Whether it's your website, online communities, or social media channels, marketers have unprecedented challenges in getting their customers to engage with relevant products, content and services. Knowing the "build it and they will come" mentality has failed, innovative organizations are injecting powerful engagement mechanics across their digital ecosystem to acquire customers, retain them over time, and maximize their lifetime value. In this session with Chandar Pattabhiram, you will learn how world-class companies are recognizing and influencing customer behaviors across their digital ecosystem with gamification, driving long-term engagement that supports their business objectives. Watch this session from the record-breaking New Rules of Marketing Virtual Event to discover how to: • Use gamification to drive customer retention and value • Reward users, elevate their status, and give them context • Enhance overall user experience • Analyze behavior data and enhance your engagement program

2. Driving Better Customer Retention and
Lifetime Value with Gamification
Chandar Pattabhiram,
VP of Worldwide Marketing
09/19/2013

3. Agenda
• Gamification Explained
• Using It To Driving Customer Retention & Value
• Q&A

4. WHAT IS GAMIFICATION?
It’s buzzword central, but don’t get lost in the noise
It’s Not Games

5. It all starts
with a single objective…

6. How do I get more people to
do more stuff more often?

7. IT’S ABOUT MOTIVATING PEOPLE
Helping your customers and employees feel…
Socially Valued
SuccessfulSmart
Structured
Intrinsic
Rewarded
Extrinsic
Discovering new things &
proving knowledge
Winning &
besting competition
Earning elevated reputation,
status or prestige
Finding purpose
& direction
Getting stuff
they want

8. ENHANCING WHAT YOU’VE GOT
By layering more engaging experiences on top
of your existing applications
That Reach Customers
And Employees

9. ENGAGEMENT MECHANICS
Reward users, elevate their status, and give them context
Examples
Game Mechanics
Deliver achievements and instant
recognition for key behaviors
Reputation Mechanics
Elevate user rank, status and expertise
Social Mechanics
Surface behaviors and
achievements in context

10. EXAMPLE: GAME MECHANICS
Reward users immediately with points and achievements,
while generating long-term engagement with a mission

11. EXAMPLE: REPUTATION MECHANICS
Elevate user status with Levels & Leaderboards…

12. BEHAVIOR ANALYTICS
Built-in dashboards to analyze behavior data
and enhance your engagement program
Track Growth
Are new customers joining
your program?
Measure Loyalty
How many customers are you
keeping over time?
Segment by Behavior
Focus on specific content,
products, or campaigns
Initech

13. Designing for Long-term Success
It’s a closed loop system of engagement…
Track & Analyze
Behaviors
• Badgeville’s Behavior Analytics
Design & Update
Your Mechanics
• Game, Reputation, Social
Apply to User Experience
• Website, Social Media
Channel, Mobile App
YOUR
USER

14. Agenda
• Gamification Explained
• Using It To Driving Customer Retention & Value
• Q&A

15. Applying Gamification
to deliver
customer retention &
long-term value

16. DELIVERING A SUPERIOR EXPERIENCE
Customers
Sales Services
Involves motivating customers, and the people selling
to them and servicing their needs
THE CUSTOMER
EXPERIENCE

17. RETAIN CONVERTACQUIRE
THE CUSTOMER CHALLENGE
Three key imperatives for modern marketers today
How do I get
more customers?
How do I get them to spend
more money?
How do I keep
them over time?

18. LIMITED
TIME
THE MODERN CUSTOMER
They’re harder than ever to retain
MORE
CHOICE
More channels than ever
before to engage
More “madvocates”
than advocates
EMPOWERED
CUSTOMERS
Average customer attention
span of 8 seconds

19. THE LOYALTY DICOTHOMY
Customers have “Locked-in Loyalty” with Brands…

20. THE HEART OF THE PROBLEM…
We’re caught in a rut of rewarding value
based on one primary behavior…
Transactions

21. RETAIN CONVERTACQUIRE
THE SOLUTION
Driving engagement throughout the customer lifecycle
In New
Registrations
100%
In Community
Activity
In Purchases
40% 71% 18%

22. For acquisition…

23. SAMSUNG’S ENGAGEMENT CRISIS
Many one-and-done shoppers
LOG IN
FEWER ADVOCATES
Customers research product
or complain, rather than
promote products
LOW ACQUISITION
& RETENTION
Millions of shoppers visit
the site, but many don’t
login or return
LOW ENGAGEMENT
With User generated content
and social sharing tools

24. SAMSUNG NATION
Samsung’s social loyalty program powered by Badgeville, rewarding for key
behaviors that drive engagement and advocacy…

25. SAMSUNG’S ENGAGEMENT LAYER
Samsung Nation has created four times more advocates,
who spend two times more than average customers
4x
More
Customer
Advocates
6x
More buy
clicks
3x
More
Reviews,
comments
, & UGC

26. AUTODESK’S ENGAGEMENT CRISIS
Powerful and robust software, but low engagement during
trial period meant few conversions to paying customers
LOW ENGAGEMENT
Customers were not using
the products often enough
during trial periods
LOW CONVERSIONS
From trial users to
paying customers

27. AUTODESK’S ENGAGEMENT LAYER
Driving downloads and usage with an engaging software trial experience

28. REAL RESULTS
With Badgeville, Autodesk drove higher levels of user engagement
during the trial experience to boost revenue
140%
Trial
Usage
110%
Trial
Downloads

29. For retention…

30. MARKETO’S GOAL
Drive engaging customer experience across their
community
DRIVE ENGAGEMENT
With community sharing
tools across Marketo
Community
ENSURE HIGH RETURN
RATE
Enabling customers to use
community as a go-to
resource

31. MARKETO’S ENGAGEMENT LAYER
Rewarding high value behaviors and and empowering customers

32. REAL RESULTS
Marketo saw increased community engagement, higher quality user
contributions, and accelerated onboarding
51%
More
Active
Members
2X
Behaviors
110%
Engagements
per
Member

33. For conversions…

34. How to drive more repeat business and revenue?
SNEAKPEEQ’S
CHALLENGE
Business Objectives
• Repeat Visits & Retention
• Integrate tightly with
Facebook Open Graph
• Grow more revenue

35. Maximize customer revenue with more engaged audience…
ENGAGEMENT
DRIVES RESULTS
%
I’ll insert stat
40%
Daily
Retention
18%
Conversions
590%
Social
Shares
C o n v e r s i o n

36. DELIVERING A SUPERIOR EXPERIENCE
Customers
Sales Services
THE CUSTOMER
EXPERIENCE
Also involves teams that sell to customers and servicing their
needs

37. CRM: SALES PRODUCTIVITY
Incent sales to manage leads, opportunities
and deals more effectively
Example
Real-time recognition
for closing a deal or
converting a lead…
Key Goal
Influence low performers
to emulate high
performers.

38. REWARD BEHAVIOR EVERYWHERE
Surface behaviors, rewards and reputation across multiple apps
Services Sales Marketing HCM

39. ENGINE YARD’S ENGAGEMENT CRISIS
Lack of utilization around knowledgebase and support
community taxes support burden
LOW ADOPTION &
ENGAGEMENT
Inactive knowledge base
provided little incentive to use
SUB-OPTIMAL PROCESS
As customers under-utilize
knowledge base, support staff is
taxed with extra tickets

40. Driving more knowledgebase contributions to Zendesk,
reducing support burdens
ENGINE YARD’S ENGAGEMENT
LAYER

41. Driving more knowledge base contributions, reducing support burden
REAL RESULTS
40%
Increase in
searches
20%
Reduction in
tickets filed
40%
Improvement
in ticket
response
time

42. DELIVERING A SUPERIOR EXPERIENCE
Customers
Sales Services
Involves motivating customers, and the people selling
to them and servicing their needs
THE CUSTOMER
EXPERIENCE

43. How do I get started?

44. What do they value?Who am I talking to?
STEP 1: KNOW YOUR USERS
Identify the right personas and establish
what matters to them
What is the context?
Access
Stuff
Status/Reputation

45. How often do your users engage with each touch point?
STEP 2: DETERMINE TOUCH POINTS
Key Sites & Apps
To consider layering engagement mechanics
Enterprise
Social
Website
Communities
Marketing
CRMLearning
Social
Media

46. Socially Valued
SuccessfulSmart
Structured
Intrinsic
Rewarded
ExtrinsicStep 3: Translate it into Action
Find ways to recognize users & reward the important behaviors

47. Summary
Gamification on a Napkin:
• Getting more people to do more stuff more often
• Customers, employees, partners
• Why do it:
• Acquire customer faster and keep them longer
• Create your brand advocates who spend up to 10x more
• Make your employees productivity and retention
• www.badgeville.com/ for more information

48. Thank You!
• Questions?
• www.badgeville.com
• Chandar@badgeville.com

49. Appendix..

50. EMC’S ENGAGEMENT CRISIS
Powerful community, but limited adoption
LOW RETENTION
Thousands of customers
didn’t return each month.
LOW ENGAGEMENT
With community discussion
forums & ideation
EMC COMMUNITY FORUM
Login
R e t e n t i o n

51. EMC’S RAMP
EMC’s recognition, awards, and motivation program (RAMP) rewards
customers for contributing content and returning
30%
Retention
R e t e n t i o n

52. EMC’S ENGAGEMENT LAYER
EMC has increase community engagement and
fostered expertise in key content areas
41%
Community
Engagement
21%
Better
Retention
R e t e n t i o n