business gamification for on- and offline

In the following 45 minutes, Peter Zwyssig from foryouandyourcustomers will explain how Business Gamification for On- and Offline channels works and show you the basics of customers engagement.

«More than 70% of Global 2000 organizations will have a gamified application by 2014.»Gartner Research, 2011

«By 2014 a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon.»Gartner Research, 2011

1.Customers and their multichannel journey

2.Experience and behaviour management along on- and offline channels

3.How to engage users

4.Gamification in a nutshell

5.Business gamification for enterprises

6.Examples of gamified applications

7.Start your business gamification project

Agenda Business Gamification for On- and Offline

Source: foryouandyourcustomers

Do customers change? Some trends we have seen in the last years...

Any Channel

Any Time

Moretouchpoints

More comparison,steeper competition

Less timeper touchpoint

High expectationsper touchpoint

Any Place

One Stop / Full ServiceAlways «Now!»

Personal Service


Today every customers is a multichannel customer

company C: channels

company B: channels

company A: channels

Customer

The customer chooses the touchpoints along its customer journeys

Customers prefer companies that deliver an outstanding multi-channel experience.


Customers are using many touchpoints in different channels on their customer journeys.

LoyaltyServicePurchase ConsiderationAwareness




Every touchpoint during the customer journeys is a opportunity


Managing the customers experience along the customer journey across all channels becomes key.

Any Channel

Any Time

Moretouchpoints




Any Place


Personal Service

Conversion

Customer Journey Brand

Experience

Apple manages customer experice proactively.

http://dict.leo.org/#/search=advanced&searchLoc=0&resultOrder=basic&multiwordShowSingle=on




Apple is advanced to provide similar user experiences across their channels.




A customer journey map helps to understand what channel takes which job and how to create a similar experience.

Experience Map for Rail Europe | August 2011

STAGES

DOING

FEELING

Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

People choose rail travel because it is convenient, easy, and flexible.

Rail booking is only one part of people’s larger travel process.

People build their travel plans over time. People value service that is respectful, effective and personable.

EXPERIENCE

Rail Europe Experience Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Paper tickets arrive in mail

• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.

• It’s hard to trust Trip Advisor. Everyone is so negative.

• Keeping track of all the different products is confusing.

• Am I sure this is the trip I want to take?

• Website experience is easy and friendly!• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.

• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.

• Frustrated that Rail Europe won’t ship tickets to Europe.

• Happy to receive my tickets in the mail!

• I am feeling vulnerable to be in an unknown place in the middle of the night.

• Stressed that the train won’t arrive on time for my connection.

• Meeting people who want to show us around is fun, serendipitous, and special.

• Excited to share my vacation story with my friends.

• A bit annoyed to be dealing with ticket refund issues when I just got home.

View maps

Arrange travel

Blogs & Travel sites

Plan with interactive map

Review fares

Select pass(es)

Enter trips Confirm itinerary

Delivery options

Payment options

Review & confirm

Map itinerary(finding pass)

Destination pages

May call if difficulties

occur

E-ticket Print at Station

Web

raileurope.com

Wait for paper tickets to arriveResearch destinations, routes and products

Live chat for questions

Activities, unexpected changes

Change plans

Check ticket status

Print e-tickets at home

web/apps

Look up timetables

Plan/confirm activities

Web

Share photos

Share experience (reviews)

Request refunds

Follow-up on refunds for booking changes

Share experience

Buy additional tickets

Look up time tables

Stakeholder interviewsCognitive walkthroughs

Customer Experience SurveyExisting Rail Europe Documentation

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING

• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a little more for first class.

• How much will my whole trip cost me? What are my trade-offs?

• Are there other activities I can add to my plan?

• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?

• Rail Europe is not answering the phone. How else can I get my question answered?

• Do I have everything I need?• Rail Europe website was easy and friendly, but

when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?

• I just figured we could grab a train but there are not more trains. What can we do now?

• Am I on the right train? If not, what next?• I want to make more travel plans. How do I

do that?

• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.

• People are going to love these photos!• Next time, we will explore routes and availability

more carefully.

Ongoing, non-linear

Linear process

Non-linear, but time based

Communicate a clear value proposition.

STAGE: Initial visit

Connect planning, shopping and booking on the web.

STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.

STAGES: Shopping, Booking

Improve the paper ticket experience.

STAGES: Post-Booking, Travel, Post-Travel

Make your customers into better, more savvy travelers.

STAGES: Global

Proactively help people deal with change.

STAGES: Post-Booking, Traveling

Support people in creating their own solutions.

STAGES: Global

Visualize the trip for planning and booking.

STAGES: Planning, Shopping

Enable people to plan over time.

STAGES: Planning, Shopping

Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.

STAGES: Post-Booking, Post Travel

Accommodate planning and booking in Europe too.

STAGE: Traveling

Aggregate shipping with a reasonable timeline.

STAGE: Booking

Help people get the help they need.

STAGES: Global

GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL


Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability


Mail tickets for refund

Get stamp for refund

Source: adaptivepath.com

Can you control or influence customers along the multichannel customer journey?

Marketing and its 4Ps have some influence on the «customer journey».



Product Price

PlacePromotion

There are many online tools to influence customers, but...

- Multichannel Campaigns- Search Engine Optimization

(SEO - content and technical) - Search Engine Marketing

(SEM - paid)- Bannering - E-Mail-Newsletter- Affiliate and Partnerprograms- Online PR (Blogging, Social

Media)- External Backlinking,

Recommendations and Ratings

- Relevant content, attractive offerings incl. Up-, Side- and Cross-Selling

- High quality product presentation with ratings

- Good Information architecture that works as well mobile (Landingpages)

- Guidance to find the right product (very good search, wizards, facetted search)

- Online-Merchandising to take infuence on ranking, teasers and offerings

- Simple Checkout-Prozess with many payment methods (per Invoice) and trust labels

- Process-Improvements with A/B-Testing

- Co-Browsing & Operator Chats

- After Transaction Up-, Side- and Cross-Selling

- Reactivation of incompleted baskets

- Self Service Portals with E-Learning Videos

- Community Support - Social Media Usage- Register online to

prolongue product guarantee

- Reorder easily via QR-Tag

- Personalized offerings in Newsletter or with teasers in the Onlineshop etc.

- Multichannel loyalty programs

- Multilevel Marketing (customers bring customers)

- Success Stories

Goa

lsTo

ols

Attract visitors

Increase Traffic on your Website (direct, referral, organic/search, campaigns)

Fill & increase Basket

increase frequency, arouse interest in buying, start filling the shopping cart and increase cart size

Raise Conversionrate

Close the deal! No distraction!

Enrich Support

Enhance customers satisfaction e.g. with self service portals and other after sales services

Increase loyalty

Increating trust in brand lead to higher frequency, avg basket and recommendations



You can‘t really control users!

But what does users drive and motivate?


We focus on the customer and the human being again.

Any Channel

Any Time

Moretouchpoints




Any Place


Personal Service

How does motivation work?

But what does users drive?

Can they be motivated or are the just lazy?

Can you engage user?


There are two general types of motivations: intrinsic and extrinsic.


Playing games was, is and will be part our culture. It‘s an important starting point for our motiviation and engagement.

Flow

Engagement Motivation

Fun

Play

Culture


The play element is primary to and a necessary condition of the generation of culture

1938 the book about the «Playing man»

It discusses the importance of the play element of culture and society.

Huizinga uses the term "Play Theory" within the book to define the conceptual space in which play occurs.

Huizinga suggests that play is primary to and a necessary (though not sufficient) condition of the generation of culture.

Johan Huizinga, dutch historian and cultural theorist born 1872 in Groningen (NL)

http://en.wikipedia.org/wiki/Play_(activity)

http://en.wikipedia.org/wiki/Play_(activity)

http://en.wikipedia.org/wiki/Johan_Huizinga

http://en.wikipedia.org/wiki/Johan_Huizinga

http://de.wikipedia.org/wiki/Groningen

http://de.wikipedia.org/wiki/Groningen

Question: How to change the bottle recycling behaviour of people?

Source: http://www.youtube.com/watch?v=zSiHjMU-MUo

http://www.youtube.com/watch?v=zSiHjMU-MUo

http://www.youtube.com/watch?v=zSiHjMU-MUo


Why do we play?

Excitement and AmusementThe rule-based game brings excitement to our lives and reliefs us from bad thoughts and feelings

Curiosity Curious about the challenge, the strategy and the process of problem solving

Play

Evolutionary backgroundWe sucessfully solved problems by playing games and social interactions

Ideal learning in the flow If the challenge is ideal - users can reach a flow status which is ideal to learn

Social Experience We used competition, teamwork as opportunity for social bonding and personal recognition.

«Gamification is 75% Psychology and 25% Technology.»Gabe Zichermann

Several years ago, gamification has been sucessfully applied to take influence on the behaviour of users

Source: Google Trends

Source: Google Trends Keyword „Gamification“

The rise of «Gamification»

Gamification (2013)Expectations

Innovation trigger

Peak of expectations

Through of disillusionment

Slope of enlightment

plateau of productivity

time

Source: Gartner research

Google Trends „Gamification“ Hype cycle of emerging trends


«The market for gamification will grow to $1.6 billion in 2015, from $100 million in 2011.» eMarketer (2011)

What is gamification?

Some businesses are taking a «chocolate covered broccoli» approach by simply adding points, badges, and leaderboards to their applications and calling them gamified.

«By 2014, 80% of current gamified applications will fail to meet business objectives, primarily due to poor design.»Gartner Research, 2012 November

Gamification is about creating a positive impact to user engagement and changing the behaviour.

« Gamification seeks to take advantage of deploying game dynamics and mechanics into non-game activities to change peoples

behaviour»


1% Experts

7 % Activists

11% Enthusiasts

16% Dabblers

65% Spectators

Gamification targets a wide audience and impacts the mass.


Question: How to bring people driving less than 30 km/h?

Source: http://www.youtube.com/watch?v=iynzHWwJXaA

http://www.youtube.com/watch?v=iynzHWwJXaA




Challenges

RewardsCommunity

- Rewards are visible to all and displayed in real-time.- immaterial- Points ranking (status)- Badges (Badges)- Attractive gifts (premium)

- Sharing, engaging, motivating, learning, finding etc.

- Cooperation and Competition- Collaboration and

comparability in the community

Serious fun

ourgiftfor you!

Won!

Mission!

About personal missions including:- Activities & Badges- Levels & Points- Rewards - Reviewing personal progress- etc. ..

Gamified applications are using game mechanics to stimulate positive behaviours and increases productivity in a fun way.


Reward Status Achievment Expression Competition Altruism

Points

Levels

Challanges

Virtual goods

Leaderboards

Gifting & Chartity

A good game mechanics can help to interact with basic human desires and cover parts of intrinsic and extrinsic motivation.

pink = fulfillsgrey = affects

Game mechanics


Make the progress visible!

Source: http://i.imgur.com/kNCQe3t.jpg

http://i.imgur.com/kNCQe3t.jpg

http://i.imgur.com/kNCQe3t.jpg

Status (S) Access (A)- Miles & More Status Miles: FF / Senator / HON- Foursquare: Badges & Levels- Facebook, Twitter, LinkedIn & Co: number of friends /

followers or premium member- Employees: Titels, Positions, Head of ...

- Miles & More: Business Lounge- AH Bonuscard: Promotions for limited editions- Shopping Clubs: Vente Privée, Buy VIP, etc.- Business Clubs, organizations: clubhouse, members- Employees: Access to archives other rooms, special

Trainings, VIP Support hotline, dinner with C-Level, special reportings

Power (P) Stuff (S)- Vodafone Support Community- Xing: Moderator (stronger voting power)- Employees: Beeing part of Steering Committees,

delegate work / leads

- Miles & More: convert points in flights- Online Shops: Free shipping, 3 for 2, 10% off- Coke B2B: Coke Dollars & Merchandising Shop- UBS Key Club: Points & Club Shop- Employees: win a weekend in Montecarlo

It’s not only about discounts. Reward customers in different dimensions by using the SAPS Model.


Offering (Products & Services)

Marketing

Identification

Individualisation

Anticipation Gamification Recommendation(Individual Behaviour)

Rewarding

Loyalty program

Direct Mailiing Customer Database (CRM)

Social Media

Advertise

Discount

Contest

Merchandising

Product

Service

Branding

Price

Personalization

Customer Journey Analysis

Customer profile (CRM)

Recommendation(Crowd Behaviour)

Behaviour Targeting

Recognition Personal Offer

Communities

Money Back programs

Vouchering / Coupons

Mass Mailings

Survey

Christmas Card

Birthday Card

Marketing Activities

Cus

tom

er re

latio

nshi

p

Buyer

Consumer

Contact

Member & Status

Brand

Gamification is a maturity level of personalization and requires identification mechanism


http://dict.leo.org/#/search=analysis&searchLoc=0&resultOrder=basic&multiwordShowSingle=on

http://dict.leo.org/#/search=analysis&searchLoc=0&resultOrder=basic&multiwordShowSingle=on

User Engagement

Revenue & Conversion

Loyalty & Advocacy

Audience & Community

Source: Wiley, Composition Services Graphics

The levers of Business Gamification


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...LeaderboardsChallenges RewardsBadges Points ...

Business Gamification Engine

The business gamification solution stack as a basis for internal and external applications of gamification

Partner

Danone Actimel (FMCG) Actimel Loyalty Program

Actimel is a delicious yogurt drink, containing 10 billion exclusive L. Casei cultures, Calcium and Vitamins B6 and D in every bottle

Increase turnover, loyalty and engagement with gamified loyalty (behavioral marketing and sales program)


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E-Commerce Gamification Stimulate the user behaviour to boost

turnover

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When the visitor is logged-in, the loyalty points are always visible.

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By writing reviews




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Cankado improves adherence

in the treatment of cancer

Cankado improves the adherence in the treatment of cancer and was created with in cooperation with INSTIM

- Cancado is an integrated and easy-to-use e / m-health therapy-accompaniment program for manufacturers, doctors and patients

- Based on the user behavior triggers Cancado automatic support processes, which reduces the dropout rate and increase the quality of treatment


Manufacturer• Image losses• Loss of long-term patients• revenue losses

Patients• Deterioration of therapeutic

success• low acceptance• Problems in dealing with side

effects

Health Care Professionals• Increased workload• Explanatory and dependent care therapy• Sophisticated management of side effects

The consequences of lack of adherence


Cankado Overview

In three steps to your first gamified application

1st - Select a pilot

for your enterprise gamification and

2nd - Start with goals

and behaviours and use a cross-functional team

3rd - Create a prototyp

work iterative and wrap your concept in a good story and user experience


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Onb

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Gam

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HR

Supp

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CR

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Sales

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Knowledge Management

MD

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Use

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...LeaderboardsChallenges RewardsBadges Points ...

Business Gamification Engine

1st: Select a business case as pilot to apply gamification to it.

pilot insights improvement multiplication

pilot project for an single business process

analysis and learning rollout to other business processes

analysis


goals behaviour benchmark reward

define consumer or employee related goals and objectives

define valuable user behaviour, that drives those objectives

define benchmarks (KPIs)

choose reward dimensions and define rewards

2nd: Staff your gamification project cross-functional and start defining the right goals and behaviours carefully.


3rd: work iterative, wrap your concept in a good story and user experience and create a visual prototype to explain.

Workshop 1: Requirements & Goals

Functional and technical concept including first goals,

behaviours and rewards

Project review / approval

Prototype + Look & Feel

Concept presentationWorkshop 2: Technical Concept

Workshop 3: Wireframes

4w - 6m


foryouandyourcustomers in Amsterdam · Munich · Vienna · Zurich

Peter Zwyssig

http://pez.foryouandyourcustomers.com+41 78 870 57 28

What can we do for you and your customers?

http://pez.foryouandyourcustomers.com

http://pez.foryouandyourcustomers.com

business gamification for on- and offline

Business

rail travel

customer experice

customer retention

channelscustomerthe

customer journeyscustomers

similar experience

rail booking

multichannel journey