Gamification is emerging as a powerful new tool that can be used to create excitement and enthusiasm for both employees and customers and drive an increase in engagement and loyalty. In today’s increasingly competitive business environment, it’s critical for organizations to provide exceptional customer experiences that result in increased brand loyalty and sales. Rick DeMarco of Inward Consulting shares his experiences at leading brands like HP, Carrier and Kitchen Aid to tie together this new tool with proven brand strategies.

1. GAMIFICATION:
How Can You Use It To Create
Exceptional Customer Experiences?

2. ExceptionalEmployee Experiences Result In Exceptional Customer Experiences
Engaged and Inspired
Employees
Engaged and Inspired
Customers

3. Inward’s Internal Dialogue Communications ModelTHEORETICAL ALIGNMENT –SEQUENTIAL ORDER
Hierarchy of Effects
Objectives
Inform
Understand
Commitment
Behavioral
Change
Media Hierarchy
Strategy
Written Explanations
Participatory Learning
Recognition & Rewards
Companywide
Communications
FocusContinuity
Tiered Communications
Corporate
Level
Divisional/BU
Level
Local Office or
Functional Area
=
=
=
Value
Benefit
Attribute
Hierarchy of Relevance
Message

12. BY 2014, 70%OF GLOBAL ORGANIZATIONS WILL HAVE AT LEAST ONE GAMIFIED APPLICATION
BY 2015, 50%OF ORGANIZATIONS THAT MANAGE INNOVATION PROCESSES WILL
GAMIFY THEM
MANY OF THE WORLD’S LARGEST BRANDS ARE CURRENTLY DEPLOYING GAMIFICATION, INCLUDING COKE, AOL, NISSAN, NIKE, AND VIACOM
GAMIFICATION HAS A 10XHIGHER LEVEL OF ABSORPTION AND RETENTION THAN TRADITIONAL TRAINING OR CBL TECHNIQUES

13. LET’S EXPERIENCE IT!

16. Situation:
T-Mobile wanted to motivate its customer care and retail store representatives to make T-Mobile's online social business community their go-to resource for answering customer questions. T-Mobile wanted to drive up customer satisfaction scores by engaging more than 30,000 frontline representatives so they could effectively respond to customers' queries, even as the devices they sell and support grow more complex.
Results:
•User participation in T-Community increased by 1,000%
•Within the first two weeks, more than 15,000 frontline employees completed an array of Getting Started missions --far better than historical adoption rates for self-guided tutorials
•187,000 achievement badges were awarded in the first six weeks
•The number of "likes" assigned by employees to indicate a helpful response increased a staggering 6,000 percent.

18. Situation:
Ford wanted to train, motivate, and support sales, parts and service employees to deliver the optimal customer experience and increase sales. The solution was to motivate dealership employees to make more use of the courses and resources available to them by rewarding exploration and demonstration of knowledge gained within a collaborative online community.
Results:
•From day one, the site experienced a burst of activity with over 100,000 unique visits.
•By week five, actions per user more than doubled, and total actions increased another 60%.
•Engagement with the portal increased with all employees, and a positive correlation between engagement and key sales and satisfaction performance indicators was proven.

19. NIKE+
Gamification of Running:
•Motivate Behavior
•Build a community of fans
•Drive customer engagement & loyalty

20. NIKE+
SOURCE: Gamification: The Engine of Loyalty 3.0 and Nike.com
20
•Concept: Partnered with Apple to provide runners a fun and easy way to track their runs using a GPS sensor that is connected to an iPod
•Business Goals: Build a community of fans around a common interest
•Gamification Mechanics: real-time feedback, transparency, goals, trophies, levels, competition, Nike fuel points & community
•Big Data: tracks running habits, frequency of runs, ability to analyze data by gender, age, geography
•Results: The Nike+ community has more than 10 million users

21. GAMIFICATION MECHANICS
21

22. BIG DATA
22

23. STARBUCKS
Gamification of buying coffee:
•Motivate Behavior
•Drive customer engagement & loyalty

24. MY STARBUCKS REWARDS™
SOIURCE: Starbucks.com
24
•Concept: Loyalty program that allows customers to pay for their coffee straight from their mobile phones
•Business Goals: Motivate members to register and spend their gift cards in order to receive benefits with every purchase
•Gamification Mechanics: progress bars, leveling and rewards
•Results: 4.5 million active members at the end of October 2012. (Expected to reach 9 million members by the end of fiscal 2013) Over 3 million mobile transactions per week in the U.S.

25. DRIVE CUSTOMER ENGAGEMENT & LOYALTY
25

26. LIVEOPS
Gamification of Training:
•Motivate Behavior

27. LIVEOPS
27
A provider of cloud-based contact-center technology and talent that focuses on a distributed workforce with independent agents and complete employee autonomy.
They added gamificationto their online employee portal, 80% of agents opted-in to the program, 75% returning on a bi-weekly basis.
•Onboarding process for agents dropped from 4 weeks of classroom training to 14 hours
•10% improvement in service levels
•15% reduction in the average time to handle a customer inquiry
•8-12% improvement in sales performance

28. SUMMARY

29. CONSIDERATIONS FOR INTRODUCING GAMIFICATION
Who is your audience?
What are you really trying to accomplish?
What kind of technology are
you going to use?
What kind of rewards and recognition
will you use?
Game Mechanics:
How to make it
all come together?
How are you going
to measure success?

30. 1.Get executive buy-in and make it count
TOP 5 RULES FOR BRINGING GAMIFICATION INTO YOUR COMPANY
2.Explain the rules of the game
3.Create a master communication plan
4.Reward employees who spread the word
5.Ask for feedback and do something with it

31. THANK YOU!
Rick DeMarco
Managing Director
rick@inwardconsulting.com
650-804-8268
Boston | Orlando | San Francisco | Bentonville
www.inwardconsulting.com