Peter Zwyssig from ForYouAndYourCustomers discusses the implementation of business gamification strategies for enhancing customer engagement across multichannel journeys. The presentation covers key components like understanding customer behavior, managing experiences, and providing examples of successful gamified applications. The increasing importance of gamification for businesses is underscored by research predicting substantial adoption rates among global organizations by 2014.

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

12. Apple manages customer
experice proactively.

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?

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?

26. Source: http://www.youtube.com/watch?v=zSiHjMU-MUo

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?

38. Source: http://www.youtube.com/
watch?v=iynzHWwJXaA

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
...

47. Partn
er

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

51. Source: foryouandyourcustomers

52. Source: foryouandyourcustomers

53. Source: foryouandyourcustomers

54. Source: foryouandyourcustomers

55. Source: foryouandyourcustomers

56. Source: foryouandyourcustomers

57. 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

68. Cankado Overview

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

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