The new secret to driving Loyalty that pays. Once revolutionary, loyalty programs designed to differentiate products quickly became commoditized. This book shows you how to create a system powered by human motivation and digital technology that creates ongoing, persistent engagement among customers, employees, and partners.
The new secret to driving Loyalty that pays. Once revolutionary, loyalty programs designed to differentiate products quickly became commoditized. This book shows you how to create a system powered by human motivation and digital technology that creates ongoing, persistent engagement among customers, employees, and partners.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Rajat Paharia created the gamification industryin 2007 as the founder and Chief Product Officer at Bunchball, which has been recognized as an industry leader and innovator by Fast Company, TechCrunch, MSNBC, Forbes, and many others. Prior to Bunchball, Rajat worked at the intersection of technology, design, and user experience at world-renowned design firm IDEO.
Inhaltsangabe
Contents Acknowledgments xiii Introduction 1 PART 1: VISION 7 Chapter 1: May You Live in Interesting Times 9 The Three Faces of Loyalty 9 The Road to Loyalty 3.0 10 We Live in Interesting Times 15 Chapter 2: Whoever Figures Out Motivation Wins 23 Fueling the Fire 23 Deep Dive into the Five Intrinsic Motivators 27 Piece of Cake? 36 I Just Work for a Paycheck 37 Chapter 3: The Next Big Thing Is Big Data 39 What Is Big Data and Where Does It Come From? 40 How Can We Use Big Data? 41 Crunching the Numbers 49 Big Data in the Consumer Space 52 Big Data in the Employee Space 56 Employee Hiring: An End to Hunches 57 Workforce Analytics 58 Big Data, Big Problems 61 What's Next? 62 Chapter 4: Gamification: The Engine of Loyalty 3.0 65 This Is Not a Game: The Difference Between Gamesand Gamification 68 Games Are Intrinsically Motivating 69 Adding the Spark of Gamification Mechanics 72 The 10 Key Mechanics of Gamification 73 Rewards = Meaningful Value 84 Questions and Answers 89 PART 2: EXECUTION 95 Chapter 5: Case Studies in Customer Engagement 97 Characters Welcome at USA Network 98 Make Your Way to Rio with Chiquita Brands 104 Insider Rewards at Warner Bros. 109 Checking in with Foursquare 114 Contributor Reputation with SAP Community Network 118 More Loyalty 3.0 Communities 120 Chapter 6: Case Studies in Skills and Learning 131 Getting Fit with Zamzee 131 Getting the Right Exposure to Adobe Photoshop 139 Gearing Up with Ford of Canada 147 Innovating in Education with Loyalty 3.0 153 Chapter 7: Case Studies in Employee Engagement 159 Inspiring Agents with LiveOps 160 Preventing Death by Power Point with BOX 163 Going Social with Bluewolf 167 Turbocharging Sales with Nitro for Salesforce 174 PART 3: DIRECTION 187 Chapter 8: Planning Your Loyalty 3.0 Program 189 The Loyalty 3.0 Road Map 190 Plan 190 Chapter 9: Bringing Your Loyalty 3.0 Program to Life 207 Design 207 Build 228 Optimize 234 Chapter 10: Forward in All Directions! 241 Where We've Been 241 Where We're Going 242 Wrapping It Up 245 Appendix: A Loyalty 3.0 Sample Scenario:Engaging Attendees of a Tech Company'sAnnual Conference 247 Notes 263 Index 269
Contents Acknowledgments xiii Introduction 1 PART 1: VISION 7 Chapter 1: May You Live in Interesting Times 9 The Three Faces of Loyalty 9 The Road to Loyalty 3.0 10 We Live in Interesting Times 15 Chapter 2: Whoever Figures Out Motivation Wins 23 Fueling the Fire 23 Deep Dive into the Five Intrinsic Motivators 27 Piece of Cake? 36 I Just Work for a Paycheck 37 Chapter 3: The Next Big Thing Is Big Data 39 What Is Big Data and Where Does It Come From? 40 How Can We Use Big Data? 41 Crunching the Numbers 49 Big Data in the Consumer Space 52 Big Data in the Employee Space 56 Employee Hiring: An End to Hunches 57 Workforce Analytics 58 Big Data, Big Problems 61 What's Next? 62 Chapter 4: Gamification: The Engine of Loyalty 3.0 65 This Is Not a Game: The Difference Between Gamesand Gamification 68 Games Are Intrinsically Motivating 69 Adding the Spark of Gamification Mechanics 72 The 10 Key Mechanics of Gamification 73 Rewards = Meaningful Value 84 Questions and Answers 89 PART 2: EXECUTION 95 Chapter 5: Case Studies in Customer Engagement 97 Characters Welcome at USA Network 98 Make Your Way to Rio with Chiquita Brands 104 Insider Rewards at Warner Bros. 109 Checking in with Foursquare 114 Contributor Reputation with SAP Community Network 118 More Loyalty 3.0 Communities 120 Chapter 6: Case Studies in Skills and Learning 131 Getting Fit with Zamzee 131 Getting the Right Exposure to Adobe Photoshop 139 Gearing Up with Ford of Canada 147 Innovating in Education with Loyalty 3.0 153 Chapter 7: Case Studies in Employee Engagement 159 Inspiring Agents with LiveOps 160 Preventing Death by Power Point with BOX 163 Going Social with Bluewolf 167 Turbocharging Sales with Nitro for Salesforce 174 PART 3: DIRECTION 187 Chapter 8: Planning Your Loyalty 3.0 Program 189 The Loyalty 3.0 Road Map 190 Plan 190 Chapter 9: Bringing Your Loyalty 3.0 Program to Life 207 Design 207 Build 228 Optimize 234 Chapter 10: Forward in All Directions! 241 Where We've Been 241 Where We're Going 242 Wrapping It Up 245 Appendix: A Loyalty 3.0 Sample Scenario:Engaging Attendees of a Tech Company'sAnnual Conference 247 Notes 263 Index 269
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