Insight for more Customer and Employee Engagement
Gamification
Concept Strategy Paper: Anietie Akpan (September 2012)
Gamification: Is it just hype?
2
Source: Gartner Hype Cycle
What is Gamification?
3
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:
4
Case example: Nike+
5
Capture Sync Share
Nike+ Dashboard
6
Mint.com (Financial)
7
Verizon Insider
8
Gamification vendors
9
Companies that are using gamification
10
Where can we apply Gamification
11
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
13
Badges, points and levels for visiting pages,
reviewing products and
assisting others
1
Customer will be able to win
badges and view a leaderboard
2
Incentives, feedback, and
Rewards
3
Recognition and preferential
treatment at MTN Stores
4
Customer Use case: Measurables
14
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
15
Employee nominates
“STARS” via a Gamified
Sharepoint Portal
1
Each nomination earns badges and
employee is seeing progress
2
Incentives, feedback, and
Rewards
3
RECOGNITION4
G
User
Engagement
Customer Retention & Loyalty
Brand Loyalty and Awareness
Increased Revenues
Motivated
Staff
Innovation
Post-gamification statistics
17
Client Engagement
Brand Loyalty
Brand Awareness
47%
22%
15%
Source: Gamfiication.org
What else can we gamify?
18
19
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
20
Financials
1. TBD
Thank You - Questions
More: Game Mechanics vs. Human Desires
22
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
