Post on 06-May-2015
description
Loft Sessions: How to build customer engagementNikita Kakuev@Gamify_Me
ME
• Master’s in International Marketing• Top 10 Most influential people in Gamification• Visiting Speaker at UCL• Associate for Yu-Kai Chou at Enterprise Gamification• Member of ESOMAR, IGDA and CIM• Next year: PhD in Psychology
Overview
1. Defining Engagement2. The power of games3. Gamification4. Behavioural Gamification
Defining Customer Engagement
“Consumer engagement is repeated interactions that strengthen a consumer’s emotional, psychological, or physical investment in a brand. Consumer engagement is not a nirvana that can be reached; it is a process of developing and nurturing relationships”
Defining Customer Engagement
“Consumer engagement consists of both rational loyalty (includes overall satisfaction, intent to repurchase, and intent to recommend) and emotional attachment (including confidence in a brand, belief in its integrity, pride in the brand, and passion for it)”
Defining Customer Engagement
“Customer engagement (CE) refers to the types of connections consumers make with other consumers, companies, and specific brands; CE is viewed as being conducive to enhancement of brand loyalty”
Engagement Concepts
Involvement ParticipationFlowRapport[Cumulative] Customer
Satisfaction
CommitmentTrustSelf-brand connectionEmotional Brand
attachmentLoyalty
Proposed Engagement Model
O’Brien & Toms (2008)
Proposed Engagement Model
Flow TheoryAesthetic Theory
Play TheoryInformation Interaction
Flow Theory
Csikszentmihalyi, 1988
Aesthetic Theory
Play Theory
Information Interaction
Toms (2002)
Attributes
Attributes from The theory
Flow theory
Aesthetic Theory
Play Theory
Information interaction
Attributes of Engagement
Aesthetics / / Yes
Effective Appeal / / / Yes
Attention / / Maybe
Challenge / / / / Yes
Feedback / / / Yes
Goal-directed / / Maybe
Meaningfulness / / Maybe
Motivation / / / Yes
Perceived Control / / Maybe
Sensory Appeal / / YesO’Brien & Toms (2008)
CE Attributes = Games’ Attributes
CE Attributes < Games’ Attributes
Pac-Man
Clear GoalsImmediate feedback
Mario Bros.
ChallengeFantasyCuriosity
Games’ AttributesIncremental LearningLinearityAttention SpanScaffoldingTransfer of learnt skillsInteraction Learner
controlPractice and drill
Intermittent feedbackRewardAccommodating the
learner’s stylesSituated and authentic
learningImportance of choiceChallenge
Why do we play?
Motivations
Games address factors that either facilitate or undermine intrinsic motivation
Autonomy Competence Presence Intuitive controls
Why Games are Effective?
Games Effects
Maslow (1943)
Game Elements + Consumer Engagement = Gamification
Gamification
Gamification ≠ Games
Short Run vs. Long Run
https://www.youtube.com/watch?v=pEDsERv-rFA
Understanding the Customer [Not Player]
Psychological StatePositive/NegativeFeelingsEmotionsFears, etc.
Effects (Kahneman)Environment, i.e. news,
economy, culture, society
TriggersAttention TriggersAction Triggers
Behavioural Analyses
RoutinesRoutes, etc.
Market/Company AnalysisCompetitors offeringsCompetitors actionsChurn reasoningCompany’s USPPositioningValuesCulturesResources + Capabilities
[=Core]
Behavioural Gamification
Behavioural Gamification
>?
http://youtu.be/Hqp6GnYqIjQ?t=54s
https://www.youtube.com/watch?v=0eEG5LVXdKo
Proposed Theories
Flow TheoryAesthetic TheoryPlay TheoryInformation Interaction Self-Determination TheoryHabits Studies
Consumer IrrationalityTheory of 2 systems4 keys 2 fun Good vs. Evil TheoryHumour Theory?
Theory of 2 systems
Theory of 2 systems
System 1 and System 2
Effortless thinking Jumping to
conclusions Thinking in
stereotypes
Effortful thinking Analysis
Consumer Irrationality
Emotions and feelings win rational thinking
Habits
4 keys to fun
Good vs. Evil Theory
Humour Theory
April’s Fools Day Jokes
Engagement Strategy Process
Point of
Engagemen
t
Engagement
Disengagement
Reengagement
Game Design Process
Discovery
Onboarding
Scaffolding
End Game
Metrics
FinancialRevenuesProfitsSalesEtc.
Non-financialMarketing MetricsPhysiological Measurements
References
Brodie R. J., Hollebeek L. D., Juric B. and A. Ilic (2011): Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research: 14(3) 252-271O’Brien, H.L. & Toms, E.G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science & Technology, 59(6), 938-955. DOI: 10.1002/asi.20801Csikszentmihalyi, M. (1988): Optimal experience: psychological studies of flow in consciousness, Cambridge, UK: Cambridge University Press, pp. 15–35, ISBN 978-0-521-43809-4Yusoff A., Crowder R. and L. Gilbert (2010): Validation of Serious Games Attributes Using the Technology Acceptance Model. 978-0-7695-3986-7/10 $26.00 © 2010 IEEERyan R. M. and E. L. Deci (2000): Self-Determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-Being. American Psychological Association 55, No. 1, 68-78 DOI: 10.1037110003-066X.55.1.68Maslow A. H. (1943): Theory of human motivation. Originally Published in Psychological Review, 50, 370-396Elliott J. (1985): A Class Divided (1985)Kahneman, D. (2011). Thinking Fast and Slow, Allen Lane 2011Eyal N. (2013): The hook model. http://www.nirandfar.com/ [Accessed on 11/04/2014]Lazzaro, N, 2004: Why we play games: Four keys to more Emotion without story. Oakland, USA: XeoDesign
Thank You!