GAMIFICATION:How Can You Use It To Create

Exceptional Customer Experiences?

Exceptional Employee Experiences Result In

Exceptional Customer Experiences

Engaged and Inspired

Employees

Engaged and Inspired

Customers

Inward’s Internal Dialogue Communications ModelTHEORETICAL ALIGNMENT – SEQUENTIAL ORDER

Hierarchy of Effects

Objectives

Inform

Understand

Commitment

Behavioral

Change

Media Hierarchy

Strategy

Written Explanations

Participatory

Learning

Recognition &

Rewards

Companywide

Communications

FocusContinuity

Tiered

Communications

Corporate

Level

Divisional/BU

Level

Local Office or

Functional Area

=

=

=

Value

Benefit

Attribute

Hierarchy of

Relevance

Message

BY 2014, 70% OF GLOBAL

ORGANIZATIONS WILL HAVE AT LEAST

ONE GAMIFIED APPLICATION

BY 2015, 50% OF ORGANIZATIONS

THAT MANAGE INNOVATION

PROCESSES WILL

GAMIFY THEM

MANY OF THE WORLD’S LARGEST

BRANDS ARE CURRENTLY DEPLOYING

GAMIFICATION, INCLUDING COKE,

AOL, NISSAN, NIKE, AND VIACOM

GAMIFICATION HAS A 10X HIGHER

LEVEL OF ABSORPTION AND

RETENTION THAN TRADITIONAL

TRAINING OR CBL TECHNIQUES

LET’S EXPERIENCE IT!

Situation: T-Mobile wanted to motivate its customer care and

retail store representatives to make T-Mobile's online

social business community their go-to resource for

answering customer questions. T-Mobile wanted to

drive up customer satisfaction scores by engaging

more than 30,000 frontline representatives so they

could effectively respond to customers' queries,

even as the devices they sell and support grow more

complex.

Results:• User participation in T-Community increased by

1,000%

• Within the first two weeks, more than 15,000

frontline employees completed an array of Getting

Started missions -- far better than historical

adoption rates for self-guided tutorials

• 187,000 achievement badges were awarded in

the first six weeks

• The number of "likes" assigned by employees

to indicate a helpful response increased a

staggering 6,000 percent.

Situation: Ford wanted to train, motivate, and support sales,

parts and service employees to deliver the optimal

customer experience and increase sales. The

solution was to motivate dealership employees to

make more use of the courses and resources

available to them by rewarding exploration and

demonstration of knowledge gained within a

collaborative online community.

Results:• From day one, the site experienced a burst of

activity with over 100,000 unique visits.

• By week five, actions per user more than doubled,

and total actions increased another 60%.

• Engagement with the portal increased with all

employees, and a positive correlation between

engagement and key sales and satisfaction

performance indicators was proven.

NIKE+

Gamification of Running:

• Motivate Behavior

• Build a community of fans

• Drive customer engagement &

loyalty

NIKE+

SOURCE: Gamification: The Engine of Loyalty 3.0 and Nike.com 20

• Concept: Partnered with Apple to provide runners a fun and easy way to track their runs using a GPS sensor that is connected to an iPod

• Business Goals: Build a community of fans around a common interest

• Gamification Mechanics: real-time feedback, transparency, goals, trophies, levels, competition, Nike fuel points & community

• Big Data: tracks running habits, frequency of runs, ability to analyze data by gender, age, geography

• Results: The Nike+ community has more than 10 million users

GAMIFICATION MECHANICS

21

BIG DATA

22

STARBUCKS

Gamification of buying coffee:

• Motivate Behavior

• Drive customer engagement &

loyalty

MY STARBUCKS REWARDS™

SOIURCE: Starbucks.com 24

• Concept: Loyalty program that allows customers to pay for their coffee straight from their mobile phones

• Business Goals: Motivate members to register and spend their gift cards in order to receive benefits with every purchase

• Gamification Mechanics: progress bars, leveling and rewards

• Results: 4.5 million active members at the end of October 2012. (Expected to reach 9 million members by the end of fiscal 2013) Over 3 million mobile transactions per week in the U.S.

DRIVE CUSTOMER ENGAGEMENT & LOYALTY

25

LIVEOPS

Gamification of Training:

• Motivate Behavior

LIVEOPS

27

A provider of cloud-based contact-center technology and talent

that focuses on a distributed workforce with independent agents

and complete employee autonomy.

They added gamification to their online employee portal, 80% of

agents opted-in to the program, 75% returning on a bi-weekly

basis.

• Onboarding process for agents dropped from 4 weeks of

classroom training to 14 hours

• 10% improvement in service levels

• 15% reduction in the average time to handle a customer

inquiry

• 8-12% improvement in sales performance

SUMMARY

CONSIDERATIONS FOR

INTRODUCING GAMIFICATION

Who is your

audience?

What are you

really trying to

accomplish?

What kind of

technology are

you going to use?

What kind of rewards

and recognition

will you use?

Game Mechanics:

How to make it

all come together?

How are you going

to measure success?

1. Get executive buy-in and make it count

TOP 5 RULES FOR BRINGING

GAMIFICATION INTO YOUR COMPANY

2. Explain the rules of the game

3. Create a master communication plan

4. Reward employees who spread the word

5. Ask for feedback and do something with it

THANK YOU!

Rick DeMarcoManaging Director

rick@inwardconsulting.com

650-804-8268

Boston | Orlando | San Francisco | Bentonville

www.inwardconsulting.com