Fans and gamification for business and marketing

A small story on ��

fans and gamification

Meet Steve.

Marketing manager at XBank.

Steve Fantinuum!Marketing manager!

Safe Sustainable

Forward thinking

Future �proof

XBank is the family bank that cares about the future.

Steve wrote the best selling books ‘How to win fans and motivate �people’ and ‘The 0% Churn company’

But! Want to hear a little secret?

Inspirator Steve used to have a different focus. He only read the first half of this book.

Had no trouble at all pulling the odd sales trick.

Bought a few customers here and there.

And hey, I don’t blame him. That’s exactly what he was hired for!

Happy boss!

Steve produces the customer numbers. So his boss is happy.

Happy Steve!

Happy boss!A big bonus!

And Steve gets his reward.

What about the customers? Well, they’re not so happy.

This is what they got once they’d entered through the front door…

Yeah, they felt a bit abandonned.

Until that one day… when Steve sees the light!

A workshop on the power of fans wakes him up.

The power of fans!!

Let’s zoom in a bit on that presentation on fans.

The power of fans!!

Rockstars have known for decades: fans are committed, profitable and loyal.

They contribute from the heart with fair criticism and great ideas.

And they take over your acquisition by sharing their enthousiasm.

!Fans are the hidden treasures of your brand!!1.  Fans are loyal and have higher margins!2.  Fans are involved and constructively critical!3.  Fans attract new customers!

That’s the power of fans!

Nothing new for these guys!

Duh…                                      Duh…                        Hmm…                                  Duh…  

Questions !!

?!Uhm… !

What do I !do now?!

Steve loves the idea! But how to make the most of that power?

Questions !!

?!That’s my next slide Steve…!

The presenter turns to the next slide…

And tells Steve how to unleash the power of fans.

How do you put that power to effect?!!1. Recognize and interact!

2.  Acknowledge !3.  Activate and stimulate!

4.  Reward!

Continuously!!

Not as a smart PR stunt.

But for real! Based on real beliefs.

Steve returns home, sits back and lets the idea of a fan focus mature...

So  when  I  recognize  my  customers,  I  can  get  in  touch  and  share  ideas  on  the  future  

of  XBank!  

First: Recognize your fans, know who they are, get in touch, interact!

And  when  I  acknowledge  them,  they’re  more  likely  to  stay  loyal  to  XBank!  

Second: Acknowledge your fans so they know you value them.

And  when  I  ac.vate  them,  we  can  work  together  on  further  building  XBank!  

Third: Activate and stimulate fan behavior, help them share their ideas and love.

All those existing customers… What if everyone introduced just one friend!?

Wow! The potential!!

And  if  they  do  all  this  good  stuff  for  us,  we  should  reward  them!  

Finally: Reward fan behavior, show your appreciation!

Steve is back in the office early the next day, full of energy.

John Bell!Manager Customer Contact!

He runs into John, head of customer contact at XBank. John is the silent type.

John! We need to focus on our fans. They are our hidden

treasures. If we could just unlock their potential…!

Steve gets all psyched about the endless opportunities of a fan focus.

Even John is enthused and joins in on the excitement.

We get all sorts of compliments and ideas in our contact center. Why don’t we do something with

all that good stuff?!

But sadly the week ends. And Steve returns home….

Over family breakfast, he wonders…

How on earth do I stimulate fan

behavior?!

Steve’s son James has the answer.

World of Warcraft. Only the single most successful game ever created. Duh.

He starts a monologue on quests, instant feedback, progress, rewards, �XP and status. And why it makes his blood rush.

Quests,  instant  feedback,  progress,  rewards,  experience  points,  status    

Steve is impressed and baffled at the same time. Only Google can help him…

ga�mi�fi�ca�tion [gay-muh-fi-kay-shuhn]

applying game dynamics and game thinking to non-game environments to increase engagement, loyalty and fun

Google says there’s a word for that: gamification.

Practically anything can be ‘gamified’ when you encourage intrinsic motivations!

Full of fans and gamification Steve joins the monday morning meeting.

Oh sorry, I almost forgot… meet Jane! She’s responsible for Finance at XBank.

Jane Moneypenny!Finance Manager!

We need to focus on!our fans and gamification

can help us!!

Steve enthusiastically presents his vision and ideas.

I support you! But start with our current customers. They have lots of great ideas!!

John adds the customer focus.

I like the idea, but what are the

returns for XBank?!

And Anne, as always, worries about the numbers.

Let me put all ideas into a fan program. Boss, what do you think?!

Go!!

Boss has the final say.

The  XBank  fan  program…    1.  Needs  to  fit  our  brand  and  vision  

Customers  par,cipate  because  they  love    the  brand  and  share  our  values.    The  fan  program  should  make  them  VIP’s  and  allow  them  backstage  access.    

He opens up Powerpoint and gets started…

The  XBank  fan  program…    2.  Needs  to  be  specific  for  our  target  group  

Our  target  group  ac,vely  pursues  a  safe    and  sustainable  future  for  their  family.  Everything  we  do  we  should  do  with    them  in  mind.  

Laying the foundation…

The  XBank  fan  program…    3. Needs  to  persue  common  goals  

We  can  use  our  customers’  ideas  to  truly  improve  and  build  long-­‐las,ng  rela,onships.    If  we  persue  common  goals  we  can  achieve  something  bigger  than  life!    

Of the XBank fan program.

Back home he turns to his WoW-addicted son for advice.

Help me out son! How can I use gamification to

engage our fans?!

I thought you’d never ask. Hang on! Let me slay this Level 60 Warlock first...!

Look… there’s a whole range of game mechanics.!

James grabs a deck of cards with game mechanics.

He lays them out on the table and explains that not every game mechanic �fits every purpose or person. They need to be carefully selected to work!

Community  collaboraMon  

Appointment  dynamics   Levels   Badges   Epic  meaning  

Loss  aversion   Leaderboards   Achievements   Status  

Progression   Discovery   CustomizaMon  Infinite  

gameplay  

Random  acts  of  kindness  CollecMons   Rewards   Points  

Urgent  opMmism   Easter  eggs   Quests  

Community  collaboraMon  

Epic  meaning  

Leaderboards   Achievements   Status  

CustomizaMon  

Random  acts  of  kindness  Rewards  

Quests  

Pieces of Steve’s puzzle are now coming together. Based on XBank’s target group and objectives, Steve picks the most fitting game mechanics.

smile!

Right on! Now Steve can make it more fun, easier and rewarding �for customers to interact with XBank!

John, could you do me a favor and group the best ideas and most common complaints we get from

our customers? !Sure. No probs. !

Back in the office Steve lives up to his promise to start with the customers.

Steve has the input he needs for a successful fan program.

Well, this is how they feel !we should treat them!!

!The key? Acknowledge their

importance and cherish them. !

Boss adds his demands and Steve gets the project going!

Hi Steve!!!Don’t forget to add this to your list…!!Happy customers, more customers, better products, better service, higher loyalty and more sales!!!

"Cheers, boss!

XBank employees volunteer. �Everyone wants to join the positive vibe of the project.

The project team assembles all the elements and… �The XBank fan program is ready to launch!

Now let’s see how it works in practice…

Hi guys!!

Meet Anne. She loves the outdoors and cares for the future of this planet.

Cause she wants her kids to grow up in a beautiful and peaceful place.

Anne just signed up online for a checking account at Xbank. After completing registration, she is welcomed with a personal video message.

Steve introduces the Xbank community. A place to share ideas and experiences.

That’s why we created the XBank fan community. You can meet other customers and XBank employees like myself. You’re invited to share your experiences with XBank freely. !

He also explains the fan progam. It rewards loyal customers, stimulates �them to promote XBank and asks them to share their opinion.

1.  Perform  a  challenge  

2.  Earn  points  and  rewards  

3.  Gain  status  and  benefits  

4.  Unlock  new  challenges  

But there is more! You can also engage in numerous challenges, from 1-minute questionnaires to epic quests. Uou unlock priviliges along the way and hopefully grow out to be one of our biggest fans!!

Wow cool! That was fun!!They actually like having me

as a customer! !

Anne is impressed.

This isn’t it. On the contrary… the fun has just started!

There’s an entire fan platform with all sorts of challenges and rewards!

Anne goes for profile completeness. Let’s see how that works out for her…

WOW! I’m in!!

Hi Anne. Thank you for opening a premium checking account!

Based on your profile, a basic account will provide you with all the services you need. Saves you

a couple of dollars a month!!

John calls her that same day. How’s that for instant feedback?

Money down the drain? No! Churn dropped drastically simply by offering �the best matching product for each customer.

Anne gets an instant pop-up to let her know she’s leveled up to ‘supporter’.

Your products fit !you like a glove. !

You’re well on your way to becoming

future proof!!

Commented  on  a  few  posts  

Pre-­‐screened  the  new  ad  campaign  

Fills  out  a  quesMonnaire  

Helps  another  fan  on  the  community  

Sent  her  kids  to  college  with    

XBank  personal  ‘Pay  ‘n  Save’  

In the next months Anne get’s hooked. She engaged in all kinds of activities.

She  connects  with  friends  

…  

Earns  and  shares  the  futureproof  badge  

Levels  up  to  fan  

Until one day she unlocked the secret room.

There she participates in shaping the future of XBank. Together with the board and other top fans.

Should we go for A. or B. Anne?!

This preso is about to end. You probably get why Xbank loves its Fans

Why XBank became the number one brand in the industry.

More  ideas,  be[er  insights  

Co-­‐created  products  and  

service  

Lower  contact  costs  

Shorter  Mme  to  market  

Media  a[enMon  and  word  of  mouth  

Why the numbers are through the roof!

Churn   Sales   COA   Customers  

Why?!

You really want to know why?

Cause we warmly welcome every new customer. !We invest in keeping and pleasing them. !We facilitate real conversations.!We challenge them to challenge us. !We continuously improve based on their feedback. !We help them share their enthusiasm & promote us.!We reward loyalty, recommendations and feedback !We make it fun to be our customer.!

Cause XBank focusses on their fans. Nothing more, nothing less.

We are Fanminds. !We believe in the power of fans. !

We help brands to focus on their fans. !To establish real relationships. !

To stimulate and reward fan behavior. !To supercharge loyalty. !

Fanmind your company!!