How gamification is making CRM more engaging
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The document discusses the application of gamification in customer relationship management (CRM), highlighting various case studies that illustrate its impact across different customer lifecycle stages, such as awareness, engagement, lead nurturing, loyalty, and support. Examples include innovative games like 'kidnap facebook game' and 'make your way to rio', which effectively utilize game mechanics to enhance customer experiences and brand loyalty. Gamification strategies are aimed at making the customer journey more engaging and interactive, thereby improving overall business performance.
How gamification is making CRM more engaging
- 1. Gamifica/on – Making CRM Engaging June 2011
- 2. Gamification & Customer Lifecycle
- 3. Value of Customer Engagement ‐ Posi/ve engagement across customer lifecycle create evangelist and viral spread
- 4. Gamifica/on – Impac/ng Customer Life‐cycle - Areas of Impact - Mkt – Creating Awareness - Mkt – Driving Engagement - Sales – Nurturing Leads - Sales – Loyalty Programs - Customer Experience - Support – Support Community - Innovation – Work Creativity - Collaboration: Employee Engagement
- 5. Gamification – Creating Awareness
- 6. Kidnap Facebook Game The game challenges users to kidnap their friends to their favorite interna/onal hideout city Provides variety of "methods" such as "Eight ball in the Sock" or "Faulty Human Slingshot User have to answer a trivia ques/on related to that city to escape from the hideout city Players earn points for answering ques/ons correctly, and advance levels; gain access to new methods on successfully comple/ons of kidnaps In the process of playing the game the player learns more about various loca/on. This approach could be very useful for travel portals to create Source: hTp://www.facebook.com/travelchannelkidnap awareness about their content
- 7. Snooth’s Wine Rack Snooth, the world’s largest wine site added a social layer called Wine Rack to its site, encouraging users to beTer discover and learn about new wine Wine Rack uses game mechanics to encourage users to discover and taste more wines, providing incen/ves through rewards to share their wine experience and knowledge The game helps with increasing customers wine comprehension and knowledge about Snooth's offerings Source: hTp://www.snooth.com/wine‐rack/
- 8. Gamification – Driving Engagement
- 9. Jimmy Choo Trainer Hunt Real /me treasure hunt in London powered by loca/on service foursquare The jimmy choo trainers were checked‐in to different loca/ons for short dura/ons Par/cipants had to follow the campaign to track trainer loca/ons If par/cipants arrived to a checked‐in loca/on while the trainers were there, they would be rewarded with a trainer of choice Campaign employed appointment Source: hTp://www.facebook.com/CatchAChoo game dynamic to drive customer engagement around their trainers
- 10. Gamification – Nurturing Leads
- 11. Make Your Way to Rio – Gamifying a Sweepstake Chiquita partnered with 20th Century Fox and the movie Rio, to game like sweepstake called “Make Your Way To Rio” Bunchball's Nitro placorm was used to power the gamifica/on of the Chiquita/Rio promo/onal Web site Par/cipants would have to complete certain tasks—like watching a movie trailer, coloring pages, twee/ng or pos/ng to Facebook about the movie The campaign also had an amazing game where the player helped Blu, an Source: hTp://www.chiquitabananas.com/rio/ endangered Macaw, get closer to his index‐make‐your‐way‐rio‐sweepstakes‐2011.aspx final des/na/on in Rio de Janeiro, to meet his female counterpart Jewel Prizes included ringtones, music from the movie, Chiquita bananas, an Xbox and a grand‐prize trip to Rio de Janeiro courtesy of American Airlines.
- 12. Gamification – Loyalty Programs
- 13. Virgin America – Frequent Flyer Check‐ins Virgin America is using Topguest’s perks placorm and the "appointment" game dynamic to offer customers frequent flyer points in exchange for their check‐ins Virgin America's guest frequent flyers can check‐in to a designated Virgin America loca/on – such as the airline's home base at San Francisco Interna/onal Airport, and the Topguest applica/on will no/fy them in real /me that they've received elevate points as a reward Virgin America guests can earn an addi/onal 25 Elevate points per check‐ in and total poten/al of 50 extra points Source: hTp://www.virgin‐atlan/c.com/en/us/ per flight , hence providing frequent corporateandtrade/backstage/travellingwithus/ flyers with a compelling way to earn frequenclyerprogram.jsp real world rewards for virtual check‐ins
- 14. Gamification – Customer Support
- 15. Experts Exchange – Gamifying Support Experts Exchange is a online community dedicated to providing beTer IT assistance to the world using game dynamics Users post ques/ons and assign points to their queries. The site encourages technology experts to answer the queries and earn the allocated points The placorm has a leader‐board to showcase experts and a progression system which allows people to become Source: hTp://www.experts‐exchange.com/ experts for different topics and eventually get added to the hall of fame The placorm uses badges, and avatars to recognize exper/se on the site, which in turn can help them get freelance assignments
- 16. Gamification – Customer Experience
- 17. GoSmithsonian Trek The tour of the 9 Smithsonian museums is arranged as a trek game Quest involves answering 70 ques/ons the answers to which are available in the museums Time based challenge quests are periodically organized There are rewards like free iPad, etc Game helps engage the par/cipants while touring the museum and get more value for the experience Source: hTp://www.gosmithsonian.com/scvngr/?device=other&c=y
- 18. Gamification – Encouraging Innovation
- 19. Work & Pensions Department ‐ Idea Street Objec/ve of the system was to mo/vate civil servants and create an innova/ve cultural The system used game mechanics to aid the growth and support of new ideas Idea Street employed a point system to incen/vize employees to define and curate ideas; virtual currency was used as a reward Par/cipants were encourage to invest in an idea by buying shares which they could trade on a virtual stock market Source: hTp://www.gartner.com/DisplayDocument? id=1476216 The winner worked in a remote district office and was rewarded by a leTer from the Secretary of State for Work and Pensions invi/ng him come and work in the central office
- 20. Gamification – Employee Collaboration
- 21. Rypple – Gamifying Feedback Rypple is a social performance placorm aimed at making a beTer workplace It uses elements of feedback from the game world to provide a innova/ve way for businesses to provide con/nuous, ac/onable feedback, coaching, and recogni/on to their teams The system allows teams to define goals and individual tasks. The interface has visual cues like games which indicate progress on a more real /me basis and hence provide the same Source: hTp://rypple.com/ instant and constant gra/fica/ons games provide while playing It also allows users to privately or publicly thank someone for their assistance. We have seen from social games that such social recogni/on can act as a major incen/ve
- 22. About Kuliza
- 23. About Kuliza Kuliza is a social technology firm focused in helping companies leverage social so4ware, community pla8orms, mobile and cloud compu;ng for improving business performance, communica/on and customer engagement.
- 24. Our offerings ZaSocial ZaMobile ZaCloud Kuliza offers solu/ons for Kuliza offers solu/on to design, Kuliza offers cloud services to designing and building social build and distribute mobile apps ensure a hassle free infrastructure sotware and community for iOS, Android and Blackberry. to sustain your changing needs. placorms. Our focus areas are: Our focus areas are: Our focus areas are: Online communi/es Mobile CRM Cloud consul/ng acebook Apps F obile loyalty programs M loud h migra/on and C ocial Commerce S obile Transi/on M management ocial CRM S
- 25. Our Capabili/es Plan Build Manage Strategy Design Engineering Infrastructure Interaction Drupal, Joomla, eb app hosting W ocial Strategy S design Wordpress Roadmap Mobile / FB app Visual Design Magento, Uberkart hosting ocial Software S Design esign Research Java, php, Ruby, D Drupal, Joomla Wordpress hosting enior management S esign D iOS, Andriod, workshops Prototyping Blackberry Magento Hosting (html, css, js) development ntegration with I Facebook, LinkedIn and Twitter APIs
- 26. Partners Community DigiWhirl: network of experienced community managers UXD Apparatus Media: Leading bou/que UXD and brand design firm Technology Beevolve: Listening placorm partners for customer engagement command centre Oblong: pioneers in gesture compu/ng with tools to transform methods of engagement MobStac: mobile enterprise ready publishing placorm that help companies deliver a delighcul mobile experience to their customers
- 27. Achievements Ranked all India 10 and Asia Pacific 89 among the fastest growing technology companies by Delloitte Ranked all India 3 and Asia Pacific 23 among the fastest growing technology companies by Deloitte Recognized among the top 10 emerging Indian companies across all sectors for the year 2010 by NASSCOM
- 28. Ask Us How Gamifica/on Can Improve Your CRM Kuliza.com | sales@kuliza.com | @kuliza kaushal.sarda@kuliza.com @ksarda 28