was gamification a short trend or is it a new fundament of modern crm & loyalty strategies?

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

zofia.wozniak@comarch.com

ZOFIA WOŹNIAK Business Solution Manager

CRM&Marketing

WHEN DID IT START?

RESULTS

By 2015 the Primary Mechanism

To Transform Business Operations

Source: Gartner

RULE 1: WE ARE GAMERS. ALL.

STEREOTYPE

REALITY

34 years

48%F / 52%M

98% two-years-olds

21 years - 10 000 hours

RULE 2: WE LOVE FUN.

GAMIFICATION SHOULD BE FUN.

RULE 3: GAMIFICATION SHOULD BE SIMPLE.

MAIN ELEMENTS

User received

badges

Progress is

rewarded

A part of

loyalty

program

Showed on a

interactive

map

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

RULE 4: WE ARE SOCIAL.

GAMIFICATION SHOULD BE SOCIAL.

2005

2013

BUILDING COMMUNITY

– BRAND AMBASSADORS

RULE 5: GAMIFICATION IS FOR EVERYONE.

LIKE A COFFEE.

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

RULE 6: GAMIFICATION CONCEPTS ARE NOT UNIVERSAL.

LIKE A COFFEE.

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

EXAMPLES OF PROJECTS

RULE 7: LOOK INTO THE FUTURE

CUSTOMER PATH

tutorial

+25

task

+55

task

+55

skill

+400

task

+55

+300

LEVEL NEXT

FUNunlock+50

Edu. quiz

+80

share

+50

Edu. quiz

welcome

+100

Campaign scenarios

Engagement tasks

Educationaltasks

Badges

Leaderboards

Lotteries & contests

Rewardsauctions

Blind auctions

Knowledge base

Communities Social mediaOmnichannel

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:

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

OUR GAMIFICATION TEAM

OUR DAILY WORK

COMARCH ENGAGEMENT GLOBAL PROJECTS

Global FMCG

producer

Global FMCG

producer

Global

FMCG

producer

Sportswear

retailer

QUESTIONS?

SO GAMIFICATION

IS MAKING GAMES?

NO. IT ISN’T

THANK YOU!