Presentation from a recent, joint Capgemini - Badgeville event in Sydney, Australia on the role of enterprise gamification in digital transformation. This presentation, from Steve Sims, VP of Badgeville's Behaviour Lab, focuses on how gamification can boost engagement. It covers the background theory to game design and worked examples with real results that supports the theory. Capgemini Australia's Digital Transformation practice, focused on helping our clients find, size and catalyse digital opportunities, and Badgeville, the #1 gamification and behaviour management platform, work in partnership to leverage innovative gamification techniques to accelerate digital transformation in major organizations by engaging, rewarding and motivating employees and customers.

1. GAMIFICATION
AND
THE
POWER
OF
BOOSTING
ENGAGEMENT
STEVE
SIMS
(VICE
PRESIDENT,
BEHAVIOR
LAB,
BADGEVILLE)
@SteveBadge
#EngageSydney

2. Capgemini
ConsulIng
and
Badgeville
have
a
global
partnership
to
leverage
innovaIve
gamificaIon
techniques
to
accelerate
digital
transformaIon
in
major
organizaIons
by
engaging,
rewarding
and
moIvaIng
employees
and
customers.
IN
AUSTRALIA
To
find
out
how
Capgemini
and
Badgeville
can
help
you
realise
a
digital
advantage
through
the
intelligent
applicaIon
of
enterprise
gamificaIon
please
contact
mani.thiru@capgemini.com

3. THE BEHAVIOR PLATFORM
Engage Everywhere
Enterprise Networks facilitate scale
Enterprise!
Social!
Website!
Communities!
Marketing!
CRM!Learning!
Social !
Media!
Game Designers
Behavioral Psychologists
and Loyalty Experts
Technical Experts
Help you integrate and deploy
into your customer experience
Analyze the strength
of your program
Data Scientists
World-class team
Full Engagement Suite
Much more than points, badges & leaderboards
Customized !
Game Mechanics!
Portable !
Reputation Mechanics!
Social !
Mechanics!
Social !
Rewards !
Behavior Analytics !
& Data!

4. GAMIFICATION
It’s buzzword central, but don’t get lost in the noise
It’s not games

5. It all starts
with a question…

6. How do I get more people to
do more stuff more often?

7. IT’S ABOUT MOTIVATING PEOPLE
Helping your customers feel…
Socially Valued
Successful
Smart
Structured
Intrinsic
Rewarded
Extrinsic
Discovering new things &
proving knowledge
Winning &
besting competition
Earning elevated reputation,
status or prestige
Finding purpose
& direction
Getting stuff
they want

8. WHY THIS WORKS
Engagement techniques leverage key motivators…
How do
I compare?
Am I being
recognized?
Am I making
progress?
Am I
winning?
What’s my
status?

9. ENHANCING WHAT YOU’VE GOT
By layering more engaging experiences on top
of your existing investments
That Reach Your Customers

10. ENGAGEMENT MECHANICS
Reward users, elevate their status, and give them context
Examples
Game Mechanics
Deliver achievements and instant
recognition for key behaviors
Reputation Mechanics
Elevate user rank, status and expertise
Social Mechanics
Surface behaviors and
achievements in context

11. Applying
game mechanics
to change behavior

12. RETAIN! CONVERT!ACQUIRE!
THE CUSTOMER CHALLENGE
Three key imperatives that you should map gamification to…
How do I get
more customers?
How do I get them to
spend more money?
How do I keep
them over time?

13. AUTODESK’S CHALLENGE
Convert trial users to paid users
Customer Adoption Hurdles
Users were 2x likely to
purchase if they had
used the trial at least 3x
during the 30-day trial
C A S E
S T U D Y

14. AUTODESK MISSIONS
Guide and reward customers to interact with key features
C A S E
S T U D Y
40%
Trial
Usage
10%
Trial
Downloads

15. Maximize customer revenue with more engaged audience…
SNEAKPEEQ’S
CHALLENGE
C A S E
S T U D Y
Business Objectives!
• Repeat Visits & Retention !
• Integrate tightly with
Facebook Open Graph!
• Grow more revenue!

16. Maximize customer revenue with more engaged audience…
ENGAGEMENT
DRIVES RESULTS
%
I’ll insert stat
40%
Daily
Retention
18%
Conversions
590%
Social
Shares
C A S E
S T U D Y

17. How do I get started?

18. It’s about
behavior management and
business results
AVOID THE G-WORD
Avoid gamification in front of the wrong audiences…

19. EXAMPLE: MUCH MUSIC
MUCH CLOSER, their social loyalty program

20. Log In
Share
Comment
Post
Status
Message
Write
Review
Reply to
Discussion
Submit
Product
Feedback
Forward to a
Friend
Update
Record
Sign Up
Create
Lead
Rate a Product
Visit Daily
Refer a
Friend
Help Answer
a Question
Start a
Discussion
Begin
Tutorial
Finish
Tutorial
$
Add to
Basket
$
Complete
Order
IT’S ABOUT BEHAVIORS
That we can motivate and influence to drive engagement

21. I want to…
make
progress
get
recognized
WIN!
know how I
compare
IT’S MORE THAN POINTS, BADGES,
AND LEADERBOARDS
Tapping into the human psyche

22. MANIACAL FOCUS ON VALUE
We establish tangible ROI based on your business objectives
Business Objective
Increase Loyalty
Reviews
Repeat Visits
Comments
Shares
Example behaviors to
support KPIs
100%
50%
200%
300%
25%!20%!
Repeat
Purchases
Customer
Advocates
Example KPIs to
support objective
• Lifetime customer value
• Number of advocates
• Repeat purchases
$
• Advocates spend 2x as
much as regular customers
• 5x greater lifetime value
(Source: Deloitte)
$

23. • The
moIvaIon
mechanics
are
separated
from
the
applicaIon
• Recorded
behaviors
idenIfy
the
value
of
those
acIons
in
context
of
the
overall
objecIve
• ReporIng
and
AnalyIcs
help
IdenIfy
paWerns
of
behavior
THEN MEASURING THE RESULTS
and adjusting the motivations in real time…
Design
Record
Report
Recommend
• Recommended
changes
to
the
design
can
be
implemented
and
measured
for
effecIveness
(conInuously)

24. REQUIRED
Game
Mechanics
✔
Portable
Reputa;on
Mechanics
✔
Social
Mechanics
✔
Social
Rewards
✔
REQUIRED
Private
Cloud
&
Database
✔
Global
Data
Center
✔
Mul;-­‐;ered
user
access
✔
HARDENED SECURITY
ENTERPRISE SCALE
REQUIRED
Enterprise
Networks
&
Sites
✔
Advanced
Metadata
Support
✔
Private
Customer
Community
✔
FULL SUITE OF
ENGAGEMENT MECHANICS
IT’S AN ENTERPRISE INVESTMENT
Gamification must delight end users, but satisfy requirements

25. Helping you find,
size, and catalyse
digital opportunities.
Driving Digital Transformation
The Capgemini Digital Transformation consulting
practice helps organisations find the digital opportunities
within their business. Our team specialises in identifying,
designing, and developing new ventures, innovative
delivery models, and digital transformations to get real
value from the digital economy.
We offer a fresh approach based on collaborative and
iterative design with a focus on targeted outcomes. You
bring your customer and business experience. We bring
perspectives from our understanding of the Australian
and global digital economy and our leadership in
organisation transformation and technology.
Digital Transformation
Think - Design - Develop
Contact Points
Ben Gilchriest
ben.gilchriest@capgemini.com
Jean-Baptiste Vincent
jean-baptiste.vincent@capgemini.com
Mani Thiru
mani.thiru@capgemini.com
Mark Anderson
mark.anderson@capgemini.com