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

1. Gamifica/on – Making CRM Engaging
June 2011

2. Gamification & Customer Lifecycle

3. Value of Customer Engagement
‐ Posi/ve engagement across customer lifecycle create
evangelist and viral spread

4. 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

5. Gamification – Creating Awareness

6. 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

7. 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 Snooth's offerings
Source: hTp://www.snooth.com/wine‐rack/

8. Gamification – Driving Engagement

9. 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

10. Gamification – Nurturing Leads

11. 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”
 Bunchball's 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.

12. Gamification – Loyalty Programs

13. 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 America's guest frequent flyers
can check‐in to a designated Virgin
America loca/on – such as the airline's
home base at San Francisco
Interna/onal Airport, and the Topguest
applica/on will no/fy them in real /me
that they've 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

14. Gamification – Customer Support

15. 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

16. Gamification – Customer Experience

17. 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

18. Gamification – Encouraging Innovation

19. 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

20. Gamification – Employee Collaboration

21. 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

22. About Kuliza

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

24. Our offerings
ZaSocial ZaMobile ZaCloud
Kuliza offers solu/ons for Kuliza offers solu/on to design, Kuliza offers cloud services to
designing and building social build and distribute mobile apps ensure a hassle free infrastructure
sotware and community for iOS, Android and Blackberry. to sustain your changing needs.
placorms. Our focus areas are: Our focus areas are: Our focus areas are:
 Online communi/es
 Mobile CRM
 Cloud consul/ng
 acebook Apps
F  obile loyalty programs
M  loud h migra/on and
C
 ocial Commerce
S  obile Transi/on
M management
 ocial CRM
S

25. Our Capabili/es
Plan Build Manage
Strategy Design Engineering Infrastructure
 Interaction  Drupal, Joomla,  eb app hosting
W
 ocial Strategy
S
design Wordpress
Roadmap
 Mobile / FB app
 Visual Design  Magento, Uberkart hosting
 ocial Software
S
Design
 esign Research  Java, php, Ruby,
D  Drupal, Joomla
Wordpress hosting
 enior management
S
 esign
D  iOS, Andriod,
workshops
Prototyping Blackberry  Magento Hosting
(html, css, js) development
 ntegration with
I
Facebook, LinkedIn
and Twitter APIs

26. Partners
Community
DigiWhirl: network of experienced community
managers
UXD
Apparatus Media: Leading bou/que UXD and
brand design firm
Technology
Beevolve: Listening placorm partners for customer
engagement command centre
Oblong: pioneers in gesture compu/ng with tools
to transform methods of engagement
MobStac: mobile enterprise ready publishing
placorm that help companies deliver a delighcul
mobile experience to their customers

27. Achievements
Ranked all India 10 and Asia Pacific 89 among
the fastest growing technology companies by
Delloitte
Ranked all India 3 and Asia Pacific 23 among
the fastest growing technology companies by
Deloitte
Recognized among the top 10 emerging Indian
companies across all sectors for the year 2010
by NASSCOM

28. Ask Us How Gamifica/on Can Improve Your CRM
Kuliza.com | sales@kuliza.com | @kuliza
kaushal.sarda@kuliza.com
@ksarda
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