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Business Gamification for On- and Offline
 

Business Gamification for On- and Offline

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Was ist Gamification, wie funktioniert es und wie kann ein Unternehmen davon profitieren, das erklärt Peter Zwyssig, Geschäftsführer von foryouandyourcustomer Zürich, in seiner Präsentation. Für ...

Was ist Gamification, wie funktioniert es und wie kann ein Unternehmen davon profitieren, das erklärt Peter Zwyssig, Geschäftsführer von foryouandyourcustomer Zürich, in seiner Präsentation. Für den Multichannel-Berater liefert das Thema des Tages einen wertvollen Beitrag im Umgang mit Kunden, Mitarbeitenden, Partner etc., dessen Einsatz jedes Unternehmen prüfen sollte.

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    Business Gamification for On- and Offline Business Gamification for On- and Offline Presentation Transcript

    • In the following 45 minutes, Peter Zwyssig from foryouandyourcustomers will explain how Business Gamification for On- and Offline channels works and show you the basics of customers engagement.
    • «More than 70% of Global 2000 organizations will have a gamified application by 2014.» Gartner Research, 2011
    • «By 2014 a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon.» Gartner Research, 2011
    • Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
    • Do customers change? Some trends we have seen in the last years... Any Channel Any Place Any Time Always «Now!» One Stop / Full Service High expectations per touchpoint Personal Service Less time per touchpoint More comparison, steeper competition More touchpoints Source: foryouandyourcustomers
    • Today every customers is a multichannel customer Source: foryouandyourcustomers
    • Customers prefer companies that deliver an outstanding multichannel experience. company C: channels company B: channels company A: channels Customer Source: foryouandyourcustomers The customer chooses the touchpoints along its customer journeys
    • Customers are using many touchpoints in different channels on their customer journeys. Awareness Source: foryouandyourcustomers Consideration Purchase Service Loyalty
    • Every touchpoint during the customer journeys is a opportunity Awareness Source: foryouandyourcustomers Consideration Purchase Service Loyalty
    • Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
    • Managing the customers experience along the customer journey across all channels becomes key. Experience Conversion Any Channel Any Place Any Time Always «Now!» One Stop / Full Service High expectations per touchpoint Brand Source: foryouandyourcustomers Personal Service Less time per touchpoint More comparison, steeper competition More touchpoints Customer Journey
    • Apple manages customer experice proactively.
    • Apple is advanced to provide similar user experiences across their channels. Source: foryouandyourcustomers
    • A customer journey map helps to understand what channel takes which job and how to create a similar experience. Rail Europe Experience Map Guiding Principles People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Print e-tickets at home Web FEELING Check ticket status Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites Share experience Activities, unexpected changes May call if difficulties occur Talk with friends Post Travel Live chat for questions DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I am feeling vulnerable to be in an unknown place in and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Trying to return ticket I was not able to use. Not not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. • Excited to share my vacation story with the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011 Source: adaptivepath.com
    • Can you control or influence customers along the multichannel customer journey?
    • Marketing and its 4Ps have some influence on the «customer journey». Product Price Awareness Promotion Source: foryouandyourcustomers Consideration Purchase Service Loyalty Place
    • There are many online tools to influence customers, but... Goals Attract visitors Fill & increase Basket Raise Conversionrate Enrich Support Increase loyalty Increase Traffic on your Website (direct, referral, organic/search, campaigns) increase frequency, arouse interest in buying, start filling the shopping cart and increase cart size Close the deal! No distraction! Enhance customers satisfaction e.g. with self service portals and other after sales services Increating trust in brand lead to higher frequency, avg basket and recommendations Service Loyalty - Personalized offerings in Awareness Consideration Purchase - Relevant content, attractive - Simple Checkout-Prozess - Self Service Portals with - Tools - Multichannel Campaigns - Search Engine Optimization - - - (SEO - content and technical) Search Engine Marketing (SEM - paid) Bannering E-Mail-Newsletter Affiliate and Partnerprograms Online PR (Blogging, Social Media) External Backlinking, Recommendations and Ratings Source: foryouandyourcustomers - offerings incl. Up-, Side- and Cross-Selling High quality product presentation with ratings Good Information architecture that works as well mobile (Landingpages) Guidance to find the right product (very good search, wizards, facetted search) Online-Merchandising to take infuence on ranking, teasers and offerings with many payment methods (per Invoice) and trust labels Process-Improvements with A/B-Testing Co-Browsing & Operator Chats After Transaction Up-, Side- and Cross-Selling Reactivation of incompleted baskets - E-Learning Videos Community Support Social Media Usage Register online to prolongue product guarantee Reorder easily via QRTag Newsletter or with teasers in the Onlineshop etc. - Multichannel loyalty programs - Multilevel Marketing (customers bring customers) - Success Stories
    • You can‘t really control users! But what does users drive and motivate?
    • Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
    • We focus on the customer and the human being again. Can they be motivated or are the just lazy? Any Channel Any Place Any Time Always «Now!» One Stop / Full Service High expectations per touchpoint But what does users drive? Personal Service Less time per touchpoint More comparison, steeper competition More touchpoints Source: foryouandyourcustomers How does motivation work? Can you engage user?
    • There are two general types of motivations: intrinsic and extrinsic. Source: foryouandyourcustomers
    • Playing games was, is and will be part our culture. It‘s an important starting point for our motiviation and engagement. Fun Motivation Engagement Culture Flow Play Source: foryouandyourcustomers
    • The play element is primary to and a necessary condition of the generation of culture It discusses the importance of the play element of culture and society. Huizinga uses the term "Play Theory" within the book to define the conceptual space in which play occurs. Huizinga suggests that play is primary to and a necessary (though not sufficient) condition of the generation of culture. Johan Huizinga, dutch historian and cultural theorist born 1872 in Groningen (NL) Source: foryouandyourcustomers 1938 the book about the «Playing man»
    • Question: How to change the bottle recycling behaviour of people?
    • Source: http://www.youtube.com/watch?v=zSiHjMU-MUo
    • Why do we play? Curiosity Social Experience Curious about the challenge, the strategy and the process of problem solving We used competition, teamwork as opportunity for social bonding and personal recognition. Excitement and Amusement The rule-based game brings excitement to our lives and reliefs us from bad thoughts and feelings Evolutionary background We sucessfully solved problems by playing games and social interactions Play Source: foryouandyourcustomers Ideal learning in the flow If the challenge is ideal - users can reach a flow status which is ideal to learn
    • Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
    • «Gamification is 75% Psychology and 25% Technology.» Gabe Zichermann
    • Several years ago, gamification has been sucessfully applied to take influence on the behaviour of users
    • The rise of «Gamification» Google Trends „Gamification“ Hype cycle of emerging trends Expectations Gamification (2013) Innovation trigger Source: Google Trends Keyword „Gamification“ Source: Google Trends Source: foryouandyourcustomers Peak of expectations Through of disillusionment Slope of enlightment plateau of productivity Source: Gartner research time
    • «The market for gamification will grow to $1.6 billion in 2015, from $100 million in 2011.» eMarketer (2011)
    • What is gamification? Some businesses are taking a «chocolate covered broccoli» approach by simply adding points, badges, and leaderboards to their applications and calling them gamified.
    • «By 2014, 80% of current gamified applications will fail to meet business objectives, primarily due to poor design.» Gartner Research, 2012 November
    • Gamification is about creating a positive impact to user engagement and changing the behaviour. « Gamification seeks to take advantage of deploying game dynamics and mechanics into non-game activities to change peoples behaviour» Source: foryouandyourcustomers
    • Gamification targets a wide audience and impacts the mass. 1% Experts 7% Activists 11% Enthusiasts 16% Dabblers 65% Source: foryouandyourcustomers Spectators
    • Question: How to bring people driving less than 30 km/h?
    • Source: http://www.youtube.com/ watch?v=iynzHWwJXaA
    • Gamified applications are using game mechanics to stimulate positive behaviours and increases productivity in a fun way. Challenges Mission! Serious fun - Sharing, engaging, motivating, learning, finding etc. Cooperation and Competition Collaboration and comparability in the community Source: foryouandyourcustomers About personal missions including: - Activities & Badges - Levels & Points - Rewards - Reviewing personal progress - etc. .. - Rewards are visible to all and Won! our gift for you! Community Rewards - displayed in real-time. immaterial Points ranking (status) Badges (Badges) Attractive gifts (premium)
    • A good game mechanics can help to interact with basic human desires and cover parts of intrinsic and extrinsic motivation. Game mechanics Points Levels Challanges Virtual goods Leaderboards Gifting & Chartity pink = fulfills grey = affects Source: foryouandyourcustomers Reward Status Achievment Expression Competition Altruism
    • Make the progress visible! Source: http://i.imgur.com/kNCQe3t.jpg
    • It’s not only about discounts. Reward customers in different dimensions by using the SAPS Model. Status (S) - Miles & More Status Miles: FF / Senator / HON - Foursquare: Badges & Levels - Facebook, Twitter, LinkedIn & Co: number of friends / followers or premium member - Employees: Titels, Positions, Head of ... Power (P) - Vodafone Support Community - Xing: Moderator (stronger voting power) - Employees: Beeing part of Steering Committees, delegate work / leads Source: foryouandyourcustomers Access (A) - Miles & More: Business Lounge - AH Bonuscard: Promotions for limited editions - Shopping Clubs: Vente Privée, Buy VIP, etc. - Business Clubs, organizations: clubhouse, members - Employees: Access to archives other rooms, special Trainings, VIP Support hotline, dinner with C-Level, special reportings Stuff (S) - Miles & More: convert points in flights - Online Shops: Free shipping, 3 for 2, 10% off - Coke B2B: Coke Dollars & Merchandising Shop - UBS Key Club: Points & Club Shop - Employees: win a weekend in Montecarlo
    • Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
    • Gamification is a maturity level of personalization and requires identification mechanism Recognition Anticipation Gamification Customer relationship Individualisation Rewarding Social Media Direct Mailiing Customer profile (CRM) Customer Database (CRM) Identification Vouchering / Coupons Merchandising Contact Marketing Activities Brand Mass Mailings Discount Offering (Products & Services) Communities Survey Christmas Card Advertise Member & Status Money Back programs Contest Product Source: foryouandyourcustomers Recommendation (Crowd Behaviour) Customer Journey Analysis   Birthday Card Marketing Recommendation (Individual Behaviour) Behaviour Targeting Personalization Loyalty program Personal Offer Branding Consumer Price Service Buyer
    • The levers of Business Gamification User Engagement Loyalty & Advocacy Revenue & Conversion Audience & Community Source: foryouandyourcustomers Source: Wiley, Composition Services Graphics
    • The business gamification solution stack as a basis for internal and external applications of gamification Points Challenges Rewards Leaderboards Business Gamification Engine ... Community Experience aesthetic elements Customer loyalty Loyalty plattform ... Supplier Knowledge Management Management Supplier Excellence Gamification CRM / Sales Gamification Badges HR Onboarding & eLearning Gamification QM MDM Quality Improvement Sales Product Launch Gamification Product Management external User Engagement internal ...
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    • Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
    • Danone Actimel (FMCG) Actimel Loyalty Program
    • Increase turnover, loyalty and engagement with gamified loyalty (behavioral marketing and sales program) Actimel is a delicious yogurt drink, containing 10 billion exclusive L. Casei cultures, Calcium and Vitamins B6 and D in every bottle Source: foryouandyourcustomers
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    • E-Commerce Gamification Stimulate the user behaviour to boost turnover
    • An conceptional ideal for cool blue
    • Unregistered visitors will be seduced to do so with Welcome Points. Registration Please register for an account at Coolblue and receive 150 additional points! Read more here. Register Contact ◉ info@coolblue.com ☎ +31 (0)12 345 67 89 Session-Code: 4x67b8 Registration Please register for an account at Coolblue and receive 150 additional points! Read more here. ☼ Anonymous visitor 45 Points Register ☼ Anonymous visitor 45 Points
    • When the visitor is logged-in, the loyalty points are always visible. By activities, e.g.: - exploring the assortment - exploring other sites ♖ Jeroen van Mierle 367 Points My Profile My Cart My Product Lists My Orders My Activities Logout Contact ◉ info@coolblue.com ☎ +31 (0)12 345 67 89 Session-Code: 4x67b8 Source: foryouandyourcustomers ♖ 367 By turnover Jeroen van Mierle Points By writing reviews Sharing of Twitter & My Profile Facebook My Cart My Product Lists My Orders My Activities Logout
    • Collect Reward Points: Activities grant Points, e.g. registrations, feedback, assortment exploration, etc. Your profile Newsletter Tell-a-Friend Improvements Your profile is not yet complete. Please complete your profile so we can serve you better. Subscribe to our weekly newsletter and get 20 points. Tell your friends about Coolblue.nl. For each referral, you get 5 points and for every new customer a voucher of 20 EUR each. Please tell us how we can serve you better. We look forward to your proposal! For the 5 best proposals we're giving away a 20 EUR voucher. only 20% Complete Subscribe Riddles Shop Hopping :-) Do you know our range of batteries? How many different types of batteries we carry constantly in stock? Hey LCD screen fanatic! Be the first customer of the new X1200 Superair Miele vacuumcleaner and tell us what you think. Earn 50 points by leaving a review. At least 50 types Exactly 1‘000 types Over 2‘300 types Send the answer Source: foryouandyourcustomers Invite friends Make proposal Our assortment Cross Channel We have a very wide range of products in our assortment. Check our offer. Have you seen our area "IT & accessories"? Thank you for having picked up your order at Coolblue Rotterdam! Please share your experience with other Coolblue fans. 40% checked Bring me to the product! Complete Share
    • Develop your reputation: earn Badges by completing Missions. Jeroen van Mierle ♖ Jeroen van Mierle 367 Points Last Badges: ✎ ♞ ♨ Riddles Do you know our range of batteries? How many different types of batteries we carry constantly in stock and that you can order? At least 50 types Exactly 1‘000 types Over 2‘300 types Send the answer Contact ◉ info@coolblue.com ☎ +31 (0)12 345 67 89 Session-Code: 4x67b8 Source: foryouandyourcustomers 367 Points Last Badges: ✎ ♞
    • Develop your reputation: Status (levels), Points, Badges and Missions. Jeroen van Mierle 367 My Profile Jeroen von Mierle Points Last Badges: ✎ ♞ Points 367 ✎ 10 Reviews Source: foryouandyourcustomers Kickstart Tour ♞ ♨ 4 Game Consoles 3 coffee machines How to review Home Streaming
    • Cankado improves adherence in the treatment of cancer
    • Cankado improves the adherence in the treatment of cancer and was created with in cooperation with INSTIM - Cancado is an integrated and easy-to-use e / m-health therapy-accompaniment program for manufacturers, doctors and patients - Based on the user behavior triggers Cancado automatic support processes, which reduces the dropout rate and increase the quality of treatment Source: foryouandyourcustomers
    • The consequences of lack of adherence Manufacturer • Image losses • Loss of long-term patients • revenue losses Patients • Deterioration of therapeutic success • low acceptance • Problems in dealing with side effects Health Care Professionals • Increased workload • Explanatory and dependent care therapy • Sophisticated management of side effects Source: foryouandyourcustomers
    • Cankado Overview
    • Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
    • In three steps to your first gamified application 1st - Select a pilot for your enterprise gamification and Source: foryouandyourcustomers 2nd - Start with goals 3rd - Create a prototyp and behaviours and use a crossfunctional team work iterative and wrap your concept in a good story and user experience
    • 1st: Select a business case as pilot to apply gamification to it. pilot insights pilot project for an single business process analysis and learning Points Challenges Rewards Leaderboards Business Gamification Engine Source: foryouandyourcustomers ... Community Experience aesthetic elements Customer loyalty Loyalty plattform Knowledge Management ... Supplier Management Supplier Excellence Gamification MDM Quality Improvement Product Launch Gamification Badges HR Onboarding & eLearning Gamification QM CRM / Sales Gamification Sales external User Engagement internal Product Management improvement ... analysis multiplication rollout to other business processes
    • 2nd: Staff your gamification project cross-functional and start defining the right goals and behaviours carefully. goals define consumer or employee related goals and objectives Source: foryouandyourcustomers behaviour define valuable user behaviour, that drives those objectives benchmark define benchmarks (KPIs) reward choose reward dimensions and define rewards
    • 3rd: work iterative, wrap your concept in a good story and user experience and create a visual prototype to explain. Workshop 1: Requirements & Goals Project review / approval Workshop 2: Technical Concept Concept presentation 4w - 6m Workshop 3: Wireframes Prototype + Look & Feel Functional and technical concept including first goals, behaviours and rewards Source: foryouandyourcustomers
    • What can we do for you and your customers? Peter Zwyssig http://pez.foryouandyourcustomers.com +41 78 870 57 28 foryouandyourcustomers in Amsterdam · Munich · Vienna · Zurich