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Gamification: driving employee & customer loyalty, a telco scenario

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This document is a Gamification Strategy that I prepared for a telco firm.
Gamification is a competitive tool if deployed effectively. After reading this you should be able to reuse the concepts at your organization for engaging your employees and customers.

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Gamification: driving employee & customer loyalty, a telco scenario

  1. 1. Insight for more Customer and Employee Engagement Gamification Concept Strategy Paper: Anietie Akpan (September 2012)
  2. 2. Gamification: Is it just hype? 2 Source: Gartner Hype Cycle
  3. 3. What is Gamification? 3 Integrating game dynamics into a core activity or non-game environments in order to educate, change attitude or behavior and inspire action Done right – it combines: •Game mechanics • Missions • Tracks • Awards •Social Networking •Social Media •Reputation Management •Behavioral Analytics
  4. 4. The elements of Game: 4
  5. 5. Case example: Nike+ 5 Capture Sync Share
  6. 6. Nike+ Dashboard 6
  7. 7. Mint.com (Financial) 7
  8. 8. Verizon Insider 8
  9. 9. Gamification vendors 9
  10. 10. Companies that are using gamification 10
  11. 11. Where can we apply Gamification 11 Customers Employees Increased participation on websites Reward Loyalty through promotions Identity and engage Brand advocates Spur IDEA Generation Drive participation in Training Improve performance through competition Increase Employee collaboration
  12. 12. Two Use Cases – Customer & Employee
  13. 13. Customer use case – Participation across Products 13 Badges, points and levels for visiting pages, reviewing products and assisting others 1 Customer will be able to win badges and view a leaderboard 2 Incentives, feedback, and Rewards 3 Recognition and preferential treatment at MTN Stores 4
  14. 14. Customer Use case: Measurables 14 Engagement Retention Conversion People • Frequency • # of Activities • Lifetime Value • Churn Reduction • SIM Registration • ARPU • Subscriber growth • Active users growth • Total unique users
  15. 15. Employee use case – Nominating Champions 15 Employee nominates “STARS” via a Gamified Sharepoint Portal 1 Each nomination earns badges and employee is seeing progress 2 Incentives, feedback, and Rewards 3 RECOGNITION4
  16. 16. G User Engagement Customer Retention & Loyalty Brand Loyalty and Awareness Increased Revenues Motivated Staff Innovation
  17. 17. Post-gamification statistics 17 Client Engagement Brand Loyalty Brand Awareness 47% 22% 15% Source: Gamfiication.org
  18. 18. What else can we gamify? 18
  19. 19. 19 Roadmap/Next steps for Gamification Internalize within - IS Engage Vendors Implement Feedback & Progress Rollout to other SBUs Game Storming – with Innovation Hub SEPT-OCT NOV-DEC FY’13 - TBD
  20. 20. 20 Financials 1. TBD
  21. 21. Thank You - Questions
  22. 22. More: Game Mechanics vs. Human Desires 22 Human Desires Reward Status Achievement Self expression competition altruism Points Levels Challenges Virtual Goods Leaderboards Gifting & Charity Game Mechanics Primary desire a particular game mechanics fulfills The other areas it affects Source: Bunchball

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