HOW-TO:
BOOST CUSTOMER
ENGAGEMENT
Make Your Life Easier &
Improve Your Customer’s Experience

+Chris Mohritz | chris@mohri...
OUR JOURNEY
● The one thing: plan the experience
● The one thing: be unexpected
● The one thing: make it fun

Discussion (...
WHAT IS CUSTOMER ENGAGEMENT?
The goal of consumer engagement is
to create meaningful consumer
impact and generate either a...
HELP YOU BOOST ENGAGEMENT...?
TI
AR
P

CUSTOMER LIFECYCLE
Increasing Engagement With
Understanding
SHOW THEM THE COURTESY
● Understand your customer, subscriber, etc.
● Their needs, wants, struggles
● Where you can best h...
WHY PLAN THE EXPERIENCE?
● It makes everything else easier
● No second guessing
● More customers (better experience)
WHERE ENGAGEMENT APPLIES
●
●
●
●
●
●
●
●
●

Your tribe
Your blog
Your book
Your ad campaign
Your explainer video
Your soci...
BLOG EXAMPLE
● http://www.redbull.
com/us/en/bike/stories/1331632524218/5reasons...-why-loic-bruni-will-rock-2014
T II
AR

P

PATTERN INTERRUPT
Increasing Engagement by Capturing
Attention
BACK TO LES…
BE UNEXPECTED
THE PATTERN INTERRUPT
●
●
●
●
●
●

Snap them out of (it)
Strip away past prejudices
Disrupt their current “pattern” of thi...
WHY PATTERN INTERRUPT?
● It makes everything else easier
● Actually get their attention
● Sets you apart from masses
EXAMPLES
● huffingtonpost.com/news/pattern-interruption
● funnyordie.com/zachgalifianakis
III
RT
PA
MAKE IT EASY FUN
Increasing Engagement With Fun
WHY NOW...WHAT’S DIFFERENT?
●
●
●
●

Internet (communication explosion)
MMOGs (virtual worlds)
Mobile (casual games)
iPads...
GAMIFICATION IS...
The use of game thinking and game mechanics in non-game
contexts to engage users in solving problems.
~...
GAMIFICATION IS NOT...
● Bells & whistles
● Fix for poor product or experience
● Fix for weak understanding of customers
&...
WHY MAKE IT FUN?
● It makes everything else easier
● Message-to-market match (its expected)
● Its the new reality
ANYTHING CAN BE MADE FUN

goo.gl/pNGhC
INTERNET GOES MMOG

"Everything in the future
online is going to look like a
multiplayer game."
Eric Schmidt
Google Chairm...
http://xeodesign.com/whyweplaygames.html
THE GAMIFICATION ONION
Game
Mechanics
Game Design
Thinking

Game Design
to Drive
Mass Change

Sociological
Motivators in
G...
MINDSET SHIFT
Prospects
Leads
Customers
Readers
Subscribers
etc.

Players
PLAYER TYPES (BARTLE'S)
Achievers

Socializers

Defined by:
A focus on attaining status and
achieving preset goals quickly...
GAMER PSYCHOLOGY QUIZ
Explorer: 74%
Achiever: 66%
Socializer: 60%
Killer: 7%

goo.gl/fnQN3
MINDSET SHIFT
Extrinsic Rewards

Intrinsic Value

AmyJoKim.com
Game
Mechanics
Game Design
Thinking

Game Design
to Drive
Mass Change

Sociological
Motivators in
Game Design
GAME MECHANICS
Badges

Incentive
Loops

Onboarding

Points
Levels

Leaderboards

Rewards

Challenges
Types of Points
Experience: most important,
earned for every action, may expire,
never go down, not redeemed
(always goes ...
WHY BADGES
● Collecting: historically badges were a collection
mechanism
● Surprise/pleasure: "awesome, I earned a badge"
...
LEVELS
● Provide a “Path to Mastery”
● Progression of difficulty (don't
slam them up front)
● Difficulty from level to lev...
REWARD INTERVALS
Fixed Ratio: given after a
fixed number of actions
Variable ratio: given after an
unknown number of actio...
CHALLENGES

Aligned with levels and experience points
Maintain "Flow" - balance between ability
level and challenge
(Treas...
LEADERBOARD TIPS
● Always put the user in
middle of the
leaderboard
● Show friends above and
below them
● Show them a spec...
INCENTIVE LOOP TIPS
(Viral loop)
Evolve through levels
Be deliberate & focused:
● how to get users into the experience,
● ...
ONBOARDING
First minute is the
most important
Minimize choice
Slowly reveal complexity of system to user
Don't explain, ex...
EXAMPLES
McDonalds: Monopoly
Xbox.com/live: achievements, leaderboards
FourSquare.com: badges, rewards
LinkedIn.com: progr...
SERVICE PROVIDERS
Bigdoor.com
Bunchball.com
Badgeville.com
iActionable.com
Gigya.com
GABE ZICHERMANN

goo.gl/xW9Bj
Game
Mechanics
Game Design
Thinking

Game Design
to Drive
Mass Change

Sociological
Motivators in
Game Design
KEVIN WERBACH

goo.gl/l07iw
Game
Mechanics
Game Design
Thinking

Game Design
to Drive
Mass Change

Sociological
Motivators in
Game Design
WILL WRIGHT

goo.gl/WfNim
Game
Mechanics
Game Design
Thinking

Game Design
to Drive
Mass Change

Sociological
Motivators in
Game Design
JANE MCGONIGAL

goo.gl/fe9C5
GAMES FOR CHANGE
● gamesforchange.org
● yukaichou.com/gamificationexamples/top-10-gamification-exampleshuman-race
FUN IS JOB #1
TO SUM IT UP...
● Map out the overall experience
● Be unexpected
● Be fun
Feedback?
Questions?
chris@mohritz.co
HOW-TO: Boost Customer Engagement (With an Intro to Gamification)
HOW-TO: Boost Customer Engagement (With an Intro to Gamification)
HOW-TO: Boost Customer Engagement (With an Intro to Gamification)
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HOW-TO: Boost Customer Engagement (With an Intro to Gamification)

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Presentation given at a workshop for entrepreneurs. Customer engagement is the heart and soul of community-building and online marketing. Are you putting the right message in front of the right prospect at just the right time?

Need ideas to help boost customer engagement and move them along the buying journey?

Join us for an introduction to gamification and other participation-boosting strategies.

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HOW-TO: Boost Customer Engagement (With an Intro to Gamification)

  1. 1. HOW-TO: BOOST CUSTOMER ENGAGEMENT Make Your Life Easier & Improve Your Customer’s Experience +Chris Mohritz | chris@mohritz.co | #IdeaToOperations
  2. 2. OUR JOURNEY ● The one thing: plan the experience ● The one thing: be unexpected ● The one thing: make it fun Discussion (not just a presentation) Interupt me at anytime (questions / comments)
  3. 3. WHAT IS CUSTOMER ENGAGEMENT? The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes). http://www.fusemarketing.com/Definition_Consumer_Engagement
  4. 4. HELP YOU BOOST ENGAGEMENT...?
  5. 5. TI AR P CUSTOMER LIFECYCLE Increasing Engagement With Understanding
  6. 6. SHOW THEM THE COURTESY ● Understand your customer, subscriber, etc. ● Their needs, wants, struggles ● Where you can best help them “Seek first to understand, then to be understood” ~Stephen Covey
  7. 7. WHY PLAN THE EXPERIENCE? ● It makes everything else easier ● No second guessing ● More customers (better experience)
  8. 8. WHERE ENGAGEMENT APPLIES ● ● ● ● ● ● ● ● ● Your tribe Your blog Your book Your ad campaign Your explainer video Your social media bio Networking Sales calls etc.
  9. 9. BLOG EXAMPLE ● http://www.redbull. com/us/en/bike/stories/1331632524218/5reasons...-why-loic-bruni-will-rock-2014
  10. 10. T II AR P PATTERN INTERRUPT Increasing Engagement by Capturing Attention
  11. 11. BACK TO LES…
  12. 12. BE UNEXPECTED
  13. 13. THE PATTERN INTERRUPT ● ● ● ● ● ● Snap them out of (it) Strip away past prejudices Disrupt their current “pattern” of thinking Stop their automatic response Bypass the gatekeeper (expectation) Creates a more receptive audience
  14. 14. WHY PATTERN INTERRUPT? ● It makes everything else easier ● Actually get their attention ● Sets you apart from masses
  15. 15. EXAMPLES ● huffingtonpost.com/news/pattern-interruption ● funnyordie.com/zachgalifianakis
  16. 16. III RT PA MAKE IT EASY FUN Increasing Engagement With Fun
  17. 17. WHY NOW...WHAT’S DIFFERENT? ● ● ● ● Internet (communication explosion) MMOGs (virtual worlds) Mobile (casual games) iPads (easy & early access) Millennials define reality through the lens of a game (it’s how they grow/grew up)
  18. 18. GAMIFICATION IS... The use of game thinking and game mechanics in non-game contexts to engage users in solving problems. ~Wikipedia ● ● ● ● ● ● ● A terrible name A mindset Should be "Fun theory" Next step in evolution of marketing Only one ingredient in engagement Spirit of a game Fun is job #1
  19. 19. GAMIFICATION IS NOT... ● Bells & whistles ● Fix for poor product or experience ● Fix for weak understanding of customers & prospects ● Actual games
  20. 20. WHY MAKE IT FUN? ● It makes everything else easier ● Message-to-market match (its expected) ● Its the new reality
  21. 21. ANYTHING CAN BE MADE FUN goo.gl/pNGhC
  22. 22. INTERNET GOES MMOG "Everything in the future online is going to look like a multiplayer game." Eric Schmidt Google Chairman
  23. 23. http://xeodesign.com/whyweplaygames.html
  24. 24. THE GAMIFICATION ONION Game Mechanics Game Design Thinking Game Design to Drive Mass Change Sociological Motivators in Game Design
  25. 25. MINDSET SHIFT Prospects Leads Customers Readers Subscribers etc. Players
  26. 26. PLAYER TYPES (BARTLE'S) Achievers Socializers Defined by: A focus on attaining status and achieving preset goals quickly and/or completely. Defined by: A focus on socializing and a drive to develop a network of friends and contacts. Engaged by: Achievements Engaged by: Newsfeeds, Friends, Lists, Chat Typical makeup: 10% Typical makeup: 75% Killers Explorers Defined by: A focus on winning, rank, and direct peer-to-peer competition. Defined by: A focus on exploring and a drive to discover the unknown. Engaged by: Leaderboards, Ranks Engaged by: Hidden Achievements Typical makeup: 5% Typical makeup: 10%
  27. 27. GAMER PSYCHOLOGY QUIZ Explorer: 74% Achiever: 66% Socializer: 60% Killer: 7% goo.gl/fnQN3
  28. 28. MINDSET SHIFT Extrinsic Rewards Intrinsic Value AmyJoKim.com
  29. 29. Game Mechanics Game Design Thinking Game Design to Drive Mass Change Sociological Motivators in Game Design
  30. 30. GAME MECHANICS Badges Incentive Loops Onboarding Points Levels Leaderboards Rewards Challenges
  31. 31. Types of Points Experience: most important, earned for every action, may expire, never go down, not redeemed (always goes up, keep earning) Redeemable: goes up & down, redeemable for goods (ie. bank balance) Skill-based: assigned to specific activities that are tangential to XP or tangential to redemption Karma: sole purpose is to be given them away, get no benefit from keeping them (ie. voting system) Reputation: often most complex, incorporate a number of different things, used when a system can't verify trust
  32. 32. WHY BADGES ● Collecting: historically badges were a collection mechanism ● Surprise/pleasure: "awesome, I earned a badge" ● Visually valuable: aesthetically pleasing, people can want them because they look good ● Social promotion: opportunity for a user to promote your product in the social graph, "I'm gonna share this with others" ● Goals & progress: can be a progress mechanic
  33. 33. LEVELS ● Provide a “Path to Mastery” ● Progression of difficulty (don't slam them up front) ● Difficulty from level to level is not linear, usually exponential up front and then decreasing over time
  34. 34. REWARD INTERVALS Fixed Ratio: given after a fixed number of actions Variable ratio: given after an unknown number of actions
  35. 35. CHALLENGES Aligned with levels and experience points Maintain "Flow" - balance between ability level and challenge (Treasure hunt)
  36. 36. LEADERBOARD TIPS ● Always put the user in middle of the leaderboard ● Show friends above and below them ● Show them a specific instruction on what they can do to move up
  37. 37. INCENTIVE LOOP TIPS (Viral loop) Evolve through levels Be deliberate & focused: ● how to get users into the experience, ● what keeps them engaged, and ● how to bring them back ie. connecting & expressing > tweet > @mentions > followers > rinse & repeat
  38. 38. ONBOARDING First minute is the most important Minimize choice Slowly reveal complexity of system to user Don't explain, experience Offer benefits first, then ask for registration (give them something for free first, RIA)
  39. 39. EXAMPLES McDonalds: Monopoly Xbox.com/live: achievements, leaderboards FourSquare.com: badges, rewards LinkedIn.com: progress bar SalesForce.com: leaderboard, achievements, leveling Mint.com: achievements, progress bar ShopKick.com: virtual currency, rewards, contests Starbucks.com: leveling, rewards Nike.com: achievements, badges, challenges, rewards BuffaloWildWings.com: trivia, challenges
  40. 40. SERVICE PROVIDERS Bigdoor.com Bunchball.com Badgeville.com iActionable.com Gigya.com
  41. 41. GABE ZICHERMANN goo.gl/xW9Bj
  42. 42. Game Mechanics Game Design Thinking Game Design to Drive Mass Change Sociological Motivators in Game Design
  43. 43. KEVIN WERBACH goo.gl/l07iw
  44. 44. Game Mechanics Game Design Thinking Game Design to Drive Mass Change Sociological Motivators in Game Design
  45. 45. WILL WRIGHT goo.gl/WfNim
  46. 46. Game Mechanics Game Design Thinking Game Design to Drive Mass Change Sociological Motivators in Game Design
  47. 47. JANE MCGONIGAL goo.gl/fe9C5
  48. 48. GAMES FOR CHANGE ● gamesforchange.org ● yukaichou.com/gamificationexamples/top-10-gamification-exampleshuman-race
  49. 49. FUN IS JOB #1
  50. 50. TO SUM IT UP... ● Map out the overall experience ● Be unexpected ● Be fun
  51. 51. Feedback? Questions? chris@mohritz.co

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