discover how starhub drives customer loyalty and top-line revenue through gamification

Discover how StarHub drives customer loyalty and top-line revenue through Gamification

Darren ChooAVP, Social CRM, StarHub

@bluefirefly2359CEM Roundtables 17 - 18 March, 2015

Agenda

Organizations are just realising the positive impact of gamification on improving your connection to your customers by rewarding them for performing desired actions, leading to better overall customer experience and increase NPS.

• Learn how StarHub designed gamification into their CEM plan to reward advocates

• Defining the goals of your gamification strategy• How has gamification positively impacted

StarHub’s ability to response to comments and feedbacks on social media?

• Learn how to encourage greater adoption

@bluefirefly2359

What motivates you to play a game?

@bluefirefly2359http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html

Reiss 16 Human Needs


What motivates you to play Candy Crush?


Something inside your brain is telling you: that's all messed up! Tidy it up now!


What motivates you to play World of Warcraft?


The feeling of being part of something bigger than us, to be part of a group. A place to belong, and where to find a better place to do so than in World of Warcraft.


What motivates you to play Angry Birds?


The survival of the Angry Birds is at stake! Dish out revenge on the Bad Piggies who stole the Birds’ eggs!

http://www.rovio.com/en/our-work/games/view/1

Gamification techniques strive to leverage people's natural

desires for socializing, learning, mastery, competition,

achievement, status, self-expression, altruism or closure.

Source: wiki @bluefirefly2359

What motivates you to play a game?

What is a Game?

@bluefirefly2359

1. A goal that we will try to achieve.

2. A set of rules that we have to respect and follow.

3. A voluntary and playful willingness. Games are voluntary, and if forced, playing turns into working

4. Games require continuous feedback on what we are doing. Points system are this kind of feedback that almost all games use.

http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html

Is this Gamification?


@bluefirefly2359

1. A goal

2. A set of rules

3. Voluntary willingness

4. Continuous feedback

Yes!


“Free MRT before 7 am”

@bluefirefly2359

1. A goal

2. A set of rules




Yes!


“Singapore ERP – Electronic Road Pricing”

@bluefirefly2359

1. A goal

2. A set of rules




Yes!


“Spot the Conscientious Motorists”

@bluefirefly2359

1. A goal

2. A set of rules




Maybe

Why should I bother about Gamification?

@bluefirefly2359

The research company Gartner predicts that by 2015, more than 70% of Global 2000 organizations will have at least one gamified application

http://badgeville.com/wiki/Gamification

What benefits of Gamification did StarHub Get?

@bluefirefly2359

Crowdsupport Customer Advocacy

Branding benefits

Content Marketing

Social Media Crisis Prevention

Co-CreationProduct Advisory

Anti -TrollsImproves retention and acquisition

Partnerships

Zero moment of Truth Strategy

StarHub Gaming Application –

StarHub Community

Gamification Benefits - Crowdsupport

80% find the visits helpful; 3 in 4 reduce or remove interaction time with Shop/Hotline

@bluefirefly2359

Gamification Benefits – Customer Advocates

@bluefirefly2359

Gamification Benefits – Anti Trolls

@bluefirefly2359

Gamification Benefits – Retention & Acquisition

N = 2,394 Unique entries; 31% have not read

90% of those who read the forums regarding customer queries and solutions are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered

Even for those who have NOT

read the forums, 70% are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered

@bluefirefly2359

Gamification Benefits – Content Marketing

91% of those who have read any product reviews and user experiences such as blog articles and forum posts on StarHub Community are more likely to subscribe or resubscribe to StarHub with this additional way of getting information

Even for those who have NOT read the product reviews and user experiences such as blog articles

and forum posts , 62% are more likely to subscribe or resubscribe to StarHub with this additional way of getting information

@bluefirefly2359

Gamification Benefits – Brand Benefits

@bluefirefly2359

Gamification Benefits – Co Creation

@bluefirefly2359

Consume(Visit, View)

Advocate(Cocreate,

DefendRecommend)

Pride

Answers Satisfaction

Loyalty

Benefits to the Social Customer

Benefits to the Social Organisaton

SupportRecognition

SalesKnowledgeCreate

(Ask, Contribute something that others can respond to)

Curate(Rate, Tag, Comment)

Powered by Social Technologies (Lithum)Source: Social Customer Experience, Dave Evans & Joe Cothrel @bluefirefly2359

What are the benefits of Gamification?

@bluefirefly2359

Is this for real?

Seriously… which customer would bother to help my company?

@bluefirefly2359

Is this for real?

Hours online by top 3 super users helping others: 3814 hrs!

@bluefirefly2359

How does StarHub use Gamification principles?

StarHub Community Gamification Framework

Source: Octalysis

Gamification

Meaning

Empowerment

Accomplishment

Ownership

Scarcity

Social Pressure

Unpredictability

Avoidance

@bluefirefly2359

Gamification: Meaning

Meaning & Calling is the Core Drive where a player believes that he is doing something greater than himself or he was “chosen” to do something.

@bluefirefly2359

Meaning


Meaning

@bluefirefly2359


Vision: Consumer Empowerment

Slogan: The Community Run by YOU

Mission: StarHub utilising social technologies of sharing, rating, reviewing, connecting and collaborating, empowers the Customer to engage with the brand productively, creating value for himself, the other customers as well as for the brand

Meaning

@bluefirefly2359


Meaning

@bluefirefly2359



Gamification

Source: Octalysis @bluefirefly2359


Empowerment

@bluefirefly2359

People not only need ways to express their creativity, but they need to be able to see the results of their creativity, receive feedback, and respond in turn.

Source: http://octalysisgroup.com/


Empowerment

@bluefirefly2359

Empowerment of Creativity &

Feedback


Source: Octalysis

Gamification

@bluefirefly2359


Accomplishment

Badges, Leaderboards

& Trophies

@bluefirefly2359

Accomplishment is the internal drive of making progress, developing skills, and eventually overcoming challenges.



Accomplishment

@bluefirefly2359

Badges


Accomplishment

@bluefirefly2359

Leaderboard


Accomplishment

Trophies

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Expert Titles

@bluefirefly2359

Accomplishment


Milestone Unlock

@bluefirefly2359

Accomplishment

Milestone Unlock


Accomplishment

@bluefirefly2359

Highest Accolades


Accomplishment

@bluefirefly2359


Accomplishment

@bluefirefly2359

Highest Accolades


Accomplishment

@bluefirefly2359

Celebrating Accomplishments


Source: Octalysis

Gamification

@bluefirefly2359


Ownership

@bluefirefly2359

People love to collect things.

Users are motivated because they feel like they own something.

Includes virtual collections of blogs and knowledge bases, posts and groups.



Ownership

@bluefirefly2359

Virtual collections of

blogs and knowledge

bases, posts and groups


Ownership

@bluefirefly2359

Virtual collections of

blogs and knowledge

bases, photos, tags,

posts and groups etc


Ownership

@bluefirefly2359

Customising of profile

picture using avatars or

photos


Source: Octalysis

Gamification

@bluefirefly2359


Scarcity

@bluefirefly2359

This is the drive of wanting something because you can’t have it (or few have it).

http://octalysisgroup.com/


Source: Octalysis

Gamification

@bluefirefly2359


Social Pressure

@bluefirefly2359

Includes acceptance,

social responses, companionship,

as well as competition and

envy


Social Pressure

@bluefirefly2359


Source: Octalysis

Gamification

@bluefirefly2359


Random intermittent reinforcementworks even better than continuous reinforcement.

Unpredictability

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Unpredictability

@bluefirefly2359


Source: Octalysis

Gamification

@bluefirefly2359


Digital Graffiti

Avoidance

@bluefirefly2359

Avoidance of

something negative

happening.

Have to continue to contribute in order to remain in the programme

Extrinsic versus Intrinsic Motivation

Things that bring value to the rest of the world

Things that bring value to the company

Things that bring value to community

Things they value for themselves

Extrinsic

Intrinsic

Groups, Blogs

Idea submitted, Advocate programme

Likes, Accepted Solutions

Badges earned, Prizes won,Delight & surprise,First to try

@bluefirefly2359

Extrinsic versus Intrinsic Motivation

Meaning

Empowerment

Accomplishment

Ownership

Scarcity

Social Pressure

Unpredictability

Avoidance

Picture Source: Flow Channel Wave (from "The Art of Game Design" book by Jesse Schell)

Sustainable in long termGood for scaling, works well in short term

Points/ Feedback

Badges Leader boards

Medals & Trophies

Ranks & Reputation

Portable Reputation

Team Reputation

Intrinsic MotivationExtrinsic Motivation

Easy to Game/ Implement Hard to Game/ Implement

Single Action Collaboration ActionReciprocity ActionMultiple Actions

@bluefirefly2359

Thanks!

Are you game enough for

Gamification?

Ask me anything!

Connect with me @bluefirefly2359