• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Eloqua’s Gamified Jive Community Increases Engagement, Improves Customer Retention and Reduces Call Center Costs
 

Eloqua’s Gamified Jive Community Increases Engagement, Improves Customer Retention and Reduces Call Center Costs

on

  • 479 views

Eloqua Corporation is a leading SaaS company that develops automated marketingand demand generation software and services for marketing professionals. In 2010,the company launched the Eloqua ...

Eloqua Corporation is a leading SaaS company that develops automated marketingand demand generation software and services for marketing professionals. In 2010,the company launched the Eloqua “Topliners” online community, designed primarilyto act as a customer resource through which members could discuss best practices,
bounce new ideas off one another, and share informative tips on using Eloqua
applications for maximum impact.
Eloqua’s 2012 implementation of Bunchball’s Nitro gamification platform into its Jive
Software-based community infused new vitality into the community and, in the process,
delivered significant business advantages the company had not anticipated: improved
customer retention, reduced operational costs, and a positive impact on top-line revenue.
“We selected Jive and the Bunchball solution to help transform the Eloqua user base intoa deeply connected, interactive social community. Gamification allows us to accomplishthis by rewarding specific behaviors that build meaningful relationships between
members and, in the process, more powerfully connect them to the Eloqua brand and
the Eloqua solution.” Heather Foeh, Director of Customer Culture, Eloqua

Statistics

Views

Total Views
479
Views on SlideShare
476
Embed Views
3

Actions

Likes
0
Downloads
3
Comments
0

1 Embed 3

https://twitter.com 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Eloqua’s Gamified Jive Community Increases Engagement, Improves Customer Retention and Reduces Call Center Costs Eloqua’s Gamified Jive Community Increases Engagement, Improves Customer Retention and Reduces Call Center Costs Document Transcript

    • www.bunchball.com2200 Bridge PkwySuite 201Redwood City, CA 94065408-985-2034sales@bunchball.com1Eloqua’s Gamified JiveCommunity IncreasesEngagement, ImprovesCustomer Retentionand Reduces CallCenter Costs
    • Challenge• Further engage, retain andexpand existing user community• Transform user base into aninteractive, deeply connectedsocial framework• Leverage the business benefits ofa vibrant online communitySolution• Bunchball’s market-leading Nitrogamification platform integratedinto the Eloqua “Topliners” JiveSoftware-based user communityResults• Immediate 55% increase incommunity participation• Improved customer retention• Reduced customer service calls• Increase in Eloqua Universityattendance• Positive influence on newbusiness prospects2Eloqua Corporation is a leading SaaS company that develops automated marketingand demand generation software and services for marketing professionals. In 2010,the company launched the Eloqua “Topliners” online community, designed primarilyto act as a customer resource through which members could discuss best practices,bounce new ideas off one another, and share informative tips on using Eloquaapplications for maximum impact.Eloqua’s 2012 implementation of Bunchball’s Nitro gamification platform into its JiveSoftware-based community infused new vitality into the community and, in the process,delivered significant business advantages the company had not anticipated: improvedcustomer retention, reduced operational costs, and a positive impact on top-line revenue.“We selected Jive and the Bunchball solution to help transform the Eloqua user base intoa deeply connected, interactive social community. Gamification allows us to accomplishthis by rewarding specific behaviors that build meaningful relationships betweenmembers and, in the process, more powerfully connect them to the Eloqua brand andthe Eloqua solution.” Heather Foeh, Director of Customer Culture, EloquaChallengeIn 2012, Eloqua, (recently acquired by Oracle Corporation), was searching for asolution that would grow and motivate their user community, increase participationand communication among members and enable them to fully leverage the businessbenefits of an engaged and vibrant online customer base.SolutionThe company selected Bunchball’s Nitro gamification solution based on theprovider’s strong reputation and readily available integration with the JiveCollaboration and Community platform. “The product was largely plug-and-play,and came with a number of pre-designed, ready-to-use badges that made it easy toget up and running,” said Heather Foeh, Director of Customer Culture at Eloqua. Today, the company uses the gamification solution to award users with badges fora number of activities and desired behaviors including the production of “How To”documents meant to help fellow usersbetter leverage the Eloqua solution.Eloqua University attendees are alsoawarded badges when they earnproduct and marketing best practicecertifications. Gamification, along withproduct growth and additional courseofferings have all worked to increasedEloqua University attendance andpromote a much deeper level of productexpertise within the user community.
    • ResultsGamification of the Topliners program has produced significant results acrossseveral of the organization’s key areas of focus including:Increased Engagement: Upon the launch of the gamification solution the number ofconversations occurring within the community site jumped 55% almost immediately,attracting considerably more daily users. Previously, company employees wouldbe responsible for responding to questions posted on the site. However, with agamified process of rewarding users for activities like asking and respondingto questions, veteran users with real-world experience now answer questions sorapidly and thoroughly that internal employees rarely need to respond at all, savingthem significant time to focus on other job requirements. Improved Customer Renewals: Association with the Topliners community hasproven to be an essential factor in customer perception of the Eloqua solution andresulting retention rates. A recent survey found that 82% of the company’s renewingcustomers have at least one user participating in the gamified community. Of thosethat did not renew their contract, well over half were not participating in Topliners.Customers engaged in the community are significantly more likely to see value inthe product and renew their contracts.“When my company was considering a switch in marketingautomation vendors, we learned of Eloqua’s open onlinecommunity. Once I logged on, it was both obvious andreassuring that there was a large community of helpful,supportive people, sharing ideas and best practices. Amonth later we signed a contract with Eloqua.”- Brad WestEloqua customer305010015020025030055% lift uponintroduction ofGamificationUniqueActiveUsersJan Feb Mar Apr May Jun Jul Aug Sep29151 112612 825 622 20 1173 2915 12 26 9 23
    • Copyright © Bunchball, Inc., 2013. All rights reserved. May 2013About the Nitro Gamification PlatformBunchball’s gamification engine, Nitro, isthe industry’s most scalable and reliablegamification platform, tracking more than20 billion actions. Nitro’s flexible andeasily implemented architecture enablesbusinesses to create compelling, meaningfuland enjoyable experiences for consumers,employees, and partners that keep theminterested, focused, collaborative and highlyproductive. Nitro delivers the industry’smost comprehensive set of game mechanicsand is available as a platform for buildingcustomized gamification applications, or as aplatform-specific solution for leading enterprisesystems including Jive, Salesforce.com, andothers.About BunchballBunchball is the market leader and visionaryin gamification. Powering the EngagedEnterprise, Bunchball enables organizationsto improve business performance throughouttheir ecosystem by creating highly active andloyal customers, employees, and partners.Bunchball’s comprehensive suite of innovativecloud-based solutions empowers companiesto engage and motivate, leading to improvedemployee productivity, customer loyalty andROI. Bunchball’s world-class customers includeAdobe, HP, Cisco, Warner Bros., Comcast,LiveOps, VMware and Hasbro. Based inSilicon Valley, Bunchball’s investors includeGranite Ventures, Triangle Peak Partners,Northport Investments, and CorrelationVentures. For more information, visit www.bunchball.com, our blog at www.gamification.com, or follow @bunchball.All of the images used in this document, including but not exclusiveto screen shots and gamification program components, belong to therespective site owners and may not be copied or reproduced.www.bunchball.com408.985.2034sales@bunchball.comNew Customer Acquisition: Enrollment in the Topliners community has a distinctimpact on new business prospects. Potential customers evaluating an Eloquaproduct generally perceive the community of over 9,000 members as a built-insupport mechanism able to quickly address any questions or concerns, while alsoacting as a resource to help guarantee success. This vibrant community effectivelyremoves hesitation and gives prospects the confidence to move forward withpurchase and implementation.Decreased Customer Support Calls: Eloqua conservatively estimates that for every 100discussion threads inside the “Do It” technical section of the community site, 40 supportcalls are deflected directly. And because the company keeps a database of all previoustopics, new users may perform a simple search to get their questions answered withouthave to start new topic strings. While precise measurement is difficult, the highly-engaged Eloqua community is undeniably saving the company countless support callseach week, resulting in thousands of dollars in savings.About Jive SoftwareJive Software (JIVE) is one of the world’s leading social business solutions. Our cloud-basedplatform connects employees, customers and partners and is the only proven system, focused onvalue use cases, to increase productivity within companies by 15 percent and top-line revenuegrowth up to 4 percent.* By combining the power of cloud, mobile, big data and proprietarycollaboration technologies, Jive is transforming the way work gets done and unleashingproductivity, creativity and innovation for millions of people in the world’s largest companies. Fora free trial of Jive’s next-generation social business platform, please visit Try Jive.4