The issue of business gamification and relationship marketing is to create the right motivation through incentives, rewards and recognition systems towards building stronger relationship bonds and customer or employee commitment.
Promotions are primarily about sales, while the business gamification is about user experience, engagement, loyalty and satisfaction.
We have to think beyond products and services, to identify the brand’s broader value proposition and go on to identify new opportunities to create and deliver through gamification that value beyond existing portfolio.
“What can business gamification do for my organization, products, services, employees or learning experience?”
“Is business gamification worth doing or not?”
There are certain expectations associated with games; it is these same expectations that we are all striving to infuse into the learning and performance space: motivation and user investment, which are often realized by incentivizing the experience.
Games are composed of certain characteristics as narrative, rules, scores, levels, skills and badges that can be employed effectively in a loyalty project.
Through business gamification, marketing effectiveness can be enhanced and marketing goals can be achieved, such as entering a new market, developing new product or technology, serving new or expanded needs, redefining the company’s competitive playing field, etc.
The business gamification technology enable companies to use customer data to build customized and profitable databases and extract analytics from selected customers who can be provided preferential treatments that enhance relationship commitment, word-of-mouth and customer feedback.
Information, gained from the individual visitor’s gamification records, is utilized to develop frequency marketing, interactive marketing and after marketing programs in order to develop relationships with high yielding customers.
One desired outcome of business gamification is engagement – getting stakeholders passionately and deliberately involved with the organization. Interaction, collaboration, awareness and learning are related effects, where individuals are encouraged to make new connections and share information.
In order to incentivize Millennials, brands can no longer expect to be able to flog their product or service to a passive marketplace. Millennials expect active engagement to be a critical part of any buying process, through personalized interaction.
People desire innovative and exciting rewards, not just points. What won’t work heading forward are generic point’s schemes that don’t provide personalized offers in return for data.
Everyone expects a personalized service. Business can engage in a personal way, exploit the opportunity offered by Big Data to shape the message to the direct needs of the customer – rather than reverting to mass marketing.
In today’s engagement economy, where time and attention are becoming increasingly scarce and resources precious, people are likely to gravitate to activities that are authentically rewarding and filled with the opportunities to achieve, grow and socialize.