How gamification is making CRM more engaging
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Transcript of How gamification is making CRM more engaging
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June2011
Gamifica/on–MakingCRMEngaging
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Gamification & Customer Lifecycle
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ValueofCustomerEngagement
‐Posi/veengagementacrosscustomerlifecyclecreateevangelistandviralspread
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- 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
Gamifica/on–Impac/ngCustomerLife‐cycle
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Gamification – Creating Awareness
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Thegamechallengesuserstokidnaptheirfriendstotheirfavoriteinterna/onalhideoutcity
Providesvarietyof"methods"suchas"EightballintheSock"or"FaultyHumanSlingshot
Userhavetoansweratriviaques/onrelatedtothatcitytoescapefromthehideoutcity
Playersearnpointsforansweringques/onscorrectly,andadvancelevels;gainaccesstonewmethodsonsuccessfullycomple/onsofkidnaps
Intheprocessofplayingthegametheplayerlearnsmoreaboutvariousloca/on.Thisapproachcouldbeveryusefulfortravelportalstocreateawarenessabouttheircontent
Source:hTp://www.facebook.com/travelchannelkidnap
KidnapFacebookGame
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Snooth,theworld’slargestwinesiteaddedasociallayercalledWineRacktoitssite,encouraginguserstobeTerdiscoverandlearnaboutnewwine
WineRackusesgamemechanicstoencourageuserstodiscoverandtastemorewines,providingincen/vesthroughrewardstosharetheirwineexperienceandknowledge
ThegamehelpswithincreasingcustomerswinecomprehensionandknowledgeaboutSnooth'sofferings
Source:hTp://www.snooth.com/wine‐rack/
Snooth’sWineRack
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Gamification – Driving Engagement
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Real/metreasurehuntinLondonpoweredbyloca/onservicefoursquare
Thejimmychootrainerswerechecked‐intodifferentloca/onsforshortdura/ons
Par/cipantshadtofollowthecampaigntotracktrainerloca/ons
Ifpar/cipantsarrivedtoachecked‐inloca/onwhilethetrainerswerethere,theywouldberewardedwithatrainerofchoice
Campaignemployedappointmentgamedynamictodrivecustomerengagementaroundtheirtrainers
Source:hTp://www.facebook.com/CatchAChoo
JimmyChooTrainerHunt
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Gamification – Nurturing Leads
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Chiquitapartneredwith20thCenturyFoxandthemovieRio,togamelikesweepstakecalled“MakeYourWayToRio”
Bunchball'sNitroplacormwasusedtopowerthegamifica/onoftheChiquita/Riopromo/onalWebsite
Par/cipantswouldhavetocompletecertaintasks—likewatchingamovietrailer,coloringpages,twee/ngorpos/ngtoFacebookaboutthemovie
ThecampaignalsohadanamazinggamewheretheplayerhelpedBlu,anendangeredMacaw,getclosertohisfinaldes/na/oninRiodeJaneiro,tomeethisfemalecounterpartJewel
Prizesincludedringtones,musicfromthemovie,Chiquitabananas,anXboxandagrand‐prizetriptoRiodeJaneirocourtesyofAmericanAirlines.
Source:hTp://www.chiquitabananas.com/rio/index‐make‐your‐way‐rio‐sweepstakes‐2011.aspx
MakeYourWaytoRio–GamifyingaSweepstake
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Gamification – Loyalty Programs
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VirginAmericaisusingTopguest’sperksplacormandthe"appointment"gamedynamictooffercustomersfrequentflyerpointsinexchangefortheircheck‐ins
VirginAmerica'sguestfrequentflyerscancheck‐intoadesignatedVirginAmericaloca/on–suchastheairline'shomebaseatSanFranciscoInterna/onalAirport,andtheTopguestapplica/onwillno/fytheminreal/methatthey'vereceivedelevatepointsasareward
VirginAmericaguestscanearnanaddi/onal25Elevatepointspercheck‐inandtotalpoten/alof50extrapointsperflight,henceprovidingfrequentflyerswithacompellingwaytoearnrealworldrewardsforvirtualcheck‐ins
Source:hTp://www.virgin‐atlan/c.com/en/us/corporateandtrade/backstage/travellingwithus/frequenclyerprogram.jsp
VirginAmerica–FrequentFlyerCheck‐ins
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Gamification – Customer Support
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ExpertsExchangeisaonlinecommunitydedicatedtoprovidingbeTerITassistancetotheworldusinggamedynamics
Userspostques/onsandassignpointstotheirqueries.Thesiteencouragestechnologyexpertstoanswerthequeriesandearntheallocatedpoints
Theplacormhasaleader‐boardtoshowcaseexpertsandaprogressionsystemwhichallowspeopletobecomeexpertsfordifferenttopicsandeventuallygetaddedtothehalloffame
Theplacormusesbadges,andavatarstorecognizeexper/seonthesite,whichinturncanhelpthemgetfreelanceassignments
Source:hTp://www.experts‐exchange.com/
ExpertsExchange–GamifyingSupport
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Gamification – Customer Experience
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Thetourofthe9Smithsonianmuseumsisarrangedasatrekgame
Questinvolvesanswering70ques/onstheanswerstowhichareavailableinthemuseums
Timebasedchallengequestsareperiodicallyorganized
TherearerewardslikefreeiPad,etc Gamehelpsengagethepar/cipantswhiletouringthemuseumandgetmorevaluefortheexperience
Source:hTp://www.gosmithsonian.com/scvngr/?device=other&c=y
GoSmithsonianTrek
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Gamification – Encouraging Innovation
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Objec/veofthesystemwastomo/vatecivilservantsandcreateaninnova/vecultural
Thesystemusedgamemechanicstoaidthegrowthandsupportofnewideas
IdeaStreetemployedapointsystemtoincen/vizeemployeestodefineandcurateideas;virtualcurrencywasusedasareward
Par/cipantswereencouragetoinvestinanideabybuyingshareswhichtheycouldtradeonavirtualstockmarket
ThewinnerworkedinaremotedistrictofficeandwasrewardedbyaleTerfromtheSecretaryofStateforWorkandPensionsinvi/nghimcomeandworkinthecentraloffice
Source:hTp://www.gartner.com/DisplayDocument?id=1476216
Work&PensionsDepartment‐IdeaStreet
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Gamification – Employee Collaboration
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RyppleisasocialperformanceplacormaimedatmakingabeTerworkplace
Ituseselementsoffeedbackfromthegameworldtoprovideainnova/vewayforbusinessestoprovidecon/nuous,ac/onablefeedback,coaching,andrecogni/ontotheirteams
Thesystemallowsteamstodefinegoalsandindividualtasks.Theinterfacehasvisualcueslikegameswhichindicateprogressonamorereal/mebasisandhenceprovidethesameinstantandconstantgra/fica/onsgamesprovidewhileplaying
Italsoallowsuserstoprivatelyorpubliclythanksomeonefortheirassistance.Wehaveseenfromsocialgamesthatsuchsocialrecogni/oncanactasamajorincen/ve
Source:hTp://rypple.com/
Rypple–GamifyingFeedback
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About Kuliza
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Kuliza is a social technology firm focused inhelping companies leverage social so4ware,community pla8orms, mobile and cloudcompu;ng for improving business performance,communica/onandcustomerengagement.
AboutKuliza
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Kulizaofferscloudservicestoensureahasslefreeinfrastructuretosustainyourchangingneeds.Ourfocusareasare: Cloudconsul/ng Cloudhmigra/onandmanagement
Kulizaofferssolu/ontodesign,buildanddistributemobileappsforiOS,AndroidandBlackberry.Ourfocusareasare: MobileCRM Mobileloyaltyprograms MobileTransi/on
Kulizaofferssolu/onsfordesigningandbuildingsocialsotwareandcommunityplacorms.Ourfocusareasare: Onlinecommuni/es FacebookApps SocialCommerce SocialCRM
Ourofferings
ZaSocial ZaMobile ZaCloud
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OurCapabili/es
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Drupal, Joomla, Wordpress
Magento, Uberkart
Java, php, Ruby,
iOS, Andriod, Blackberry development
Integration with Facebook, LinkedIn and Twitter APIs
Strategy Design Engineering Infrastructure
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Community
DigiWhirl:networkofexperiencedcommunitymanagers
Technology
Beevolve:Listeningplacormpartnersforcustomerengagementcommandcentre
Oblong:pioneersingesturecompu/ngwithtoolstotransformmethodsofengagement
MobStac:mobileenterprisereadypublishingplacormthathelpcompaniesdeliveradelighculmobileexperiencetotheircustomers
UXD
ApparatusMedia:Leadingbou/queUXDandbranddesignfirm
Partners
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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
Achievements
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AskUsHowGamifica/onCanImproveYourCRM
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