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Discover how StarHub drives customer loyalty and top-line revenue through Gamification
Darren ChooAVP, Social CRM, StarHub
@bluefirefly2359CEM Roundtables 17 - 18 March, 2015
Agenda
Organizations are just realising the positive impact of gamification on improving your connection to your customers by rewarding them for performing desired actions, leading to better overall customer experience and increase NPS.
• Learn how StarHub designed gamification into their CEM plan to reward advocates
• Defining the goals of your gamification strategy• How has gamification positively impacted
StarHub’s ability to response to comments and feedbacks on social media?
• Learn how to encourage greater adoption
@bluefirefly2359
What motivates you to play a game?
@bluefirefly2359http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html
Reiss 16 Human Needs
Reiss 16 Human Needs
What motivates you to play Candy Crush?
@bluefirefly2359http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html
Something inside your brain is telling you: that's all messed up! Tidy it up now!
Reiss 16 Human Needs
What motivates you to play World of Warcraft?
@bluefirefly2359http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html
The feeling of being part of something bigger than us, to be part of a group. A place to belong, and where to find a better place to do so than in World of Warcraft.
Reiss 16 Human Needs
What motivates you to play Angry Birds?
@bluefirefly2359http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html
The survival of the Angry Birds is at stake! Dish out revenge on the Bad Piggies who stole the Birds’ eggs!
http://www.rovio.com/en/our-work/games/view/1
Gamification techniques strive to leverage people's natural
desires for socializing, learning, mastery, competition,
achievement, status, self-expression, altruism or closure.
Source: wiki @bluefirefly2359
What motivates you to play a game?
What is a Game?
@bluefirefly2359
1. A goal that we will try to achieve.
2. A set of rules that we have to respect and follow.
3. A voluntary and playful willingness. Games are voluntary, and if forced, playing turns into working
4. Games require continuous feedback on what we are doing. Points system are this kind of feedback that almost all games use.
http://www.epicwinblog.net/2013/04/why-people-play-games-and-human.html
Is this Gamification?
Is this Gamification?
@bluefirefly2359
1. A goal
2. A set of rules
3. Voluntary willingness
4. Continuous feedback
Yes!
Is this Gamification?
“Free MRT before 7 am”
@bluefirefly2359
1. A goal
2. A set of rules
3. Voluntary willingness
4. Continuous feedback
Is this Gamification?
Yes!
Is this Gamification?
“Singapore ERP – Electronic Road Pricing”
@bluefirefly2359
1. A goal
2. A set of rules
3. Voluntary willingness
4. Continuous feedback
Is this Gamification?
Yes!
Is this Gamification?
“Spot the Conscientious Motorists”
@bluefirefly2359
1. A goal
2. A set of rules
3. Voluntary willingness
4. Continuous feedback
Is this Gamification?
Maybe
Why should I bother about Gamification?
@bluefirefly2359
The research company Gartner predicts that by 2015, more than 70% of Global 2000 organizations will have at least one gamified application
http://badgeville.com/wiki/Gamification
What benefits of Gamification did StarHub Get?
@bluefirefly2359
Crowdsupport Customer Advocacy
Branding benefits
Content Marketing
Social Media Crisis Prevention
Co-CreationProduct Advisory
Anti -TrollsImproves retention and acquisition
Partnerships
Zero moment of Truth Strategy
StarHub Gaming Application –
StarHub Community
Gamification Benefits - Crowdsupport
80% find the visits helpful; 3 in 4 reduce or remove interaction time with Shop/Hotline
@bluefirefly2359
Gamification Benefits – Customer Advocates
@bluefirefly2359
Gamification Benefits – Anti Trolls
@bluefirefly2359
Gamification Benefits – Retention & Acquisition
N = 2,394 Unique entries; 31% have not read
90% of those who read the forums regarding customer queries and solutions are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered
Even for those who have NOT
read the forums, 70% are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered
@bluefirefly2359
Gamification Benefits – Content Marketing
91% of those who have read any product reviews and user experiences such as blog articles and forum posts on StarHub Community are more likely to subscribe or resubscribe to StarHub with this additional way of getting information
Even for those who have NOT read the product reviews and user experiences such as blog articles
and forum posts , 62% are more likely to subscribe or resubscribe to StarHub with this additional way of getting information
@bluefirefly2359
Gamification Benefits – Brand Benefits
@bluefirefly2359
Gamification Benefits – Co Creation
@bluefirefly2359
Consume(Visit, View)
Advocate(Cocreate,
DefendRecommend)
Pride
Answers Satisfaction
Loyalty
Benefits to the Social Customer
Benefits to the Social Organisaton
SupportRecognition
SalesKnowledgeCreate
(Ask, Contribute something that others can respond to)
Curate(Rate, Tag, Comment)
Powered by Social Technologies (Lithum)Source: Social Customer Experience, Dave Evans & Joe Cothrel @bluefirefly2359
What are the benefits of Gamification?
@bluefirefly2359
Is this for real?
Seriously… which customer would bother to help my company?
@bluefirefly2359
Is this for real?
Hours online by top 3 super users helping others: 3814 hrs!
@bluefirefly2359
How does StarHub use Gamification principles?
StarHub Community Gamification Framework
Source: Octalysis
Gamification
Meaning
Empowerment
Accomplishment
Ownership
Scarcity
Social Pressure
Unpredictability
Avoidance
@bluefirefly2359
Gamification: Meaning
Meaning & Calling is the Core Drive where a player believes that he is doing something greater than himself or he was “chosen” to do something.
@bluefirefly2359
Meaning
Gamification: Meaning
Meaning
@bluefirefly2359
Gamification: Meaning
Meaning
@bluefirefly2359
Gamification: Meaning
Meaning
@bluefirefly2359
Gamification: Meaning
Vision: Consumer Empowerment
Slogan: The Community Run by YOU
Mission: StarHub utilising social technologies of sharing, rating, reviewing, connecting and collaborating, empowers the Customer to engage with the brand productively, creating value for himself, the other customers as well as for the brand
Meaning
@bluefirefly2359
Gamification: Meaning
Meaning
@bluefirefly2359
Reiss 16 Human Needs
Gamification: Meaning
Meaning
@bluefirefly2359
StarHub Community Gamification Framework
Gamification
Source: Octalysis @bluefirefly2359
StarHub Community Gamification Framework
Empowerment
@bluefirefly2359
People not only need ways to express their creativity, but they need to be able to see the results of their creativity, receive feedback, and respond in turn.
Source: http://octalysisgroup.com/
StarHub Community Gamification Framework
Empowerment
@bluefirefly2359
Empowerment of Creativity &
Feedback
StarHub Community Gamification Framework
Source: Octalysis
Gamification
@bluefirefly2359
StarHub Community Gamification Framework
Accomplishment
Badges, Leaderboards
& Trophies
@bluefirefly2359
Accomplishment is the internal drive of making progress, developing skills, and eventually overcoming challenges.
Source: http://octalysisgroup.com/
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
Badges
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
Leaderboard
StarHub Community Gamification Framework
Accomplishment
Trophies
@bluefirefly2359
StarHub Community Gamification Framework
Expert Titles
@bluefirefly2359
Accomplishment
StarHub Community Gamification Framework
Milestone Unlock
@bluefirefly2359
Accomplishment
Milestone Unlock
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
Highest Accolades
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
Highest Accolades
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
Highest Accolades
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
Highest Accolades
StarHub Community Gamification Framework
Accomplishment
@bluefirefly2359
Celebrating Accomplishments
StarHub Community Gamification Framework
Source: Octalysis
Gamification
@bluefirefly2359
StarHub Community Gamification Framework
Ownership
@bluefirefly2359
People love to collect things.
Users are motivated because they feel like they own something.
Includes virtual collections of blogs and knowledge bases, posts and groups.
Source: http://octalysisgroup.com/
StarHub Community Gamification Framework
Ownership
@bluefirefly2359
Virtual collections of
blogs and knowledge
bases, posts and groups
StarHub Community Gamification Framework
Ownership
@bluefirefly2359
Virtual collections of
blogs and knowledge
bases, photos, tags,
posts and groups etc
StarHub Community Gamification Framework
Ownership
@bluefirefly2359
Customising of profile
picture using avatars or
photos
StarHub Community Gamification Framework
Source: Octalysis
Gamification
@bluefirefly2359
StarHub Community Gamification Framework
Scarcity
@bluefirefly2359
This is the drive of wanting something because you can’t have it (or few have it).
http://octalysisgroup.com/
StarHub Community Gamification Framework
Source: Octalysis
Gamification
@bluefirefly2359
StarHub Community Gamification Framework
Social Pressure
@bluefirefly2359
Includes acceptance,
social responses, companionship,
as well as competition and
envy
StarHub Community Gamification Framework
Social Pressure
@bluefirefly2359
StarHub Community Gamification Framework
Source: Octalysis
Gamification
@bluefirefly2359
StarHub Community Gamification Framework
Random intermittent reinforcementworks even better than continuous reinforcement.
Unpredictability
@bluefirefly2359
StarHub Community Gamification Framework
Unpredictability
@bluefirefly2359
StarHub Community Gamification Framework
Unpredictability
@bluefirefly2359
StarHub Community Gamification Framework
Source: Octalysis
Gamification
@bluefirefly2359
StarHub Community Gamification Framework
Digital Graffiti
Avoidance
@bluefirefly2359
Avoidance of
something negative
happening.
Have to continue to contribute in order to remain in the programme
Extrinsic versus Intrinsic Motivation
Things that bring value to the rest of the world
Things that bring value to the company
Things that bring value to community
Things they value for themselves
Extrinsic
Intrinsic
Groups, Blogs
Idea submitted, Advocate programme
Likes, Accepted Solutions
Badges earned, Prizes won,Delight & surprise,First to try
@bluefirefly2359
Extrinsic versus Intrinsic Motivation
Meaning
Empowerment
Accomplishment
Ownership
Scarcity
Social Pressure
Unpredictability
Avoidance
Picture Source: Flow Channel Wave (from "The Art of Game Design" book by Jesse Schell)
Sustainable in long termGood for scaling, works well in short term
Points/ Feedback
Badges Leader boards
Medals & Trophies
Ranks & Reputation
Portable Reputation
Team Reputation
Intrinsic MotivationExtrinsic Motivation
Easy to Game/ Implement Hard to Game/ Implement
Single Action Collaboration ActionReciprocity ActionMultiple Actions
@bluefirefly2359
Thanks!
Are you game enough for
Gamification?
Ask me anything!
Connect with me @bluefirefly2359