Businesses today face major challenges around customer motivation and engagement. Gamification strategies that focus on creating profitable customer behaviors, in community, can help brands overcome many of these challenges. We heard from James Butler, Online Product Manager, Vodafone UK, and Thomas Pel, Social Media Tooling Manager, KPN at LiNC 2015 to learn how advanced gamification techniques are what makes games so exciting (shared purpose, challenge, reward) and the deploying mechanics that make them work (points, badges, leaderboards). Then how to combine all of this in order to attract more customers, engage these customers in a community of shared interest, motivate purchases and even better retain and encourage co-creation of meaningful long-term brand value.
Here are key highlights of what they had to say:
What is the business case for gamification?
Cost savings in customer service is often the top one. Badges are designed to drive specific behaviors, and that can fulfill the cost savings. Translate the need for gamification into financial terms to help foster adoption in the company.
How do you plan a gamification strategy?
Understand your customers first. Identify what behavior(s) you want your audience to engage in. Every six months review and see if they are still applicable to your user base. Divide user base into different groups and incite different behavior from each group.
What are the biggest challenges of execution?
Naming the badges can be tough. You can crowdsource it within your company. Try to be creative and tie it to your company, while keeping it fun. Another thing that can be tough is getting users to complete their profiles. You can add a “percentage of profile complete” to incite people to complete their profiles. Create touchpoints to keep users active in the community.
What should we be aware of when we launch?
Give yourself a period of time to simply watch how it goes. Don’t make constant tweaks immediately. Set expectations with executives around what they can expect in terms of metrics, goals, etc.
And make sure to read up on Vodafone UK a nd KPN's Lithy 2015 Submissions:
If you are a customer, partner or attended the event, you can view a PDF of this session's presentation here.
Dayle Hall is the VP of Brand & Digital Marketing for Lithium. He is responsible for the visual representation of the brand, including all digital properties such as lithium.com, Lithium community and social media channels. Dayle is a marketing executive with 17+ years experience across all marketing disciplines. Prior to joining Lithium, he led Corporate Marketing and Corporate Communications at Aruba Networks where he developed the industry leading community of Wi-Fi technical advocates, Airheads Social. He has also held multiple marketing roles at Cisco and Oracle. Follow him on twitter @marinadazza
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