GSummit SF 2014 - How a Bank Becomes Playful: Breaking a Lance for Gamification in a Financial Institute by Maarten Molenaar @MaartenMA
 

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GSummit SF 2014 - How a Bank Becomes Playful: Breaking a Lance for Gamification in a Financial Institute by Maarten Molenaar @MaartenMA

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GSummit SF 2014 - How a Bank Becomes Playful: Breaking a Lance for Gamification in a Financial Institute by Maarten Molenaar @MaartenMA Presentation Transcript

  • 1. Gamification and banking Breaking a lance for gamification in a financial institute GSummit 2014 Maarten Molenaar | Rabobank Netherlands
  • 2. “You can discover more about a person in an hour of play than in a year of conversation.” Who am I ?
  • 3. <Damgloin> Healer (support role) Achiever/free spirit Who am I ?
  • 4. • Maarten Molenaar • Manager Gamification Hub • Rabobank Netherlands – 10 million customers – 1.9 million members – 45.000 employees – 48 countries @MaartenMA Maarten Molenaar
  • 5. 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
  • 6. Topics of this talk
  • 7. Gamification at Rabobank
  • 8. 2012: Business case for gamification 2013-2014 Gamification Hub 2011: gamification & business? The road to get there
  • 9. 2012: Business case for gamification 2013-2014 Gamification Hub 2011: gamification & business? The road to get there
  • 10. Rabobank Gamification Hub
  • 11. 2012: Business case for gamification 2013-2014 Gamification Hub 2011: gamification & business? The road to get there
  • 12. Inspiring & teaching • Inspire colleagues • Teach them gamification design thinking. • Invite them to share and co- create Learn 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
  • 13. The Gartner Hype Cycle
  • 14. The Gartner Hype Cycle Experiment Formulate vision Implement Benefit
  • 15. • 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. 1 Learn • 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. 2 Teach • 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” 3 Integrate Rabobank Gamification Hub
  • 16. Three showcases
  • 17. 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
  • 18. • “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
  • 19. Rabobank Mortgage process How can we stimulate employees to adapt to their ‘new’ role as a mortgage advisor?
  • 20. 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
  • 21. 50% decrease of throughput on service requests high adoption of lean methods CRM Challenge
  • 22. How can we reduce the amount of reassignments of reported IT-incidents between different assingment groups? Distribution Challenge
  • 23. Player Journey Experiment How 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
  • 24. Player Journey Experiment
  • 25. “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
  • 26. 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
  • 27. Other activities
  • 28. Other activities
  • 29. Other activities
  • 30. Other activities
  • 31. Other activities
  • 32. Gamification.co Banktech.com Do banks lag behind on gamification…? Banking & Gamification
  • 33. Banks in the early days
  • 34. Crisis & Scandals
  • 35. Banks nowadays
  • 36. • 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?
  • 37. • 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
  • 38. BBVA vs Rabobank
  • 39. Points Badges Leaderboards Gamification should not be defined by: The PBL Paradigm
  • 40. • 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
  • 41. 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
  • 42. Banks need gamification designers with an open mind Move beyond PBL’s
  • 43. Thank you! Maarten Molenaar m.a.molenaar@rn.rabobank.nl @MaartenMA Endgame