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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.
