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Kris Duggan - Fighting the Engagement Crisis: The Future of Gamification
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Transcript of Kris Duggan - Fighting the Engagement Crisis: The Future of Gamification
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FIGHTING THE ENGAGEMENT CRISISWhere we are and where we’re going
Kris Duggan, Co-Founder, Badgeville
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@badgeville
WHY WE’RE ALL HEREEngagement apocalypse is real, and pervasive
CRM50% Failure Rate
Websites & Communities29% Login Rate
Social Media1% Return to FB Fan Pages
Enterprise Social12% Adoption Rate
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GAMIFICATION IS THE CUREIt enhances your most vital enterprise investments, helping you get the ROI you always wanted…
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@badgeville
It’s changing the way we interact with our customers…everywhere.
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CUSTOMER ENGAGEMENTTied to the core business objectives of marketers
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ACQUIREHow can you attract new customers?
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RETAINHow can you keep customers engaged over time?
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CONVERTHow do we maximize revenue through real-time engagement?
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@badgeville
It’s changing the way our employees get work done…
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EMPLOYEE ENGAGEMENTTied to the business objectives that matter for today’s enterprises
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OPTIMIZEKey business processes across the enterprise, such as managing leads, customer tasks, and opportunities…
ExampleReal-time recognition for closing a deal or converting a lead…
Key GoalInfluence low performers to emulate highperformers.
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COLLABORATEReward employees who share knowledge across departments and boundaries
ExampleAchievement for sharing valuable field knowledge
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LEARNMaximize employee performance by encouraging completion of key programs…
ExampleGuide users through courses and training
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@badgeville
How can we sell gamification internally?
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1. AVOID THE G-WORDAvoid gamification in front of the wrong audiences…
It’s about behavior management and business results
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EXAMPLE: EMCRAMP: Recognition, Awards and Motivation Program
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2. IT’S ABOUT BEHAVIORSThat we can motivate and influence to drive engagement
Log In
Share Commen
tPost Status Message
Write Review
Reply to Discussion
Check in Document Check out
Document
Update Record
Covert LeadCreate
Lead
Edit Wiki
Open Opportunit
y
Close a Deal
Close Support Ticket
File Support
TicketOpen
Support Ticket
BeginCertificatio
n
FinishCertificatio
n
$Submit
Expense Report
$ApproveExpenses
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3. IT’S MORE THAN POINTS, BADGES AND LEADERBOARDSTapping into the human psyche
I want to…
learn & grow make
progress
get recognized for my workget
feedback
WIN!
make social
connections
know how
I compare
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4. IT’S ABOUT HARD BUSINESS VALUETie back to the ROI of the app in question…
20% Faster Ticket
Response
200% More
Reviews
63% of customers are more likely to purchase
products after reading a review
Resolving tickets on the same day reduces cost of services by
66%
Sources: iPerceptions and UK Customer Satisfaction Index
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5. IT’S AN ENTERPRISE INVESTMENTGamification must delight end users, but satisfy requirements
REQUIRED
Game Mechanics ✔
Portable Reputation Mechanics ✔
Social Mechanics ✔
Social Rewards ✔
REQUIRED
Private Cloud & Database ✔
Global Data Center ✔
Multi-tiered user access ✔
HARDENED SECURITY
ENTERPRISE SCALE REQUIRED
Enterprise Networks & Sites ✔
Advanced Metadata Support ✔
Private Customer Community ✔
FULL SUITE OF ENGAGEMENT MECHANICS
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@badgeville
Where is it going?
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PORTABLE REPUTATIONAcross different applications and sites
Unified Engagement Layer
SCIAL
SCMBI
EXPENSE
CRM
ECN
ERPMDM
HRM
SOCIAL
COMMUNITIES
MARKETING AUTOMATION
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UNIVERSAL PROFILESRolling up behavior and achievements across sites and apps
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BEHAVIOR DATA = BIG DATAIterating with closed loop of engagement
Track & Analyze Behaviors
Export Data to Other Tools
• Traditional analytics, data warehouse, CRM, and BI
Design & Update Your Mechanics
• Game, Reputation, Social
Apply to Cloud User Experience YOUR
USER
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GAMIFICATION WILL GET SMARTERAnticipating and guiding user behavior before it happens
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NO ZOMBIESGo back to the Badgeville booth and tell them the secret password is….
to earn your badge.
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@badgeville
Thank you! Additional Reading
KRIS DUGGANBadgeville, Chief Strategy Officer & Co-Founder Twitter: @kduggan www.badgeville.com