Business Gamification for On- and Offline

In the following 45 minutes, Peter Zwyssig
from foryouandyourcustomers will explain
how Business Gamification for On- and
Offline channels works and show you the
basics of customers engagement.

«More than 70% of Global 2000
organizations will have a gamiﬁed
application by 2014.»
Gartner Research, 2011

«By 2014 a gamiﬁed service for consumer
goods marketing and customer retention will
become as important as Facebook, eBay or
Amazon.»
Gartner Research, 2011

Agenda Business Gamification for On- and Offline
1.Customers and their multichannel journey
2.Experience and behaviour management along on- and offline channels
3.How to engage users
4.Gamification in a nutshell
5.Business gamification for enterprises
6.Examples of gamified applications
7.Start your business gamification project

Do customers change? Some trends we have seen in the last
years...
Any Channel

Any Place

Any Time

Always «Now!»

One Stop / Full Service

High expectations
per touchpoint

Personal Service

Less time
per touchpoint

More comparison,
steeper competition
More
touchpoints

Source: foryouandyourcustomers

Today every customers is a multichannel customer


Customers prefer companies that deliver an outstanding multichannel experience.

company C: channels

company B: channels

company A: channels
Customer

The customer chooses the
touchpoints along its
customer journeys

Customers are using many touchpoints in different channels on
their customer journeys.

Awareness


Consideration

Purchase

Service

Loyalty

Every touchpoint during the customer journeys is a opportunity

Awareness


Consideration

Purchase

Service

Loyalty

Managing the customers experience along the customer
journey across all channels becomes key.
Experience

Conversion

Any Channel

Any Place

Any Time

Always «Now!»


High expectations
per touchpoint

Brand

Personal Service

Less time
per touchpoint

More comparison,
steeper competition
More
touchpoints

Customer Journey

Apple manages customer
experice proactively.

Apple is advanced to provide similar user experiences across
their channels.


A customer journey map helps to understand what channel
takes which job and how to create a similar experience.
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rail booking is only one part of people’s larger
travel process.

People build their travel plans over time.

People value service that is respectful, effective
and personable.

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Destination
pages

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Print e-tickets
at home

Web

FEELING

Check ticket
status

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

E-ticket Print
at Station

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a
little more for first class.

• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

Share experience

Activities, unexpected changes

May call if
difficulties
occur

Talk with
friends

Post Travel

Live chat for
questions

DOING

THINKING

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• I am feeling vulnerable to be in an unknown place in

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

• Trying to return ticket I was not able to use. Not

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• Stressed that I’m about to leave the country

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• Excited to share my vacation story with

the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

my friends.

• A bit annoyed to be dealing with ticket refund
issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe






Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund






Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews
Cognitive walkthroughs

Customer Experience Survey
Existing Rail Europe Documentation

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011

Source: adaptivepath.com

Can you control or
inﬂuence customers along
the multichannel customer
journey?

Marketing and its 4Ps have some influence on the «customer
journey».
Product

Price

Awareness

Promotion

Consideration

Purchase

Service

Loyalty

Place

There are many online tools to influence customers, but...
Goals

Attract visitors

Fill & increase Basket

Raise Conversionrate Enrich Support

Increase loyalty

Increase Traffic on your
Website (direct, referral,
organic/search, campaigns)

increase frequency, arouse
interest in buying, start filling
the shopping cart and
increase cart size

Close the deal! No
distraction!

Enhance customers
satisfaction e.g. with self
service portals and other
after sales services

Increating trust in brand
lead to higher frequency,
avg basket and
recommendations

Service

Loyalty
- Personalized offerings in

Awareness

Consideration

Purchase

- Relevant content, attractive - Simple Checkout-Prozess

- Self Service Portals with

-

Tools

- Multichannel Campaigns
- Search Engine Optimization

-

-

-

(SEO - content and technical)
Search Engine Marketing
(SEM - paid)
Bannering
E-Mail-Newsletter
Affiliate and Partnerprograms
Online PR (Blogging, Social
Media)
External Backlinking,
Recommendations and
Ratings


-

offerings incl. Up-, Side- and
Cross-Selling
High quality product
presentation with ratings
Good Information
architecture that works as
well mobile (Landingpages)
Guidance to find the right
product (very good search,
wizards, facetted search)
Online-Merchandising to take
infuence on ranking, teasers
and offerings

with many payment
methods (per Invoice) and
trust labels
Process-Improvements
with A/B-Testing
Co-Browsing & Operator
Chats
After Transaction Up-,
Side- and Cross-Selling
Reactivation of
incompleted baskets

-

E-Learning Videos
Community Support
Social Media Usage
Register online to
prolongue product
guarantee
Reorder easily via QRTag

Newsletter or with teasers in
the Onlineshop etc.
- Multichannel loyalty
programs
- Multilevel Marketing
(customers bring customers)
- Success Stories

You can‘t really
control users!
But what does
users drive and
motivate?

We focus on the customer and the human being again.
Can they be motivated
or are the just lazy?

Any Channel

Any Place

Any Time

Always «Now!»


High expectations
per touchpoint

But what does
users drive?

Personal Service

Less time
per touchpoint

More comparison,
steeper competition
More
touchpoints


How does
motivation work?

Can you
engage user?

There are two general types of motivations: intrinsic and
extrinsic.


Playing games was, is and will be part our culture. It‘s an
important starting point for our motiviation and engagement.
Fun

Motivation
Engagement

Culture

Flow

Play

The play element is primary to and a necessary condition of the
generation of culture

It discusses the importance of the play element of culture
and society.
Huizinga uses the term "Play Theory" within the book to
deﬁne the conceptual space in which play occurs.
Huizinga suggests that play is primary to and a necessary
(though not suﬃcient) condition of the generation of
culture.

Johan Huizinga, dutch
historian and cultural
theorist born 1872 in
Groningen (NL)

1938 the book about the
«Playing man»

Question: How to change the
bottle recycling behaviour of
people?

Source: http://www.youtube.com/watch?v=zSiHjMU-MUo

Why do we play?

Curiosity
Social Experience

Curious about the challenge, the strategy and the
process of problem solving

We used competition, teamwork as opportunity
for social bonding and personal recognition.

Excitement and Amusement
The rule-based game brings excitement to
our lives and reliefs us from bad thoughts
and feelings

Evolutionary background
We sucessfully solved problems by playing
games and social interactions

Play

Ideal learning in the ﬂow
If the challenge is ideal - users can reach
a ﬂow status which is ideal to learn

«Gamiﬁcation is 75% Psychology and 25%
Technology.»
Gabe Zichermann

Several years ago, gamification has been sucessfully applied to
take influence on the behaviour of users

The rise of «Gamification»
Google Trends „Gamification“

Hype cycle of emerging trends

Expectations
Gamification (2013)

Innovation
trigger

Source: Google Trends Keyword „Gamification“

Source: Google Trends

Peak of
expectations

Through of
disillusionment

Slope of
enlightment

plateau of
productivity

Source: Gartner research

time

«The market for gamiﬁcation will grow to
$1.6 billion in 2015, from $100 million in
2011.»
eMarketer (2011)

What is gamiﬁcation?
Some businesses are taking a
«chocolate covered broccoli»
approach by simply adding
points, badges, and
leaderboards to their
applications and calling them
gamiﬁed.

«By 2014, 80% of current gamiﬁed applications
will fail to meet business objectives, primarily
due to poor design.»
Gartner Research, 2012 November

Gamification is about creating a positive impact to user
engagement and changing the behaviour.

« Gamiﬁcation seeks to take advantage of
deploying game dynamics and mechanics
into non-game activities to change peoples
behaviour»


Gamification targets a wide audience and impacts the mass.

1% Experts
7%

Activists

11%

Enthusiasts

16%

Dabblers

65%

Spectators

Question: How to bring people
driving less than 30 km/h?

Source: http://www.youtube.com/
watch?v=iynzHWwJXaA

Gamified applications are using game mechanics to stimulate
positive behaviours and increases productivity in a fun way.
Challenges
Mission!

Serious fun

-

Sharing, engaging, motivating,
learning, ﬁnding etc.
Cooperation and Competition
Collaboration and
comparability in the community


About personal missions including:
- Activities & Badges
- Levels & Points
- Rewards
- Reviewing personal progress
- etc. ..

- Rewards are visible to all and

Won!

our
gift
for you!

Community

Rewards

-

displayed in real-time.
immaterial
Points ranking (status)
Badges (Badges)
Attractive gifts (premium)

A good game mechanics can help to interact with basic human
desires and cover parts of intrinsic and extrinsic motivation.
Game mechanics
Points
Levels
Challanges
Virtual goods
Leaderboards
Gifting & Chartity

pink = fulﬁlls
grey = affects

Reward

Status

Achievment

Expression

Competition

Altruism

Make the progress visible!

Source: http://i.imgur.com/kNCQe3t.jpg

It’s not only about discounts. Reward customers in different
dimensions by using the SAPS Model.
Status (S)
- Miles & More Status Miles: FF / Senator / HON
- Foursquare: Badges & Levels
- Facebook, Twitter, LinkedIn & Co: number of friends /
followers or premium member
- Employees: Titels, Positions, Head of ...

Power (P)
- Vodafone Support Community
- Xing: Moderator (stronger voting power)
- Employees: Beeing part of Steering Committees,
delegate work / leads


Access (A)
- Miles & More: Business Lounge
- AH Bonuscard: Promotions for limited editions
- Shopping Clubs: Vente Privée, Buy VIP, etc.
- Business Clubs, organizations: clubhouse, members
- Employees: Access to archives other rooms, special
Trainings, VIP Support hotline, dinner with C-Level,
special reportings

Stuff (S)
- Miles & More: convert points in ﬂights
- Online Shops: Free shipping, 3 for 2, 10% off
- Coke B2B: Coke Dollars & Merchandising Shop
- UBS Key Club: Points & Club Shop
- Employees: win a weekend in Montecarlo

Gamification is a maturity level of personalization and requires
identification mechanism
Recognition

Anticipation

Gamification

Customer relationship

Individualisation

Rewarding
Social Media

Direct Mailiing

Customer profile (CRM)

Customer Database (CRM)

Identification

Vouchering / Coupons

Merchandising

Contact

Marketing Activities
Brand

Mass Mailings
Discount

Offering (Products & Services)

Communities

Survey

Christmas Card
Advertise

Member & Status

Money Back programs

Contest

Product


Recommendation
(Crowd Behaviour)

Customer Journey Analysis
Birthday Card

Marketing

Recommendation
(Individual Behaviour)

Behaviour Targeting

Personalization

Loyalty program

Personal Offer

Branding

Consumer

Price
Service

Buyer

The levers of Business Gamification
User Engagement

Loyalty & Advocacy

Revenue & Conversion

Audience & Community


Source: Wiley, Composition Services Graphics

The business gamification solution stack as a basis for internal
and external applications of gamification

Points

Challenges

Rewards

Leaderboards

Business Gamification Engine

...

Community

Experience

aesthetic elements

Customer
loyalty

Loyalty plattform

...

Supplier
Knowledge
Management Management

Supplier Excellence Gamification

CRM / Sales Gamification
Badges

HR

Onboarding & eLearning
Gamification

QM

MDM Quality Improvement

Sales

Product Launch Gamification

Product
Management

external

User Engagement

internal

...

Danone Actimel (FMCG)
Actimel Loyalty Program

Increase turnover, loyalty and engagement with gamified loyalty
(behavioral marketing and sales program)

Actimel is a delicious yogurt drink, containing
10 billion exclusive L. Casei cultures, Calcium
and Vitamins B6 and D in every bottle


E-Commerce Gamiﬁcation
Stimulate the user behaviour to boost
turnover

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Cankado
improves adherence
in the treatment of cancer

Cankado improves the adherence in the treatment of cancer
and was created with in cooperation with INSTIM

- Cancado is an integrated and easy-to-use e / m-health
therapy-accompaniment program for manufacturers,
doctors and patients
- Based on the user behavior triggers Cancado
automatic support processes, which reduces the
dropout rate and increase the quality of treatment


The consequences of lack of adherence

Manufacturer
• Image losses
• Loss of long-term patients
• revenue losses

Patients
• Deterioration of therapeutic
success
• low acceptance
• Problems in dealing with side
eﬀects

Health Care Professionals
• Increased workload
• Explanatory and dependent care therapy
• Sophisticated management of side eﬀects

In three steps to your first gamified application

1st - Select a pilot
for your enterprise gamiﬁcation and


2nd - Start with goals

3rd - Create a prototyp

and behaviours and use a crossfunctional team

work iterative and wrap your concept
in a good story and user experience

1st: Select a business case as pilot to apply gamification to it.
pilot

insights

pilot project for an
single business
process

analysis and learning

Points

Challenges

Rewards

Leaderboards

Business Gamification Engine


...

Community

Experience

aesthetic elements

Customer
loyalty

Loyalty plattform

Knowledge
Management

...

Supplier
Management

Supplier Excellence
Gamification

MDM Quality
Improvement

Product Launch
Gamification
Badges

HR

Onboarding & eLearning
Gamification

QM

CRM / Sales Gamification

Sales

external

User Engagement

internal
Product
Management

improvement

...

analysis

multiplication
rollout to other
business processes

2nd: Staff your gamification project cross-functional and start
defining the right goals and behaviours carefully.

goals
define consumer or
employee related goals
and objectives


behaviour
define valuable user
behaviour, that drives
those objectives

benchmark
define benchmarks
(KPIs)

reward
choose reward
dimensions and define
rewards

3rd: work iterative, wrap your concept in a good story and user
experience and create a visual prototype to explain.

Workshop 1: Requirements & Goals
Project review / approval
Workshop 2: Technical Concept
Concept presentation

4w - 6m
Workshop 3: Wireframes

Prototype + Look & Feel
Functional and technical
concept including ﬁrst goals,
behaviours and rewards


What can we do for you and your customers?

Peter Zwyssig
http://pez.foryouandyourcustomers.com
+41 78 870 57 28
foryouandyourcustomers in Amsterdam · Munich · Vienna · Zurich

Business Gamification for On- and Offline

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