Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification https://www.mheducation.com/cover-images/Jpeg_400-high/0071813373.jpeg 1 9780071813372 The New York Times and Wall Street Journal bestseller! The new secret to driving LOYALTY THAT PAYS Once revolutionary, loyalty programs designed to differentiate 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--from everyone involved in the success of a business. Now, in Loyalty 3.0, Bunchball founder Rajat Paharia reveals how you can use these same techniques to seize the competitive edge for your business. Paharia shows you how to create a system powered by human motivation and digital technology that creates ongoing, persistent engagement among customers, employees, and partners. Loyalty 3.0 arms you with everything you need to know in order to build a loyalty and engagement program that drives a sustainable advantage for your business, including: The building blocks of motivation, big data, and gamification necessary for creating a powerful strategy that drives long-term loyalty Case studies from today’s most innovative companies that are already driving customer engagement, learning and skill development, and employee motivation with Loyalty 3.0 methods Step-by-step guidance on how to plan, design, build, and optimize your program Now is the time to abandon your traditional loyalty programs and start taking all your stakeholders seriously--so they will take your company seriously. Loyalty 3.0 is the game-changing leap you've been waiting for. When you create true loyalty among customers, employees, and business partners, you will generate a sustainable competitive advantage and win in your industry. Praise for Loyalty 3.0 “Relationships are the single greatest asset for all organizations. Relationships with customers, relationships with employees, relationships with partners. In Loyalty 3.0, Rajat Paharia reveals the new science of relationship building through big data and gamification.” —TIM BROWN, CEO, IDEO "Loyalty 3.0 is filled with major insights and does a brilliant job of grounding the reader in fundamental concepts around motivation, big data, and gamification--building on these concepts through real-world case studies that bring the combinations to life. It finishes with actionable ideas and next steps that enable you to test and operationalize these ideas in your own workplace and personal life." -- BRAD SMITH, CEO, Intuit "A fascinating insight into how companies are exploiting big data." -- MARK READ, CEO, WPP Digital "Rajat pioneered the business use of big data and game mechanics to transform the customer experience. A decade before anyone else, he saw that the same techniques that video game designers had used for years--fast feedback, badges, competition, goals, and leveling up—were also incredibly powerful for motivating behavior outside of games, and an industry was born. This book shares his secrets." -- CLARA SHIH, CEO of Hearsay Social, author of The Facebook Era, and board member at Starbucks "Rajat Paharia comprehensively explains how to create loyalty in the modern world full of data and connectivity. If you want to learn how to motivate and inspire employees, you must read this book." -- DAVE KERPEN, New York Times bestselling author of Likeable Social Media and Likeable Business "In this powerful and groundbreaking book, Rajat Paharia clearly demonstrates how big data, motivation, and gamification can be utilized to create true engagement and loyalty. We believe Loyalty 3.0 will be a game changer for our associates and guests." -- RAY BENNETT, Chief Lodging Services Officer, Marriott International “The journey to Loyalty 3.0 is real. Rajat’s vision shows why right time relevancy and context will transform how organizations engage with customers and truly craft relationships.”-—R. RAY WANG, Principal Analyst and CEO at Constellation Research “Adoption is a critical component when creating an exceptional customer experience or smarter workforce, and gamification has proven to be a powerful driver for success. The insights Rajat shares in Loyalty 3.0 will help guide the next wave of deeper relationships across the enterprise.”-—SANDY CARTER, IBM Vice President, Social Business Evangelism and Sales
Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification

Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification

1st Edition
By Rajat Paharia
ISBN10: 0071813373
ISBN13: 9780071813372
Copyright: 2013
09780071813372

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ISBN10: 0071813373 | ISBN13: 9780071813372

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Program Details

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 Games and 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’s Annual Conference 247
Notes 263
Index 269