Loyalty 3.0 : Motivation, Big Data

& GamificationHerve Atayi

Mobile Loyalty Audit 2014What’s creating loyalty, and what’s breaking it in today’s hyper-competitive market?

Mobile Loyalty Audit 2014

Mobile Loyalty Audit 2014Customers were asked what a competitor could do to tempt them away from their current mobile operator

Number of support interactions Average

Better network coverage 48%

Better data speed 43%

Bigger data allowance 43%

Better loyalty rewards 41%

Better customer service 39%

The phone I want is cheaper 39%

Data sharing 30%

Highly recommended 26%

Desired phone available 24%

4 Type of CustomersSatisfaction is no guarantee of retention

The 3 Faces of Loyalty

Loyalty 3.0

Motivation

• Internal and external factors that stimulate desire and energy in people to be continually interested in and committed to a job, role, or a subject, and to exert persistent effort in attaining a goal.

The 5 key intrinsic motivators

Loyalty 3.0

Big Data

Big DataHow can we use big data

With big data, a business can learn a lot about: What you doWhere you do itWhen you do itWhat you likei.e Amazon, Etisalat

Big DataThere is no real finite limit or definition of the size of big data. the size of database at Walmart alone is 2.5 petabytes of data, the equivalent of 167 times the books in the U.S. Library of Congress.A petabyte is 1 million gigabytes which is roughly equivalent to 20 million file cabinets worth of text.eBay processes 50 petabytes per day of activity data as its users search, bid on, and navigate through its site.The total amount of data estimated to be created each day is 2.5 exabytes – 1000 times the size of all Walmart has in storage.

Big Data

According to Eric Schmidt, Chairman of Google, “Between the dawn of civilization and 2003, 5 Exabyte of information were created. Now we are generating that amount every two days”.

Loyalty 3.0

Gamification Gamification takes the motivational techniques that video game designers have used for years to motivate players and uses them in nongame contexts.

Giving users goals to accomplishAwarding them with badgesEngaging them with competitionEncouraging them to collaborate in teamsGiving them status by levelling them upEnabling them to earn points

Games Are Intrinsically Motivating

Loyalty 3.0

Some Examples of Loyalty 3.0

Dropbox

Verizon: Get your game on

My School My Village My Planet

Baltic Miles: Burn the miles

Cable Points