I’ve written several posts on Gamification in the recent past and it’s something that I believe, if thoughtfully applied to a problem domain, can increase not only user / consumer engagement but will also increase loyalty and customer expansion. This week I viewed a TED talk by Regina Dugan, the former Director of DARPA, now an executive at Google. The talk itself had nothing to do with gamification, per se, but there was one very interesting mention from her brilliant talk on innovation that was quite startling: Continue reading
With the advent of social media, the frequency and reach of social interactions changed forever. While I firmly believe activities like commerce have always been social activities (i.e., before Facebook, Twitter, et al), what social media changed was access to our networks and the immediacy of feedback. We have seen the effect that social media has had upon eCommerce over the past few years and, while opinions vary on how to measure this effect, there is no doubt that has provided fuel to the eCommerce fire.
One of the biggest challenges in any business, or within any group of people, for that matter, is that of communication. We humans are a social group and we tend to reach out to those closest to us for advice, feedback, direction and confirmation about choices we make in our daily lives. We also have a tendency to understand what others are Continue reading
Game mechanics have been a hot topic for some time now and the interest in properly applying game mechanics to create a loyal and expanding community continues to increase. Gamification, or applying game mechanics and game thinking to engage and grow an audience, isn’t only taking place in the online community. In Sweden, where speed cameras are used to nab speeders and fine them according to their income level, game mechanics were applied to get drivers to lighten the load on the accelerator. The game? Entering drivers who are not exceeding the speed limit into a lottery to share proceeds from the fines of the speeders. The effect? A 20% reduction in average speed.
It’s more than obvious from that example that gamification truly motivates people and can have a drastic and nearly immediate effect on behavior. Choosing not to apply some level of gamification to an eCommerce site is not only remiss, it’s so last decade. In addition to the popular loyalty programs based on points, some approaches to gamification are engaging audiences
with brands. Awarding points for passing along content to friends, giving discounts to loyalty program members that purchase a certain dollar amount of product in a period of time, and Continue reading
So a customer service rep is sitting at their desk, having a conversation with a client and for conveniences sake, they print out some client information in order to best help the customer. They do a fantastic job, the client is happy and all being well, they dispose of the print out in the waste bin by their desk. Companies typically don’t think about how much that last action is likely to cost them. Continue reading