Gamification has become one of the main factors for businesses to consider. It’s like engine oil to keep going. According to a report, 93% of marketers say they enjoy gamification. This shows the outrage of gamification towards customer satisfaction.
The term “gamification” is primarily aimed at the idea of increasing customer engagement rates by powering game-infused features for brands and products or services. By mimicking the engagement of games in the customer experience, gamification has driven engagement across multiple industries, from marketing to electronics to healthcare. The primary goal of gamification is not to get more customers, but to engage existing buyers or customers more.
Gamification can be integrated in several ways. It includes peer ranking or digital badges as a reward for improved use of a specific product. TechNavio, a market research company, estimates that the global gamification market will grow by almost 70% in the next four years.
Gamification in the customer experience
Leaving aside the popularity factor, IT company Gartner predicts that 80% of gamification efforts could not meet business needs due to poor design. Unlike a typical loyalty program, gamification is the recreation of game-like activities like earning rewards, competing against other people, and working with teammates.
One important thing to think about is that using gamification shouldn’t be like giving out badges for things that don’t matter or using gamification techniques without trying to engage the audience.
How to make gamification meaningful
The main goal of gamification is to force users to take certain actions in exchange for reward points, winning a challenge, or revealing a mysterious path to earn discounts. It’s about harnessing the human psychology that craves to engage in playful activities. Activities can include blog subscription, purchase of a product, purchase of a plan for a digital service, subscription to a newsletter, scheduling an appointment, etc.
Brands can integrate the gamification plugin into their websites to award badges, points, challenges, leaderboards and level up. So, gamification is more than just games.
Perfect ways to improve customer experience in your store through gamification
- Product search
We live in a time when it’s easy for customers to thoroughly research their favorite products. However, the search activity can be overwhelming. Gamifying the product research phase can dramatically improve the customer experience. You can achieve this by integrating a quiz or an interactive game. It will provide better recommendations and you will be able to get to know your current and potential customers better thanks to this.
- Real-time customer interaction
If you connect users to your products by using their location or leveraging their time, your customer experience can automatically improve. For example, if a company like Nike sends an alert to a potential customer who is 10 feet from a Nike store, it can convert the customer into a buyer. Additionally, they can also analyze consumer behavior by seeing customer reactions to the alert.
Reaching and evaluating real-time customer behavior is a huge boon to any business. Gamification only amplifies this blessing. If Nike announces rewards for those who respond to their alert, customers will likely willingly share their personal data, paving the way for valuable insights.
- Set specific goals
Before you start or use any gamification technique, you need to have a clear understanding of your goals. Gamification is like a targeted missile that never misses its target, whether it’s increasing brand awareness or changing buyers’ perceptions of your products. Setting clear and measurable goals has a direct effect on other parts of the strategy, such as gamification design and user data analysis.
- All about data
Businesses use gamification techniques in an effort to achieve instant success. However, success is only possible when you use the right data type. Different gamification service companies recommend that you use data to track loyalty, influence, and engagement. Take the example of Spotify. The right data to analyze Spotify data will be the time a user spends listening to a song during a specific session. Be sure to use data that represents the gamification goals you initially set.
The most engaging activities result from competition. Users always get extra incentives if they know how and where they rank compared to other users. This can be done through exciting incentive programs and challenges. Moreover, different gamification methods require cooperation, which could increase user interest. When a product has a comparison number, it can be used for more than the immediate needs of the user.
- Interactive problem solving
Troubleshooting and customer service are always the most frequented or visited web pages on any website. This reflects the fact that visitors face worries, and if the customer support page is unresponsive, you double the user’s worry. A complex support page is a big let down and can seriously hurt your business. Trying out gamification can make your life easier.
Their stress can be reduced by making your FAQ page or troubleshooting process more entertaining. Use it to determine their problem and then provide appropriate solutions. It is possible to make a simple and step-by-step installation process enjoyable. Service manuals and PDFs need to be replaced with something more engaging.
- Develop communities
Social communities thrive for two main reasons: they make it easier to get and share information, and they give your customers a sense of belonging to the community. Maintaining relationships with your customers becomes simple.
Consider creating and growing communities where your current and potential customers can share ideas, get to know each other, and have a memorable experience. Encourage social sharing by giving people something they can use to do so on websites like Twitter, Facebook, Pinterest, LinkedIn, etc. It could be one of their leaderboards, something they’ve written, or a badge they’ve earned.
Tech industry players seem to believe the trend will continue to grow. The adoption and application of gamification will have made great strides. Gamification, however, can only grow to the extent that human intelligence allows. You can experiment with a ton of gamification techniques to increase customer engagement. Start by developing a few concepts, then observe which ones best engage your audience. You should have future plans after reading this.