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!