Discover how StarHub drives customer loyalty and top-line revenue through Gamification

Discover how StarHub drives
customer loyalty and top-line
revenue through Gamification
Darren Choo
AVP, Social CRM, StarHub
@bluefirefly2359
CEM Roundtables 17 - 18 March, 2015

Agenda
Organizations are just realising the positive
impact of gamification on improving your
connection to your customers by rewarding them
for performing desired actions, leading to better
overall customer experience and increase NPS.
• Learn how StarHub designed gamification into
their CEM plan to reward advocates
• Defining the goals of your gamification strategy
• How has gamification positively impacted
StarHub’s ability to response to comments and
feedbacks on social media?
• Learn how to encourage greater adoption
@bluefirefly2359

What motivates you to play a game?
@bluefirefly2359http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html
Reiss 16 Human Needs

What motivates you to play Candy Crush?
Something inside your brain
is telling you: that's all
messed up! Tidy it up now!

What motivates you to play World of Warcraft?
The feeling of being part of
something bigger than us,
to be part of a group. A
place to belong, and where
to find a better place to do
so than in World of
Warcraft.

What motivates you to play Angry Birds?
@bluefirefly2359
http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html
The survival of the Angry
Birds is at stake! Dish out
revenge on the Bad Piggies
who stole the Birds’ eggs!
http://www.rovio.com/en/our-work/games/view/1

Gamification techniques strive
to leverage people's natural
desires for socializing, learning,
mastery, competition,
achievement, status, self-
expression, altruism or closure.
Source: wiki @bluefirefly2359
What motivates you to play a game?

What is a Game?
@bluefirefly2359
1. A goal that we will try to
achieve.
2. A set of rules that we have to
respect and follow.
3. A voluntary and playful
willingness. Games are
voluntary, and if forced, playing
turns into working
4. Games require continuous
feedback on what we are
doing. Points system are this
kind of feedback that almost all
games use.
http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html

Is this
Gamification?
Is this Gamification?
@bluefirefly2359
1. A goal
2. A set of rules
3. Voluntary willingness
4. Continuous feedback
Yes!

Is this
Gamification?
“Free MRT
before 7 am”
@bluefirefly2359
1. A goal
2. A set of rules
Yes!

Is this
Gamification?
“Singapore
ERP –
Electronic Road
Pricing”
@bluefirefly2359
1. A goal
2. A set of rules
Yes!

Is this
Gamification?
“Spot the
Conscientious
Motorists”
@bluefirefly2359
1. A goal
2. A set of rules
Maybe

Why should I bother about Gamification?
@bluefirefly2359
The research company Gartner
predicts that by 2015, more
than 70% of Global 2000
organizations will have at least
one gamified application
http://badgeville.com/wiki/Gamification

What benefits of Gamification did StarHub Get?
@bluefirefly2359
Crowdsupport Customer
Advocacy
Branding
benefits
Content Marketing
Social Media
Crisis
Prevention
Co-Creation
Product
Advisory
Anti -TrollsImproves
retention and
acquisition
Partnerships
Zero moment of
Truth Strategy
StarHub Gaming
Application –
StarHub
Community

Gamification Benefits - Crowdsupport
 80% find the visits helpful; 3 in 4 reduce or remove interaction time with Shop/Hotline
@bluefirefly2359

Gamification Benefits – Customer Advocates
@bluefirefly2359

Gamification Benefits – Anti Trolls
@bluefirefly2359

Gamification Benefits – Retention & Acquisition
N = 2,394 Unique entries; 31% have not read
90% of those who read the
forums regarding customer
queries and solutions are
more likely to subscribe
or resubscribe to StarHub
with this additional way to get
their customer service queries
answered
Even for those who have NOT
read the forums, 70% are
more likely to subscribe or
resubscribe to StarHub with this
additional way to get their
customer service queries
answered
@bluefirefly2359

Gamification Benefits – Content Marketing
91% of those who have read
any product reviews and user
experiences such as blog
articles and forum posts on
StarHub Community are more
likely to subscribe or resubscribe to
StarHub with this additional way of
getting information
Even for those who have NOT
read the product reviews and user
experiences such as blog articles
and forum posts , 62% are more
likely to subscribe or resubscribe to
StarHub with this additional way of
getting information
@bluefirefly2359

Gamification Benefits – Brand Benefits
@bluefirefly2359

Gamification Benefits – Co Creation
@bluefirefly2359

Consume
(Visit, View)
Advocate
(Cocreate,
Defend
Recommend)
Pride
Answers Satisfaction
Loyalty
Benefits to the
Social Customer
Benefits to the Social
Organisaton
SupportRecognition
SalesKnowledge
Create
(Ask, Contribute something that
others can respond to)
Curate
(Rate, Tag, Comment)
Powered by Social Technologies (Lithum)
Source: Social Customer Experience, Dave Evans & Joe Cothrel @bluefirefly2359
What are the benefits of Gamification?

@bluefirefly2359
Is this for real?
Seriously…
which
customer
would bother
to help my
company?

@bluefirefly2359
Is this for real?
Hours
online by
top 3 super
users
helping
others: 3814
hrs!

@bluefirefly2359
How does StarHub use Gamification principles?

StarHub Community Gamification Framework
Source: Octalysis
Gamification
Meaning
Empower
ment
Accomplis
hment
Ownership
Scarcity
Social
Pressure
Unpredicta
bility
Avoidance
@bluefirefly2359

Gamification: Meaning
Meaning & Calling
is the Core Drive
where a player
believes that he is
doing something
greater than
himself or he was
“chosen” to do
something.
@bluefirefly2359
Meaning

Meaning
@bluefirefly2359

Vision: Consumer Empowerment
Slogan: The Community Run by YOU
Mission: StarHub utilising social
technologies of sharing, rating, reviewing,
connecting and collaborating, empowers
the Customer to engage with the brand
productively, creating value for himself, the
other customers as well as for the brand
Meaning
@bluefirefly2359

Meaning
@bluefirefly2359

Gamification
Meaning
Empower
ment
Accomplis
hment
Ownership
Scarcity
Social
Pressure
Unpredicta
bility
Avoidance
Source: Octalysis @bluefirefly2359

Empower
ment
@bluefirefly2359
People not only need
ways to express their
creativity, but they need
to be able to see the
results of their creativity,
receive feedback, and
respond in turn.
Source: http://octalysisgroup.com/

Empower
ment
@bluefirefly2359
Empowerment
of Creativity &
Feedback

Accomplis
hment
Badges,
Leaderboards
& Trophies
@bluefirefly2359
Accomplishment is the
internal drive of making
progress, developing skills,
and eventually overcoming
challenges.

Accomplis
hment
@bluefirefly2359
Badges

Accomplis
hment
@bluefirefly2359
Leader
board

Accomplis
hment
Trophies
@bluefirefly2359

Expert Titles
@bluefirefly2359
Accomplis
hment

Milestone
Unlock
@bluefirefly2359
Accomplis
hment
Milestone
Unlock

Accomplis
hment
@bluefirefly2359
Highest
Accolades

Accomplis
hment
@bluefirefly2359

Accomplis
hment
@bluefirefly2359
Celebrating Accomplishments

Ownership
@bluefirefly2359
People love to collect
things.
Users are motivated
because they feel like they
own something.
Includes virtual collections
of blogs and knowledge
bases, posts and groups.

Ownership
@bluefirefly2359
Virtual
collections of
blogs and
knowledge
bases, posts
and groups

Ownership
@bluefirefly2359
Virtual
collections of
blogs and
knowledge
bases,
photos, tags,
posts and
groups etc

Ownership
@bluefirefly2359
Customising
of profile
picture using
avatars or
photos

Scarcity
@bluefirefly2359
This is the
drive of
wanting
something
because you
can’t have it
(or few have
it).
http://octalysisgroup.com/

Social
Pressure
@bluefirefly2359
Includes
acceptance,
social responses,
companionship,
as well as
competition and
envy

Social
Pressure
@bluefirefly2359

Random intermittent
reinforcement
works even better
than continuous
reinforcement.
Unpredicta
bility
@bluefirefly2359

Unpredicta
bility
@bluefirefly2359

Digital Graffiti
Avoidance
@bluefirefly2359
Avoidance
of
something
negative
happening
.
Have to
continue to
contribute in
order to
remain in the
programme

Extrinsic versus Intrinsic Motivation
Things that bring value to the
rest of the world
Things that bring value to the
company
Things that bring value to
community
Things they value for
themselves
Extrinsic
Intrinsic
Groups, Blogs
Idea submitted,
Advocate
programme
Likes, Accepted
Solutions
Badges earned,
Prizes won,
Delight &
surprise,
First to try
@bluefirefly2359

Extrinsic versus Intrinsic Motivation
Meaning
Empower
ment
Accomplis
hment
Ownership
Scarcity
Social
Pressure
Unpredicta
bility
Avoidance
Picture Source: Flow Channel Wave (from "The Art of Game Design" book by Jesse Schell)
Sustainable in long termGood for scaling, works well in short term
Points/
Feedback
Badges Leader
boards
Medals &
Trophies
Ranks &
Reputation
Portable
Reputation
Team
Reputation
Intrinsic MotivationExtrinsic Motivation
Easy to Game/ Implement Hard to Game/ Implement
Single Action Collaboration ActionReciprocity ActionMultiple Actions
@bluefirefly2359

Thanks!
Are you game
enough for
Gamification?
Ask me anything!
Connect with me @bluefirefly2359

Discover how StarHub drives customer loyalty and top-line revenue through Gamification

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