Implementing gamification systems in a company can become an excellent way to improve the relationship with employees (solving problems such as lack of commitment or low productivity), as well as a method to draw users’ attention and create ties with the client.
What is gamification
Gamification is the use of recreational activities or games to encourage commitment and learningwhether from employees or customers.
Many brands have become viral thanks to these systems. For example, Duolinguo turns the language learning experience into a game, where the user can level up and unlock skills, badges, and more.
These techniques seek to boost sales and create a better relationship with the brand, motivating customers to participate and strive to improve. At the same time, it allows you to monitor user progress and makes it easier for you to analyze the engagement you generate.
How to promote gamification in the company
Here are some ways to encourage gamification and recreational activities in a company:
-Make it simple: Gamification doesn’t have to be a complex process with experience points, badges, and achievements. If your client profile is someone with little experience in this type of actions, it is best to keep gamification activities as easy as possible. An example of this would be the progress bar that a LinkedIn profile has and that invites users to fill out all the information in their profiles.
-Plan: You already know this, but the success of any marketing strategy is based on planning. Planning allows you not only to know what you have to do at all times, but also makes it easier for you to understand what type of gamification process you should implement in your case.
-Offer something of value: Always think about what your audience wants and offer an experience that provides value in exchange for their time. For example, the Starbucks loyalty program invites the user to continue going to coffee shops and consume more coffee; the customer accumulates stars with each purchase and can exchange them for free products.
-Competition and collaboration: An attractive prize in itself can encourage participation. But there are two things that will make your customers hooked on your gamification system; competition and collaboration. Create a system for users to compete against each other or offer a challenge that forces them to collaborate to achieve their goals. These types of activities make the client more involved in the process, either by being part of a team or by wanting to reach the top of a ranking.
-Analyze: As we have explained to you, one of the advantages of gamification is that it allows you to obtain valuable information from your customers. Analyze the results of the system and see how clients are progressing. An example of this is Nike’s Fuelband program that connects the company and customers. In this way, Nike’s marketing department has very valuable information to personalize the campaigns they send to their customers.
