We have had a brush with gamification virtually from our childhood. Nowadays it serves as the base of building customer engagement. Thanks to gamification it is possible to make particular tasks an attractive game, which is far more effective in motivating customers to take action. Read the article and get to know how your company may profit from gamification in your incentive programme.
What is gamification and where can it be used?
Gamificationimplies the use of techniques and mechanisms typical of games in areas unrelated to them. Applying it in effect significantly increases the involvement and motivation of users to perform often down-to-earth activities. Gamification can be used in many different areas, including in companies – as an element of a loyalty programme, in marketing – as part of a promotional campaign or in education – as a tool for effective learning with the use of e-learning platforms.
The use of gamification in incentive programmes
Gamification in incentive programmes transfers the elements that are part of fun and games to everyday activities performed by an employee, client or business partner. It is often an element of a loyalty programme, which is based, e.g. on taking up challenges, achieving goals and missions or gaining new levels of advancement. Business gamification is more than a simple system of points that can be exchanged for prizes. It is building a positive experience with your brand and introducing fun and exciting competition into everyday lives.
An example of gamification in a company is rewarding employees for the accomplishment of specific sales goals visible in the results table or granting a customer a discount for a performed task – e.g. making purchases for a specific amount on a given day. The element of competition is considered to be an integral part of gamification. The rivalry is intensified by, e.g. joint rankings, awarded badges or the opportunity to share your achievements with others.
Benefits of gamification in incentive programmes
Gamification implemented in a company and business allows of achieving various benefits, which include primarily:
- increased customer retention
- increased users involvement
- increased employee efficiency
- endearing and maintaining loyal customers
- users change into active brand ambassadors
Business gamification in the company is used in employee loyalty programmes related to many different areas, e.g. recruitment, communication, training or sales. It is also an element of activities going beyond internal processes, as in the case of programmes addressed to customers or partners of the company.