How gamification is making CRM more engaging
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Transcript of How gamification is making CRM more engaging
June2011
Gamifica/on–MakingCRMEngaging
Gamification & Customer Lifecycle
ValueofCustomerEngagement
‐Posi/veengagementacrosscustomerlifecyclecreateevangelistandviralspread
- Areas of Impact - Mkt – Creating Awareness
- Mkt – Driving Engagement
- Sales – Nurturing Leads
- Sales – Loyalty Programs
- Customer Experience
- Support – Support Community
- Innovation – Work Creativity
- Collaboration: Employee Engagement
Gamifica/on–Impac/ngCustomerLife‐cycle
Gamification – Creating Awareness
Thegamechallengesuserstokidnaptheirfriendstotheirfavoriteinterna/onalhideoutcity
Providesvarietyof"methods"suchas"EightballintheSock"or"FaultyHumanSlingshot
Userhavetoansweratriviaques/onrelatedtothatcitytoescapefromthehideoutcity
Playersearnpointsforansweringques/onscorrectly,andadvancelevels;gainaccesstonewmethodsonsuccessfullycomple/onsofkidnaps
Intheprocessofplayingthegametheplayerlearnsmoreaboutvariousloca/on.Thisapproachcouldbeveryusefulfortravelportalstocreateawarenessabouttheircontent
Source:hTp://www.facebook.com/travelchannelkidnap
KidnapFacebookGame
Snooth,theworld’slargestwinesiteaddedasociallayercalledWineRacktoitssite,encouraginguserstobeTerdiscoverandlearnaboutnewwine
WineRackusesgamemechanicstoencourageuserstodiscoverandtastemorewines,providingincen/vesthroughrewardstosharetheirwineexperienceandknowledge
ThegamehelpswithincreasingcustomerswinecomprehensionandknowledgeaboutSnooth'sofferings
Source:hTp://www.snooth.com/wine‐rack/
Snooth’sWineRack
Gamification – Driving Engagement
Real/metreasurehuntinLondonpoweredbyloca/onservicefoursquare
Thejimmychootrainerswerechecked‐intodifferentloca/onsforshortdura/ons
Par/cipantshadtofollowthecampaigntotracktrainerloca/ons
Ifpar/cipantsarrivedtoachecked‐inloca/onwhilethetrainerswerethere,theywouldberewardedwithatrainerofchoice
Campaignemployedappointmentgamedynamictodrivecustomerengagementaroundtheirtrainers
Source:hTp://www.facebook.com/CatchAChoo
JimmyChooTrainerHunt
Gamification – Nurturing Leads
Chiquitapartneredwith20thCenturyFoxandthemovieRio,togamelikesweepstakecalled“MakeYourWayToRio”
Bunchball'sNitroplacormwasusedtopowerthegamifica/onoftheChiquita/Riopromo/onalWebsite
Par/cipantswouldhavetocompletecertaintasks—likewatchingamovietrailer,coloringpages,twee/ngorpos/ngtoFacebookaboutthemovie
ThecampaignalsohadanamazinggamewheretheplayerhelpedBlu,anendangeredMacaw,getclosertohisfinaldes/na/oninRiodeJaneiro,tomeethisfemalecounterpartJewel
Prizesincludedringtones,musicfromthemovie,Chiquitabananas,anXboxandagrand‐prizetriptoRiodeJaneirocourtesyofAmericanAirlines.
Source:hTp://www.chiquitabananas.com/rio/index‐make‐your‐way‐rio‐sweepstakes‐2011.aspx
MakeYourWaytoRio–GamifyingaSweepstake
Gamification – Loyalty Programs
VirginAmericaisusingTopguest’sperksplacormandthe"appointment"gamedynamictooffercustomersfrequentflyerpointsinexchangefortheircheck‐ins
VirginAmerica'sguestfrequentflyerscancheck‐intoadesignatedVirginAmericaloca/on–suchastheairline'shomebaseatSanFranciscoInterna/onalAirport,andtheTopguestapplica/onwillno/fytheminreal/methatthey'vereceivedelevatepointsasareward
VirginAmericaguestscanearnanaddi/onal25Elevatepointspercheck‐inandtotalpoten/alof50extrapointsperflight,henceprovidingfrequentflyerswithacompellingwaytoearnrealworldrewardsforvirtualcheck‐ins
Source:hTp://www.virgin‐atlan/c.com/en/us/corporateandtrade/backstage/travellingwithus/frequenclyerprogram.jsp
VirginAmerica–FrequentFlyerCheck‐ins
Gamification – Customer Support
ExpertsExchangeisaonlinecommunitydedicatedtoprovidingbeTerITassistancetotheworldusinggamedynamics
Userspostques/onsandassignpointstotheirqueries.Thesiteencouragestechnologyexpertstoanswerthequeriesandearntheallocatedpoints
Theplacormhasaleader‐boardtoshowcaseexpertsandaprogressionsystemwhichallowspeopletobecomeexpertsfordifferenttopicsandeventuallygetaddedtothehalloffame
Theplacormusesbadges,andavatarstorecognizeexper/seonthesite,whichinturncanhelpthemgetfreelanceassignments
Source:hTp://www.experts‐exchange.com/
ExpertsExchange–GamifyingSupport
Gamification – Customer Experience
Thetourofthe9Smithsonianmuseumsisarrangedasatrekgame
Questinvolvesanswering70ques/onstheanswerstowhichareavailableinthemuseums
Timebasedchallengequestsareperiodicallyorganized
TherearerewardslikefreeiPad,etc Gamehelpsengagethepar/cipantswhiletouringthemuseumandgetmorevaluefortheexperience
Source:hTp://www.gosmithsonian.com/scvngr/?device=other&c=y
GoSmithsonianTrek
Gamification – Encouraging Innovation
Objec/veofthesystemwastomo/vatecivilservantsandcreateaninnova/vecultural
Thesystemusedgamemechanicstoaidthegrowthandsupportofnewideas
IdeaStreetemployedapointsystemtoincen/vizeemployeestodefineandcurateideas;virtualcurrencywasusedasareward
Par/cipantswereencouragetoinvestinanideabybuyingshareswhichtheycouldtradeonavirtualstockmarket
ThewinnerworkedinaremotedistrictofficeandwasrewardedbyaleTerfromtheSecretaryofStateforWorkandPensionsinvi/nghimcomeandworkinthecentraloffice
Source:hTp://www.gartner.com/DisplayDocument?id=1476216
Work&PensionsDepartment‐IdeaStreet
Gamification – Employee Collaboration
RyppleisasocialperformanceplacormaimedatmakingabeTerworkplace
Ituseselementsoffeedbackfromthegameworldtoprovideainnova/vewayforbusinessestoprovidecon/nuous,ac/onablefeedback,coaching,andrecogni/ontotheirteams
Thesystemallowsteamstodefinegoalsandindividualtasks.Theinterfacehasvisualcueslikegameswhichindicateprogressonamorereal/mebasisandhenceprovidethesameinstantandconstantgra/fica/onsgamesprovidewhileplaying
Italsoallowsuserstoprivatelyorpubliclythanksomeonefortheirassistance.Wehaveseenfromsocialgamesthatsuchsocialrecogni/oncanactasamajorincen/ve
Source:hTp://rypple.com/
Rypple–GamifyingFeedback
About Kuliza
Kuliza is a social technology firm focused inhelping companies leverage social so4ware,community pla8orms, mobile and cloudcompu;ng for improving business performance,communica/onandcustomerengagement.
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