Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamification by Rajat Paharia of Bunchball - Presented at the Insight Innovation eXchange North America 2013

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Learn the secret to using big data and gamification to motivate, engage, and engender true loyalty among your customers, employees, and partners. As our lives move online and nearly everything we do is being mediated by technology, all of our activity is generating reams of data – we are all “walking data generators.” Loyalty 3.0 reveals how to combine this “big data” with the latest understanding of human motivation to power gamification – the data-driven motivational techniques used by game designers to stimulate engagement, participation, and activity. With this potent combination, businesses now have a powerful engine for creating true loyalty among their customers and for generating a sustainable competitive advantage in their markets.

Business Technology

@rajatrocks @bunchball #gamification
What is Gamification?
• Measure&Motivate
• Reward&Recognition
• Reputation
• Loyalty
• Guiding&AmplifyingHighValueActivity
> Motivating People Through Data

@rajatrocks @bunchball #gamification
Motivation+
Big Data +
Gamification=
---------------------------
Loyalty 3.0
http://loyalty30.com

@rajatrocks @bunchball #gamification
The 10 GamificationMechanics
• Fast Feedback
• Transparency
• Goals
• Badges
• Leveling Up
• Onboarding
• Competition
• Collaboration
• Community
• Points
5

@rajatrocks @bunchball #gamification
Employee Motivation

@rajatrocks @bunchball #gamification
ConsumerMotivation

@rajatrocks @bunchball #gamification
HARNESSING 360 DATA FOR
COMPETITIVE ADVANTAGE
WarnerBros.InsiderRewards

@rajatrocks @bunchball #gamification
Benefits
• Trackandrewardonlineactivityandengagement
• Measurewhichactivities&contentonsitesmostcompellingand
mostviral
• “Warm”audiencefornewmarketingcampaigns
• Currencythatcouldbeusedtodirectaudience
• Currencythatcouldcouldbetradedfordata
• 360degreeviewofthecustomer:
• DVDspurchased
• Moviesrated
• Trailersshared
• Moviesitesvisited…

@rajatrocks @bunchball #gamification
INCREASING PATIENT COMPLIANCE
HopeLab-Zamzee

@rajatrocks @bunchball #gamification
Results!
• 59%increaseinphysicalactivity
• Doingpush-upsnon-stopfor45
min/week
• Scrubbingfloorsfor3hrs/month
• Chasingwildpigsfor6min/day
• Impactpersistedforatleast6mos
• Slowedgainin“bad”cholesterol
• Helpedcontrolbloodsugarlevels

@rajatrocks @bunchball #gamification
USING COMMUNITIES & CROWDSOURCING
FOR DISRUPTIVE INNOVATION
KraftCanada–FirstTaste

@rajatrocks @bunchball #gamification
CUSTOMER COMMUNITIES
Eloqua

@rajatrocks @bunchball #gamification
Results!
• More users answering questions instead of employees
• Customers engaged in the community more likely to renew
• Vibrant community attracts customers
• 40% increase in support call deflection

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