When companies apply game design techniques and mechanics to business processes this is commonly referred to as gamification. Earlier adopters have already seen significant improvement in customer engagement, brand loyalty, and performance. The demand for gamification products, services and technologies is growing exponentially. By 2015, a recent report from Gartner Group projects that over 70% of the Global 2000 (the world’s largest companies) will be using gamification and M2 Research says they will spend over $1 Billion annually on gamification. In addition, Gartner predicts that more than 50 percent of organizations that manage innovation processes will gamify those processes by 2015.
More and more organizations are learning how to use game dynamics to engage customers, employees and partners. I thought it would be helpful to share a few examples, highlighting the game mechanics and provide links to learn more about each example.
SalesForce/Engage | Leaderboard, Achievements, Leveling
Salesforce has taken gamification to another level with this addition to their popular CRM platform. With Engage, Salesforce users activities within the system are tied to various game mechanics and offers direct competition with other users within their organization. These capabilities simplify complex performance metrics, motivate the sales force and provide clear direction for working the pipeline.
Intuit/Mint | Achievements, Progress Bar
Can tracking finances, managing budgets and saving money be fun? Mint.com figured out a way to not only build an easy-to-use personal finance website, but to attract more than 6 million users since launching in 2007 – 90 percent whom say they have changed their financial habits as a result of using the service. Mint pulls all your financial accounts into one place. It allows the user to set a budget and track goals. It provides a Financial Fitness Score that is based on core game mechanics associated with task completion, progression and achievements. By taking an ordinary exercise and creating a casual gaming experience, mint is creating an opportunity to drive new user acquisition in a creative way.
Starbucks/My Starbucks Rewards | Leveling, Rewards
How did Starbucks transform a pedestrian commodity into a high-end accessory? They understood from the beginning that they were selling a lifestyle. Starbucks was not just a place to get a cup of gourmet coffee, but a center for socializing and intellectual discussion. In a never ending quest to stay connected to the customer and keep them coming back, Starbucks has incorporated game mechanics into their popular loyalty program. The multi-level reward program includes a progression tracker that keeps consumers incented to continually engage with the brand.
The Swedish National Society for Road Safety/The Speed Camera Lottery | Rewards
Our world is full of negative reinforcement and punishment. Games teach us that positive reinforcement works better for creating most kinds of behavior change and adherence. Internationally-renowned designer Kevin Richardson leveraged gamification when he conceived the Speed Camera Lottery. This innovative system rewards safe drivers by entering them in a lottery funded by speeding motorists’ fines. Over a three-day trial, almost 25,000 cars were caught on camera. The experiment was able to reduce the average speed of cars travelling through a school zone from 32km/hr before the system’s installation to 25km/hr.
Nike/Nike+ | Achievements, Badges, Challenges, Rewards
An iPhone app that maps your runs, tracks your progress and gives you the motivation needed to go even further. Includes features such as hearing mid-run cheers every time your friends like or comment on your run status, or lets you outrun them in a game of Nike+ Tag. The gamification of a healthy life style, not to mention selling shoes, apparel and accessories – Nike+ is just one more reason to choose Nike over competitors.
In today’s fast paced environment of changing business needs and rapidly evolving technologies, I recommend that you partner with an experienced information technology service provider who specializes in process improvement, has hands on experience with the right technologies, a clear understanding of the business issues you face and the experience to lead you to higher levels of business agility.
About the author
Esther Mattick has over a decade of experience leading process driven optimization projects that enable organizations to achieve revenue improvement goals in a cost effective manner. She has working experience as a Quality Assurance Technician, Business Analyst, Project Manager, Operations Manager and Director of Technology. Esther has established a reputation for making complex technology problems understandable and manageable.
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