In this second delivery on gamification I comment on applications and use cases for companies and for your customers.
Gamification in Companies
Gamification is changing quickly the behavior of employees and their motivation in several companies.
Introducing gaming rules on company’s processes, we can achieve business goals faster whilst increasing the engagement of our employees with the company.
It has been shown that including gamification rules in the daily routines of employees increases performance and productivity.
The average time to acquire a habit by the employees is 21 days, reducing to 50% using gamification techniques.
Gamification rules to be used could be:
- Periodical ranking of top employees (by points collected in a period. After this period, the points of the employee will reset again).
- Badges if the employee realizes an achievement, which could be translated in a pack of points.
- Levels of employee, which could be upgrade when the employee gets a number of badges. The higher levels, the more points for the same action are collected, for instance.
In addition, to engage our employees and implement a durable and sustainable gamification, our employees should be rewarded not only with meaningless badges. Some examples of rewards for annual top employees could be:
- Reward points to purchase physical items.
- Seminar and courses invitations to progress on the professional career.
- Extra leave days.
If the gamification project is well designed it is very likely that the project itself will be “sold alone”, by word of mouth from users, but the initial communication is essential.
It is very important to communicate to the participants: how to play, when, with who, what times, what are the rules and report on the awards, on the goals…
We must “sell” the project, but also a new model, a new idea.
Easy & Simple
This must be a maxim: or it is simple, or it is not good.
Most games that cause us addiction are simple, but well designed, have something, but not always are spectacular.
If you take more than 5 minutes to explain the dynamics of the game, you have a problem.
Easy Access, swift mechanic, a lightweight application, so on.
Motivating, Competitive and Funny
These elements are indispensable.
A good game dynamics is important for players to motivate, want to participate and seek rewards (awards, medals, recognitions, visibility, overcoming …).
Any process that allows to develop competitive experiences within a company, it is interesting not only to evaluate knowledge, but also behaviors.
If we like something and have fun, we do not get tired of using it. We are able to spend a lot of time because it gives us satisfaction. “If I like I use it”
How is it applied to customers?
Today most people have a Smartphone with different apps, this means that the mobile environment offers many opportunities where the company can interact with the customers, achieving to increase power sales and other get loyalty , respectively.
65% of people become fans of a brand online for their games, contests and promotions. Nielsen, case study.
Gamification and game learning is moving beyond the “early adopters” stage to become a trend. Gartner report.
The gamification market is estimated to be worth about $ 2.8 billion, having increased 10 fold over 3 years. The online environment vastly increases the possibilities for the use of gaming to engage customers, HOW?
- You can turn your instructions into simulations that demonstrate your products.
- Virtual tours to see the hotels or touristic tours, also apply to the use of products…
Key elements for gamification in customers
- Analysis of the product or service to make gamification: You must identify how the consumers perceive that good or service and you should modify to make it more favorable.
- Define the target audience of the game: Identify what elements can motivate your customers and encourage their purchases to adapt them to the game you are proposing.
- Proposes and implements the different dynamics: Once you know the perceptions that you want to modify and how to do it, you must design the gaming experience keeping in mind all of the above and developed the missions, levels, awards, status
In the process to implement the dynamics, we can use several assets, such as:
- Geolocation: Drive customers to the point of sale through geolocation games
- Test Product: Encourage the purchase through games that include test the product
- Competition in SSMM: Achieve visualization through interactions on social networks with games that end on Facebook or Twitter.
The video clearly shows us how it is achieved:
motivate, entertain, have fun, loyalty, awareness, effort, empathy … all this brings us to an identification with the brand or company and motivates us to interact and buy.
So; Is the gamification interesting for you? Would you apply to your company or business? I’m sure.
I hope you liked this post and will encourage further research in this trend ….
Thank you very much for your attention.
Greetings and a hug,