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Business Gamification: case studies
The document discusses the challenges and opportunities in customer loyalty programs driven by changing consumer behaviors and preferences. It emphasizes the need for companies to adapt their loyalty strategies beyond traditional purchase-based rewards to include a broader set of customer actions, utilizing gamification and virtual rewards to enhance engagement. Key insights highlight that effective engagement can significantly boost retention and revenue through innovative approaches to recognizing customer loyalty.
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Business Gamification: case studies
- 1. THE NEW LOYALTY Modern.Social. Engaged. Scott Schnaars, GM - EMEA, Badgeville
- 2. LOYALTY DISRUPTION It’s harderthan ever to retain customers… MORE ! CHOICE! LIMITED! TIME! EMPOWERED ! CUSTOMERS! More channels than ever before to engage Average customer attention span of 8 seconds More “madvocates” than advocates
- 3. MASSIVE INVESTMENTS In marketingtechnology & programs to support customer experience and loyalty… On Loyalty Programs $50B $1.5B In Online Communities $26B In SEM 80% Budget allocation on rewards $4.8B In $25B Marketing Software In Social Media Ad Spend Sources: McKinsey, Gartner, IDC, 6S Marketing, BIA/Kelsey
- 4. DESPITE BIG INVESTMENT…. We’reknee deep in an engagement crisis Low Adoption 16% Customers Who See Facebook Brand Updates 28% Visitors Actually Login Few Converting 3% Average Online Conversion Rates 65% Abandon Shopping Carts Limited Loyalty 25% Customers Swayed by a Brand 55% Customers Inactive in Loyalty Programs Sources: Gartner, FMC, Forrester, Colloquy, Statista
- 5. THE HEART OFTHE PROBLEM… We’re caught in a rut of rewarding value based on one primary behavior… Did They Purchase?!
- 6. THE OPPORTUNITY Embrace expansiveset of new behaviors New Behaviors Traditional Behaviors $ Purchase Pin Like Vote Log In Phone call Share on Facebook Add to Cart Write e-mail Register Invite Friends Write Blog Fill Out Profile Respond to a Review ? + Register a Product Ask a Question Share Online Support Chat Tweet Post File Support Request + Trial Product Write a Review Follow a Friend Or Peer Comment
- 7. THE OPPORTUNITY And thenew rewards that go along with them… Traditional Rewards (Tangible) Free products Punchcards Discounts New Rewards (Virtual) BOOST REPUTATION AND STATUS EARLY ACCESS & PRIVILEGES
- 8. MODERNIZED LOYALTY STRATEGY Low-cost,virtual rewards can exceed the value of tangible when in the right context… Virtual Rewards Perceived Value of Reward • Elevated reputation & status • Early access & privileges • Championed expertise Tangible Rewards • Free products • Loyalty Cards • Discounts Socialness of Customer Experience
- 9. GAMIFICATION: YOUR SECRETWEAPON FOR SOCIAL LOYALTY Influence expanded set of behaviors for expanded set of rewards Purchase Comment REVENUE" NET EFFECT Share Drive engagement that grows revenue Vote Like Login Read Low Medium ENGAGEMENT" High
- 10. GAME MECHANICS Reward yourcustomers, for behaviors big and small… Examples Give Instant Feedback Points can reinforce valuable behaviors Show Recognition Achievements incentivize engagement Guide Customers Missions help them interact with products & content
- 11. REPUTATION MECHANICS Showcase customerrank and status Examples Champion Loyal Brand Advocates With contextual Leaderboards Showcase Mastery or Status With different Levels in customer community Highlight Expertise In specific areas with Tracks
- 12. SOCIAL MECHANICS Connect customerswith relevant products and content Examples Highlight Activities Discover relevant content and how people interact with it Follow People & Content Connect with like-minded customers or key products Real-time Notifications Deliver alerts as they happen across site or app
- 13. BEHAVIOR DATA Made actionable Generate real-time offers on your website Trigger campaigns in your ESP or Marketing Automation tool Create tasks for sales & services in your CRM
- 14. THE REAL OPPORTUNITY Behaviordata to gain bigger, better understanding of your customer… Customer Performs Behavior Apply to Customer Experience Analyze Behavior Data YOUR CUSTOMER Enhance Engagement Closed Loop System of Engagement
- 15. MUCH MUSIC’S CHALLENGE Keep usersengaged between live events and programs Business Objectives! • Increase customer retention" • Grow User Generated Content" • Drive engagement to make customers more attractive to advertisers " CASE STUDY
- 16. ENGAGEMENT DRIVES RESULTS CASE STUDY Maximize customerrevenue with more engaged audience… % 40% I’ll insert stat Daily Retention 590% Social Shares 18% Conversions
- 17. SAMSUNG’S ’ S SAMSUNG CHALLENGE E & existing product owners CHALLENG Gain a deeper connection with new How to harness customers online? More user generated content? Social sharing
- 18. Kendall S UN G ’ S– Raise a Glass Jackson SAM Mobile L L E N G E C H A Connections
- 19. Kendall Jackson –Raise a Glass Mobile Connections Goals Value: • Increase product awareness • First to market in wine industry with mobile community powered by • Develop high-‐quality user gamificaPon generated content • Previously un-‐tapped ability to connect • Build community with K-‐J fans • Increase online store sales • Commerce, Community, Altruism
- 20. ENGAGEMENT DRIVES REVENUE productowners Gain a deeper connection with new & existing 10X MORE SUBMIT ANSWERS 47% 16% ANONYMOUS TO REGISTERED USERS TIME ON SITE PEOPLE 5X MORE COMMENTS 6X MORE SHOP CLICKS 2X MORE REVIEWS ENGAGEMENT CONVERSION
- 21. WHY BADGEVILLE Manage engagementacross all touchpoints…. MARKETING/ ANALYTICS SOCIAL WEB WEBSITES & MOBILE APPS COMMUNITIES CRM SOCIAL COLLABORATION LMS/HR CMS
- 22. How can we sell gamificaPon internally?
- 23. 1. AVOID THE G-‐WORD Avoid gamificaPon in front of the wrong audiences… It’s about behavior management and business results
- 24. EXAMPLE: EMC RAMP: RecogniPon, Awards and MoPvaPon Program
- 25. 2. IT’S ABOUT BEHAVIORS That we can moPvate and influence to drive engagement $ Edit Wiki Finish Certification Check in Document Open Support Ticket Approve Expenses Close a Deal Write Review File Support Ticket Log In Close Support Ticket Open Opportunity Share Post Status Message Comment Update Record Check out Document Create Lead $ Submit Expense Report Reply to Discussion Convert Lead Begin Certification
- 26. 3. IT’S MORE THAN POINTS, BADGES AND LEADERBOARDS Tapping into the human psyche make progress I how know pare com I want to… get recogniz for my w ed ork WIN!
- 27. 4. IT’S ABOUT HARD BUSINESS VALUE Tie back to the ROI of the app in quesPon… 200% More Reviews 20% Faster Ticket Response 63% of customers are more likely to purchase products after reading a review Resolving tickets on the same day reduces cost of services by 66% Sources: iPerceptions and UK Customer Satisfaction Index
- 28. 5. IT’S AN ENTERPRISE INVESTMENT GamificaPon must delight end users, but saPsfy requirements FULL SUITE OF ENGAGEMENT MECHANICS REQUIRED Game Mechanics ✔ Portable ReputaQon Mechanics ✔ Social Mechanics ✔ Social Rewards ✔ HARDENED SECURITY REQUIRED Private Cloud & Database ✔ Global Data Center ✔ MulQ-‐Qered user access ✔ ENTERPRISE SCALE REQUIRED Enterprise Networks & Sites ✔ Advanced Metadata Support ✔ Private Customer Community ✔
- 29. THANK YOU! ScottSchnaars Badgeville, GM - EMEA Twitter: @schnaars www.badgeville.com