Description
Book SynopsisThe New York Times and Wall Street Journal bestseller!
The new secret to driving LOYALTY THAT PAYS
Once revolutionary, loyalty programs designed todifferentiate products quickly became commoditized. And yet, billions of dollars are still spent every year on programs that are doomed to fail. These programs, it turns out, don't inspire long-term loyalty. Once a better deal comes along, customers will gladly defect. Can you blame them?
Silicon Valley start-up Bunchball, the pioneer and innovator in gamification, is light years ahead when it comes to the concept of loyalty--and using it to drive business profits and growth. Focusing not only on customer loyalty, but also the loyalty of employees and partners, Bunchball combines behavioral economics, big data, social media, and gamification to inspire loyalty that lasts--fromeveryone involved in the success of a business.
Now, in Loyalty 3.0, Bunchball founder Rajat Paharia reveals ho
Table of Contents
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
