Gamification and Customer Relationship - A Comparative Case Analysis
•Download as PPTX, PDF•
1 like•175 views
Master Thesis presentation about Gamification topic. After a brief introduction, my presentation wants to show how the digital tool called gamification was exploited by three companies to increase their customer relationship and then value for their own overall businesses.
Recommended
More Related Content
What's hot
What's hot (17)
Viewers also liked
Viewers also liked (17)
Similar to Gamification and Customer Relationship - A Comparative Case Analysis
Similar to Gamification and Customer Relationship - A Comparative Case Analysis (20)
Recently uploaded
Recently uploaded (20)
Gamification and Customer Relationship - A Comparative Case Analysis
- 1. GAMIFICATION AND CUSTOMER RELATIONSHIP: A COMPARATIVE CASE ANALYSIS
- 2. AGENDA • INTRODUCTION • THE BASICS OF GAMIFICATION • COMPARATIVE CASE ANALYSIS • TAKEAWAYS
- 3. It looks like adding game elements to a non-game context! JUST TWO WEEKS AGO…
- 4. “Gamification is the use of game design elements in non-game contexts” (Deterding, 2011) WHAT THE EXPERT SAYS
- 5. WHY ADDING GAMES ELEMENTS TO NON-GAME CONTEXT?
- 6. • They are able to stick us on the TV screen for hour and hour • They work both on young and adults
- 7. RESEARCH QUESTIONS RQ1 What kind of benefits gamification is able to produce for the brand sustaining the overall business growth? RQ2 How companies can develop an effective and sustainable form of customer relationship based on engagement? RQ3 How does gamification support customer co-creation of value?
- 8. 1. Academic literature to interpret the cases. 2. Compare the cases with each other. 3. Identify patterns that contribute to answer the question: why do brands implement gamification? Validity of the study is given by the replication of findings during the analysis. HOW I HAVE ANSWERED THESE QUESTIONS: COMPARATIVE CASE ANALYSIS
- 9. LIMITED SPAN ATTENTION RISE OF CASUAL GAMES MILLENNIALS THE INTENRNET TODAY’S SNAPSHOT
- 10. HOW DO WE GET POPULATION X TO DO Y IN CONTEXT Z? “Instead of asking ‘How can I motivate people?’ we should be asking ‘How can I create the conditions within which people will motivate themselves?’” (Deci, 1996)
- 11. • The point is to involve people into a meaningful experience that has the power to engage the them according to a predetermined path. • People think differently in gamified context so they approach the topic from another perspective because they are motivated thanks to game mechanics. (Van Laere et al., 2013) Theory of Fun: “something as simple as fun is the easiest way to change people’s behaviour for the better”. HOW DO WE GET POPULATION X TO DO Y IN CONTEXT Z? WHAT’S YOUR CHOICE?
- 12. WHAT DOES MAKE ACTIVITIES FUNNY? EXPLORING BEING PROTAGONIST TEAM WORKING SHARING CUSTOMIZING PROBLEM SOLVING
- 13. WHAT TRIGGERS EVERYTHING SELF DETERMINATION THEORY argues that human beings seek out (and continue to engage in) activities if they promise (and succeed) to satisfy 3 intrinsic motivational needs. (Deci and Rayan, 2000)
- 14. WHAT TRIGGERS EVERYTHING COMPETENCE: «I CAN DO THIS» AUTHONOMY: MEANINGFUL CHOICE RELATEDNESS: IMPACTING ON OTHERS
- 15. DESIGNING MEANINGFUL EXPERIENCES RELATIONSHIP ENGAGEMENT MEANING “Value emerges only if the designer elicits user motivation i.e. whether he finds what makes the customer time worthy to be spent.” (Brian Burke – Gartner Inc., 2012)
- 16. FROM GAME TO BUSINESS Gamification is not about creating games, rather it is for any brand - B2C or B2B - who wants to create MEANINGFUL, MEMORABLE and MEASURABLE connections to their audience (White Rhino – Strategic Marketing Consulting Group) “Gamification is to be considered as a mean – and NOT AS THE FINAL RESULT – to achieve a bigger company’s goal” (Lucassen and Jansen, 2014) “A gamified application must provide something that is ALREADY MEANINGFUL to the user on its own right. Game elements are like an amplifier: THERE HAS TO BE A GENUINE SOUND FIRST” (Deterding – Google Tech Talk, 2011)
- 17. MULINO BIANCO: I Talenti Del Mulino «Gamification allows engaging your target into a whole brand experience that goes beyond the mere purchasing relationship»
- 18. BRICO CENTER: Casa Brico «In several occasions customers follow just promotions, then the company does gain neither loyalty nor engagement. Gamification […] generates relationships that resist throughout the time because each badge the player gains is the outcome of an action intrinsically done»
- 19. ORIGINAL MARINES: Play Original «It’s not just playing. By interaction and fun, gamification makes possible to achieve important business goals such as brand awareness and brand loyalty» ACTIONS POINTS REWARDS ENGAGEMENT
- 20. RQ1: WHAT KIND OF BENEFITS GAMIFICATION IS ABLE TO PRODUCE FOR THE BRAND SUSTAINING THE OVERALL BUSINESS GROWTH? «Gamification key aspect is about how to engage your target. […] Engagement drives the website traffic, it means customers interact more fruitfully with the brand thus contribuiting to achieve one of the company’s goals.» «Thanks to customer engagement, users are eager to interact with the platform and generate new contents that place Brico Center in the first rank of Google search.» Stimulating customer engagement is strictly related with the increase of brand awareness and the consequential launch of the e-commerce platform. Cucinelli Mulino Bianco Brico Center Original Marines Basile Martella
- 21. RQ2: HOW COMPANIES CAN DEVELOP AN EFFECTIVE AND SUSTAINABLE FORM OF CUSTOMER RELATIONSHIP BASED ON ENGAGEMENT? «Thanks to engagement, player’s experience throughout the game is constantly sustained as it happens in real videogames. [...] Customer relationship is achieved as the platform motivates players to take a path of actions that implies consequential rewards.» «Thanks to Casa Brico Center, the brand is able to directly establish a relationship with the customer: this is our main goal. Starting from the genuine interaction with the customers the brand is then able to better inform them about its products and get interesting insights about how these products are used.» The brand invites players to take part of missions. The gamification platform motivates users to be engaged with the brand as the more the actions achieved, the more the points gained. Cucinelli Mulino Bianco Brico Center Original Marines Basile Martella
- 22. RQ3: HOW DOES GAMIFICATION SUPPORT CUSTOMER CO- CREATION OF VALUE? «Value is generated each time customers interact with the platform providing valuable information to the company and getting in turn fun. [Doing so] the customer increases his emotional attachment to the brand and thus a preference against competitors.» «The content produced by our users on the platform represents a great source of value. […] For instance it is directly exploitable by product managers for product development purposes.» Value emerges whenever players react to gameful missions. In other words value consists of the experiences and perceptions customers have each time they are involved in the gamified system. Cucinelli Mulino Bianco Brico Center Original Marines Basile Martella
- 23. If engaged, users tend to spend more time within the system, thus permitting the company to lead customers throughout a defined path made of those activities that are more likely to produce value. Customer engagement appears as a key driver for business growth. Goal of relationship marketing is to build mutually, satisfying long term relationship with key constituents in order to earn and retain their business. (Kotler and Keller, 2009) TAKEAWAYS Gamification is a process of enhancing a service with affordances for gameful experiences in order to support user’s overall value creation. (Houtari and Hamari, 2011).
- 24. THANK YOU FOR YOUR ATTENTION
Editor's Notes
- Slide domanda per rompere il ghiaccio e saluti The presentation consists of 4 parts: 1st after a brief INTRODUCTION 2nd I will provide you some underpinnings that make you able to better understand the analysis of the cases 3rd analysis 4th conclusions 2.1 The experience economy ..................................................................................15 2.2 Defining gamification .........................................................................................20 2.3 The context: casual games and Generation Y ..................................................22 2.4 The basics of gamification ................................................................................27 2.5 The role of engagement ....................................................................................37 2.5.1 Loyalty 3.0 ...........................................................................................43 2.6 The importance of relationship marketing .........................................................46
- I would like to start telling you a story: It was a Sunday morning of 2 weeks ago and I was having breakfast. At the same time I was browsing the app store of my smartphone looking for new interesting apps to download. Well, I went through this app called 7, downloaded by more than 1 million people. This app suggests you exercises such as crunches or push ups to do in 7 minutes and it’s designed for lazy people like me. Even if I’d like to having some work out I lack motivation and I’ve never done that. To motivate you this app gives you 3 lives, each time you skip the work out day you lose a life, if you lose all the 3 lives you have to start again. On the other hand if you keep following the suggested exercises over the work out path you gain rewards, basically you can unlock new exercises pack for specific parts of the body. Well that’s not just a work out app that show you how to do something, that’s something more. You have lives, rewards, you can share your achievements. It’s like adding game elements to a non-game context! Need a little help tapping the workout button every day? Seven delivers extra motivation with positive reinforcement Unlock achievements from Novice to Athlete as you vary your routine Earn rewards and health-related giveaways (US only) Set up daily reminders, or when you've missed too many workouts Share your success with friends by e-mail, text message, Twitter or Facebook)
- Well actually this is the definition Deterding gives of gamification def. Make a product more fun, engaging, motivating. Given that, a new question comes next!
- Why? Why adding game elements to non-game context? Because games are powerful! (foto)
- (HOW IS IT POSSIBLE VIDEO GAMES APPEAL SO MANY PEOPLE?) For instance… Then, should we still consider games and videogames just as a hobby relegated to the leisure context? OR are they able to influence us SO DEEPLY that their logic can be EFFECTIVELY applied even to the business context? WELL THAT’S THE GOAL OF MY STUDY! I’d like to guide you through my presentation in order to answer 3 research questions
- In details the goals of my study I believe digging into these questions and exploring what gamification is, we can learn games are more than just kill-time artefacts. ---------------------------------------------------------------------------------------------- Objectives To understand why several companies has invested in gamification To determine what are the key success factors of a gamification platform To assess in which context gamification raises its popularity and why To assess whether the three companies have taken into consideration similar or the same key factors in developing their gamification system To verify whether gamification can be considered an additional tool to sustain customer relationship To verify if the system enable to create additional value for the company
- Focus on 3 business cases of gamification. Data collected through 3 semi structured interviews and companies’ reports (list them) The study wants to test whether the findings obtained by the comparative case analysis support the predictions of the existing theory. If it is possible to find out similarities that contribute to describe general goals and achievements of gamification. Validity of the study is given by the replication of findings during hypothesis testing. ---------------------------------------------------------------------------------------------------------- What similarities or contrast exist between A and B? Does the patterns identified contribute to explain why brands implement gamification? Theoretical framework states the conditions under which a particular phenomenon is likely to be found. Data collected through 3 semi structured interviews and companies’ reports. Why comparative case analysis? Get insights about how and why contemporary specific program work Understanding how the context influences the success of the program When experimental design are unfeasible for practical or ethical reason 3 propositions that comes from literature review. Each of them directs attention to something that should be examined within the scope of the study. Gamification is a process of enhancing a service with affordances for gameful experiences in order to support user’s overall value creation (Houtari and Hamari, 2011). If engaged, users tend to spend more time in the system thus permitting the company to lead customers throughout a defined path made of those activities that are more likely to produce value. Customer engagement appears as a key driver for business growth. Goal of relationship marketing is to build mutually satisfying long term relationship with key constituents in order to earn and retain their business (Kotler and Keller, 2009). Goals of gamification for each brand – the role of customer engagement for the brand strategy – the link between gamification and relationship marketing. (????)
- TODAY’S SNAPSHOT The internet: everyone can partecipate – contribute people influence brands Limited span attention probably I’ve already lost some of you guys 5 minutes ago Gen Y: the Nintendo generation (80’) expect to be engaged in any situation Virality of casual games it is very likely the person next to you has at least one digital game on his smartphone In this complex situation full of opportunities and challenges how business can reach its goals? E.g. how can I motivate my cusotmers to stick with me istead of one with of my competitors? --------------------------------------------------------------------- Due to the influence of social networks, people expect websites to provide appealing content worth to explore in a long time span within which users are involved even to become content contributors. Martella: “We launch Casa Brico Center in 2011 in the same period Instagram gained increasingly fame because it is viewed as one of the place where users share their passions and look for appreciation”.
- IN OTHER WORDS: 1 BILLION DOLLARS QUESTION: WHAT IS THAT FORCE ABLE TO CHANGE HUMAN BEHAVIOUR? MOTIVATION!!!!! Motivation drives human actions and further sustains following human decision (Deci and Ryan 2000). ------------------------------------------------------------ Games are motivation engines. That is concretely applied by the addition of intrinsic and extrinsic rewards within the game: in each of the gamification systems considered the more the player participate to the program the more points and rewards he gains. What can motivate customers to stick with me rather than choose someone else? Martella “the main risk to prevent is letting the community die. Casa Brico Center is based on a community of fans: whether this community looses the motivation to stay alive, then the gamification platform risks to fail as well. In order to prevent this risk the brand has to respond to customer rising expectations”.
- PIC: ARE YOU PLAYING A GAME OR JUST FOLLOWING A POLITE BEHAVIOUR?
- There are many things, characteriscs, elements able to add fun to any experience
- Ultimately people are motivated to engage into funny activities such as games because they seek to satisfy three intrinsic human needs. As nobody pays you to play videogames but rather you will pay to play, we can say: playing video games is intrinsically motivating, not extrinsically rewarded.
- COMPETENCE: What makes game funny is the good feeling we get when we finally succeed in mastering the challenge, when we experience that we learned to competently control a part of our environment. It is the feeling that arouse out of the tension between a risky challenge and the successful resolution of that challenge flow. I CAN DO THIS AUTHONOMY: THE GAME BELONGS TO THE USER. Personal preferences lead players to deep engagement. Provide a sense of increasing opportunities of action that motivate sustained interest. RELATEDNESS: We are intrinsically motivated to seek meaningful connections with others. Allowing players to connect with others and build relationship If you think of your experience you realize that whenever you approach to a game you are willing to satisfy at least one of this needs.
- This is the framework that describes the mechanics and dynamics of any game. Some points to keep in mind: Game is a system of relationship as it builds an interaction between the player and the game itself. Satisfaction of intrinsic motivational needs pushes the player to be engaged with the game, thus to keep the interaction alive. People are engaged with something when they experience a meaning – and thus a value - throughout the relationship established. Then from the player perspective. ------------------------------------------------------------------------- Mechanics: those elements that make something game-like (points, levels, challenges, rewards, leaderboards) Dinamics: the result of the interaction between the player and the game mechanics. (self experssion, competition, altruism…trovare altri esempi) MDA framework explains how gameplay creates emotional responses in the player, thus supporting the description of the human engagement process. An experience is valuable when the experience meets customer’s demands.
- Some key points to keep in mind. What is gamification? It is not about creating games and expecting customer engagement increases magically Rather it is for any brand that wants to create MEANINGFUL, MEMORABLE, MEASURABLE connection to their audience i.e. providing captivating experiences. Company achieves its own goals motivating users to achive theirs. As it happens for the theory of fun, the goal is to DESIGN an overall environment made by appealing conditions (such as challenges, points, levels) where the customer feels more willing to act according to a predetermined path. And I show you that using 3 examples of gamification I’ve explored in my project.
- As you can notice you have: A goal You can choose among many activites to do on the platform For instance you can contribute to the brand blog and receive comments from other players Keep track of other users’ activities Suggest your ideas and gain points Goals: “to provide customer engagement gather information about the customers in order to build customer patterns” “to increase the user interaction with its website and motivate customers to come back more frequently. LET ME HIGHLIGHT THAT… frase in grassetto
- That’s a right question because the point is to identify the right target you want to speak with and then offering meaning activities to do. Brico is a great example because their target is DIY fans and the brand invites their customers to be protagonist for instance uploading tutorial videos or answering questions of other customers. Again, if we consider the gamification platform of brico center called casa brico we can notice that brand wants their customer to be engaged through: Sharing ideas video tutorial Whenever you do something you gain points The more the points the more the rewards “thanks to Casa Brico Center, the brand is able to directly establish a relationship with the customer: this is our main goal. Starting from the genuine interaction with the customers the brand is then able to better inform them about its products and get interesting insights about how these products are used”. LET ME HIGHLIGHT THAT… frase in grassetto
- 2 goals thanks to customer engagement: building its own database gathering data increase brand awareness through activities done by players Affect episodes of contact linking online with offline creating a whole brand experience Trigger the so-called consumer engagement circle. It consists in involving any potential consumer in carring out certain actions in exchange for rewards.
- FOR ALL THE THREE CASES IT IS POINTED OUT THAT CUSTOMER ENGAGEMENT REPRESENTS THE KEY ASPECT TO FURTHER PURSUE DIFFERENT AND MORE BRAND-SPECIFIC KINDS OF GOALS. Gamification key aspect is about how to engage your target. Using the words of the managers, you can see that engagement is the mean through which companies achieve their own business goals: website traffic, generate new contents, increase of brand awareness THESE UNDERSTANDINGS ON CUSTOMER ENGAGEMENT INTRODUCE TO THE SECOND RESEARCH QUESTION
- THREE EXTRACTS OF THE INTERVIEWS THAT ANSWER TO THE SECOND RESEARCH QUESTION SHOWING A COMMON PATTERN AMONG THE CASES: CUSTOMER RELATIONSHIP BASED ON ENGAGEMENT IS SUSTAINED THANKS TO THE GAMING PATH THAT CHARACTERIZED EACH GAMIFICATION SYSTEM. NB: THE JOURNEY = THE RELATIONSHIP Genuine interaction because it is based on the passion of customer for home improvements and it is sustained regardeless customer purchasing activity. Basile on the same page of Cucinelli. BEING ABLE TO BUILD SUCH A KIND OF RELATIONSHIP REPRESENTs THE CONDITION THROUGH WHICH CO-CREATION OF VALUE IS MORE LIKELY TO COME OUT. IN OTHER TERMS, AS LUSCH AND VARGO (2014) POSIT, VALUE CO-CREATION NEEDS DEEP INVOLVEMENT OF BOTH PARTIES. THIS IS IN LINE WITH THE THIRD RESEARCH QUESTION.
- NB: THE MORE THE SUPPLIER/BRAND IS ABLE TO MANAGE THE INTERACTION, THE MORE THE OPPORTUNITIES THE VALUE EMERGES OUT OF THE RELATIONSHIP. DEF: co-creation of value means that ‘‘there is no value until an offering is used. That means experience and perception of the customer are essential to value determination’’ (Vargo and Lusch, 2006, p. 44). On the one hand, customers enjoy value in the form of engagement as mentioned before. On the other hand, brands gain those benefits – such as awareness, attachment, and knowledge of customers – that drive further value generation. Martella: In particular we care very much of our most involved users because they represent our brand ambassadors who work for the brand (thus co-create value) just because of their passion.
- NB: key variables value co- creation, experience economy, customer engagement and relationship marketing. Common patterns among the three cases are identified and compared with the literature. Key success factors of gamification platforms; these ones have been compared both with the literature and with each other. similar key factors are shared by the three examples taken into consideration. three research questions focused on the usefulness of gamification for consumer brands. Companies develop gamification platforms in order to offer engagement to their customers. Thanks to the experience of engagement, customer relationship is more likely to be established. To sustain this kind of relationship, companies exploit those gameful features that are intrinsically appealing for people because satisfy basic psychological human needs such as the need of relatedness, accomplishment and autonomy. Such a kind of relationship does not follow the traditional understandings of product-for-money exchange but rather it finds its underpinnings on a mutual exchange described as value-for-value exchange.