces.

We moved all of the chairs to the sides, divided the room into four quadrants with tape, shared out the people and dumped a huge pile of toys at the end of the room. I explained the concept of scrapheap challenge - they were to use the toys as metaphors for the elements of a loyalty programme. I also told them that this was an activity I had done with employees of a loyalty marketing agency.

In relays they had to run back and forth to scavenge from the heap. They then had 20 minutes to build their machine.

Gil had been really up for this activity but revealed she was a bit apprehensive as we started - concerned that the students would not take part or seem to think the activity was too far outside their comfort zone. As they started coming into the room they were quieter than usual - stunned by the scene that awaited them!

As soon as they had received their brief, a good proportion of the students leaped into action - keen to grab the best items from the scrapheap. So much mayhem broke out that we had to stop them and start again with new rules. This broke the ice - by now there was a real buzz in the room.

Once they had grabbed what they wanted, they got down to business and started discussing their machines. There were some fascinating dynamics in the room. There was one group consisting almost entirely of international students - we were initially concerned but actually they sat in a tidy circle and applied themselves brilliantly to the task - led by the French students.

They had no problem with was using the items as metaphors - there were some inspired interpretations - snakes and rats as the competition, and a one legged fairy as a customer services rep. We also got some great understanding - data security, promotions, rewards, customer retention, value chain, viruses, communication strategy, data segmentation.

I was so pleased with how it went. Perhaps most pleased watching them down on the floor on their hand and knees debating the components. There were a couple of students that didn't engage or seemed uncomfortable but the majority went for it.

Everyone did a one minute show & tell at the end and we took team photos which I'll post on Nile.Gil was pleased and relieved. She said the experience had given her insight into how far outside the box she could take the students.