This presentation belongs to the talk I gave in our gamification meet-up as an introduction to the concept of loyalty in business and the usage of gamification in it.

1. ALIREZA RANJBAR SHOURABI
@ARSHOURABI
Loyalty and Gamification

2. 2/40
Let’s get acquainted
i Change Behavior.

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And more acquainted

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And player-type acquainted

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FOR GAMIFICATION
Common Definition
Engagement
Game
Design
Thinking
Game
Components
Problem
Solving
The Process of using Game
Design-Thinking and game
Mechanics To Engage users and
Solve Problems.

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FOR GAMIFICATION – FROM DR. RAFTOPOLOUS
Another Definition
Product
System
Process
Way of
Thinking
Experience
Designerly
Way

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Loyalty Cloud
A STRONG FEELING OF SUPPORT OR ALLEGIANCE
reliability
dependability
bond
trustworthiness
duty
commitment
devotion
dedication
faithfulness
program
rewards

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Faces of Loyalty
Customer
Employee
Partner

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Tiers of Loyalty
Cult
True
Mercenary
Inertia

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Tiers of Loyalty
Inertia
Making it inconvenient to leave the program
rather than irresistible to stay with it

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Tiers of Loyalty
Mercenary
Just as a mercenary will swear allegiance
for a price, marketers can pay or bribe
customers for their loyalty

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Tiers of Loyalty
True
The relationship is based on a deeper
connection of trust and shared value

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Tiers of Loyalty
Cult
The customer and the brand begin to
merge so that rejecting the brand would
be like rejecting your own values

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Versions of Loyalty
3.0
2.0
1.0

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Versions of Loyalty
1.0
Purely Transactional

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Versions of Loyalty
2.0
Classical Marketing Techniques

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Versions of Loyalty
3.0
Motivation
Big DataGamification

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Motivation
Internal and External factors that
stimulate desire and energy in people to
be continually interested in and
committed to a job, role, or subject, and to
exert persistent effort in attaining a goal.
Common Definition

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Motivation
SDT
Autonomy
Competence
Relatedness
Self-Determination Theory

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Motivation
üAutonomy
üMastery
üPurpose
üProgress
üSocial interaction
Intrinsic

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Motivation
OIT
External
Introjected Identified
Integrated
Extrinsic

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Types of Tasks
üAlgorithmic
• Extrinsic motivators work
• Easily automated and outsourced
• Job growth 30%
üHeuristic
• Need of intrinsic motivators
• Extrinsic motivators may backfire
• Job growth 70%

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PATH TO “TRUE” LOYALTY
Engagement
ü A deep emotional connection with the brand
ü High levels of participation
ü A long-term relation ship
ü The path to true “Loyalty” is through engagement.

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PROBLEM WITH METRICS
Engagement
No single metric can break down
or sufficiently measure it!
Recency Frequency
Rating Duration
Virality

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THE FAMOUS SAMPLE – GABE ZICHERMANN
Engagement

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Big Data
ü High Volume
ü High Velocity
ü High Variety
3Vs Definition
ü Cost effective
ü Innovative
ü Enhanced insight
ü Decision making
Main features of outcome

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Big Data
üMicro-segmentation
üTargeted advertisement and cross selling
üIn-store behavior analysis
üReal-time pricing optimization
üSocial-media monitoring (SCRM)
üRecommendation engines
Consumer Space

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Gamification
The Engine of Loyalty 3.0
Motivating people through Data

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MOSTLY USED IN LOYALTY PROGRAMS
Gamification mechanics
1 - Fast feedback : Mastery, Progress
2 - Transparency : Progress, Social interaction
3 - Goals : Purpose, Progress, Social interaction
4 - Badges : Mastery, Progress, Purpose, Social interaction
5 - Leveling Up : Mastery, Progress, Purpose, Social interaction

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MOSTLY USED IN LOYALTY PROGRAMS
Gamification mechanics
6 - Onboarding : Mastery
7 - Competition : Mastery, Social interaction
8 - Collaboration : Purpose, Social interaction
9 - Community : Social interaction
10 - Points : Progress, Social interaction

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ZERO
Gamification mechanics
Choice
Freedom Design
Architecture Tyranny

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REWARDS
Gamification mechanics
Meaningful Value

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REWARDS
Gamification mechanics

34. Main References
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35. ALIREZA RANJBAR SHOURABI
@ARSHOURABI
ALIREZA.R.SHOURABI@GMAIL.COM
Thank You!
Questions Please

36. Question I
Why do we use Loyalty plans and programs?
I/V

37. Question II
Which Face of loyalty is the most beneficial?
II/V

38. Question III
Can we use Gamification for Loyalty 1.0 & 2.0?
III/V

39. Question IV
What is the Best approach for Loyalty 3.0?
IV/V

40. Question V
Why did you think about
A Loyalty program in
Your company?
ALIREZA RANJBAR SHOURABI
ALIREZA.R.SHOURABI@GMAIL.COM
@ARSHOURABI
V/V