gsummit2014 presentation: bank and play: gamification at rabobank
DESCRIPTION
My Gsummit 2014 presentation about Gamification and banking. In this talk I show how we have organized the implementation of gamificationTRANSCRIPT
Gamification and banking
Breaking a lance for gamification in a financial institute
GSummit 2014
Maarten Molenaar | Rabobank Netherlands
“You can discover more about a person in an hour of play than in a year of conversation.”
Who am I ?
<Damgloin>
Healer(support role)
Achiever/free spirit
Who am I ?
• Maarten Molenaar • Manager Gamification
Hub• Rabobank
Netherlands– 10 million customers– 1.9 million members– 45.000 employees– 48 countries
@MaartenMA
Maarten Molenaar
Applying game-design thinking to a non-game context in order to achieve:
- a higher level of user engagement- change behavior - solve complex situations
How I define Gamification
Topics of this talk
Gamification at Rabobank
2012: Business case for gamification
2013-2014Gamification Hub
2011: gamification & business?
The road to get there
2012: Business case for gamification
2013-2014Gamification Hub
2011: gamification & business?
The road to get there
Rabobank Gamification Hub
2012: Business case for gamification
2013-2014Gamification Hub
2011: gamification & business?
The road to get there
Inspiring & teaching• Inspire colleagues• Teach them gamification
design thinking.• Invite them to share and
co-createLearn from ongoing projects• Combine the fields of
(academic) knowledge• Collaborating in the
enterprise gamification community
Advice & design• On Gamification/gaming
topics• Design in (IT)projects• Choosing suppliers• Setting up new projects
Rabobank Gamification Hub
The Gartner Hype Cycle
The Gartner Hype Cycle
Experiment
Formulatevision
Implement
Benefit
• Connect projects: share lessons learned, promote results.• Research: learn from research inside and outside the
banking field.• Communicate: Newsletters, promotions, Yammer,
presentations.• Know your organization: learn the issues and
problems in your company.
1Learn
• Workshops: teach design thinking, generate leads.• Advice: Find different levels of gamification solutions.• Solve problems: Connect problems with gamified
solutions (suppliers).• Stakeholder management: Find the cowboys, support
them, share.
2Teach
• Position: From outside/in, bring it to the core, front of business chain• Coach: Show colleagues how to continue.• Build business cases: Show the added value.• Step back: Don’t be “Mr. Gamification”
3Integrat
e
Rabobank Gamification Hub
Three showcases
Rabobank Mortgage Process:How can we engage our customers to prepare for their mortgage online.
• Uploading over 20 documents.• Providing all the required
(personal) information in time.• Reading into information/learn
about mortgages
Rabobank Mortgage process
• “A mortgage is a complex and lengthy procedure.”
• “The bank could tell me anything since I don’t understand it at all.”
• “I don’t know where to start.”
• “I want to get an early indication.”
• “I don’t know which documents to provide.”
• “It is easier to just bring them to the bank”.
“A mortgage consultation is expensive.”Reward: € 450 discount on the consultation fee for customers who completed the process online.
1.500.000 users | 49.5000 consultations 30% increase in use of online channel
Rabobank Mortgage process
Rabobank Mortgage process
How can we stimulate employees to adapt to their ‘new’ role as a mortgage advisor?
CRM Challenge:How can we engage our employees to continuously improve their work.
• Reduce the response time on customer calls
• Adapting the ‘lean-principles’ of work (continuous improvement, short-cycled operational steering)
CRM Challenge
50% decrease of throughput on service requests high adoption of lean methods
CRM Challenge
How can we reduce the amount of reassignments of reported IT-incidents between
different assingment groups?
Distribution Challenge
Player Journey ExperimentHow can we engage customers with their savings activities.(empirical research)
• Be aware of their financial mutations (income/outcome).
• Set up (and reach) savings goals.
• Set up (and maintain) budgets.• Experience unburdened financial
control.
Player Journey Experiment
Player Journey Experiment
“Different customers need different levels of guidance
from their bank.”
“How do I know that I’m on the right track?”
“What do I need to do to develop
the correct savings habits.”
Player Journey Experiment
Can we get our own empirical proof for the positive effect of gamification on customer engagement?
• Engagement on Player Journey group was significantly higher.
• Engagement and appreciation of gamification was higher with low expertise.
• Adaptive nature of the Player Journey is of vital importance!
Player Journey Experiment
Other activities
Other activities
Other activities
Other activities
Other activities
Gamification.co
Banktech.com
Do banks lag behind on gamification…?
Banking & Gamification
Banks in the early days
Crisis & Scandals
Banks nowadays
• A lot of criticism from our customers on the way we offer our services.
• “Banks should stick to the basics.”
• Gamification in its current form is often considered a “waste of money”.
What does that mean?
• Bad reliability & lack of trust influence the willingness to “play”.
• Current gamification manifestations may be too explicit.
• Gamification should be on the border of this ‘magic circle’ not inside.
The world we live in
Where we agree to
play
Magic circle – Johan Huizinga
Reluctance to enter the circle
BBVA vs Rabobank
Points Badges Leaderboards
Gamification should not be defined by:
The PBL Paradigm
• It is about the motivational design and the gamification mechanics!
• The real power of gamification is in the hidden motivators.
The real power of gamification
Gamification can apply for banks in:• Increasing employee engagement • Adoption of (behavior) change in internal
change programs• Supporting customers in complex
procedures and products.• Engaging customers with a controlled and
healthy financial lifestyle.
Gamification & Banking
Banks need gamificationdesigners with an open mind
Move beyond PBL’s
