Until that one day… when Steve sees the light!
The power of fans!!A workshop on the power of fans wakes him up.
The power of fans!!Let’s zoom in a bit on that presentation on fans.
Rockstars have known for decades: fans are committed, proﬁtable and loyal.
They contribute from the heart with fair criticism and great ideas.
And they take over your acquisition by sharing their enthousiasm.
! Fans are the hidden treasures of your brand! ! 1. Fans are loyal and have higher margins! 2. Fans are involved and constructively critical! 3. Fans attract new customers!That’s the power of fans!
Duh… Duh… Hmm… Duh… Nothing new for these guys!
Questions! ?! ! Uhm… ! What do I ! do now?!Steve loves the idea! But how to make the most of that power?
Questions! That’s my next slide Steve…! ?! !The presenter turns to the next slide…
How do you put that power to effect?! ! 1. Recognize and interact! 2. Acknowledge ! 3. Activate and stimulate! 4. Reward! Continuously!!And tells Steve how to unleash the power of fans.
World of Warcraft. Only the single most successful game ever created. Duh.
He starts a monologue on quests, instant feedback, progress, rewards, "XP and status. And why it makes his blood rush.
Quests, instant feedback, progress, rewards, experience points, status Steve is impressed and bafﬂed at the same time. Only Google can help him…
gamiﬁcation [gay-muh-ﬁ-kay-shuhn] applying game dynamics and game thinking to non-game environments to increase engagement, loyalty and funGoogle says there’s a word for that: gamiﬁcation.
Practically anything can be ‘gamiﬁed’ when you encourage intrinsic motivations!
Full of fans and gamiﬁcation Steve joins the monday morning meeting.
Jane Moneypenny! Finance Manager!Oh sorry, I almost forgot… meet Jane! She’s responsible for Finance at XBank.
We need to focus on! our fans and gamification can help us!!Steve enthusiastically presents his vision and ideas.
I support you! But start with our current customers. They have lots of great ideas!!John adds the customer focus.
I like the idea, but what are the returns for XBank?!And Anne, as always, worries about the numbers.
Let me put all ideas into a fan program. Boss, what do you think?! Go!!Boss has the ﬁnal say.
The XBank fan program… 1. Needs to ﬁt our brand and vision Customers par,cipate because they love the brand and share our values. The fan program should make them VIP’s and allow them backstage access. He opens up Powerpoint and gets started…
The XBank fan program… 2. Needs to be speciﬁc for our target group Our target group ac,vely pursues a safe and sustainable future for their family. Everything we do we should do with them in mind. Laying the foundation…
The XBank fan program… 3. Needs to persue common goals We can use our customers’ ideas to truly improve and build long-‐las,ng rela,onships. If we persue common goals we can achieve something bigger than life! Of the XBank fan program.
Help me out son! How can I use gamification to engage our fans?! I thought you’d never ask. Hang on! Let me slay this Level 60 Warlock first...!Back home he turns to his WoW-addicted son for advice.
Look… there’s a whole range of game mechanics.!James grabs a deck of cards with game mechanics.
Appointment Levels Badges Epic meaning dynamics Loss aversion Leaderboards Achievements Status Inﬁnite Discovery gameplay Progression CustomizaMon Rando m a Points of kind cts CollecMons Rewards ness Urgent Community opMmism Easter eggs Quests collaboraMon He lays them out on the table and explains that not every game mechanic "ﬁts every purpose or person. They need to be carefully selected to work!
Epic meaning Leaderboards Achievements Status CustomizaMon Rando m a of kind cts Rewards ness Community Quests collaboraMon Pieces of Steve’s puzzle are now coming together. Based on XBank’s target groupand objectives, Steve picks the most ﬁtting game mechanics.
smile!Right on! Now Steve can make it more fun, easier and rewarding "for customers to interact with XBank!
John, could you do me a favor and group the best ideas and most common complaints we get from our customers? ! Sure. No probs. !Back in the ofﬁce Steve lives up to his promise to start with the customers.
Well, this is how they feel ! we should treat them!! ! The key? Acknowledge their importance and cherish them. !Steve has the input he needs for a successful fan program.
Hi Steve!! ! Don’t forget to add this to your list…! ! Happy customers, more customers, better products, better service, higher loyalty and more sales!! ! "Cheers, boss!Boss adds his demands and Steve gets the project going!
XBank employees volunteer. "Everyone wants to join the positive vibe of the project.
The project team assembles all the elements and… "The XBank fan program is ready to launch!
Hi guys!!Meet Anne. She loves the outdoors and cares for the future of this planet.
Cause she wants her kids to grow up in a beautiful and peaceful place.
Anne just signed up online for a checking account at Xbank.After completing registration, she is welcomed with a personal video message.
That’s why we created the XBank fan community. You can meet other customers and XBank employees like myself. You’re invited to share your experiences with XBank freely. !Steve introduces the Xbank community. A place to share ideas and experiences.
1. Perform a But there is more! You can also challenge engage in numerous challenges, from 1-minute questionnaires to epic quests. Uou unlock priviliges along the way and hopefully grow 4. 2. out to be one of our biggest fans!! Unlock new Earn points challenges and rewards 3. Gain status and beneﬁts He also explains the fan progam. It rewards loyal customers, stimulates "them to promote XBank and asks them to share their opinion.
Wow cool! That was fun!! They actually like having me as a customer! !Anne is impressed.
This isn’t it. On the contrary… the fun has just started!
There’s an entire fan platform with all sorts of challenges and rewards!
Anne goes for proﬁle completeness. Let’s see how that works out for her…
Hi Anne. Thank you for opening a premium checking account! Based on your profile, a basic account will provide you with all the services you need. Saves you a couple of dollars a month!! WOW! I’m in!!John calls her that same day. How’s that for instant feedback?
Money down the drain? No! Churn dropped drastically simply by offering "the best matching product for each customer.
Your products fit ! you like a glove. ! You’re well on your way to becoming future proof!!Anne gets an instant pop-up to let her know she’s leveled up to ‘supporter’.
She connects Pre-‐screened the with friends new ad campaign Commented on a few posts Levels up Earns and shares the to fan futureproof badge Helps Sent her kids to Fills out a another college with quesMonnaire fan on the XBank personal ‘Pay ‘n Save’ community … In the next months Anne get’s hooked. She engaged in all kinds of activities.
Cause we warmly welcome every new customer. ! We invest in keeping and pleasing them. ! We facilitate real conversations.! We challenge them to challenge us. ! We continuously improve based on their feedback. ! We help them share their enthusiasm & promote us.! We reward loyalty, recommendations and feedback ! We make it fun to be our customer.!Cause XBank focusses on their fans. Nothing more, nothing less.
Fanmind your company!! We are Fanminds. ! We believe in the power of fans. !We help brands to focus on their fans. ! To establish real relationships. ! To stimulate and reward fan behavior. ! To supercharge loyalty. !