Customer Attraction and Retention Through Gamification
How Game Design Elements Drive Positive Customer Behavior
Gamification is becoming a popular strategy for businesses aiming to bring excitement to their customer interaction, attraction, and retention. By adding elements of game design into business contexts, brands can engage and motivate customers in new and innovative ways.
Gamification has proven ability to increase customer engagement. Engagement acts as a measure of how deeply customers are involved in a particular product or experience. In today’s war for attention having regular engagement is critical to building positive relationships with customers and this in return creates loyal customers.
Gamification increases engagement by providing customers with a sense of accomplishment, progress, and challenge. A retail store might use gamification to create a scavenger hunt-like game or event that can encourage customers to explore different parts of the store. The customer will explore different parts of the store while seeing more products they might buy in the future while having fun.
Gamification can also be used to create a sense of community by encouraging customers to interact with one another and collaborate on shared goals. A workout app might have a leaderboard showing how many behavior calories the users are burning each day or week. Or showing how many push up the users are doing daily. The leaderboard can create a sense of competition and collaboration. This can lead to increased engagement and loyalty.
Gamification can also be used to drive specific customer behaviors. A bank can give badges that can be unlocked by users for reaching specific saving goals. Badges alone or with other intrinsic and extrinsic rewards can easily motivate customers to save more.
Similarly, a healthcare provider can implement gamification to encourage patients to take their medication on time. This can be done by creating a rewards program that gives patients virtual rewards for not missing their medication, accompanied by a leaderboard to incorporate some social elements and create a sense of motivation and accountability.
Gamification can also provide customers with valuable feedback and insights. A fitness app might track users’ postures and reward the user as it improves over time. Gamification can unlock harder workouts as the user progresses through the easier ones. Gamification can provide customers with a sense of autonomy as it guides the user to make certain choices in place of forcing them to do so.
One very common example of gamification is found at coffee shops. The most loyalty program gives customers points for purchasing, and then use those points to redeem rewards. This can create a sense of ownership and control among customers and lead to increased engagement and loyalty.
In conclusion, gamification is a powerful tool to use for businesses to attract and retain customers. By incorporating elements of game design into the customer experience, businesses can create more engaging and interactive experiences keeping the audience coming back for more. It’s important to remember that gamification isn’t a silver bullet. Just adding a game-like interface or rewards program will not necessarily lead to increased customer engagement and loyalty. It’s important to understand the needs and desires of the target audience and tailor the gamification strategies accordingly.