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Loyalty and Gamification (presentation file of my talk)
The document discusses the concepts of loyalty and gamification, detailing how gamification elements can enhance user engagement and foster deeper emotional connections with brands. It categorizes loyalty into different tiers and versions, highlighting the importance of understanding motivational factors that drive loyalty. Additionally, it emphasizes the use of big data and gamification mechanics in loyalty programs to achieve true customer loyalty.
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Loyalty and Gamification (presentation file of my talk)
- 1. ALIREZA RANJBAR SHOURABI @ARSHOURABI Loyaltyand Gamification
- 2. 2/40 Let’s get acquainted iChange Behavior.
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- 5. 5/40 FOR GAMIFICATION Common Definition Engagement Game Design Thinking Game Components Problem Solving TheProcess of using Game Design-Thinking and game Mechanics To Engage users and Solve Problems.
- 6. 6/40 FOR GAMIFICATION –FROM DR. RAFTOPOLOUS Another Definition Product System Process Way of Thinking Experience Designerly Way
- 7. 7/40 Loyalty Cloud A STRONGFEELING OF SUPPORT OR ALLEGIANCE reliability dependability bond trustworthiness duty commitment devotion dedication faithfulness program rewards
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- 10. 10/40 Tiers of Loyalty Inertia Makingit inconvenient to leave the program rather than irresistible to stay with it
- 11. 11/40 Tiers of Loyalty Mercenary Justas a mercenary will swear allegiance for a price, marketers can pay or bribe customers for their loyalty
- 12. 12/40 Tiers of Loyalty True Therelationship is based on a deeper connection of trust and shared value
- 13. 13/40 Tiers of Loyalty Cult Thecustomer and the brand begin to merge so that rejecting the brand would be like rejecting your own values
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- 15. 15/40 Versions of Loyalty 1.0 PurelyTransactional
- 16. 16/40 Versions of Loyalty 2.0 ClassicalMarketing Techniques
- 17. 17/40 Versions of Loyalty 3.0 Motivation BigDataGamification
- 18. 18/40 Motivation Internal and Externalfactors 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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- 22. 22/40 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%
- 23. 23/40 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.
- 24. 24/40 PROBLEM WITH METRICS Engagement Nosingle metric can break down or sufficiently measure it! Recency Frequency Rating Duration Virality
- 25. 25/40 THE FAMOUS SAMPLE– GABE ZICHERMANN Engagement
- 26. 26/40 Big Data ü HighVolume ü High Velocity ü High Variety 3Vs Definition ü Cost effective ü Innovative ü Enhanced insight ü Decision making Main features of outcome
- 27. 27/40 Big Data üMicro-segmentation üTargeted advertisementand cross selling üIn-store behavior analysis üReal-time pricing optimization üSocial-media monitoring (SCRM) üRecommendation engines Consumer Space
- 28. 28/40 Gamification The Engine ofLoyalty 3.0 Motivating people through Data
- 29. 29/40 MOSTLY USED INLOYALTY 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
- 30. 30/40 MOSTLY USED INLOYALTY 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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- 35. ALIREZA RANJBAR SHOURABI @ARSHOURABI ALIREZA.R.SHOURABI@GMAIL.COM ThankYou! Questions Please
- 36. Question I Why dowe use Loyalty plans and programs? I/V
- 37. Question II Which Faceof loyalty is the most beneficial? II/V
- 38. Question III Can weuse Gamification for Loyalty 1.0 & 2.0? III/V
- 39. Question IV What isthe Best approach for Loyalty 3.0? IV/V
- 40. Question V Why didyou think about A Loyalty program in Your company? ALIREZA RANJBAR SHOURABI ALIREZA.R.SHOURABI@GMAIL.COM @ARSHOURABI V/V