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In the following 45 minutes, Peter Zwyssig
from foryouandyourcustomers will explain
how Business Gamification for On- and
Offline channels works and show you the
basics of customers engagement.
«More than 70% of Global 2000
organizations will have a gamified
application by 2014.»
Gartner Research, 2011
«By 2014 a gamified service for consumer
goods marketing and customer retention will
become as important as Facebook, eBay or
Amazon.»
Gartner Research, 2011
Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project
Do customers change? Some trends we have seen in the last
years...
Any Channel

Any Place

Any Time

Always «Now!»

One Stop / Full Service

High expectations
per touchpoint

Personal Service

Less time
per touchpoint

More comparison,
steeper competition
More
touchpoints

Source: foryouandyourcustomers
Today every customers is a multichannel customer

Source: foryouandyourcustomers
Customers prefer companies that deliver an outstanding multichannel experience.

company C: channels

company B: channels

company A: channels
Customer
Source: foryouandyourcustomers

The customer chooses the
touchpoints along its
customer journeys
Customers are using many touchpoints in different channels on
their customer journeys.

Awareness

Source: foryouandyourcustomers

Consideration

Purchase

Service

Loyalty
Every touchpoint during the customer journeys is a opportunity

Awareness

Source: foryouandyourcustomers

Consideration

Purchase

Service

Loyalty
Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project
Managing the customers experience along the customer
journey across all channels becomes key.
Experience

Conversion

Any Channel

Any Place

Any Time

Always «Now!»

One Stop / Full Service

High expectations
per touchpoint

Brand
Source: foryouandyourcustomers

Personal Service

Less time
per touchpoint

More comparison,
steeper competition
More
touchpoints

Customer Journey
Apple manages customer
experice proactively.
Apple is advanced to provide similar user experiences across
their channels.

Source: foryouandyourcustomers
A customer journey map helps to understand what channel
takes which job and how to create a similar experience.
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rail booking is only one part of people’s larger
travel process.

People build their travel plans over time.

People value service that is respectful, effective
and personable.

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Destination
pages

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Print e-tickets
at home

Web

FEELING

Check ticket
status

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

E-ticket Print
at Station

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a
little more for first class.

• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

Share experience

Activities, unexpected changes

May call if
difficulties
occur

Talk with
friends

Post Travel

Live chat for
questions

DOING

THINKING

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• I am feeling vulnerable to be in an unknown place in

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

• Trying to return ticket I was not able to use. Not

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• Stressed that I’m about to leave the country

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• Excited to share my vacation story with

the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

my friends.

• A bit annoyed to be dealing with ticket refund
issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews
Cognitive walkthroughs

Customer Experience Survey
Existing Rail Europe Documentation

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011

Source: adaptivepath.com
Can you control or
influence customers along
the multichannel customer
journey?
Marketing and its 4Ps have some influence on the «customer
journey».
Product

Price

Awareness

Promotion
Source: foryouandyourcustomers

Consideration

Purchase

Service

Loyalty

Place
There are many online tools to influence customers, but...
Goals

Attract visitors

Fill & increase Basket

Raise Conversionrate Enrich Support

Increase loyalty

Increase Traffic on your
Website (direct, referral,
organic/search, campaigns)

increase frequency, arouse
interest in buying, start filling
the shopping cart and
increase cart size

Close the deal! No
distraction!

Enhance customers
satisfaction e.g. with self
service portals and other
after sales services

Increating trust in brand
lead to higher frequency,
avg basket and
recommendations

Service

Loyalty
- Personalized offerings in

Awareness

Consideration

Purchase

- Relevant content, attractive - Simple Checkout-Prozess

- Self Service Portals with

-

Tools

- Multichannel Campaigns
- Search Engine Optimization

-

-

-

(SEO - content and technical)
Search Engine Marketing
(SEM - paid)
Bannering
E-Mail-Newsletter
Affiliate and Partnerprograms
Online PR (Blogging, Social
Media)
External Backlinking,
Recommendations and
Ratings

Source: foryouandyourcustomers

-

offerings incl. Up-, Side- and
Cross-Selling
High quality product
presentation with ratings
Good Information
architecture that works as
well mobile (Landingpages)
Guidance to find the right
product (very good search,
wizards, facetted search)
Online-Merchandising to take
infuence on ranking, teasers
and offerings

with many payment
methods (per Invoice) and
trust labels
Process-Improvements
with A/B-Testing
Co-Browsing & Operator
Chats
After Transaction Up-,
Side- and Cross-Selling
Reactivation of
incompleted baskets

-

E-Learning Videos
Community Support
Social Media Usage
Register online to
prolongue product
guarantee
Reorder easily via QRTag

Newsletter or with teasers in
the Onlineshop etc.
- Multichannel loyalty
programs
- Multilevel Marketing
(customers bring customers)
- Success Stories
You can‘t really
control users!
But what does
users drive and
motivate?
Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project
We focus on the customer and the human being again.
Can they be motivated
or are the just lazy?

Any Channel

Any Place

Any Time

Always «Now!»

One Stop / Full Service

High expectations
per touchpoint

But what does
users drive?

Personal Service

Less time
per touchpoint

More comparison,
steeper competition
More
touchpoints

Source: foryouandyourcustomers

How does
motivation work?

Can you
engage user?
There are two general types of motivations: intrinsic and
extrinsic.

Source: foryouandyourcustomers
Playing games was, is and will be part our culture. It‘s an
important starting point for our motiviation and engagement.
Fun

Motivation
Engagement

Culture

Flow

Play
Source: foryouandyourcustomers
The play element is primary to and a necessary condition of the
generation of culture

It discusses the importance of the play element of culture
and society.
Huizinga uses the term "Play Theory" within the book to
define the conceptual space in which play occurs.
Huizinga suggests that play is primary to and a necessary
(though not sufficient) condition of the generation of
culture.

Johan Huizinga, dutch
historian and cultural
theorist born 1872 in
Groningen (NL)
Source: foryouandyourcustomers

1938 the book about the
«Playing man»
Question: How to change the
bottle recycling behaviour of
people?
Source: http://www.youtube.com/watch?v=zSiHjMU-MUo
Why do we play?

Curiosity
Social Experience

Curious about the challenge, the strategy and the
process of problem solving

We used competition, teamwork as opportunity
for social bonding and personal recognition.

Excitement and Amusement
The rule-based game brings excitement to
our lives and reliefs us from bad thoughts
and feelings

Evolutionary background
We sucessfully solved problems by playing
games and social interactions

Play
Source: foryouandyourcustomers

Ideal learning in the flow
If the challenge is ideal - users can reach
a flow status which is ideal to learn
Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project
«Gamification is 75% Psychology and 25%
Technology.»
Gabe Zichermann
Several years ago, gamification has been sucessfully applied to
take influence on the behaviour of users
The rise of «Gamification»
Google Trends „Gamification“

Hype cycle of emerging trends

Expectations
Gamification (2013)

Innovation
trigger

Source: Google Trends Keyword „Gamification“

Source: Google Trends
Source: foryouandyourcustomers

Peak of
expectations

Through of
disillusionment

Slope of
enlightment

plateau of
productivity

Source: Gartner research

time
«The market for gamification will grow to
$1.6 billion in 2015, from $100 million in
2011.»
eMarketer (2011)
What is gamification?
Some businesses are taking a
«chocolate covered broccoli»
approach by simply adding
points, badges, and
leaderboards to their
applications and calling them
gamified.
«By 2014, 80% of current gamified applications
will fail to meet business objectives, primarily
due to poor design.»
Gartner Research, 2012 November
Gamification is about creating a positive impact to user
engagement and changing the behaviour.

« Gamification seeks to take advantage of
deploying game dynamics and mechanics
into non-game activities to change peoples
behaviour»

Source: foryouandyourcustomers
Gamification targets a wide audience and impacts the mass.

1% Experts
7%

Activists

11%

Enthusiasts

16%

Dabblers

65%
Source: foryouandyourcustomers

Spectators
Question: How to bring people
driving less than 30 km/h?
Source: http://www.youtube.com/
watch?v=iynzHWwJXaA
Gamified applications are using game mechanics to stimulate
positive behaviours and increases productivity in a fun way.
Challenges
Mission!

Serious fun

-

Sharing, engaging, motivating,
learning, finding etc.
Cooperation and Competition
Collaboration and
comparability in the community

Source: foryouandyourcustomers

About personal missions including:
- Activities & Badges
- Levels & Points
- Rewards
- Reviewing personal progress
- etc. ..

- Rewards are visible to all and

Won!

our
gift
for you!

Community

Rewards

-

displayed in real-time.
immaterial
Points ranking (status)
Badges (Badges)
Attractive gifts (premium)
A good game mechanics can help to interact with basic human
desires and cover parts of intrinsic and extrinsic motivation.
Game mechanics
Points
Levels
Challanges
Virtual goods
Leaderboards
Gifting & Chartity

pink = fulfills
grey = affects
Source: foryouandyourcustomers

Reward

Status

Achievment

Expression

Competition

Altruism
Make the progress visible!

Source: http://i.imgur.com/kNCQe3t.jpg
It’s not only about discounts. Reward customers in different
dimensions by using the SAPS Model.
Status (S)
- Miles & More Status Miles: FF / Senator / HON
- Foursquare: Badges & Levels
- Facebook, Twitter, LinkedIn & Co: number of friends /
followers or premium member
- Employees: Titels, Positions, Head of ...

Power (P)
- Vodafone Support Community
- Xing: Moderator (stronger voting power)
- Employees: Beeing part of Steering Committees,
delegate work / leads

Source: foryouandyourcustomers

Access (A)
- Miles & More: Business Lounge
- AH Bonuscard: Promotions for limited editions
- Shopping Clubs: Vente Privée, Buy VIP, etc.
- Business Clubs, organizations: clubhouse, members
- Employees: Access to archives other rooms, special
Trainings, VIP Support hotline, dinner with C-Level,
special reportings

Stuff (S)
- Miles & More: convert points in flights
- Online Shops: Free shipping, 3 for 2, 10% off
- Coke B2B: Coke Dollars & Merchandising Shop
- UBS Key Club: Points & Club Shop
- Employees: win a weekend in Montecarlo
Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project
Gamification is a maturity level of personalization and requires
identification mechanism
Recognition

Anticipation

Gamification

Customer relationship

Individualisation

Rewarding
Social Media

Direct Mailiing

Customer profile (CRM)

Customer Database (CRM)

Identification

Vouchering / Coupons

Merchandising

Contact

Marketing Activities
Brand

Mass Mailings
Discount

Offering (Products & Services)

Communities

Survey

Christmas Card
Advertise

Member & Status

Money Back programs

Contest

Product

Source: foryouandyourcustomers

Recommendation
(Crowd Behaviour)

Customer Journey Analysis  
Birthday Card

Marketing

Recommendation
(Individual Behaviour)

Behaviour Targeting

Personalization

Loyalty program

Personal Offer

Branding

Consumer

Price
Service

Buyer
The levers of Business Gamification
User Engagement

Loyalty & Advocacy

Revenue & Conversion

Audience & Community

Source: foryouandyourcustomers

Source: Wiley, Composition Services Graphics
The business gamification solution stack as a basis for internal
and external applications of gamification

Points

Challenges

Rewards

Leaderboards

Business Gamification Engine

...

Community

Experience

aesthetic elements

Customer
loyalty

Loyalty plattform

...

Supplier
Knowledge
Management Management

Supplier Excellence Gamification

CRM / Sales Gamification
Badges

HR

Onboarding & eLearning
Gamification

QM

MDM Quality Improvement

Sales

Product Launch Gamification

Product
Management

external

User Engagement

internal

...
Partn

er
Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project
Danone Actimel (FMCG)
Actimel Loyalty Program
Increase turnover, loyalty and engagement with gamified loyalty
(behavioral marketing and sales program)

Actimel is a delicious yogurt drink, containing
10 billion exclusive L. Casei cultures, Calcium
and Vitamins B6 and D in every bottle

Source: foryouandyourcustomers
Source: foryouandyourcustomers
Source: foryouandyourcustomers
Source: foryouandyourcustomers
Source: foryouandyourcustomers
Source: foryouandyourcustomers
Source: foryouandyourcustomers
Source: foryouandyourcustomers
E-Commerce Gamification
Stimulate the user behaviour to boost
turnover
An conceptional ideal for cool blue
Unregistered visitors will be seduced to do so with Welcome
Points.
Registration
Please register for an account
at Coolblue and receive 150
additional points! Read more
here.

Register
Contact
◉ info@coolblue.com

☎ +31 (0)12 345 67 89
Session-Code: 4x67b8

Registration
Please register for an
account at Coolblue and
receive 150 additional
points! Read more here.

☼

Anonymous
visitor

45

Points

Register

☼

Anonymous
visitor

45

Points
When the visitor is logged-in, the loyalty points are always
visible.
By activities, e.g.:
- exploring the assortment
- exploring other sites

♖

Jeroen
van Mierle

367

Points

My Profile
My Cart
My Product Lists
My Orders
My Activities
Logout

Contact
◉ info@coolblue.com

☎ +31 (0)12 345 67 89
Session-Code: 4x67b8

Source: foryouandyourcustomers

♖
367

By turnover

Jeroen
van Mierle

Points

By writing
reviews

Sharing of Twitter &
My Profile
Facebook
My Cart
My Product Lists
My Orders
My Activities
Logout
Collect Reward Points: Activities grant Points, e.g. registrations,
feedback, assortment exploration, etc.
Your profile

Newsletter

Tell-a-Friend

Improvements

Your profile is not yet complete.
Please complete your profile so
we can serve you better.

Subscribe to our weekly
newsletter and get 20 points.

Tell your friends about
Coolblue.nl. For each referral,
you get 5 points and for every
new customer a voucher of 20
EUR each.

Please tell us how we can serve
you better. We look forward to
your proposal! For the 5 best
proposals we're giving away a
20 EUR voucher.

only 20%

Complete

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Riddles

Shop Hopping :-)

Do you know our range of
batteries? How many different
types of batteries we carry
constantly in stock?

Hey LCD screen fanatic! Be the
first customer of the new X1200
Superair Miele vacuumcleaner
and tell us what you think. Earn
50 points by leaving a review.

At least 50 types
Exactly 1‘000 types
Over 2‘300 types

Send the answer
Source: foryouandyourcustomers

Invite friends

Make proposal

Our assortment

Cross Channel

We have a very wide range of
products in our assortment.
Check our offer. Have you seen
our area "IT & accessories"?

Thank you for having picked up
your order at Coolblue
Rotterdam! Please share your
experience with other Coolblue
fans.

40% checked

Bring me to the
product!

Complete

Share
Develop your reputation: earn Badges by completing Missions.
Jeroen
van Mierle

♖

Jeroen
van Mierle

367

Points

Last Badges:

✎

♞

♨

Riddles
Do you know our range of
batteries? How many
different types of batteries we
carry constantly in stock and
that you can order?
At least 50 types
Exactly 1‘000 types
Over 2‘300 types

Send the answer

Contact
◉ info@coolblue.com

☎ +31 (0)12 345 67 89
Session-Code: 4x67b8

Source: foryouandyourcustomers

367

Points

Last Badges:

✎ ♞
Develop your reputation: Status (levels), Points, Badges and
Missions.
Jeroen
van Mierle

367

My Profile
Jeroen von Mierle

Points

Last Badges:

✎ ♞

Points

367

✎
10 Reviews

Source: foryouandyourcustomers

Kickstart Tour

♞

♨

4 Game Consoles 3 coffee machines

How to review

Home Streaming
Cankado
improves adherence
in the treatment of cancer
Cankado improves the adherence in the treatment of cancer
and was created with in cooperation with INSTIM

- Cancado is an integrated and easy-to-use e / m-health
therapy-accompaniment program for manufacturers,
doctors and patients
- Based on the user behavior triggers Cancado
automatic support processes, which reduces the
dropout rate and increase the quality of treatment

Source: foryouandyourcustomers
The consequences of lack of adherence

Manufacturer
• Image losses
• Loss of long-term patients
• revenue losses

Patients
• Deterioration of therapeutic
success
• low acceptance
• Problems in dealing with side
effects

Health Care Professionals
• Increased workload
• Explanatory and dependent care therapy
• Sophisticated management of side effects
Source: foryouandyourcustomers
Cankado Overview
Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project
In three steps to your first gamified application

1st - Select a pilot
for your enterprise gamification and

Source: foryouandyourcustomers

2nd - Start with goals

3rd - Create a prototyp

and behaviours and use a crossfunctional team

work iterative and wrap your concept
in a good story and user experience
1st: Select a business case as pilot to apply gamification to it.
pilot

insights

pilot project for an
single business
process

analysis and learning

Points

Challenges

Rewards

Leaderboards

Business Gamification Engine

Source: foryouandyourcustomers

...

Community

Experience

aesthetic elements

Customer
loyalty

Loyalty plattform

Knowledge
Management

...

Supplier
Management

Supplier Excellence
Gamification

MDM Quality
Improvement

Product Launch
Gamification
Badges

HR

Onboarding & eLearning
Gamification

QM

CRM / Sales Gamification

Sales

external

User Engagement

internal
Product
Management

improvement

...

analysis

multiplication
rollout to other
business processes
2nd: Staff your gamification project cross-functional and start
defining the right goals and behaviours carefully.

goals
define consumer or
employee related goals
and objectives

Source: foryouandyourcustomers

behaviour
define valuable user
behaviour, that drives
those objectives

benchmark
define benchmarks
(KPIs)

reward
choose reward
dimensions and define
rewards
3rd: work iterative, wrap your concept in a good story and user
experience and create a visual prototype to explain.

Workshop 1: Requirements & Goals
Project review / approval
Workshop 2: Technical Concept
Concept presentation

4w - 6m
Workshop 3: Wireframes

Prototype + Look & Feel
Functional and technical
concept including first goals,
behaviours and rewards

Source: foryouandyourcustomers
What can we do for you and your customers?

Peter Zwyssig
http://pez.foryouandyourcustomers.com
+41 78 870 57 28
foryouandyourcustomers in Amsterdam · Munich · Vienna · Zurich

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Business Gamification for On- and Offline

  • 1. In the following 45 minutes, Peter Zwyssig from foryouandyourcustomers will explain how Business Gamification for On- and Offline channels works and show you the basics of customers engagement.
  • 2. «More than 70% of Global 2000 organizations will have a gamified application by 2014.» Gartner Research, 2011
  • 3. «By 2014 a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon.» Gartner Research, 2011
  • 4. Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
  • 5. Do customers change? Some trends we have seen in the last years... Any Channel Any Place Any Time Always «Now!» One Stop / Full Service High expectations per touchpoint Personal Service Less time per touchpoint More comparison, steeper competition More touchpoints Source: foryouandyourcustomers
  • 6. Today every customers is a multichannel customer Source: foryouandyourcustomers
  • 7. Customers prefer companies that deliver an outstanding multichannel experience. company C: channels company B: channels company A: channels Customer Source: foryouandyourcustomers The customer chooses the touchpoints along its customer journeys
  • 8. Customers are using many touchpoints in different channels on their customer journeys. Awareness Source: foryouandyourcustomers Consideration Purchase Service Loyalty
  • 9. Every touchpoint during the customer journeys is a opportunity Awareness Source: foryouandyourcustomers Consideration Purchase Service Loyalty
  • 10. Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
  • 11. Managing the customers experience along the customer journey across all channels becomes key. Experience Conversion Any Channel Any Place Any Time Always «Now!» One Stop / Full Service High expectations per touchpoint Brand Source: foryouandyourcustomers Personal Service Less time per touchpoint More comparison, steeper competition More touchpoints Customer Journey
  • 13. Apple is advanced to provide similar user experiences across their channels. Source: foryouandyourcustomers
  • 14. A customer journey map helps to understand what channel takes which job and how to create a similar experience. Rail Europe Experience Map Guiding Principles People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Print e-tickets at home Web FEELING Check ticket status Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites Share experience Activities, unexpected changes May call if difficulties occur Talk with friends Post Travel Live chat for questions DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I am feeling vulnerable to be in an unknown place in and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Trying to return ticket I was not able to use. Not not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. • Excited to share my vacation story with the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011 Source: adaptivepath.com
  • 15. Can you control or influence customers along the multichannel customer journey?
  • 16.
  • 17. Marketing and its 4Ps have some influence on the «customer journey». Product Price Awareness Promotion Source: foryouandyourcustomers Consideration Purchase Service Loyalty Place
  • 18. There are many online tools to influence customers, but... Goals Attract visitors Fill & increase Basket Raise Conversionrate Enrich Support Increase loyalty Increase Traffic on your Website (direct, referral, organic/search, campaigns) increase frequency, arouse interest in buying, start filling the shopping cart and increase cart size Close the deal! No distraction! Enhance customers satisfaction e.g. with self service portals and other after sales services Increating trust in brand lead to higher frequency, avg basket and recommendations Service Loyalty - Personalized offerings in Awareness Consideration Purchase - Relevant content, attractive - Simple Checkout-Prozess - Self Service Portals with - Tools - Multichannel Campaigns - Search Engine Optimization - - - (SEO - content and technical) Search Engine Marketing (SEM - paid) Bannering E-Mail-Newsletter Affiliate and Partnerprograms Online PR (Blogging, Social Media) External Backlinking, Recommendations and Ratings Source: foryouandyourcustomers - offerings incl. Up-, Side- and Cross-Selling High quality product presentation with ratings Good Information architecture that works as well mobile (Landingpages) Guidance to find the right product (very good search, wizards, facetted search) Online-Merchandising to take infuence on ranking, teasers and offerings with many payment methods (per Invoice) and trust labels Process-Improvements with A/B-Testing Co-Browsing & Operator Chats After Transaction Up-, Side- and Cross-Selling Reactivation of incompleted baskets - E-Learning Videos Community Support Social Media Usage Register online to prolongue product guarantee Reorder easily via QRTag Newsletter or with teasers in the Onlineshop etc. - Multichannel loyalty programs - Multilevel Marketing (customers bring customers) - Success Stories
  • 19. You can‘t really control users! But what does users drive and motivate?
  • 20. Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
  • 21. We focus on the customer and the human being again. Can they be motivated or are the just lazy? Any Channel Any Place Any Time Always «Now!» One Stop / Full Service High expectations per touchpoint But what does users drive? Personal Service Less time per touchpoint More comparison, steeper competition More touchpoints Source: foryouandyourcustomers How does motivation work? Can you engage user?
  • 22. There are two general types of motivations: intrinsic and extrinsic. Source: foryouandyourcustomers
  • 23. Playing games was, is and will be part our culture. It‘s an important starting point for our motiviation and engagement. Fun Motivation Engagement Culture Flow Play Source: foryouandyourcustomers
  • 24. The play element is primary to and a necessary condition of the generation of culture It discusses the importance of the play element of culture and society. Huizinga uses the term "Play Theory" within the book to define the conceptual space in which play occurs. Huizinga suggests that play is primary to and a necessary (though not sufficient) condition of the generation of culture. Johan Huizinga, dutch historian and cultural theorist born 1872 in Groningen (NL) Source: foryouandyourcustomers 1938 the book about the «Playing man»
  • 25. Question: How to change the bottle recycling behaviour of people?
  • 27. Why do we play? Curiosity Social Experience Curious about the challenge, the strategy and the process of problem solving We used competition, teamwork as opportunity for social bonding and personal recognition. Excitement and Amusement The rule-based game brings excitement to our lives and reliefs us from bad thoughts and feelings Evolutionary background We sucessfully solved problems by playing games and social interactions Play Source: foryouandyourcustomers Ideal learning in the flow If the challenge is ideal - users can reach a flow status which is ideal to learn
  • 28. Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
  • 29. «Gamification is 75% Psychology and 25% Technology.» Gabe Zichermann
  • 30. Several years ago, gamification has been sucessfully applied to take influence on the behaviour of users
  • 31. The rise of «Gamification» Google Trends „Gamification“ Hype cycle of emerging trends Expectations Gamification (2013) Innovation trigger Source: Google Trends Keyword „Gamification“ Source: Google Trends Source: foryouandyourcustomers Peak of expectations Through of disillusionment Slope of enlightment plateau of productivity Source: Gartner research time
  • 32. «The market for gamification will grow to $1.6 billion in 2015, from $100 million in 2011.» eMarketer (2011)
  • 33. What is gamification? Some businesses are taking a «chocolate covered broccoli» approach by simply adding points, badges, and leaderboards to their applications and calling them gamified.
  • 34. «By 2014, 80% of current gamified applications will fail to meet business objectives, primarily due to poor design.» Gartner Research, 2012 November
  • 35. Gamification is about creating a positive impact to user engagement and changing the behaviour. « Gamification seeks to take advantage of deploying game dynamics and mechanics into non-game activities to change peoples behaviour» Source: foryouandyourcustomers
  • 36. Gamification targets a wide audience and impacts the mass. 1% Experts 7% Activists 11% Enthusiasts 16% Dabblers 65% Source: foryouandyourcustomers Spectators
  • 37. Question: How to bring people driving less than 30 km/h?
  • 39. Gamified applications are using game mechanics to stimulate positive behaviours and increases productivity in a fun way. Challenges Mission! Serious fun - Sharing, engaging, motivating, learning, finding etc. Cooperation and Competition Collaboration and comparability in the community Source: foryouandyourcustomers About personal missions including: - Activities & Badges - Levels & Points - Rewards - Reviewing personal progress - etc. .. - Rewards are visible to all and Won! our gift for you! Community Rewards - displayed in real-time. immaterial Points ranking (status) Badges (Badges) Attractive gifts (premium)
  • 40. A good game mechanics can help to interact with basic human desires and cover parts of intrinsic and extrinsic motivation. Game mechanics Points Levels Challanges Virtual goods Leaderboards Gifting & Chartity pink = fulfills grey = affects Source: foryouandyourcustomers Reward Status Achievment Expression Competition Altruism
  • 41. Make the progress visible! Source: http://i.imgur.com/kNCQe3t.jpg
  • 42. It’s not only about discounts. Reward customers in different dimensions by using the SAPS Model. Status (S) - Miles & More Status Miles: FF / Senator / HON - Foursquare: Badges & Levels - Facebook, Twitter, LinkedIn & Co: number of friends / followers or premium member - Employees: Titels, Positions, Head of ... Power (P) - Vodafone Support Community - Xing: Moderator (stronger voting power) - Employees: Beeing part of Steering Committees, delegate work / leads Source: foryouandyourcustomers Access (A) - Miles & More: Business Lounge - AH Bonuscard: Promotions for limited editions - Shopping Clubs: Vente Privée, Buy VIP, etc. - Business Clubs, organizations: clubhouse, members - Employees: Access to archives other rooms, special Trainings, VIP Support hotline, dinner with C-Level, special reportings Stuff (S) - Miles & More: convert points in flights - Online Shops: Free shipping, 3 for 2, 10% off - Coke B2B: Coke Dollars & Merchandising Shop - UBS Key Club: Points & Club Shop - Employees: win a weekend in Montecarlo
  • 43. Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
  • 44. Gamification is a maturity level of personalization and requires identification mechanism Recognition Anticipation Gamification Customer relationship Individualisation Rewarding Social Media Direct Mailiing Customer profile (CRM) Customer Database (CRM) Identification Vouchering / Coupons Merchandising Contact Marketing Activities Brand Mass Mailings Discount Offering (Products & Services) Communities Survey Christmas Card Advertise Member & Status Money Back programs Contest Product Source: foryouandyourcustomers Recommendation (Crowd Behaviour) Customer Journey Analysis   Birthday Card Marketing Recommendation (Individual Behaviour) Behaviour Targeting Personalization Loyalty program Personal Offer Branding Consumer Price Service Buyer
  • 45. The levers of Business Gamification User Engagement Loyalty & Advocacy Revenue & Conversion Audience & Community Source: foryouandyourcustomers Source: Wiley, Composition Services Graphics
  • 46. The business gamification solution stack as a basis for internal and external applications of gamification Points Challenges Rewards Leaderboards Business Gamification Engine ... Community Experience aesthetic elements Customer loyalty Loyalty plattform ... Supplier Knowledge Management Management Supplier Excellence Gamification CRM / Sales Gamification Badges HR Onboarding & eLearning Gamification QM MDM Quality Improvement Sales Product Launch Gamification Product Management external User Engagement internal ...
  • 48. Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
  • 49. Danone Actimel (FMCG) Actimel Loyalty Program
  • 50. Increase turnover, loyalty and engagement with gamified loyalty (behavioral marketing and sales program) Actimel is a delicious yogurt drink, containing 10 billion exclusive L. Casei cultures, Calcium and Vitamins B6 and D in every bottle Source: foryouandyourcustomers
  • 58. E-Commerce Gamification Stimulate the user behaviour to boost turnover
  • 59. An conceptional ideal for cool blue
  • 60. Unregistered visitors will be seduced to do so with Welcome Points. Registration Please register for an account at Coolblue and receive 150 additional points! Read more here. Register Contact ◉ info@coolblue.com ☎ +31 (0)12 345 67 89 Session-Code: 4x67b8 Registration Please register for an account at Coolblue and receive 150 additional points! Read more here. ☼ Anonymous visitor 45 Points Register ☼ Anonymous visitor 45 Points
  • 61. When the visitor is logged-in, the loyalty points are always visible. By activities, e.g.: - exploring the assortment - exploring other sites ♖ Jeroen van Mierle 367 Points My Profile My Cart My Product Lists My Orders My Activities Logout Contact ◉ info@coolblue.com ☎ +31 (0)12 345 67 89 Session-Code: 4x67b8 Source: foryouandyourcustomers ♖ 367 By turnover Jeroen van Mierle Points By writing reviews Sharing of Twitter & My Profile Facebook My Cart My Product Lists My Orders My Activities Logout
  • 62. Collect Reward Points: Activities grant Points, e.g. registrations, feedback, assortment exploration, etc. Your profile Newsletter Tell-a-Friend Improvements Your profile is not yet complete. Please complete your profile so we can serve you better. Subscribe to our weekly newsletter and get 20 points. Tell your friends about Coolblue.nl. For each referral, you get 5 points and for every new customer a voucher of 20 EUR each. Please tell us how we can serve you better. We look forward to your proposal! For the 5 best proposals we're giving away a 20 EUR voucher. only 20% Complete Subscribe Riddles Shop Hopping :-) Do you know our range of batteries? How many different types of batteries we carry constantly in stock? Hey LCD screen fanatic! Be the first customer of the new X1200 Superair Miele vacuumcleaner and tell us what you think. Earn 50 points by leaving a review. At least 50 types Exactly 1‘000 types Over 2‘300 types Send the answer Source: foryouandyourcustomers Invite friends Make proposal Our assortment Cross Channel We have a very wide range of products in our assortment. Check our offer. Have you seen our area "IT & accessories"? Thank you for having picked up your order at Coolblue Rotterdam! Please share your experience with other Coolblue fans. 40% checked Bring me to the product! Complete Share
  • 63. Develop your reputation: earn Badges by completing Missions. Jeroen van Mierle ♖ Jeroen van Mierle 367 Points Last Badges: ✎ ♞ ♨ Riddles Do you know our range of batteries? How many different types of batteries we carry constantly in stock and that you can order? At least 50 types Exactly 1‘000 types Over 2‘300 types Send the answer Contact ◉ info@coolblue.com ☎ +31 (0)12 345 67 89 Session-Code: 4x67b8 Source: foryouandyourcustomers 367 Points Last Badges: ✎ ♞
  • 64. Develop your reputation: Status (levels), Points, Badges and Missions. Jeroen van Mierle 367 My Profile Jeroen von Mierle Points Last Badges: ✎ ♞ Points 367 ✎ 10 Reviews Source: foryouandyourcustomers Kickstart Tour ♞ ♨ 4 Game Consoles 3 coffee machines How to review Home Streaming
  • 65. Cankado improves adherence in the treatment of cancer
  • 66. Cankado improves the adherence in the treatment of cancer and was created with in cooperation with INSTIM - Cancado is an integrated and easy-to-use e / m-health therapy-accompaniment program for manufacturers, doctors and patients - Based on the user behavior triggers Cancado automatic support processes, which reduces the dropout rate and increase the quality of treatment Source: foryouandyourcustomers
  • 67. The consequences of lack of adherence Manufacturer • Image losses • Loss of long-term patients • revenue losses Patients • Deterioration of therapeutic success • low acceptance • Problems in dealing with side effects Health Care Professionals • Increased workload • Explanatory and dependent care therapy • Sophisticated management of side effects Source: foryouandyourcustomers
  • 69. Agenda Business Gamification for On- and Offline 1.Customers and their multichannel journey 2.Experience and behaviour management along on- and offline channels 3.How to engage users 4.Gamification in a nutshell 5.Business gamification for enterprises 6.Examples of gamified applications 7.Start your business gamification project
  • 70.
  • 71. In three steps to your first gamified application 1st - Select a pilot for your enterprise gamification and Source: foryouandyourcustomers 2nd - Start with goals 3rd - Create a prototyp and behaviours and use a crossfunctional team work iterative and wrap your concept in a good story and user experience
  • 72. 1st: Select a business case as pilot to apply gamification to it. pilot insights pilot project for an single business process analysis and learning Points Challenges Rewards Leaderboards Business Gamification Engine Source: foryouandyourcustomers ... Community Experience aesthetic elements Customer loyalty Loyalty plattform Knowledge Management ... Supplier Management Supplier Excellence Gamification MDM Quality Improvement Product Launch Gamification Badges HR Onboarding & eLearning Gamification QM CRM / Sales Gamification Sales external User Engagement internal Product Management improvement ... analysis multiplication rollout to other business processes
  • 73. 2nd: Staff your gamification project cross-functional and start defining the right goals and behaviours carefully. goals define consumer or employee related goals and objectives Source: foryouandyourcustomers behaviour define valuable user behaviour, that drives those objectives benchmark define benchmarks (KPIs) reward choose reward dimensions and define rewards
  • 74. 3rd: work iterative, wrap your concept in a good story and user experience and create a visual prototype to explain. Workshop 1: Requirements & Goals Project review / approval Workshop 2: Technical Concept Concept presentation 4w - 6m Workshop 3: Wireframes Prototype + Look & Feel Functional and technical concept including first goals, behaviours and rewards Source: foryouandyourcustomers
  • 75. What can we do for you and your customers? Peter Zwyssig http://pez.foryouandyourcustomers.com +41 78 870 57 28 foryouandyourcustomers in Amsterdam · Munich · Vienna · Zurich