Naguiat chapter 11

Chapter 11:
Engagement
Marketing for
Brand Affinity
Harnessing the Power of Mobile
Apps, Social CRM and
Gamification
Paulina Naguiat
Digital Marketing
Ateneo Graduate School of Business
paulinanaguiat.wordpress.com

Digital Era
Mobile Applications
Customer Relationship
Management
Gamification
Summary of the Chapter
Outline
Harnessing the Power of Mobile
Apps, Social CRM and
Gamification

In the digital economy, the
power of advocacy is amplified by
the unprecedented proliferations of
mobile connectivity and social media
communities.
The Digital Era

3 Techniques to
Increase
Engagement in
the Digital Era
Mobile Applications
Customer Relationship Management
Gamification
1.
2.
3.

Mobile
Applications
Enhance the digital customer experience.
Most of the top 100 global brands
use mobile apps to engage their customers

examples: Videos and games
examples: Toyota financial services app, online banking
examples: Audi’s MMI Connect app, Netflix
Media for content
Self-Service Channels to Access
Information or Make Transactions
Integrated into the Core Product
or Service Experience
3 Major Use Cases of Mobile Apps

Steps in
Developing
a Good
Mobile App
Design Key Functionalities and
User Interface
Determine the Use cases
Back-end Support

Step 1: Determine Use Cases
What are the objectives that customers aim to achieve by using the app?
Conduct proper market research
Figure out how will an app can solve
problems
Describe how the app will be app friendly.

Step 2: Design the Key Functionalities and User Interface
SoLoMo – social, location, mobile
Interface must be usable even for people
who are not accustomed to using apps
Simple and intuitive

Step 3: Develop Back-End Integration
Make sure user experience is flawless
Determine how to integrate with other
support elements
Back office, physical outlets, other media
channels, and third-party partners
Ex: Walgreens app with full health services

Engage customers in conversations and
provide solutions.
Customer
Relationship
Management

Traditional CRM Social CRM
Company Driven
Company initiates communication
Uses Outbound Channels ( emails, call centers)
Formal communication
One-way and cyclical
Dialogue is limited to brand and customers
Customer Driven
Customers initiate communication
Uses Inbound channels through social media
Conversational
On-going dialogues
Dialogues extend to customers in their communities
Traditional CRM vs. Social CRM

Brands can extract insights from the general conversations
Assigning a team to comment and influence conversations
Provide solutions to customer issues before the issues go viral
Listen to the voice of
the customer
Involve brands in general
conversations
Handle complaints
that potentially lead to
brand crises
3 Major Use Cases of Social CRM

Steps for a
Good Social
CRM Develop and Empower Social
CRM Agents
Build Sense-and-Respond
Capabilities
Leverage Community
Involvement

Step 1: Build Sense-and-Respond Capabilities
Monitor, filter, and prioritize conversations.
Algorithm should be designed to identify
actionable conversations
Should be able to scan for major complaints
and negative sentiments

Step 2: Develop and Empower Social CRM Agents
Represent the brand with high level of
empathy
Right personalities and attitudes, reflecting
those of the brand
Trained to converse with customers, fast
learners, and knowledgable
Connected within the system

Step 3: Leverage Community Involvement
Shift in mindset is required (from
traditional to social crm)
Involve loyal advocates to be volunteers
Social CRM should be a self-help platform Add the element of gamification

Gamification
Improve engagements by driving the right sets of customer behavior.
Use of game principles in non-game contexts.
Used in major contexts of building engagement:
Loyalty Programs & Customer Communities
Way to collect customer data:
transactional & non-transactional

3 major
steps to use
Gamification
for customer
engagement
Define Customer Enrollment
and Tiering
Define actions to trigger
Determine Recognition and
Rewards

Step 1: Define actions to trigger
Transactional actions
(purchases, referrals, and payment)
Non-transacational actions
(writing reviews, providing personal information,
develop better habits and changing behaviors)

Step 2: Define Customer Enrollment and Tiering
Encouraging customers to complete additional
tasks.
Classify customer status into tiers
(e.g., bronze, silver, and gold)
Measure profitability of each customer.

Step 3: Determine Recognition and Rewards
Assign privileges and rewards for
customers within the tiers
Exclusive access to product offers or discounts,
dedicated customer-service personnel
Example: SM Advantage Prestige
Growing trend: instant gratification, redeemable asap
Example: cash back, Mcdonald's happy meal free toys

Use engagement tactics- Mobile apps,
CRM, and gamification to increase
customer engagement.
These three methods are not mutually
exclusive, but preferably combined to
arrive with the best results.
Summary

Naguiat chapter 11

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