Gamification of Customer, Employee Engagement

1. Level Up with Gamification
The concepts, methodologies and research contained
herein are proprietary of Naval Vithalani. Duplication,
reproduction or disclosure of information in this
document without the express written permission of
Naval Vithalani is prohibited.
Email – tonaval@yahoo.com

2. Life has changed forever
Social Media is the biggest disruptions of current times, business has moved from
the traditional Purchase Funnel to the Social Purchase Circle
Traditional Purchase Funnel Social Purchase Circle
Social now influences every stage of
the purchase process and amplifies
recommendations to the nth degree.
ePatients – Engaged, Educated, Empowered

3. The New Challenge
Customer Challenges
Increasing Distraction
Increased Expectation
New Communities
Short Recollection
Employee Challenges
Increasing Dissatisfaction
Retention of Talent
Communication Gaps
Low Motivation
Businesses are struggling to keep their employees, customers
Engaged

4. Loyalty
Motivation
Engagement
Goal
How Do You Achieve These
Brand Evangelism
Purpose
Benefit

5. What if the world was a GAME

6. Do you remember Donkey Kong
You had a Gorilla You had a Princess You had Mario
Gorilla that kidnaps
Princess calls for help
the princess
Why did
a. People try to beat each other’s high score Mario saves the Princess
b. Even after 25yrs, people still remember the game
c. Why did people spend countless hours beating each other’s score
THE POWER OF GAMES

8. What is Gamification
Gamification is the application of Gaming Thinking and Mechanics to
increase engagement.
Gamification can be employed to engage employees, customers and
partners
Why Gamification works
Creates a sense of belonging
Increase Engagement
Increases Employee / Customer Motivation

9. Level Up - Gamify to Influence Behavior
Crowdsourcing Targeted Business Activities Behavioural Psychology Real Time Feedback
Using the power of many Providing Real Time
- Customers Feedback to the user
- Employees - Leader Boards
- Badges
Optimizing Work and
Influencing Behavior

10. Gamification Of Employee Engagement
Employees are the biggest “Brand Advocates” for any organization. The biggest challenge is how
do you influence employee behaviour for training, participation and referrals.
Using Gamification, employees can be incentivized to behave in a particular manner.
Gamification is where the organization sets a Goal for the employee.
Goals Actions Reward
• Idea Factory • Leaderboards
• Training • Leaderboards
• Healthcare • Virtual Currency
• Referral
• Brand Advocacy

11. Gamified Analytics
• Real Time Feedback from user
data
• Behavioral Tracking helps to tweak
the Game to create ‘Stickiness’
• Data to help design the reward
mechanism
• Analytics based on
– Top Users
– Daily Activities
– Daily Users by Challenge
– Users by Level

12. Functional Architecture
Enterprise Employee Touch
Gaming Layer Define the program rules send it to
Systems 1 Employee / customer touch points points
User Management Customer / Employees Earn
3 Interaction Points
Badges and Rewards Points
• Online
ERP Systems Badge Management
• In Office
Rewards, Display Customer / Employee
5 achievements on Leader boards
Points
Employee Data Rules Management
2 Employees / Customers complete Communication
Member Communication Tasks
Channels
• Email
Customer Data Program Management Communicate with Customers / • Mail
6 Employees on multiple channels
Promotions
7
Influence Game mechanics
Master 4
based on behavior data
Data Social
based on behavior data
Influence Promotions
Warehouse Networks
Share Employee /
Customer achievement on
Social Networks to help
Analytics Corporate Image
Insights on Employee
/ Customer behavior

13. Functional Engagement for Program Design
Stage and description Objective Methodology Deliverable
• Setting expectations • Conducting Workshop
• Describing tools and checklists • Explaining timelines and
Preparatory stage: •
Prep
Clarifying questions and how they Critical Success Factors
Prerequisites are administered
Questionnaire
• Define if Standalone or Coalition • Conducting workshops with
Program. Explain benefits of each leadership teams
• Design the Business Models • Conducting workshops with
Stage 1
Program Design and • Redemption Strategy function heads
Business Model • Multi Channel – Web/POS/Mobile • Benchmarking to industry
Workshop • Promotions and Analytics standards
• Customer Performance Analysis / KPI’s
• Customer Service
• Design the detailed Business • Data collected through
Stage 2
Processes for the entire program workshops translated to
Business Process and
• Design the detailed Business business processes
Requirements Design Requirements for running the • Design Requirements
Gamification program documents using global best
practices
• Creating a Gamification Roadmap • Prioritising the program
• Handover Requirements, features to launch in phased
Stage 3
Gamification Roadmap • Handover Processes and Roadmap manner
and Product selection to product vendor • Product selection based on
• Product selection process feature-product best fit

14. Key Take Away
Identify The
• Align the strategy to the Corporate goals Corporate
Strategy
• Understand the target audience
Align Social
Analyze the
Media
data and
• Based on the product / services offered identify the social Refine
Strategy To
The Corporate
networks to be tapped Strategy
Strategy
• Keep the strategy simple to tweak
• Engage in continuous dialogue with the client
• Reward every action of the audience Implement Test The
The Changes Strategy
• Analyze the data and Refine the approach
Refine
Strategy
Based On Test
Feedback
Social Media is about creating Communities not eyeballs

15. Thank You
To Gamify your world contact the author
Naval Vithalani
Email – tonaval@yahoo.com