Unleashing the potential of gamification and IoT - Gamification World Congress 2015
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How is Customer Loyalty evolving? How to keep high customer engagement rates in a disloyal society? The strategic combination of powerful Loyalty CRM tools, Gamification and IoT might be answer you are looking for.
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Unleashing the potential of gamification and IoT - Gamification World Congress 2015
- 1. Unleashing the potential of Gamification and IoT @Comarch_CRM |@CMartinGarcia #GWC15
- 2. 25BILLION
- 3. 25 *Gartner, http://www.gartner.com/newsroom/id/2905717 connected devices will be in use by 2020* BILLION
- 5. Comarch Global Loyalty & Engagement projects
- 6. User Experience Evolution UX 1.0 Transactions & Analytics YESTERDAY
- 7. User Experience Evolution Transactions & Analytics UX 2.0 Engagement & Gamification TODAY UX 1.0 YESTERDAY
- 8. The TrueBlue Badge Programme JetBlue Airlines Engagement and gamification as a key element to relaunch JetBlue Frequent Flyer program. Loyalty enhancement Increase engagement More social Improved insight Increase sales
- 9. the Result • User portal • Challenges & competitions • Status & Badges • Deep Social Media integration
- 10. Over 2.8m additional views to the loyalty portal page Over 1.6m Facebook impressions of branded content 3 mins 22 sec average time of one web session Best Frequent Flyer program in the US in 2014/ 2015 Over 1.5 million badges awarded Over 200,000 active users Key results after 1 year
- 11. User Experience Evolution Transactions & Analytics UX 2.0 Engagement & Gamification TODAY UX 1.0 YESTERDAY
- 12. User Experience Evolution TOMORROW Internet of Things UX 3.0 Transactions & Analytics UX 2.0 Engagement & Gamification TODAY UX 1.0 YESTERDAY
- 13. Smart Engaging Cities The new play field
- 14. Three pillars ENTERTAINMENT, ATTRACTIONS & FUN BUSINESS & COMMERCE MOBILITY, TRAVEL & ACCESSIBILITY
- 15. Smart + Engaging + City… but how? Businesses & brands City Council Citizens, City & Businesses
- 16. Loyalty CRM & Engagement Engine IoT Platform Citizens, City & Businesses Businesses & brands Event Targeted Action Objectives City Council Objectives Smart + Engaging + City… but how?
- 17. 150 brands & shops 35 concerts & performances +300 beacons strategically located 200.000 visitors during just 1 night +3158 targeted messages Munich Culture & Shopping Night
- 19. Engaging & rewarding experiences
- 20. Smart & Efficient Mobility
- 22. @CMartinGarcia | @Comarch_CRM | #GWC15 carlos.martin@comarch.com uk.linkedin.com/in/carlosmartingarcia crm-marketing.comarch.com Carlos Martin Loyalty CRM & Marketing Solutions Manager
Editor's Notes
- Title: "Unleashing the potential of Gamification and IoT". Content: I would be talking about the present and future of gamification in conjunction with other key global trends: IoT & Loyalty. In particular I would be presenting Comarch vision in the form of a journey: starting from where are we these days in terms of gamification, IoT and loyalty, and then moving into our vision on how these elements will converge in the near future. KEY MESSAGES: Good morning Thanks for being here today with us I hope you are having a great time I would like to start with a big number… XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX The presentation is about sharing comarch vision about the future of CX and EX. (slide 1, 2) 1st of all let me quickly introduce comarch to give you a bit more of context (slide 3): Who we are? Comarch is global specialist in creating remarkable experiences by the design and provision, and run of loyalty, gamification solutions. Slide 5 – Credibility - Wide global experience, over 29 countries in 5 continents. More than 20 CX/EX projects launched in less than a year. Slide 6 – let’s start analyzing the past and present of CX / EX Traditionally, CX EX it was about analyzing transactional data and rewarding the customer/employee based on that transaction. These days, experiences have evolve and it is focus on analyzing that data, and creating personalized experiences… … but is this enough? What is society currently demanding? Well, based on our expertise, customers/employees life is changing (slide 7 to 11, some of these slides can be compresses in 1, 2 or 3 slides): Non-stop, always running, need everything quick, no time to waist Ultra-connected people Demotivation Disloyal, lack of engagement Love gaming – just mentioning something like this: we all know that everyone like games, and it is already proven the potential of gamification, so no much to say… Therefore, with all these in mind, what is society of the future demanding? How can we adapt to their needs? SMART Greener, sustainability, energy efficiency, blab la Mobility Immediacy – always connected, info availability ASSISTANCE, SUPPORTED LIVE, CONNNECTED CITIES/CONNECTED CUSTOMERS, AMBIENT LIVING… (thanks to Joanna) SOCIAL Relevancy / personalization – ME-COMMERCE Fun and emotions Socialised – personal relationships All these conforms what we call CX / EX 3.0 But which are the key elements to ACHIEVE these tangible and intangible feelings/experiences We have summarized in a simple rule: the 4 S rule: Simple, Social, Story, Smart (Thanks @Zofia! J, liked it) IoT AND GAMIFICATION -- ENHANCERS – they enable new ways of interactions – but the crucial to deliver RELEVANT, ACCURATE, PERSONALIZED and in the right time/content etc. is engines behind!! Loyalty offers/promos + campaigns + analytics (clusterning, profiling, lifestyle, behaviors) + data collection and feedback – without all this – we will do MASS Marketing but via super advanced technology tools – waste of time and energy … results won’t e optimal. à THAT WOULD be my key message – how great your opportunities are but how easily you can miss it / ruin it not having appropriate engines behind (Joanna’s content) WHY does comarch thinks that? As we said our global experience is clearly showing us that society is going in this direction OUR EXPERIENCE To show Munich night To talk about our smart payable initiatives. Take some examples from so interactive for Montreal (all info anonymous)
- KEY MESSAGES: 25 billion? 25 billion.. what? well with such a little context it is probably difficult to guess what is this about… 25 billion is the number of connected devices that will be in use by 2020. In 5 years there will be 25 billion devices connected to the internet! Have you considered the potential of this to transform your business? Have you considered the potential of this to radically transform customer experience?
- KEY MESSAGES: 25 billion? 25 billion.. what? well with such a little context it is probably difficult to guess what is this about… 25 billion is the number of connected devices that will be in use by 2020. In 5 years there will be 25 billion devices connected to the internet! Have you considered the potential of this to transform your business? Have you considered the potential of this to radically transform customer experience?
- @GD: what is comarch CRM & Marketing in one picture? What best represents us? Within the pictures I have access to this is the best one I will say, but please try to find something better. Thanks! Talk - But before getting into analyzing these elements and evolution, and in order to give you a bit of context, I would like to introduce myself and the company I work for. Comarch is a technology solutions vendor specialized in creating truly outstanding, extraordinary CX & EX by the provisioning, design and management of loyalty CRM, Gamification and Marketing solutions.
- KEY MESSAGES: Projects all around the globe, in more than 40 countries / 5 continents / 70 offices / over 4500 employees Clients in the retail, banking, FMCG, travel, petrol sectors This is a privilege position that allows us to have an incredible understanding of what brands/business and customers are demanding … xxxxxxxxxxxxxxxxxxxx Airlines have been the very 1st in loyalty – 8 projects in 2014 – they have the oldest solution and they understand new tools, more innovative solutions are required and this why they came to comarch Jet blue – loyalty is not enough – innovation is required / engagement / beacons / digital engagement / Talking with many retailers about loyalty 3.0 – engagement, relationships , beacons, Banks coalition in Brazil (name confidential), FMCG B2B, B2C, B2E loyalty project in Russia (name confidential) , DIY Loyalty Project in USA (name confidential) , Credit card based Loyalty Project in USA & UK (name confidential) , Retail Loyalty Project in Ukraine (Tavria), Coalition loyalty project in Chile (SMU coalition), Coalition loyalty project in CEE (PINS Coaltion) Retail B2E Loyalty project in France (name confidential), Retail loyalty project in Canada (alcohol distributor), Airline loyalty project in La Reunion (Air Austral), Airline loyalty project in UK (British Airways), Airline loyalty project in Spain (Iberia), Airline loyalty project in Russia (Utair), Airline loyalty project in Philippines (Cebu Pacific), Airline loyalty project in Malaysia (Air Asia), Airline loyalty project in Belgium (Brussels Airlines), Airline project in Middle East (Etihad), 2 consulting projects for airports (EU & MEA) 1 consulting project for METRO Group 1 loyalty consulting project in Slovenia
- So well, back on track… Before talking about the future, I would like to step a bit backwards and get a historical view of customer engagement. The PAST was about transactions and analytics: loyalty program, purchase analysis, time spend on a website… Good iniciatives but as we all know, there are not enough to create truly engaging experiences Where are we TODAY: engagement and gamification – there is no doubt about the potential of gamification to really improve the CX of any brand or business. Well, if any exceptical in the room, let me show you a great example of this natural evolution Slide 6 – let’s start analyzing the past and present of CX / EX Traditionally, CX EX it was about analyzing transactional data and rewarding the customer/employee based on that transaction. These days, experiences have evolve and it is focus on analyzing that data, and creating personalized experiences… … but is this enough? What is society currently demanding? Well, based on our expertise, customers/employees life is changing (slide 7 to 11, some of these slides can be compresses in 1, 2 or 3 slides): Non-stop, always running, need everything quick, no time to waist Ultra-connected people Demotivation Disloyal, lack of engagement Love gaming – just mentioning something like this: we all know that everyone like games, and it is already proven the potential of gamification, so no much to say…
- So well, back on track… Before talking about the future, I would like to step a bit backwards and get a historical view of customer engagement. The PAST was about transactions and analytics: loyalty program, purchase analysis, time spend on a website… Good iniciatives but as we all know, there are not enough to create truly engaging experiences Where are we TODAY: engagement and gamification – there is no doubt about the potential of gamification to really improve the CX of any brand or business. A clear example of that is the success case of JetBlue… Slide 6 – let’s start analyzing the past and present of CX / EX Traditionally, CX EX it was about analyzing transactional data and rewarding the customer/employee based on that transaction. These days, experiences have evolve and it is focus on analyzing that data, and creating personalized experiences… … but is this enough? What is society currently demanding? Well, based on our expertise, customers/employees life is changing (slide 7 to 11, some of these slides can be compresses in 1, 2 or 3 slides): Non-stop, always running, need everything quick, no time to waist Ultra-connected people Demotivation Disloyal, lack of engagement Love gaming – just mentioning something like this: we all know that everyone like games, and it is already proven the potential of gamification, so no much to say…
- A great example of how we should this evolution from experiences based on transactional data/analyitics actions into a truly gamified experience is the case of JetBlue. JetBlue program Una de las mayores aerolíneas de bajo de coste en EEUU Casi 80 destinos y más de 200 aviones 30 millones de pasajeros al año Su programa de fidelización TrueBlue fue lanzado en 2004 Y en el 2013 nos pidieron que relanza xxxxxxxxxxxx We started asking about their goals, and came out with some in-depth analysis of what is possible within those. Why Jet Blue – ntrouciton emotionsm engagement friends – 3F rule had a huge impact social impact & engagement & new customer scoring – word of the mount – buzz community building & loyalty … 5 Main goals were to: - increase engagement of loyalty memebres - to enhance loyalty experience - to gather some extra info about customeres in order to develop better customer service and new ways of rewarding - make whole loylaty experience social experience, let people interact - and in result of all of those - increase sales Xxxxx Case Jetblue Bagde Portal shows that we should invest in long term engagement strategy. We build conscious and challenging program particpation. We create community around the brand and build real brand relationships. What is also very important for the modern customers we give them instant interactive notifications and targeted, personalized actions across channels.
- Menu de navegacion Perfil del usuario visible por otros usuarios y compartible en redes sociales Tablon de progreso y puntos para competir con familiares y amigos Medallas de reconocimiento Noticias Progreso – explicacion de como conseguir mas los niveles de engagement fueron altísimos, tanto es así…
- 350 000 members
- KEY MESSAGES: What is CX of the future going to look like? Well society is already giving us a lot of tips: Society behavior / life is as follows: always running, need everything quick, no time to waste Ultra-connected people Demotivation Disloyal, lack of engagement Love gaming – just mentioning something like this: we all know that everyone like games, and it is already proven the potential of gamification, so no much to say… So with all these in mind, what is society of the future demanding? SMART Greener, sustainability, energy efficiency, blab la Mobility Immediacy – always connected, info availability ASSISTANCE, SUPPORTED LIVE, CONNNECTED CITIES/CONNECTED CUSTOMERS, AMBIENT LIVING… (thanks to Joanna) SOCIAL Relevancy / personalization – ME-COMMERCE Fun and emotions Socialised – personal relationships How can we adapt to their needs? Well, back to my 1st slide, let’s make the most of the ultra-connected world ahead of us – let’s leverage IoT in conjunction with really well defined gamification and engagement strategies. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Well, based on our expertise, customers/employees life is changing (slide 7 to 11, some of these slides can be compresses in 1, 2 or 3 slides): Non-stop, always running, need everything quick, no time to waist Ultra-connected people Demotivation Disloyal, lack of engagement Love gaming – just mentioning something like this: we all know that everyone like games, and it is already proven the potential of gamification, so no much to say… Therefore, with all these in mind, what is society of the future demanding? How can we adapt to their needs? SMART Greener, sustainability, energy efficiency, blab la Mobility Immediacy – always connected, info availability ASSISTANCE, SUPPORTED LIVE, CONNNECTED CITIES/CONNECTED CUSTOMERS, AMBIENT LIVING… (thanks to Joanna) SOCIAL Relevancy / personalization – ME-COMMERCE Fun and emotions Socialised – personal relationships All these conforms what we call CX / EX 3.0 But which are the key elements to ACHIEVE these tangible and intangible feelings/experiences We have summarized in a simple rule: the 4 S rule: Simple, Social, Story, Smart (Thanks @Zofia! J, liked it) WHY does comarch thinks that? As we said our global experience is clearly showing us that society is going in this direction OUR EXPERIENCE To show Munich night To talk about our smart payable initiatives. Take some examples from so interactive for Montreal (all info anonymous)
- KEY MESSAGES: What is CX of the future going to look like? Well society is already giving us a lot of tips: Society behavior / life is as follows: always running, need everything quick, no time to waste Ultra-connected people Demotivation Disloyal, lack of engagement Love gaming – just mentioning something like this: we all know that everyone like games, and it is already proven the potential of gamification, so no much to say… So with all these in mind, what is society of the future demanding? SMART Greener, sustainability, energy efficiency, blab la Mobility Immediacy – always connected, info availability ASSISTANCE, SUPPORTED LIVE, CONNNECTED CITIES/CONNECTED CUSTOMERS, AMBIENT LIVING… (thanks to Joanna) SOCIAL Relevancy / personalization – ME-COMMERCE Fun and emotions Socialised – personal relationships How can we adapt to their needs? Well, back to my 1st slide, let’s make the most of the ultra-connected world ahead of us – let’s leverage IoT in conjunction with really well defined gamification and engagement strategies. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Well, based on our expertise, customers/employees life is changing (slide 7 to 11, some of these slides can be compresses in 1, 2 or 3 slides): Non-stop, always running, need everything quick, no time to waist Ultra-connected people Demotivation Disloyal, lack of engagement Love gaming – just mentioning something like this: we all know that everyone like games, and it is already proven the potential of gamification, so no much to say… Therefore, with all these in mind, what is society of the future demanding? How can we adapt to their needs? SMART Greener, sustainability, energy efficiency, blab la Mobility Immediacy – always connected, info availability ASSISTANCE, SUPPORTED LIVE, CONNNECTED CITIES/CONNECTED CUSTOMERS, AMBIENT LIVING… (thanks to Joanna) SOCIAL Relevancy / personalization – ME-COMMERCE Fun and emotions Socialised – personal relationships All these conforms what we call CX / EX 3.0 But which are the key elements to ACHIEVE these tangible and intangible feelings/experiences We have summarized in a simple rule: the 4 S rule: Simple, Social, Story, Smart (Thanks @Zofia! J, liked it) WHY does comarch thinks that? As we said our global experience is clearly showing us that society is going in this direction OUR EXPERIENCE To show Munich night To talk about our smart payable initiatives. Take some examples from so interactive for Montreal (all info anonymous)
- The new play field is going to be the city and you need to be ready to adapt to it! CITIZENS Mobility Real time information about city and business services AUTHORITIES Energy efficiency Mobility Green & Sustainable initiatives BUSINESSES We all know what any business wants, profitability
- Three pillars
- IoT AND GAMIFICATION -- ENHANCERS – they enable new ways of interactions – but the crucial to deliver RELEVANT, ACCURATE, PERSONALIZED and in the right time/content etc. is engines behind!! Loyalty offers/promos + campaigns + analytics (clusterning, profiling, lifestyle, behaviors) + data collection and feedback – without all this – we will do MASS Marketing but via super advanced technology tools – waste of time and energy … results won’t e optimal. à THAT WOULD be my key message – how great your opportunities are but how easily you can miss it / ruin it not having appropriate engines behind (Joanna’s content) @GD: please improve overall design. It should show the relationship between components (green boxes) and actors (blue circles) but it should be very simple to understand. So please feel free to change design (boxes, circles and lines) to something. Green boxes are Comarch components. They do not need to be green but they should have different shape and/or color from the actors (blue circles) CITIZENS Mobility Real time information about city and business services AUTHORITIES Energy efficiency Mobility Green & Sustainable initiatives BUSINESSES We all know what any business wants, profitability
- IoT AND GAMIFICATION -- ENHANCERS – they enable new ways of interactions – but the crucial to deliver RELEVANT, ACCURATE, PERSONALIZED and in the right time/content etc. is engines behind!! Loyalty offers/promos + campaigns + analytics (clusterning, profiling, lifestyle, behaviors) + data collection and feedback – without all this – we will do MASS Marketing but via super advanced technology tools – waste of time and energy … results won’t e optimal. à THAT WOULD be my key message – how great your opportunities are but how easily you can miss it / ruin it not having appropriate engines behind (Joanna’s content) @GD: please improve overall design. It should show the relationship between components (green boxes) and actors (blue circles) but it should be very simple to understand. So please feel free to change design (boxes, circles and lines) to something. Green boxes are Comarch components. They do not need to be green but they should have different shape and/or color from the actors (blue circles) CITIZENS Mobility Real time information about city and business services AUTHORITIES Energy efficiency Mobility Green & Sustainable initiatives BUSINESSES We all know what any business wants, profitability
- Next steps is going to be evolve this Project and adapt it to day-to-day citizens life and tourist; for both games can work 3158 targeted messages sent in just 10 hours 5.27 messages per minute
- xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx SMART KIDS All you need to do is scanning a QR code inside the vehicle. It will unlock a short audiobook for your child. Each audiobook describes a different story of Montreal. Each bus or metro line has its own story. Parents should be happy :) Xxxxxxxxxxxxxxxxx LEISURE TIME Smart City for family trips Selected tours, hidden tips, mysterious maps, surprising stories — our app could be a perfect tool for families. Suggested paths, recipes and ideas for users, for example: - the best Sunday breakfasts - the best spots for nordic walking - famous business lunches - family trips - the best spring sales - Montreal’s famous bagels RESTAURANTS, REVIEWS, EVENTS - We can easily inform users about the hottest events in town. A book premiere? A new season of favorite tv series? Imagine a city game connected with Dexter or The Minions. A user discovers all the spots to get a ticket for a premiere or a sponsor’s gift. Xxxxxxxxxxxxxxxxx Social goals / accesibility First of all: we should inform a user how much time and energy he is saving with STM. WHY WE DO NOT ENCOURAGE PEOPLE TO SHARE INFORMATION ABOUT ACCESIBILTY AS PART OF A GAME BUT WITH A GREAT PORPOSE? TO ENSURE PEOPLE WITH LIMITED ACCESS HAS THE MOST ACCOURATE INFORMATION ABOUT ACCESIBILITY? Xxxxxxxxxxxxxxxxxxx VIRTUAL NOTICE BOARD It’s a nice way to exchange information about: - missing animals - job offers - products and services - etc. Each bus stop has his own virtual notice board. Users can find needed offers from their neighborhood.
- xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx SMART KIDS All you need to do is scanning a QR code inside the vehicle. It will unlock a short audiobook for your child. Each audiobook describes a different story of Montreal. Each bus or metro line has its own story. Parents should be happy :) Xxxxxxxxxxxxxxxxx LEISURE TIME Smart City for family trips Selected tours, hidden tips, mysterious maps, surprising stories — our app could be a perfect tool for families. Suggested paths, recipes and ideas for users, for example: - the best Sunday breakfasts - the best spots for nordic walking - famous business lunches - family trips - the best spring sales - Montreal’s famous bagels RESTAURANTS, REVIEWS, EVENTS - We can easily inform users about the hottest events in town. A book premiere? A new season of favorite tv series? Imagine a city game connected with Dexter or The Minions. A user discovers all the spots to get a ticket for a premiere or a sponsor’s gift. Xxxxxxxxxxxxxxxxx Social goals / accesibility First of all: we should inform a user how much time and energy he is saving with STM. WHY WE DO NOT ENCOURAGE PEOPLE TO SHARE INFORMATION ABOUT ACCESIBILTY AS PART OF A GAME BUT WITH A GREAT PORPOSE? TO ENSURE PEOPLE WITH LIMITED ACCESS HAS THE MOST ACCOURATE INFORMATION ABOUT ACCESIBILITY? Xxxxxxxxxxxxxxxxxxx VIRTUAL NOTICE BOARD It’s a nice way to exchange information about: - missing animals - job offers - products and services - etc. Each bus stop has his own virtual notice board. Users can find needed offers from their neighborhood.
- First of all: we should inform a user how much time and energy he is saving with STM. WHY WE DO NOT ENCOURAGE PEOPLE TO SHARE INFORMATION ABOUT ACCESIBILTY AS PART OF A GAME BUT WITH A GREAT PORPOSE? TO ENSURE PEOPLE WITH LIMITED ACCESS HAS THE MOST ACCOURATE INFORMATION ABOUT ACCESIBILITY? xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx SMART KIDS All you need to do is scanning a QR code inside the vehicle. It will unlock a short audiobook for your child. Each audiobook describes a different story of Montreal. Each bus or metro line has its own story. Parents should be happy :) Xxxxxxxxxxxxxxxxx LEISURE TIME Smart City for family trips Selected tours, hidden tips, mysterious maps, surprising stories — our app could be a perfect tool for families. Suggested paths, recipes and ideas for users, for example: - the best Sunday breakfasts - the best spots for nordic walking - famous business lunches - family trips - the best spring sales - Montreal’s famous bagels RESTAURANTS, REVIEWS, EVENTS - We can easily inform users about the hottest events in town. A book premiere? A new season of favorite tv series? Imagine a city game connected with Dexter or The Minions. A user discovers all the spots to get a ticket for a premiere or a sponsor’s gift. Xxxxxxxxxxxxxxxxx Social goals / accesibility First of all: we should inform a user how much time and energy he is saving with STM. WHY WE DO NOT ENCOURAGE PEOPLE TO SHARE INFORMATION ABOUT ACCESIBILTY AS PART OF A GAME BUT WITH A GREAT PORPOSE? TO ENSURE PEOPLE WITH LIMITED ACCESS HAS THE MOST ACCOURATE INFORMATION ABOUT ACCESIBILITY? Xxxxxxxxxxxxxxxxxxx VIRTUAL NOTICE BOARD It’s a nice way to exchange information about: - missing animals - job offers - products and services - etc. Each bus stop has his own virtual notice board. Users can find needed offers from their neighborhood.
- Loyalty crm is the key element to build long lasting engagement solutions
- @GD: I do not particulary like the design but the idea behind these big font and format is to make really easy to the audience to pick my contact details: easy to read, easy to take a picture. The key of this presentation is to get contacts after the meeting and coverage. So please think about a good way to achieve this. The next slide is the one you did for my previous event. It may help for inspiration. But remember, font needs to be big.