LoyaltyMatch Releases Free Gamifying Your Loyalty Program eBook

Discussion in 'LoyaltyMatch' started by @LoyaltyMatch, Oct 29, 2012.  |  Print Topic

  1. We've had many clients ask us to define gamification in the context of loyalty programs, followed by how to implement the processes? In order to help answer these and other related questions we have written an eBook titled, Gamifying Loyalty Programs.

    Caroline Avey, director of innovative learning solutions at ACS Learning Services, a division of Xerox, defines gamification as, taking elements of games and putting them into a normal business process. She said. "For example, think of a (loyalty program) where you have to complete one level before moving on to the next level--that's a very simple game mechanic called 'leveling'."

    Leveling or tiers is a common tactic in loyalty programs. However, for programs to influence and increase member engagement , a loyalty program often needs to drive deeper member experience and engagement. To do so, one such tactic could be to gamify your loyalty program.

    Gamifying Loyalty Cause and Affect
    Even before distinct phases of gamification began to emerge, gaming principles in businesses had been around for years. Frequent flyer programs offer elite status levels for miles, while other loyalty programs operate similarly, rewarding interaction with tangible benefits such as coupons or other perks.

    Both school and work can be viewed as a sequence of challenges, quests and levels, with a badge awarded in the end in the form of a diploma, a job promotion to the next title, the status of valedictorian, or a year-end financial bonus. Even the Boy Scouts and Girl Scouts provide badges to children for demonstrating skills and completing projects.

    A convergence of technology
    While frequent flyer programs and the Boy Scouts demonstrate some elements of gamification such as rewards, levels, badges and challenges, they often lack elements that could create a much more engaging experience. These elements include leveraging technologies like real-time data analytics, mobility, cloud services and social media platforms to accelerate and improve the outcomes of the initiatives.

    Incorporating these new gamification technologies into your current loyalty program can provide a reason for a customer to visit your website or rewards store more often. It could connect members in a way that makes them feel rewarded and respected for their opinions and support of your business or product.

    For a free copy of the Gamifying Loyalty Programs eBook, contact Dave Howatson via email at: David.Howatson {at} LoyaltyMatch.com.


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