Was Gamification a short trend or is it a new fundament of modern CRM & Loyalty Strategies?
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The customer path outlined with gamification mechanics. What is the concept of gamification and in what way can it be optimized for different businesses and customer segments?
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Was Gamification a short trend or is it a new fundament of modern CRM & Loyalty Strategies?
- 1. WAS GAMIFICATION A SHORT TREND OR IS IT A NEW FUNDAMENT OF MODERN CRM&LOYALTY STRATEGIES? Loyalty 3.0 in the Digital Area – New approach to Loyalty Marketing Comarch Loyalty Breakfast 2016, Brussels
- 2. zofia.wozniak@comarch.com ZOFIA WOŹNIAK Business Solution Manager CRM&Marketing
- 3. WHEN DID IT START?
- 4. RESULTS By 2015 the Primary Mechanism To Transform Business Operations Source: Gartner
- 5. RULE 1: WE ARE GAMERS. ALL.
- 6. STEREOTYPE
- 7. REALITY 34 years 48%F / 52%M 98% two-years-olds 21 years - 10 000 hours
- 8. RULE 2: WE LOVE FUN. GAMIFICATION SHOULD BE FUN.
- 10. RULE 3: GAMIFICATION SHOULD BE SIMPLE.
- 11. MAIN ELEMENTS
- 14. User received badges Progress is rewarded A part of loyalty program Showed on a interactive map
- 15. SIMPLE THINGS – PERFECT RESULTS Over 2.8m additional views to the loyalty portal page Over 1.5 milion badges awarded Over 1.6m Facebook impressions of branded content 3 min 22 sec - average time of one web session Over 350,000 active users Best Frequent Flyer program in the US in 2014/ 2015
- 16. RULE 4: WE ARE SOCIAL. GAMIFICATION SHOULD BE SOCIAL.
- 17. 2005 2013
- 18. BUILDING COMMUNITY – BRAND AMBASSADORS
- 19. RULE 5: GAMIFICATION IS FOR EVERYONE. LIKE A COFFEE.
- 20. BUSINESS USE CASE Deepen engagement Increase loyalty Onboarding new users INTERNAL Employee collaboration Loyalty to a company Employee onboarding EXTERNAL Customer/business partner collaboration Loyalty to a brand User learning/ education
- 21. RULE 6: GAMIFICATION CONCEPTS ARE NOT UNIVERSAL. LIKE A COFFEE.
- 22. SIMILAR LEADS – DIFFERENT GOALS FINANCE & BANKING B2E GAMIFICATION MAIN GOAL: HIGHER SALES MAIN GOAL: SUPPORT CHANGE PROCESS MAIN FEATURES: PERSONAL TASKS, DAILY LEADERBOARD, 1-1 COMPETITION MAIN FEATURES: TEAM TASKS, BADGES, POINTS & LEVELS DESIRED INTERACTION FREQUENCY: EVERY DAY DESIRED INTERACTION FREQUENCY: ONE A WEEK BASE OF GAMIFICATION: COMPETITION BASE OF GAMIFICATION: COLLABORATION
- 24. RULE 7: LOOK INTO THE FUTURE
- 25. CUSTOMER PATH tutorial +25 task +55 task +55 skill +400 task +55 +300 LEVEL NEXT FUN unlock+50 Edu. quiz +80 share +50 Edu. quiz welcome +100
- 26. Campaign scenarios Engagement tasks Educational tasks Badges Leaderboar ds Lotteries & contests Rewards auctions Blind auctions Knowledge base Communities Social media Omnichannel experience HOW DO WE WORK? Overall campaign/topic Expected message to convey Expected behaviors and emotions Expected business results and problems to solve Processes to enhance and many more! You define: We define:
- 27. SUCCESS FACTORS 1. Proper usage of game mechanics 2. Appealing story-telling & visualizations 3. Properly defined customer path 4. Properly defined rewarding scheme 5. High level of interactive multichannel interactions 6. High level of personalization
- 29. OUR DAILY WORK
- 30. COMARCH ENGAGEMENT GLOBAL PROJECTS Global FMCG producer Global FMCG producer Global FMCG producer Sportswear retailer
- 31. QUESTIONS? SO GAMIFICATION IS MAKING GAMES? NO. IT ISN’T
- 32. THANK YOU!