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