The customer path outlined with gamification mechanics. What is the concept of gamification and in what way can it be optimized for different businesses and customer segments?

1. WAS GAMIFICATION A SHORT TREND OR IS IT
A NEW FUNDAMENT OF MODERN
CRM&LOYALTY STRATEGIES?
Loyalty 3.0 in the Digital Area – New approach to Loyalty Marketing
Comarch Loyalty Breakfast 2016, Brussels

2. zofia.wozniak@comarch.com
ZOFIA WOŹNIAK
Business Solution Manager
CRM&Marketing

3. WHEN DID IT START?

4. RESULTS
By 2015 the Primary Mechanism
To Transform Business Operations
Source: Gartner

5. RULE 1: WE ARE GAMERS. ALL.

6. STEREOTYPE

7. REALITY
 34 years
 48%F / 52%M
 98% two-years-olds
 21 years - 10 000 hours

8. RULE 2: WE LOVE FUN.
GAMIFICATION SHOULD BE FUN.

10. RULE 3: GAMIFICATION SHOULD BE SIMPLE.

11. MAIN ELEMENTS

14.  User received
badges
 Progress is
rewarded
 A part of
loyalty
program
 Showed on a
interactive
map

15. SIMPLE THINGS – PERFECT RESULTS
Over 2.8m additional views to the loyalty portal page
Over 1.5 milion badges awarded
Over 1.6m Facebook impressions of branded content
3 min 22 sec - average time of one web session
Over 350,000 active users
Best Frequent Flyer program in the US in 2014/ 2015

16. RULE 4: WE ARE SOCIAL.
GAMIFICATION SHOULD BE SOCIAL.

17. 2005
2013

18. BUILDING COMMUNITY
– BRAND AMBASSADORS

19. RULE 5: GAMIFICATION IS FOR EVERYONE.
LIKE A COFFEE.

20. BUSINESS USE CASE
Deepen engagement
Increase loyalty
Onboarding new users
INTERNAL
Employee collaboration
Loyalty to a company
Employee onboarding
EXTERNAL
Customer/business partner collaboration
Loyalty to a brand
User learning/ education

21. RULE 6: GAMIFICATION CONCEPTS ARE NOT UNIVERSAL.
LIKE A COFFEE.

22. SIMILAR LEADS – DIFFERENT GOALS
FINANCE & BANKING
B2E GAMIFICATION
MAIN GOAL: HIGHER SALES MAIN GOAL: SUPPORT CHANGE PROCESS
MAIN FEATURES: PERSONAL TASKS, DAILY
LEADERBOARD, 1-1 COMPETITION
MAIN FEATURES: TEAM TASKS, BADGES,
POINTS & LEVELS
DESIRED INTERACTION FREQUENCY:
EVERY DAY
DESIRED INTERACTION FREQUENCY:
ONE A WEEK
BASE OF GAMIFICATION: COMPETITION BASE OF GAMIFICATION: COLLABORATION

23. EXAMPLES OF PROJECTS

24. RULE 7: LOOK INTO THE FUTURE

25. CUSTOMER PATH
tutorial
+25
task
+55
task
+55
skill
+400
task
+55
+300
LEVEL NEXT
FUN
unlock+50
Edu. quiz
+80
share
+50
Edu. quiz
welcome
+100

26. Campaign
scenarios
Engagement
tasks
Educational
tasks
Badges
Leaderboar
ds
Lotteries &
contests
Rewards
auctions
Blind
auctions
Knowledge
base
Communities Social media
Omnichannel
experience
HOW DO WE WORK?
 Overall campaign/topic
 Expected message to
convey
 Expected behaviors
and emotions
 Expected business results
and problems to solve
 Processes to enhance
and many more!
You define: We define:

27. SUCCESS FACTORS
1. Proper usage of game mechanics
2. Appealing story-telling & visualizations
3. Properly defined customer path
4. Properly defined rewarding scheme
5. High level of interactive multichannel interactions
6. High level of personalization

28. OUR GAMIFICATION TEAM

29. OUR DAILY WORK

30. COMARCH ENGAGEMENT GLOBAL PROJECTS
Global FMCG
producer
Global FMCG
producer
Global
FMCG
producer
Sportswear
retailer

31. QUESTIONS?
SO GAMIFICATION
IS MAKING GAMES?
NO. IT ISN’T

32. THANK YOU!