Download - Business Gamification: case studies
LIMITED!TIME!
LOYALTY DISRUPTION It’s harder than ever to retain customers…
MORE !CHOICE!
More channels than ever before to engage
More “madvocates” than advocates
EMPOWERED !CUSTOMERS!
Average customer attention span of 8 seconds
MASSIVE INVESTMENTS In marketing technology & programs to support customer experience and loyalty…
In SEM
In Marketing Software
On Loyalty Programs
In Online Communities
In Social Media Ad Spend
$1.5B $50B $4.8B
$26B
$25B
Sources: McKinsey, Gartner, IDC, 6S Marketing, BIA/Kelsey
80% Budget allocation on rewards
DESPITE BIG INVESTMENT…. We’re knee deep in an engagement crisis
Low Adoption
Visitors Actually Login
Customers Who See Facebook Brand Updates
Limited Loyalty
Customers Inactive in Loyalty Programs
Customers Swayed by a Brand
Average Online Conversion Rates
Abandon Shopping Carts
16%
28%
25%
55%
3%
65%
Few Converting
Sources: Gartner, FMC, Forrester, Colloquy, Statista
THE HEART OF THE PROBLEM… We’re caught in a rut of rewarding value based on one primary behavior…
Did They Purchase?!
THE OPPORTUNITY
Traditional Behaviors New Behaviors
Embrace expansive set of new behaviors
Purchase
Phone call
Write e-mail
Log In
Register Fill Out Profile
Like
Share Post Comment
Write a Review
Respond to a Review
Vote
Tweet
Share on Facebook
Pin
? Ask a
Question
+ Register a Product Invite
Friends
+ Follow a Friend
Or Peer
Write Blog
File Support Request
Online Support Chat
Trial Product
Add to Cart
$
BOOST REPUTATION AND STATUS
THE OPPORTUNITY
Traditional Rewards (Tangible)
New Rewards (Virtual)
And the new rewards that go along with them…
Free products
Punchcards
Discounts
EARLY ACCESS & PRIVILEGES
MODERNIZED LOYALTY STRATEGY Low-cost, virtual rewards can exceed the value of tangible when in the right context…
Perceived Value of Reward
Socialness of Customer Experience
Tangible Rewards • Free products • Loyalty Cards • Discounts
Virtual Rewards • Elevated reputation & status • Early access & privileges • Championed expertise
ENGAGEMENT"
GAMIFICATION: YOUR SECRET WEAPON FOR SOCIAL LOYALTY Influence expanded set of behaviors for expanded set of rewards
REVEN
UE"
Low Medium High
Purchase
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NET EFFECT Drive engagement that grows revenue
GAME MECHANICS Reward your customers, for behaviors big and small…
Show Recognition Achievements incentivize engagement
Guide CustomersMissions help them interact with products & content
Examples Give Instant FeedbackPoints can reinforce valuable behaviors
REPUTATION MECHANICS Showcase customer rank and status
Examples
Champion Loyal Brand Advocates With contextual Leaderboards
Showcase Mastery or StatusWith different Levels in customer community
Highlight ExpertiseIn specific areas with Tracks
SOCIAL MECHANICS Connect customers with relevant products and content
Highlight Activities Discover relevant content and how people interact with it
Follow People & ContentConnect with like-minded customers or key products
Real-time NotificationsDeliver alerts as they happen across site or app
Examples
Generate real-time offers on your website
BEHAVIOR DATA Made actionable
Trigger campaigns in your ESP or Marketing Automation tool
Create tasks for sales & services in your CRM
THE REAL OPPORTUNITY Behavior data to gain bigger, better understanding of your customer…
Customer Performs Behavior
Analyze Behavior Data
Enhance Engagement
Apply to Customer Experience
Closed Loop System of Engagement
YOUR CUSTOMER
Keep users engaged between live events and programs
MUCH MUSIC’S CHALLENGE
Business Objectives!• Increase customer retention"• Grow User Generated Content"• Drive engagement to make
customers more attractive to advertisers "
C A S E S T U D Y
Maximize customer revenue with more engaged audience…
ENGAGEMENT DRIVES RESULTS
% I’ll insert stat 40%
Daily Retention
18% Conversions
590% Social Shares
C A S E S T U D Y
S A M S U N G ’ S C H A L L E N G E
How to harness customers online?
More user generated content?
Social sharing
SAMSUNG’S CHALLENGE Gain a deeper connection with new & existing product owners
Goals • Increase product awareness • Develop high-‐quality user
generated content • Build community
• Increase online store sales
Value: • First to market in wine industry with
mobile community powered by gamificaPon
• Previously un-‐tapped ability to connect with K-‐J fans
• Commerce, Community, Altruism
Kendall Jackson – Raise a Glass Mobile Connections
CONVERSION ENGAGEMENT PEOPLE
TIME ON SITE
16%
ANONYMOUS TO
REGISTERED USERS
47%
REVIEWS
2X MORE
COMMENTS
SUBMIT ANSWERS
SHOP CLICKS
5X MORE
10X MORE
6X MORE
ENGAGEMENT DRIVES REVENUE Gain a deeper connection with new & existing product owners
WHY BADGEVILLE Manage engagement across all touchpoints….
COMMUNITIES
CRM SOCIAL COLLABORATION
LMS/HR CMS
SOCIAL WEB WEBSITES & MOBILE APPS
MARKETING/ANALYTICS
1. AVOID THE G-‐WORD Avoid gamificaPon in front of the wrong audiences…
It’s about behavior management and
business results
2. IT’S ABOUT BEHAVIORS That we can moPvate and influence to drive engagement
Log In
Share Comment Post
Status Message
Write Review
Reply to Discussion
Check in Document Check out
Document
Update Record
Convert Lead Create
Lead
Edit Wiki
Open Opportunity
Close a Deal
Close Support Ticket
File Support
Ticket Open
Support Ticket
Begin Certification
Finish Certification
$ Submit
Expense Report
$ Approve
Expenses
3. IT’S MORE THAN POINTS, BADGES AND LEADERBOARDS Tapping into the human psyche
I want to…
make progress
get recognized for my work
WIN! know how I
compare
4. IT’S ABOUT HARD BUSINESS VALUE Tie back to the ROI of the app in quesPon…
20% Faster Ticket
Response
200% More
Reviews
63% of customers are more likely to purchase products
after reading a review
Resolving tickets on the same day reduces cost of services by 66%
Sources: iPerceptions and UK Customer Satisfaction Index
5. IT’S AN ENTERPRISE INVESTMENT GamificaPon must delight end users, but saPsfy requirements
REQUIRED
Game Mechanics ✔
Portable ReputaQon Mechanics ✔
Social Mechanics ✔
Social Rewards ✔
REQUIRED
Private Cloud & Database ✔
Global Data Center ✔
MulQ-‐Qered user access ✔
HARDENED SECURITY
ENTERPRISE SCALE REQUIRED
Enterprise Networks & Sites ✔
Advanced Metadata Support ✔
Private Customer Community ✔
FULL SUITE OF ENGAGEMENT MECHANICS