HOW TO USE GAMIFICATION TO ENGAGE CUSTOMERS AND BUILD BRAND LOYALTY

Engaging customers, building loyalty

Using gamification in your branding efforts

MotivationWe know we should, but we find it difficult

Problem 1:

Quit smoking

Eat healthy

Wake up in the morning

Learn

What do these things have in common?

Two systems in decision making

• System 1 – autonomous, automatic, challenge-response, short-term, fun-based.

• System 2 – self-aware, long-term, reason-based.

Average % of cognitionSystem 1 System 2

How to talk to System 1?

Feedback loop

Feedback loop

• Challenge – has to be clear. O/1 mode. I should be able to judge if I did it or not.

• Response – should be instant.

• Reward – does not have to be material.

Challenge

• Commit a chunk of code.

• Make 10 telephone calls.

• Don’t be late for work for 5 days in a row.

Flow problemIf the challenge is to easy users get bored.

Flow solution: add dimentions to challenges

• Time (commit the code before noon)

• Place (be at the exact spot when reporting for work)

• Product (commit the line of code in Java)

• Social (invite two friends to take a challenge with you)

Response / feedback

• Positive or none (lack of feedback is the negative), mirrors the work of the reward center in brain.

• Instant is always better.

• Preferably within the magic circle.

Magic circle

• Physical or mental space.

• Rules different from outside world.

• Players have totems, symbols of power.

• Football field, chess board, mental space in traffic jam.

The tip: collection

• Earning points is not engaging enough.

Reward

• Reward for effort vs. reward for achievement (make a phone call vs. win the sale)

• Intrinsic rewards (fun from playing) vs. external rewards (valuable items)

• Repeated vs. random rewarding schedule

Intrinsic rewards

• Status – visible to others, golden VISA card

• Access – different privledges, VIP lounge at the airport

• Power – control over something others cannot control, name the beer on sale tomorrow

• Stuff – material things, iPad etc.

The tip: leaderboard

• Most important place on a leaderboard? Not first, not last.

• Yours.

• Real-time.

• Social context.

Good examples

• Coca-cola / SONY – Skyfall tickets at the train station.

• Heineken Candidate – experiencing the recruitment.

• LG Display Poland – gamifying the efficiency.

How to gamify a loyalty program?

• Define a clear feedback loop.

• Adjust for flow (more challenges in time).

• Plan the rewards in short-term and long-term.

• Define random rewards.

• Use collections, leaderboards.

Questions?But first, there’s a poll to do.

Thank you!

Pawel Tkaczyk http://paweltkaczyk.com