Customer Experience With Gamification

How to enrich customer experience with gamification and build deeper, richer customer data

As kids and adults we rely on our competitive spirit to win at life. That’s why games are so popular.

In this article, we will review how gamification can be used to reinvigorate relationships, enrich customer experiences, create more engaged customers and build deeper, richer customer data.

What is Gamification and how can it enrich customer experience?

Nick Pelling coined the term Gamification in 2002. Gamification is the application of game mechanics into previously non game-centric platforms to enrich engagement. It can be applied to websites and applications and can form the centrepiece of a brand’s customer loyalty and customer engagement strategy. The process of gamification aims to improve participation, enrich engagement, and deepen loyalty from customers.

Gamification can be applied to different fields like brand building, education and e-commerce. In the world of marketing, we see some of the most common uses and adoption of gamification through customer relationship and customer loyalty programmes.

Gamification uses the desires and motivations which naturally exist within all of us. This is what makes it so powerful – it taps into our innate human desire to achieve and win.

Some of the most common elements used in gamification are:

  • Leader boards
  • Game design and architecture
  • Virtual currency
  • Points – awards, redeeming, gifting, trading
  • Achievement levels
  • Achievement badges
  • Character development and interaction
  • Visual progress bars

These gaming terms can potentially play a role in the development, management, and delivery of customer relationships and, if applied well, can enrich customer experiences and data, through providing a better understanding of how they interact with game elements.

Source: NNGroup

Is gamification a new concept?

Most likely not. Customer loyalty is a big game especially within the competitive loyalty programmes offered by airlines and hotels, whereby customers work hard to enjoy elevated status and benefits by flying more or staying more. Just check the frequent traveller forums and you will see customers proudly displaying their elite traveller status.  

One of the most common gaming elements is the objective of unlocking new levels as the player progresses through various goals. This fun approach is being used in many customer loyalty programmes where rewards and benefits can be “unlocked” as loyal customers reach certain spending (as well as other) goals. This strategy allows a fresh, smart, and dynamic approach to encourage customers to work a little bit harder and it also enriches the customer’s experience.

How gamification enriches customer experience

Customer loyalty programmes usually offer their customers tangible rewards like electrical gadgets, free flights and cash vouchers. While these rewards are amazing, they can cost money and some significant time investment.

Over time, this may lead to disengagement. With gamification, the loyalty programme becomes more fun, engaging and rewarding – delivering an uplift in loyalty programme participation and customer retention whilst also deepening and enriching customer data.

In the case of Aero Mexico, there is a unique game platform where customers have the chance to wager their existing miles for additional rewards. Whilst gambling is not for every jurisdiction or culture, it does keep consumers wanting to engage with the airline due to the obvious potential financial benefits.

The three pillarrs of gamification that can be used for better engagement and enrich customer experience
Source: VanillaForums

How can you start applying gamification in your business?

Gamification opens up a whole new dimension of how customer relationships and customer loyalty programmes can run. Here are a few key considerations when developing your gamification strategy:

  1. Apply principles but do not copy – Don’t just copy well known games. To successfully apply gamification into your business, make sure to understand the principles and techniques of the game. For example, adding a simple progress bar to your website will show your customers their progress.
  2. Test out – Make sure to research and try out new ideas. There are hundreds of digital tools that can help you measure your performance. Check out tools like KPI FIre which helps companies and their teams measure and manage growth and, Scientrix which provides solutions and tools for strategy execution and management. 
  3. Start small – You do not need to build complex gamification platforms that will take your customers months to complete. Instead, start small and apply gamification strategically throughout the customer experience so that you progressively improve customer engagement. At the start at least, less is more.
  4. Be customer-specific – With customer loyalty and customer relationship management programmes often having the same look and feel, don’t be afraid to stand out and be different. Make sure to give your customers a completely new experience by reflecting your brand and your understanding of what your customers need in your gamification strategy.
  5. Use games to educate – Gamification is a great way to keep customers engaged in product demonstrations and can be used to walk them through information and educate them about your products.
  6. Make it social – Multiplayer games are so popular because players get to interact and help each other. Introducing a social element into gamification can heighten engagement. Using leaderboards to ignite competitive spirit is a good example of this.
  7. Learn local ethics and laws – Make sure to review your local promotion laws as some areas are strict regarding the promotion of gambling, providing an incentive to children or promotion of controlled products like tobacco or alcohol.
  8. Consider virtual rewards – If you cannot afford real-world rewards, you can, instead, develop virtual rewards which will keep your customers motivated and engaged. 

Gamification can be used to reinvigorate a loyalty programme, educate customers, enrich the customer experience, build deeper and richer customer data and drive referrals and advocacy. It’s a powerful strategy well worth considering.

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About James

James is the founder of Customer Devoted and was previously the managing director of customer engagement agency Ogilvy One and the strategy director for customer loyalty consultancy The Collinson Group.

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