A small story on fans and gamification
Jan 13, 2015
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!!