Toby Beresford Rise CEO explains why gamification is the missing link in any customer centric marketing intiative as it provides a mechanism to capture all the necessary data to discover who really are our best customers. This presentation was given at the British Interactive Marketing Association (BIMA).

1. The future of customer
centric marketing
And where does gamification
fit in?
Toby Beresford
Rise CEO
@tobyberesford
BIMA Breakfast Briefing
12 November 2014
Includes captions for reading on slideshare

2. What is Customer Centricity?
• Figure out who your best
customers are.
• Focus on them, roll out the
red carpet.
• Create products and services
that are right for them.
Customer centricity is about rolling out the red carpet to your best customers

3. Who should be Customer Centric?
Definitely
B2B
Possibly
Healthcare
Utilities
Financial Services
Probably
Travel
Fashion
Entertainment
Not all industry sectors suit a customer centric approach but B2B certainly does

4. How do we find our best customers?
To be effective, Customer centricity requires us to know who are our best customers.
Existing segmentation tends to lack the necessary detail to create a 'best customer score' for
each customer

5. We require behaviour data from multiple sources
Online
Engagement
Best
Customer
Score
Purchases
Marketing
Attention
Physical
Visits
Product
Usage
Social Media
There are 6 sources (at least) of behaviour data we need to create the best customer score:
Online Engagement, Purchases, Marketing Attention, Physical Visits, Social Media, Product Usage

6. But not all data is available
Poor campaign data
Online
Engagement
Best
Customer
Score
Purchases
Marketing
Attention
Physical
Visits
Product
Usage
Social Media
Unlinked customer
identities
Inflexible privacy
policies
Legacy
systems
No tracking in place
User does not /
will not provide
Not all data is available today - we are hampered by:
Poor campaign property to central CRM data exchange
Rigid privacy policies creating data silos
Legacy marketing systems without adequate data exchange
No ability to track check-ins in store or at events
Unlinked customer identities - i.e. not linking a twitter account to an email address
No feedback from customer on actual usage of product

7. So we don’t actually know
• Who are our best customers?
• What products and services
are really right for them?
So...we don;t know who our best customers, so we can't be customer centric.

8. What’s the big idea?
What's the big idea? Get customers to manage their own 'best customer score'
What if our customers maintained their own ‘best customer score’?
What if they could see whether or not they were our best customer and
work up to the benefits of being one?

9. Nike have nailed it
Single
Customer
Score
Usage
Data
Social Identities
Nike has obtained the data it needs with Nike+ where consumers see their score, link social
identities, register purchases and record usage
Purchases

10. So have facebook
• How many friends?
• How many events invited to?
• How many likes?
• How many comments?
• How many shares?
• How many mentions?
Facebook has obtained the data it needs by gamifying social behaviour in its entirety

11. So, what is gamification, again?
• Opt in programs to achieve intrinsic
goals
• Player and manager goals aligned
• Relevant feedback for players
• Motivate with data not prizes
• Win win
Gamification is the technique being used - it's about a Win Win for both player and manager

12. Rise offers a ready to roll platform for running these data exchange for feedback programs on a
79
trusted 3rd party.
52
Thought Leader
12
11
45
Community
Champion
Driving Ability
Movie Buff
Sustainable
Shopper
In return for data we provide great feedback

13. Gamification for Customer Centricity take away
Gamification reaches the data no-one else can reach
Gamification solves the problem of not enough data to know who are our best customers.

14. Now, how do I trial this?
• Start on Social Media with an
influencers program for a niche
segment.
– Light & unthreatening
– Uses existing public data
– Can solve today’s marketing issues
i.e.:
• link customer identities in the CRM
• get repeat weekly engagement with
our brand
Getting started I recommend focusing on social media as its light, public and easy to use

15. Using Rise
1. Choose your niche customer segment
2. Create a social media influencer board from a Twitter search / list and rank
based on Klout – ‘Power Board’
3. Share with your client (stealth mode)
4. Share with customers (public mode)
5. Start a conversation around the scoring system.
6. Align client and customer goals for customer centric success!
With Rise you can start with small, simple projects that can flex and grow into the future
programs you want them to be

16. www.rise.global