Monica Cornetti - Gamification Speaker and Program Designer - Customer Engagement Training for United Airlines
This is a synopsis of the presentation Monica recently designed and delivered in a gamification playshop for a division of United Airlines. The group was working on customer engagement strategies and hired Monica to show them how to apply gamification to their sales and marketing mix.
Using her World Explorer - An Epic Adventure into the Ream of Gamification trademarked process, Monica led the group through a hands-on, gamified playshop, exploring the beauty, awe, marvels, and dangers of the 7 different levels of successful gamification.
View the World Explorer PowerPoint at this link: http://www.slideshare.net/monicacornettientreprenow/world-explorer-client-engagement-playshop-united-airlines
About The Presenter: A gamification keynote speaker and curriculum designer, Monica Cornetti is rated as the #1 Gamification Guru in the World by UK-Based Leaderboarded. She is the author of the book Totally Awesome Training Activity Guide: Put Gamification to Work for You. Monica’s niche is gamification used in the corporate environment.
Contact Monica for information about hiring her to work with your group and learn how to apply gamification strategies that produce measurable, value-added ROI to your employee or client engagement strategies. monica@monicacornetti.com
Connect with Monica (@monicacornetti) www.monicacornetti.com
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Level 3: Jungle Standoff – How are you keeping score?
How will you know the gamification program you put in place is driving the behaviors you need in order to meet your business objectives? What are the KPIs or benchmarks you will use to measure progress? Define the business metrics or quantifiable output indicators on the basis of achieving your business objective. Decide what numbers you must hit in order for your gamification program to be deemed successful. Track data to see if the numbers change and goals are met. Be sure to focus on what really drives the business objectives at its most finite action. Remember that without measurement it’s impossible to tell what you’re doing well, what areas need improvement, and what you need to adjust or change.
Millennial Travel Fact: 70% of millennials want immersive travel experiences that are interactive and hands-on.
Dangers in the Jungle:
Don’t record and measure everything
Don’t produce numerous and complicated reports and dashboards
Don’t count behaviors that don’t matter - focus on those that drive business objectives
Level 4: Saharan Crossing – How is the game played?
Determine the desired actions you want your players to do. What do you want to improve and identify the particular behaviors that have the potential to drive the greatest benefit to your program. Determine exactly what players need to do to get a measurable metric. (participate in a survey, answer a question, share a fact or picture, write a testimonial, fill in email address, etc.) Can you build on any of their existing habits? Re- member BJ Fogg’s formula for tiny habits: After I (routine), I will (tiny behavior). What are they already doing that you can add a tiny habit to it? For example, millennials are comfortable with and use social media, mobile technology, review sites, and love taking selfies?
Millennial Travel Fact: 32% of Millennials reported using a smartphone to book business travel, while only 12 % of those over the age of 45 said the same.
Dangers in the Desert:
Don’t develop list of behaviors to drive and then fail to track and measure
Don't gamify a behavior that doesn't actually provide value to your players
Beware of Unintended Consequences
Keep an eye out for unintended consequences - once you are able to measure the behaviors you want to gam- ify, you must watch out for the unintended consequences of each of these behaviors. Cheating is one of the most common unintended consequences of gamification so remember to build in stop points.
Level 5: Siberian Express – Why would they want to play?
As you create your gamification experience, think of creative features that will appeal to a variety of intrinsic and/or extrinsic motivators of your players. Define what core drivers of motivation will be most dominant in each phase of the experience. For example, in your onboarding phase you can get your players in quickly with some simple extrinsic motivators. The longer your players are in your game, you’ll want to design for different motivators such as:
Autonomy—the feeling of control of your own destiny. How can you give your player choices or con- trol within a system that works for you to achieve your business objectives
Mastery—building competence and skill. How can you help your players feel smart, capable, or that they are getting better at something
Purpose—connecting with something greater than yourself. Can you use a dynamic storyline to give your players the sense that their involvement with your product or service is making them better, stronger, or more powerful?
Millennial Travel Fact: Millennials touch their smartphones 43x per day