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