Gamification Design for Customer Engagement
Improving customer engagement is often slightly off the radar for most CEO’s and we seriously wonder why, now a few forward thinking business owners have contacted us about adding gamification into the mix of their customer attraction and retention strategies. Most of our clients had some concerns:
- They were afraid to get gamification all wrong and waste a lot of money
- They didn’t have the skill set in-house to implement gamification
- They were afraid the project may fail, because they didn’t feel 100% confident and wanted support
- They didn’t know where to start and how to make it happen
If you thought employee engagement is at all time low, customer engagement doesn’t actually fare much better! According to research organisation Gallup fewer than three in 10 customers(29%) across B2B industries are “fully engaged,” meaning they are emotionally and psychologically attached to the B2B companies they do business with. The other customers are indifferent (60%), not caring about a company one way or the other, or they are actively disengaged (11%).
The same organisation also knows that when B2B companies pay attention to customer engagement they receive 50% higher revenue/sales 34% 55%
Even more discouraging, millennial customers are also much more likely to be actively disengaged than any other generation of consumers. In some industries, millennials’ level of active disengagement is nearly on par with — or exceeds — their level of engagement. In the insurance industry, 31% of millennial customers are fully engaged, and 27% are actively disengaged. In the airline industry, just 12% of millennials are fully engaged, while almost four times as many (46%) are actively disengaged.
Instead of creating advocates and “brand ambassadors” among millennials, many companies are creating brand destroyers who have a host of digital soapboxes from which to air their grievances. Millennials are highly connected with vast social networks and have their pick of open forums for sharing their dissatisfaction with a product, service or company.
When millennials are fully engaged as customers, they’re more profitable and loyal than are other customers. In the wireless service industry, Gallup discovered that 95% of fully engaged millennial customers say they plan to stay with their wireless provider, compared with 10% of actively disengaged millennial customers.
So guess what… Our clients got this!
They understand that to remain relevant with a changing workforce, where the majority has now played games of some kind and has grown used to the instant feedback we receive on social media, that their organisation also needs to understand what gamification can do to attract, motivate and retain the current generation of workers. Statistically the largest group of gamers (53%) is aged between 18 and 49 and the 50 plusses account for 29% of active gamers. So we know that the appetite exists amongst most generation that are currently employed. If you think about it Solitaire used to ship with Microsoft Office and lots of executives have attended a game of golf or a VIP invite to soccer, rugby, tennis or other sports events at some point in their career. So games are not new to even the most serious businesses.
This is where we come in… We create tailored gamification design solutions to solve your specific business problem and because we do rigorous employee research on their behaviours, we know our solutions have a high success rate. Our bespoke service is by far our best seller. Book a strategy session through the form below and find out what is possible for your company.
The results so far…
We achieved the required business objective and often this was quantified with a 10 to 40% increase in engagement. The investment required will vary depending on the scope of the project, but let’s say we start with a 5 figure sum and the front figure can still on a rare occasion be 2 or 3 if we are looking at gamification of just one process. If the gamification design involves multiple processes, locations or the whole organisation it is very likely a six figure sum that get’s the work done. The one thing we insist on is that we agree to follow-up for the 6 to 12 month period that follows to ensure the best is made from the proposed solution.
To address the skills gap, we are also launching a customer engagement mastermind programme, where you and your team learn directly from me in a live monthly online web-based call with other like-minded professionals, you can ask questions directly and you receive access to all the tools and advice I have created in our gamification community. Join the mastermind, by clicking on the link.
Our gamification community is live and contains a wealth of information on employee and learner engagement. Any course and resource we create, you will find there. We obviously have also gamified the experience, so you will have experience the effects in the first person. You can have access today, just click on the link.
Tell us your biggest challenge in relation to customer engagement: BIGGEST CHALLENGE
The fields of sales and marketing have been the front runners for years in utilising game elements for business purposes, from competitions to leaderboards, loyalty schemes to incentives, a lot has been introduced and second nature. We can offer a range of tailored solutions to suit your customer engagement strategy:
Advergaming are games and competitions with the main purpose of creating brand awareness or advertising s specific product. Competitions have been part of marketing for years, adding online games is more recent. We advise to build advergames with a bigger strategy in mind. They are often a great starting point to building a community of active followers as well as to create spin-off campaigns, which can drive new levels of engagement. Although we are not an advertising agency, we can together with our business partners build an advergaming strategy to assist you to make your brand stand out and if you choose to do so, build a community of followers.
If you have an existing agreement with a creative agency and you would just like gamification input, we are happy to explore your options. Contact us to discuss game plans.
Brand Follower Communities
One side effect of great marketing is that you build a following for your brand. Some companies have done this successfully through Facebook pages or Twitter for example, others are doing it on their website, were fans are asked to share own content with the brand in mind, yet appealing to something the individual follower finds valuable enough to share. Crowd sourcing has become a part of marketing for a minority of brands. We feel this has a lot of potential and can be kept alive with game dynamics.
If you are keen to get your brand follower community kick-started or invigorated, connect with us and we can explore how to make it happen.
The sales process tends to have a number of key steps no matter what you are actually selling. We see the most common steps as follows:
- First contact (often attraction and awareness)
- Discovering needs, wants and pain-points
- Building relationships
- Offering solutions
- Closing or asking for the sale
Each step in the process has a number of activities attached, which each can be gamified. The potential to have prospects travelling through the process naturally can be designed providing you have a clear idea of your customer and their natural behaviours. On the other side from a sales team behaviour perspective, we can also design the process so that sales agents can follow and be successful providing enough activity goes in. Tweaking the quality of interactions can be done in a multitude of ways.
Do you want to level up your sales? Talk to us about levelling up.
Sales incentive schemes
Sales teams often have internal leaderboards to keep performance top of mind. Typically these leaderboards also give input into incentive schemes such as high potential program, special awards or rewards, club participation, etc. We can create the online structure that shows each individual sales person how they are doing in relation to target, what actions are needed to get to the next level and if you would like to introduce some competition between teams, then this can be set up too.
Special product launches or promotions often travel together with additional rewards for the sales team, these can be set up as a quest where multiple challenges need to be completed. Tracking progress is one key to driving behaviour forward, but also encouragement and feedback on how to keep closing this kind of business.
If you want to spice up your incentive scheme online, speak with us on how it can be done.
Customer loyalty programs
Customer loyalty programs lend themselves to gamification and often already benefit it. Just imagine a tiered approach like you find in frequent flyer programs, with benefits tailored to the individual members, regular point updates based on current spend. Prizes and rewards for certain actions and invitations to special loyal member events are all game dynamics you can play with, no matter how small or large your organisation is. The more you know your customer the better your solutions can be to keep them coming back. One of the special events we love are VIP days, which are for your most loyal and highest spenders.