kris duggan - fighting the engagement crisis: the future of gamification

FIGHTING THE ENGAGEMENT CRISISWhere we are and where we’re going

Kris Duggan, Co-Founder, Badgeville

@badgeville

WHY WE’RE ALL HEREEngagement apocalypse is real, and pervasive

CRM50% Failure Rate

Websites & Communities29% Login Rate

Social Media1% Return to FB Fan Pages

Enterprise Social12% Adoption Rate

GAMIFICATION IS THE CUREIt enhances your most vital enterprise investments, helping you get the ROI you always wanted…

@badgeville

It’s changing the way we interact with our customers…everywhere.

CUSTOMER ENGAGEMENTTied to the core business objectives of marketers

ACQUIREHow can you attract new customers?

RETAINHow can you keep customers engaged over time?

CONVERTHow do we maximize revenue through real-time engagement?

@badgeville

It’s changing the way our employees get work done…

EMPLOYEE ENGAGEMENTTied to the business objectives that matter for today’s enterprises

OPTIMIZEKey business processes across the enterprise, such as managing leads, customer tasks, and opportunities…

ExampleReal-time recognition for closing a deal or converting a lead…

Key GoalInfluence low performers to emulate highperformers.

COLLABORATEReward employees who share knowledge across departments and boundaries

ExampleAchievement for sharing valuable field knowledge

LEARNMaximize employee performance by encouraging completion of key programs…

ExampleGuide users through courses and training

@badgeville

How can we sell gamification internally?

1. AVOID THE G-WORDAvoid gamification in front of the wrong audiences…

It’s about behavior management and business results

EXAMPLE: EMCRAMP: Recognition, Awards and Motivation Program

2. IT’S ABOUT BEHAVIORSThat we can motivate and influence to drive engagement

Log In

Share Commen

tPost Status Message

Write Review

Reply to Discussion

Check in Document Check out

Document

Update Record

Covert LeadCreate

Lead

Edit Wiki

Open Opportunit

y

Close a Deal

Close Support Ticket

File Support

TicketOpen

Support Ticket

BeginCertificatio

n

FinishCertificatio

n

$Submit

Expense Report

$ApproveExpenses

3. IT’S MORE THAN POINTS, BADGES AND LEADERBOARDSTapping into the human psyche

I want to…

learn & grow make

progress

get recognized for my workget

feedback

WIN!

make social

connections

know how

I compare

4. IT’S ABOUT HARD BUSINESS VALUETie back to the ROI of the app in question…

20% Faster Ticket

Response

200% More

Reviews

63% of customers are more likely to purchase

products after reading a review

Resolving tickets on the same day reduces cost of services by

66%

Sources: iPerceptions and UK Customer Satisfaction Index

5. IT’S AN ENTERPRISE INVESTMENTGamification must delight end users, but satisfy requirements

REQUIRED

Game Mechanics ✔

Portable Reputation Mechanics ✔

Social Mechanics ✔

Social Rewards ✔

REQUIRED

Private Cloud & Database ✔

Global Data Center ✔

Multi-tiered user access ✔

HARDENED SECURITY

ENTERPRISE SCALE REQUIRED

Enterprise Networks & Sites ✔

Advanced Metadata Support ✔

Private Customer Community ✔

FULL SUITE OF ENGAGEMENT MECHANICS

@badgeville

Where is it going?

PORTABLE REPUTATIONAcross different applications and sites

Unified Engagement Layer

SCIAL

SCMBI

EXPENSE

CRM

ECN

ERPMDM

HRM

SOCIAL

COMMUNITIES

MARKETING AUTOMATION

UNIVERSAL PROFILESRolling up behavior and achievements across sites and apps

BEHAVIOR DATA = BIG DATAIterating with closed loop of engagement

Track & Analyze Behaviors

Export Data to Other Tools

• Traditional analytics, data warehouse, CRM, and BI

Design & Update Your Mechanics

• Game, Reputation, Social

Apply to Cloud User Experience YOUR

USER

GAMIFICATION WILL GET SMARTERAnticipating and guiding user behavior before it happens

NO ZOMBIESGo back to the Badgeville booth and tell them the secret password is….

to earn your badge.

@badgeville

Thank you! Additional Reading

KRIS DUGGANBadgeville, Chief Strategy Officer & Co-Founder Twitter: @kduggan www.badgeville.com