Fun Works:
Using Gamification to
Engage Employees and Consumers
Campbell Edlund President, EMI Strategic Marketing
Jim Gaffney Senior Vice President
Head of Consumer Credit Card Sales Channels
Jason Alderman Senior Director
Global Financial Education
Fun Works: Why Gamification Is Good for Banks
Do your branch employees eagerly read all product and service
announcements? Complete all training you provide?
Do your customers read your direct mail and email messages?
Engage in active learning with your website?
Break through Ensure understanding Engage
Banks need to…
…and that’s what gamification does
The Financial Services Industry Is Adopting Gamification
What Is Gamification?
Gamification is NOT online gaming, and it is NOT Game Theory;
it is a communications and engagement strategy which
Applies game mechanics and dynamics
to motivate specific behavior in non-game settings
In financial services, gamification can drive participation
– Engage prospects or customers in learning about a new product
– Drive adoption of new channels or technologies
– Differentiate brands, strengthen customer relationships
– Motivate and educate employees to build knowledge or skills
– Break through message clutter
Best Practices in Gamification 101
Participation
Belonging
Achievement
Recognition
Rewards Aspiration
Enable players to…
Escape reality
Become the hero
Express personality, assume sought-after skills, traits
Best Practices in Gamification 101
Aspiration
Create opportunity to…
Affiliate with like-minded others
Define membership
Adopt group traits, power
Belonging
Best Practices in Gamification 101
Let players…
Reach goals, earn badges
Balance difficulty, avoid boredom
Track progress
Demonstrate skills
Compete and win
Achievement
Best Practices in Gamification 101
Motivate players…
Provide instant gratification
Create competition
Bestow status
Publish results
Recognition
4
Best Practices in Gamification 101
Incent players…
Use points, tangible awards, or both
Follow through
Rewards
Best Practices in Gamification 101
Jason Alderman Senior Director, Global Financial Education
Driving Consumer Engagement
Using Financial Literacy Games
Visa’s Financial Literacy Program Overview
Since its U.S. launch in 1995, the program has provided financial education to consumers,
teachers, parents & students in 30 key markets worldwide
Delivers localized websites, collateral materials, classroom curricula, educational games
and in-person seminars to consumers around the globe
Dedicated to partnering with third parties to deliver compelling financial literacy resources
to those who need it the most
Stakeholders
Program has been co-branded by 200 banks and credit unions and dozens of non-
governmental organizations, governments and merchants
Our co-branded initiative with McDonald’s remains the largest U.S. employer-based
financial literacy initiative, reaching over 850,000 restaurant workers
Visa financial literacy resources have reached over 16 million people in the last four years
Why Games?
Games help override the challenge of engaging consumers and students in
learning about a traditionally dull / fear-inducing topic
Using games to make learning fun is a time-tested technique used by teachers and
parents
Accessible, familiar platform demystifies a complicated subject
Provides flexibility of engagement for an audience of varying ages, skill levels and
learning speeds
Games are a media-friendly medium and help generate positive news coverage
Truly compelling, games draw people into our websites and events
Easily shared through social media channels and the web
Innovative mechanism for building dialogue with policymakers
Games: NFL Financial Football
Video Game Trailer
Available online, through Facebook, on CD and via
iPhone and iPad apps
Leveraging NFL assets and teams stokes consumer
loyalties / passions
Team leaderboard creates repeat players and social
media promotion
Simple play selection and multiple choice questions
allows for fast, casual gaming
Two player version and deployment of NFL players
at press conferences draws media and policymakers
Games: FIFA Financial Soccer
Free, educational FIFA World Cup-branded video
game harnesses the power of the world’s most
popular sport
Rolled out in over 30 countries and translated into
10 different languages
In the U.S., game has proven to be a compelling
tool within both Latino and suburban communities
Co-branded by dozens of financial institutions,
NGOs and governments
Used over 2 million times to date
Play the game at www.FinancialSoccer.com
Examples of Bank Integration
Visa banking partners include Wells Fargo, PNC, US Bank,
Bank of America, Capital One and hundreds more
Visa clients have used our games to:
Integrate games into existing websites
Create co-branded game micro sites
Launch games into their Facebook pages
Distribute game CDs in their branches
Hold community relations activities with policymakers in key districts
Play Financial Football
Play the game at www.practicalmoneyskills.com/football
Contact
Jason Alderman
Senior Director of Global Financial Education, Visa Inc.
Email: [email protected]
Phone: 415.932.2110
www.whatsmyscore.org www.practicalmoneyskills.com
Jim Gaffney Senior Vice President
Head of Consumer Credit Card Sales Channels
SunTrust Teammate
Interactive Training Game
SunTrust Footprint
Maryland - 134
DC - 29
West
Virginia
8 Virginia
243
South Carolina
69
Tennessee
183 Arkansas
3
Mississippi
3
Alabama
5
Georgia
306
Florida
556
North Carolina
197
Over 1,700 branches across
12 states
Over 11,000 front-line branch
employees (includes Branch
Managers, Financial Service
Reps, and Tellers)
The Challenge
With the field out of practice, a need for substantial knowledge transfer
and without substantial incentives,
we turned to gamification to break through to branch and call center teams.
In 2011, SunTrust brought its credit card business back in house
after years of outsourcing.
Teammates needed to be educated about the new card products and benefits,
develop competence and confidence in understanding client needs,
and build sales momentum.
Approach
Product Facts
Features and benefits
Knowledge of Rewards
Understanding of
product rates and fees
Sales Process
Skill in diagnosing
client needs
Knowledge of compliant
process
Practice in starting
and guiding productive
client conversations
Fulfillment Specifics
Using platform to locate
and fulfill pre-qualified
offers
Ensuring accurate
completion of credit card
applications
Leverage the appeal of gamification to
spur interest, transfer knowledge, build sales skills
across field teams, from sales leadership through tellers
Applied Some Gamification
Best Practices
Used modules to keep it
short and sweet, and provide
ongoing positive reinforcement
Designed so busy branch teams
can stop and restart anytime
Rewarded correct answers
with screen action
Hosted on corporate learning
management system to enable
tracking and leader reporting
But Modified to Meet
Educational Needs
Additional direction provided
when questions were
incorrectly answered
Key points were reinforced
when questions were
answered correctly
Teammates were required
to answer each question
correctly before moving on
Results
Module 1 (3 months) Module 2 (2.5 months) Module 3 (>1 month)
Completion Rate Completion Rate Completion Rate
Branch Manager 71% 59% 6%
Assistant Branch Manager 72% 62% 10%
Financial Services Rep 100% 85% 16%
Target Audience Total 85% 72% 14%
Without any mandate or incentive, and competing with several other field
initiatives, 85% of our employees have undertaken the training in less than
3 months, for a total of 18,000 sessions across 11,000 employees
Generated buzz and leadership attention
Created field buzz that reached beyond the game
Accelerated field knowledge and skill; built new product into the day-to-day client routines