how gamification is making crm more engaging

June2011

Gamifica/on–MakingCRMEngaging

Gamification & Customer Lifecycle

ValueofCustomerEngagement

‐Posi/veengagementacrosscustomerlifecyclecreateevangelistandviralspread

-  Areas of Impact - Mkt – Creating Awareness

- Mkt – Driving Engagement

- Sales – Nurturing Leads

- Sales – Loyalty Programs

- Customer Experience

-  Support – Support Community

- Innovation – Work Creativity

- Collaboration: Employee Engagement

Gamifica/on–Impac/ngCustomerLife‐cycle

Gamification – Creating Awareness

 Thegamechallengesuserstokidnaptheirfriendstotheirfavoriteinterna/onalhideoutcity

 Providesvarietyof"methods"suchas"EightballintheSock"or"FaultyHumanSlingshot

 Userhavetoansweratriviaques/onrelatedtothatcitytoescapefromthehideoutcity

 Playersearnpointsforansweringques/onscorrectly,andadvancelevels;gainaccesstonewmethodsonsuccessfullycomple/onsofkidnaps

 Intheprocessofplayingthegametheplayerlearnsmoreaboutvariousloca/on.Thisapproachcouldbeveryusefulfortravelportalstocreateawarenessabouttheircontent

Source:hTp://www.facebook.com/travelchannelkidnap

KidnapFacebookGame

 Snooth,theworld’slargestwinesiteaddedasociallayercalledWineRacktoitssite,encouraginguserstobeTerdiscoverandlearnaboutnewwine

 WineRackusesgamemechanicstoencourageuserstodiscoverandtastemorewines,providingincen/vesthroughrewardstosharetheirwineexperienceandknowledge

 ThegamehelpswithincreasingcustomerswinecomprehensionandknowledgeaboutSnooth'sofferings

Source:hTp://www.snooth.com/wine‐rack/

Snooth’sWineRack

Gamification – Driving Engagement

 Real/metreasurehuntinLondonpoweredbyloca/onservicefoursquare

 Thejimmychootrainerswerechecked‐intodifferentloca/onsforshortdura/ons

 Par/cipantshadtofollowthecampaigntotracktrainerloca/ons

 Ifpar/cipantsarrivedtoachecked‐inloca/onwhilethetrainerswerethere,theywouldberewardedwithatrainerofchoice

 Campaignemployedappointmentgamedynamictodrivecustomerengagementaroundtheirtrainers

Source:hTp://www.facebook.com/CatchAChoo

JimmyChooTrainerHunt

Gamification – Nurturing Leads

 Chiquitapartneredwith20thCenturyFoxandthemovieRio,togamelikesweepstakecalled“MakeYourWayToRio”

 Bunchball'sNitroplacormwasusedtopowerthegamifica/onoftheChiquita/Riopromo/onalWebsite

 Par/cipantswouldhavetocompletecertaintasks—likewatchingamovietrailer,coloringpages,twee/ngorpos/ngtoFacebookaboutthemovie

 ThecampaignalsohadanamazinggamewheretheplayerhelpedBlu,anendangeredMacaw,getclosertohisfinaldes/na/oninRiodeJaneiro,tomeethisfemalecounterpartJewel

 Prizesincludedringtones,musicfromthemovie,Chiquitabananas,anXboxandagrand‐prizetriptoRiodeJaneirocourtesyofAmericanAirlines.

Source:hTp://www.chiquitabananas.com/rio/index‐make‐your‐way‐rio‐sweepstakes‐2011.aspx

MakeYourWaytoRio–GamifyingaSweepstake

Gamification – Loyalty Programs

 VirginAmericaisusingTopguest’sperksplacormandthe"appointment"gamedynamictooffercustomersfrequentflyerpointsinexchangefortheircheck‐ins

 VirginAmerica'sguestfrequentflyerscancheck‐intoadesignatedVirginAmericaloca/on–suchastheairline'shomebaseatSanFranciscoInterna/onalAirport,andtheTopguestapplica/onwillno/fytheminreal/methatthey'vereceivedelevatepointsasareward

 VirginAmericaguestscanearnanaddi/onal25Elevatepointspercheck‐inandtotalpoten/alof50extrapointsperflight,henceprovidingfrequentflyerswithacompellingwaytoearnrealworldrewardsforvirtualcheck‐ins

Source:hTp://www.virgin‐atlan/c.com/en/us/corporateandtrade/backstage/travellingwithus/frequenclyerprogram.jsp

VirginAmerica–FrequentFlyerCheck‐ins

Gamification – Customer Support

 ExpertsExchangeisaonlinecommunitydedicatedtoprovidingbeTerITassistancetotheworldusinggamedynamics

 Userspostques/onsandassignpointstotheirqueries.Thesiteencouragestechnologyexpertstoanswerthequeriesandearntheallocatedpoints

 Theplacormhasaleader‐boardtoshowcaseexpertsandaprogressionsystemwhichallowspeopletobecomeexpertsfordifferenttopicsandeventuallygetaddedtothehalloffame

 Theplacormusesbadges,andavatarstorecognizeexper/seonthesite,whichinturncanhelpthemgetfreelanceassignments

Source:hTp://www.experts‐exchange.com/

ExpertsExchange–GamifyingSupport

Gamification – Customer Experience

 Thetourofthe9Smithsonianmuseumsisarrangedasatrekgame

 Questinvolvesanswering70ques/onstheanswerstowhichareavailableinthemuseums

 Timebasedchallengequestsareperiodicallyorganized

 TherearerewardslikefreeiPad,etc Gamehelpsengagethepar/cipantswhiletouringthemuseumandgetmorevaluefortheexperience

Source:hTp://www.gosmithsonian.com/scvngr/?device=other&c=y

GoSmithsonianTrek

Gamification – Encouraging Innovation

 Objec/veofthesystemwastomo/vatecivilservantsandcreateaninnova/vecultural

 Thesystemusedgamemechanicstoaidthegrowthandsupportofnewideas

 IdeaStreetemployedapointsystemtoincen/vizeemployeestodefineandcurateideas;virtualcurrencywasusedasareward

 Par/cipantswereencouragetoinvestinanideabybuyingshareswhichtheycouldtradeonavirtualstockmarket

 ThewinnerworkedinaremotedistrictofficeandwasrewardedbyaleTerfromtheSecretaryofStateforWorkandPensionsinvi/nghimcomeandworkinthecentraloffice

Source:hTp://www.gartner.com/DisplayDocument?id=1476216

Work&PensionsDepartment‐IdeaStreet

Gamification – Employee Collaboration

 RyppleisasocialperformanceplacormaimedatmakingabeTerworkplace

 Ituseselementsoffeedbackfromthegameworldtoprovideainnova/vewayforbusinessestoprovidecon/nuous,ac/onablefeedback,coaching,andrecogni/ontotheirteams

 Thesystemallowsteamstodefinegoalsandindividualtasks.Theinterfacehasvisualcueslikegameswhichindicateprogressonamorereal/mebasisandhenceprovidethesameinstantandconstantgra/fica/onsgamesprovidewhileplaying

 Italsoallowsuserstoprivatelyorpubliclythanksomeonefortheirassistance.Wehaveseenfromsocialgamesthatsuchsocialrecogni/oncanactasamajorincen/ve

Source:hTp://rypple.com/

Rypple–GamifyingFeedback

About Kuliza

Kuliza is a social technology firm focused inhelping companies leverage social so4ware,community pla8orms, mobile and cloudcompu;ng for improving business performance,communica/onandcustomerengagement.

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kaushal.sarda@kuliza.com @ksarda