Gamification is a strategy used to add elements of game playing and design to non-gaming settings. Adding game-like features to existing settings can bring about increased engagement from existing customers and attract new customers to your brand. There are so many different ways to introduce gaming principles to your business, and it can work in any sector. You can create competitions amongst customers, give them opportunities to earn badges and rewards, or simply introduce a bit of fun at different touchpoints.
It also can make the employee experience more interesting if you create challenges or opportunities to gain rewards for your teams and staff members. Employee engagement and motivation are essential to how customers feel about your business, so using gamification amongst employees can be another effective way to use game design strategies to improve CX.
Games aren’t just for kids, so applying gamification principles to your CX strategy can be a really enjoyable way to increase engagement and satisfaction for customers and employees alike. Below we discuss three opportunities where you can introduce gamification to your CX strategy.
Gamification and Your Loyalty Programme
Introducing gamification to your loyalty programme can make being a member more enjoyable and increase “stickiness” to your brand. When done right, it becomes an added benefit which adds an element of fun to being an engaged member of your loyalty programme.
There are so many ways you can introduce gamification to a loyalty programme. Adding ways to gain points, stars, or rewards for spending and engaging with your brand makes customers more likely to continue to do so. You can unlock product or app functionalities with continued use or to reward certain behaviours (like social media shares). Even allowing for the creation of personalised avatars can bind your customers more tightly to your brand. Loyalty programmes are the easiest place to begin introducing gamification to your CX strategy, as there are countless opportunities to be creative and impress your customers.
Gamification and Your Contact Centre
Gamification can massively improve your contact centre employees’ work experience. It puts them in a position to be more goal-orientated and engaged in their job. A 2019 survey from TalentLMS showed that 89% of employees felt more productive, and 88% felt happier at work as a result of gamification. Employees want and enjoy gamification as it motivates them and makes their job more enjoyable. From interactive training modules to performance challenges, there are many ways to add gamification to the employee experience.
If you link gamification to your voice of the customer programme, you can reward employees based on customer feedback. They can gain badges or points as they hit specific targets or if they go a certain amount of time without detractors. Track the top employees’ performance on a leaderboard, and everyone will be itching to get to the top! You can even create some healthy competition amongst teams so that everyone works collaboratively towards a goal of a collectively high NPS or FCR score.
Gamification and Product Recommendations
In eCommerce, customers are often overwhelmed by the number of options available to them and how to choose the right products for them. Make product searching fun and easy for your customers by introducing games to the process. This is a great way to introduce personalisation to the customer journey, which is an important tool for increasing customer loyalty.
By adding quizzes to your website, you can offer personalised product recommendations to customers. A beauty company may, for example, ask a customer about their colouring, skin type and style to suggest various makeup products. A homeware company could ask about a customers lifestyle and preferences to recommend certain furniture or appliances. Even adding a left-right swiping feature like a dating app can make product recommendations more fun. All of the data gained in these types of surveys or games can be used to supplement product marketing in future emails or ads.
Be creative to see how gamification can fit into your CX strategy and help to reach your business goals.