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FIGHTING THE
ENGAGEMENT CRISIS
Where we are and where we’re going

Scott Schnaars, GM EMEA, Badgeville
@schnaars
14%
@badgeville
@badgeville
WHY WE’RE ALL HERE
Engagement apocalypse is real, and pervasive
Social Media
1% Return to FB Fan Pages

Websites & Communities
29% Login Rate

Enterprise Social
12% Adoption Rate

CRM
50% Failure Rate
@badgeville
GAMIFICATION IS THE CURE
It enhances your most vital enterprise investments, helping
you get the ROI you always wanted…
It’s changing the way we interact with
our customers…everywhere.

@badgeville
CUSTOMER ENGAGEMENT
Tied to the core business objectives of marketers
ACQUIRE
How can you attract new customers?
RETAIN
How can you keep customers engaged over time?
CONVERT
How do we maximize revenue through
real-time engagement?
It’s changing the way our employees
get work done…

@badgeville
EMPLOYEE ENGAGEMENT
Tied to the business objectives that matter for today’s enterprises
OPTIMIZE
Key business processes across the enterprise, such as
managing leads, customer tasks, and opportunities…
Example
Real-time recognition
for closing a deal or
converting a lead…

Key Goal
Influence low performers
to emulate high
performers.
COLLABORATE

Reward employees who share knowledge across
departments and boundaries

Example
Achievement for
sharing valuable
field knowledge
LEARN

Maximize employee performance by encouraging
completion of key programs…

Example
Guide users
through courses
and training
How can we sell
gamification internally?

@badgeville
1. AVOID THE G-WORD
Avoid gamification in front of the wrong audiences…

It’s about
behavior management and
business results
EXAMPLE: EMC
RAMP: Recognition, Awards and Motivation Program
2. IT’S ABOUT BEHAVIORS
That we can motivate and influence to drive engagement

$
Edit
Wiki

Open
Support
Ticket

Approve
Expenses

Close
a Deal

Write
Review

File
Support
Ticket

Log In

Finish
Certification

Check in
Document

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
3. IT’S MORE THAN POINTS, BADGES
AND LEADERBOARDS
Tapping into the human psyche
make
progress

I want to…
The 4-S’ - Make them feel…

Socially Valued
4. IT’S ABOUT HARD BUSINESS VALUE
Tie back to the ROI of the app in question…

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
5. IT’S AN ENTERPRISE INVESTMENT
Gamification must delight end users, but satisfy requirements
FULL SUITE OF
ENGAGEMENT MECHANICS

REQUIRED

Game Mechanics

✔

Portable Reputation Mechanics

✔

Social Mechanics

✔

Social Rewards

✔

HARDENED SECURITY

REQUIRED

Private Cloud & Database

✔

Global Data Center

✔

Multi-tiered user access

✔

ENTERPRISE SCALE

REQUIRED

Enterprise Networks & Sites

✔

Advanced Metadata Support

✔

Private Customer Community

✔
IT’S ALL AROUND US
Thank you!

Additional Reading

Scott Schnaars
Badgeville, GM EMEA
Twitter: @schnaars
+44 (0) 7720 762 254
www.badgeville.com

@badgeville

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GWC13 - Scott Schnaars - Badgeville - Fighting the Engagement Crisis

  • 1. FIGHTING THE ENGAGEMENT CRISIS Where we are and where we’re going Scott Schnaars, GM EMEA, Badgeville @schnaars
  • 4. WHY WE’RE ALL HERE Engagement apocalypse is real, and pervasive Social Media 1% Return to FB Fan Pages Websites & Communities 29% Login Rate Enterprise Social 12% Adoption Rate CRM 50% Failure Rate @badgeville
  • 5. GAMIFICATION IS THE CURE It enhances your most vital enterprise investments, helping you get the ROI you always wanted…
  • 6. It’s changing the way we interact with our customers…everywhere. @badgeville
  • 7. CUSTOMER ENGAGEMENT Tied to the core business objectives of marketers
  • 8. ACQUIRE How can you attract new customers?
  • 9. RETAIN How can you keep customers engaged over time?
  • 10. CONVERT How do we maximize revenue through real-time engagement?
  • 11. It’s changing the way our employees get work done… @badgeville
  • 12. EMPLOYEE ENGAGEMENT Tied to the business objectives that matter for today’s enterprises
  • 13. OPTIMIZE Key business processes across the enterprise, such as managing leads, customer tasks, and opportunities… Example Real-time recognition for closing a deal or converting a lead… Key Goal Influence low performers to emulate high performers.
  • 14. COLLABORATE Reward employees who share knowledge across departments and boundaries Example Achievement for sharing valuable field knowledge
  • 15. LEARN Maximize employee performance by encouraging completion of key programs… Example Guide users through courses and training
  • 16. How can we sell gamification internally? @badgeville
  • 17. 1. AVOID THE G-WORD Avoid gamification in front of the wrong audiences… It’s about behavior management and business results
  • 18. EXAMPLE: EMC RAMP: Recognition, Awards and Motivation Program
  • 19. 2. IT’S ABOUT BEHAVIORS That we can motivate and influence to drive engagement $ Edit Wiki Open Support Ticket Approve Expenses Close a Deal Write Review File Support Ticket Log In Finish Certification Check in Document 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
  • 20. 3. IT’S MORE THAN POINTS, BADGES AND LEADERBOARDS Tapping into the human psyche make progress I want to…
  • 21. The 4-S’ - Make them feel… Socially Valued
  • 22. 4. IT’S ABOUT HARD BUSINESS VALUE Tie back to the ROI of the app in question… 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
  • 23. 5. IT’S AN ENTERPRISE INVESTMENT Gamification must delight end users, but satisfy requirements FULL SUITE OF ENGAGEMENT MECHANICS REQUIRED Game Mechanics ✔ Portable Reputation Mechanics ✔ Social Mechanics ✔ Social Rewards ✔ HARDENED SECURITY REQUIRED Private Cloud & Database ✔ Global Data Center ✔ Multi-tiered user access ✔ ENTERPRISE SCALE REQUIRED Enterprise Networks & Sites ✔ Advanced Metadata Support ✔ Private Customer Community ✔
  • 25. Thank you! Additional Reading Scott Schnaars Badgeville, GM EMEA Twitter: @schnaars +44 (0) 7720 762 254 www.badgeville.com @badgeville

Editor's Notes

  1. Image source: http://www.flickr.com/photos/25029068@N00/32794815/sizes/z/in/photostream/
  2. http://www.dreamstime.com/royalty-free-stock-image-security-icons-image8604056