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How gamification is making CRM more engaging
 

How gamification is making CRM more engaging

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Gamification is now having a positive impact on every stage of CRM and making it more fun and engaging for customers.

Gamification is now having a positive impact on every stage of CRM and making it more fun and engaging for customers.

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    How gamification is making CRM more engaging How gamification is making CRM more engaging Presentation Transcript

    • Gamifica/on
–
Making
CRM
Engaging
 June
2011

    • Gamification & Customer Lifecycle
    • Value
of
Customer
Engagement

 ‐
Posi/ve
engagement
across
customer
lifecycle
create
 evangelist
and
viral
spread


    • Gamifica/on
–
Impac/ng
Customer
Life‐cycle
 - 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
    • Gamification – Creating Awareness
    • Kidnap
Facebook
Game
  The
game
challenges
users
to
kidnap
 their
friends
to
their
favorite
 interna/onal
hideout
city

  Provides
variety
of
"methods"
such
 as
"Eight
ball
in
the
Sock"
or
"Faulty
 Human
Slingshot
  User
have
to
answer
a
trivia
ques/on
 related
to
that
city
to
escape
from
the
 hideout
city

  Players
earn
points
for
answering
 ques/ons
correctly,
and
advance
levels;
 gain
access
to
new
methods
on
 successfully
comple/ons
of
kidnaps


  In
the
process
of
playing
the
game
 the
player
learns
more
about
various
 loca/on.
This
approach
could
be
very
 useful
for
travel
portals
to
create
Source:
hTp://www.facebook.com/travelchannelkidnap
 awareness
about
their
content


    • Snooth’s
Wine
Rack
  Snooth,
the
world’s
largest
wine
site
 added
a
social
layer
called
Wine
Rack
 to
its
site,
encouraging
users
to
beTer
 discover
and
learn
about
new
wine
  Wine
Rack
uses
game
mechanics
to
 encourage
users
to
discover
and
taste
 more
wines,
providing
incen/ves
 through
rewards
to
share
their
wine
 experience
and
knowledge
  The
game
helps
with
increasing
 customers
wine
comprehension
and
 knowledge
about
Snooths
offerings

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

    • Gamification – Driving Engagement
    • Jimmy
Choo
Trainer
Hunt
  Real
/me
treasure
hunt
in
London
 powered
by
loca/on
service
foursquare
  The
jimmy
choo
trainers
were
 checked‐in
to
different
loca/ons
for
 short
dura/ons
  Par/cipants
had
to
follow
the
 campaign
to
track
trainer
loca/ons
  If
par/cipants
arrived
to
a
checked‐in
 loca/on
while
the
trainers
were
there,
 they
would
be
rewarded
with
a
trainer
 of
choice
  Campaign
employed
appointment
Source:
hTp://www.facebook.com/CatchAChoo
 game
dynamic
to
drive
customer
 engagement
around
their
trainers

    • Gamification – Nurturing Leads
    • Make
Your
Way
to
Rio
–
Gamifying
a
Sweepstake
  Chiquita
partnered
with
20th
Century
 Fox
and
the
movie
Rio,
to
game
like
 sweepstake
called
“Make
Your
Way
To
 Rio”

  Bunchballs
Nitro
placorm
was
used
 to
power
the
gamifica/on
of
the
 Chiquita/Rio
promo/onal
Web
site
  Par/cipants
would
have
to
complete
 certain
tasks—like
watching
a
movie
 trailer,
coloring
pages,
twee/ng
or
 pos/ng
to
Facebook
about
the
movie
  The
campaign
also
had
an
amazing
 game
where
the
player
helped
Blu,
an
Source:
hTp://www.chiquitabananas.com/rio/ endangered
Macaw,
get
closer
to
his
index‐make‐your‐way‐rio‐sweepstakes‐2011.aspx
 final
des/na/on
in
Rio
de
Janeiro,
to
 meet
his
female
counterpart
Jewel
  Prizes
included
ringtones,
music
from
 the
movie,
Chiquita
bananas,
an
Xbox
 and
a
grand‐prize
trip
to
Rio
de
Janeiro
 courtesy
of
American
Airlines.


    • Gamification – Loyalty Programs
    • Virgin
America
–
Frequent
Flyer
Check‐ins
  Virgin
America
is
using
Topguest’s
 perks
placorm
and
the
"appointment"
 game
dynamic
to
offer
customers
 frequent
flyer
points
in
exchange
for
 their
check‐ins
  Virgin
Americas
guest
frequent
flyers
 can
check‐in
to
a
designated
Virgin
 America
loca/on
–
such
as
the
airlines
 home
base
at
San
Francisco
 Interna/onal
Airport,
and
the
Topguest
 applica/on
will
no/fy
them
in
real
/me
 that
theyve
received
elevate
points
as
 a
reward
  Virgin
America
guests
can
earn
an
 addi/onal
25
Elevate
points
per
check‐ in
and
total
poten/al
of
50
extra
points
Source:
hTp://www.virgin‐atlan/c.com/en/us/ per
flight
,
hence
providing
frequent
corporateandtrade/backstage/travellingwithus/ flyers
with
a
compelling
way
to
earn
frequenclyerprogram.jsp
 real
world
rewards
for
virtual
check‐ins


    • Gamification – Customer Support
    • Experts
Exchange
–
Gamifying
Support
  Experts
Exchange
is
a
online
 community
dedicated
to
providing
 beTer
IT
assistance
to
the
world
using
 game
dynamics

  Users
post
ques/ons
and
assign
 points
to
their
queries.
The
site
 encourages
technology
experts
to
 answer
the
queries
and
earn
the
 allocated
points

  The
placorm
has
a
leader‐board
to
 showcase
experts
and
a
progression
 system
which
allows
people
to
become
Source:
hTp://www.experts‐exchange.com/
 experts
for
different
topics
and
 eventually
get
added
to
the
hall
of
 fame
  The
placorm
uses
badges,
and
 avatars
to
recognize
exper/se
on
the
 site,
which
in
turn
can
help
them
get
 freelance
assignments


    • Gamification – Customer Experience
    • GoSmithsonian
Trek
  The
tour
of
the
9
Smithsonian
 museums
is
arranged
as
a
trek
game
  Quest
involves
answering
70
 ques/ons
the
answers
to
which
are
 available
in
the
museums
  Time
based
challenge
quests
are
 periodically
organized
  There
are
rewards
like
free
iPad,
etc
  Game
helps
engage
the
par/cipants
 while
touring
the
museum
and
get
 more
value
for
the
experience
Source:
hTp://www.gosmithsonian.com/scvngr/?device=other&c=y

    • Gamification – Encouraging Innovation
    • Work
&
Pensions
Department
‐
Idea
Street
  Objec/ve
of
the
system
was
to
 mo/vate
civil
servants
and
create
an
 innova/ve
cultural
  The
system
used
game
mechanics
to
 aid
the
growth
and
support
of
new
 ideas

  Idea
Street
employed
a
point
system
 to
incen/vize
employees
to
define
and
 curate
ideas;
virtual
currency
was
used
 as
a
reward
  Par/cipants
were
encourage
to
invest
 in
an
idea
by
buying
shares
which
they
 could
trade
on
a
virtual
stock
market
Source:
hTp://www.gartner.com/DisplayDocument?id=1476216
  The
winner
worked
in
a
remote
 district
office
and
was
rewarded
by
a
 leTer
from
the
Secretary
of
State
for
 Work
and
Pensions
invi/ng
him
come
 and
work
in
the
central
office

    • Gamification – Employee Collaboration
    • Rypple
–
Gamifying
Feedback

  Rypple
is
a
social
performance
 placorm
aimed
at
making
a
beTer
 workplace
  It
uses
elements
of
feedback
from
 the
game
world
to
provide
a
innova/ve
 way
for
businesses
to
provide
 con/nuous,
ac/onable
feedback,
 coaching,
and
recogni/on
to
their
 teams
  The
system
allows
teams
to
define
 goals
and
individual
tasks.
The
interface
 has
visual
cues
like
games
which
 indicate
progress
on
a
more
real
/me
 basis
and
hence
provide
the
same
Source:
hTp://rypple.com/
 instant
and
constant
gra/fica/ons
 games
provide
while
playing
  It
also
allows
users
to
privately
or
 publicly
thank
someone
for
their
 assistance.
We
have
seen
from
social
 games
that
such
social
recogni/on
can
 act
as
a
major
incen/ve




    • About Kuliza
    • About
Kuliza
Kuliza
 is
 a
 social
 technology
 firm
 focused
 in
helping
 companies
 leverage
 social
 so4ware,
community
 pla8orms,
 mobile
 and
 cloud
compu;ng
 for
 improving
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 performance,
communica/on
and
customer
engagement.


    • Our
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Our
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are:
 Our
focus
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focus
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 Online
communi/es
 
  Mobile
CRM
 
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consul/ng
 
  acebook
Apps
 F   obile
loyalty
programs
 M   loud
h
migra/on
and
 C  ocial
Commerce
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Transi/on
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  ocial
CRM
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    • Our
Capabili/es
 Plan Build Manage Strategy
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 kaushal.sarda@kuliza.com @ksarda 28