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Gamification and bankingBreaking a lance for gamification in a financial institute
GSummit 2014
Maarten Molenaar | Rabobank Netherlands
“You can discover more about a person in an hour of play than in a year of conversation.”
Who am I ?
<Damgloin>
Healer(support role)
Achiever/free spirit
Who am I ?
• Maarten Molenaar
• Manager Gamification Hub
• Rabobank Netherlands
– 10 million customers
– 1.9 million members
– 45.000 employees
– 48 countries@MaartenMA
Maarten Molenaar
Applying game-design thinking to a non-gamecontext in order to achieve:
- a higher level of user engagement
- change behavior
- solve complex situations
How I define Gamification
Topics of this talk
Gamification at Rabobank
2012: Business case forgamification
2013-2014Gamification Hub
2011: gamification & business?
The road to get there
2012: Business case forgamification
2013-2014Gamification Hub
2011: gamification & business?
The road to get there
Rabobank Gamification Hub
2012: Business case forgamification
2013-2014Gamification Hub
2011: gamification & business?
The road to get there
Inspiring & teaching
• Inspire colleagues
• Teach them gamification design thinking.
• Invite them to share and co-create
Learn from ongoing projects
• Combine the fields of (academic) knowledge
• Collaborating in the enterprise gamification community
Advice & design
• On Gamification/gaming topics
• Design in (IT)projects
• Choosing suppliers
• Setting up new projects
Rabobank Gamification Hub
The Gartner Hype Cycle
The Gartner Hype Cycle
Experiment
Formulatevision
Implement
Benefit
• Connect projects: share lessons learned, promote results.• Research: learn from research inside and outside the banking field.• Communicate: Newsletters, promotions, Yammer, presentations.• Know your organization: learn the issues and problems in your
company.
1Learn
• Workshops: teach design thinking, generate leads.• Advice: Find different levels of gamification solutions.• Solve problems: Connect problems with gamified solutions
(suppliers).• Stakeholder management: Find the cowboys, support them, share.
2Teach
• Position: From outside/in, bring it to the core, front of business chain• Coach: Show colleagues how to continue.• Build business cases: Show the added value.• Step back: Don’t be “Mr. Gamification”
3Integrate
Rabobank Gamification Hub
Three showcases
Rabobank Mortgage Process:
How can we engage our customers toprepare for their mortgage online.
• Uploading over 20 documents.
• Providing all the required (personal)information in time.
• Reading into information/learn aboutmortgages
Rabobank Mortgage process
• “A mortgage is a complex and lengthyprocedure.”
• “The bank could tell me anything sinceI don’t understand it at all.”
• “I don’t know where to start.”
• “I want to get an early indication.”
• “I don’t know whichdocuments to provide.”
• “It is easier to just bring themto the bank”.
“A mortgage consultation is expensive.”
Reward: € 450 discount on the consultation fee for customers who completed the process online.
1.500.000 users | 49.5000 consultations
30% increase in use of online channel
Rabobank Mortgage process
Rabobank Mortgage process
How can we stimulate employees to adapt to their ‘new’ role as a mortgage advisor?
CRM Challenge:
How can we engage our employees tocontinuously improve their work.
• Reduce the response time on customercalls
• Adapting the ‘lean-principles’ of work(continuous improvement, short-cycledoperational steering)
CRM Challenge
50% decrease of throughput on service requests
high adoption of lean methods
CRM Challenge
How can we reduce the amount of reassignments of reported IT-incidents between different assingment groups?
Distribution Challenge
Player Journey Experiment
How can we engage customers with theirsavings activities.(empirical research)
• Be aware of their financial mutations (income/outcome).
• Set up (and reach) savings goals.
• Set up (and maintain) budgets.
• Experience unburdened financialcontrol.
Player Journey Experiment
Player Journey Experiment
“Different customers needdifferent levels of guidance from
their bank.”
“How do I know that I’m on the right track?”
“What do I need todo to develop the
correct savingshabits.”
Player Journey Experiment
Can we get our own empirical proof for the positive effect ofgamification on customer engagement?
• Engagement on Player Journey group was significantly higher.• Engagement and appreciation of gamification was higher with low
expertise.• Adaptive nature of the Player Journey is of vital importance!
Player Journey Experiment
Other activities
Other activities
Other activities
Other activities
Other activities
Gamification.co Banktech.com
Do banks lag behind on gamification…?
Banking & Gamification
Banks in the early days
Crisis & Scandals
Banks nowadays
• A lot of criticism from our customers on the way weoffer our services.
• “Banks should stick to the basics.”
• Gamification in its current form is often considered a“waste of money”.
What does that mean?
• Bad reliability & lack of trust influence the willingness to “play”.
• Current gamification manifestations may be too explicit.
• Gamification should be on the border of this ‘magic circle’ not inside.
The world we live in
Where we agree to play
Magic circle – Johan Huizinga
Reluctance to enter the circle
BBVA vs Rabobank
Points Badges Leaderboards
Gamification should not be defined by:
The PBL Paradigm
• It is about the motivational design and the gamification mechanics!
• The real power of gamification is in the hidden motivators.
The real power of gamification
Gamification can apply for banks in:
• Increasing employee engagement
• Adoption of (behavior) change in internal change programs
• Supporting customers in complex procedures and products.
• Engaging customers with a controlled and healthy financial lifestyle.
Gamification & Banking
Banks need gamificationdesigners with an open mind
Move beyond PBL’s
