gamification: driving employee & customer loyalty, a telco scenario

Insight for more Customer and Employee Engagement

Gamification

Concept Strategy Paper: Anietie Akpan (September 2012)

Gamification: Is it just hype?

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Source: Gartner Hype Cycle

What is Gamification?

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Integrating game dynamics into a

core activity or non-game

environments in order to educate,

change attitude or behavior and

inspire action

Done right – it combines:

•Game mechanics

• Missions

• Tracks

• Awards

•Social Networking

•Social Media

•Reputation Management

•Behavioral Analytics

The elements of Game:

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Case example: Nike+

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Capture Sync Share

Nike+ Dashboard

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Mint.com (Financial)

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Verizon Insider

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Gamification vendors

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Companies that are using gamification

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Where can we apply Gamification

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Customers

Employees

Increased participation on

websites

Reward Loyalty through promotions

Identity and engage Brand advocates

Spur IDEA Generation

Drive participation in Training

Improve performance

through competition

Increase Employee collaboration

Two Use Cases – Customer & Employee

Customer use case – Participation across Products

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Badges, points and levels for visiting pages,

reviewing products and

assisting others

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Customer will be able to win

badges and view a leaderboard

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Incentives, feedback, and

Rewards

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Recognition and preferential

treatment at MTN Stores

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Customer Use case: Measurables

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Engagement Retention Conversion People

• Frequency• # of Activities

• Lifetime Value• Churn Reduction

• SIM Registration• ARPU

• Subscriber growth• Active users growth• Total unique users

Employee use case – Nominating Champions

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Employee nominates

“STARS” via a Gamified

Sharepoint Portal

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Each nomination earns badges and

employee is seeing progress

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Incentives, feedback, and

Rewards

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RECOGNITION4

G

User

Engagement

Customer Retention & Loyalty

Brand Loyalty and Awareness

Increased Revenues

Motivated

Staff

Innovation

Post-gamification statistics

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Client Engagement

Brand Loyalty

Brand Awareness

47%

22%

15%

Source: Gamfiication.org

What else can we gamify?

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Roadmap/Next steps for Gamification

Internalize within - IS

Engage Vendors

Implement

Feedback & Progress

Rollout to other SBUs

Game Storming –with Innovation Hub

SEPT-OCT NOV-DEC FY’13 - TBD

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Financials

1. TBD

Thank You - Questions

More: Game Mechanics vs. Human Desires

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Human Desires

Reward Status AchievementSelf

expressioncompetition altruism

Points

Levels

Challenges

Virtual Goods

Leaderboards

Gifting & Charity

Game Mechanics

Primary desire a particular game mechanics fulfills The other areas it affects

Source: Bunchball