Meet Steve. He's about to go on a journey. Join him on this simple story about fans. Learn how brands can benefit from focussing on fans and how they can use gamification to do so.
21. And they take over your acquisition by sharing their enthousiasm.
22. !
Fans are the hidden treasures of your brand!
!
1. Fans are loyal and have higher margins!
2. Fans are involved and constructively critical!
3. Fans attract new customers!
That’s the power of fans!
23. Duh…
Duh…
Hmm…
Duh…
Nothing new for these guys!
24. Questions!
?!
!
Uhm… !
What do I !
do now?!
Steve loves the idea! But how to make the most of that power?
25. Questions! That’s my next
slide Steve…!
?!
!
The presenter turns to the next slide…
26. How do you put that power to effect?!
!
1. Recognize and interact!
2. Acknowledge !
3. Activate and stimulate!
4. Reward!
Continuously!!
And tells Steve how to unleash the power of fans.
30. So
when
I
recognize
my
customers,
I
can
get
in
touch
and
share
ideas
on
the
future
of
XBank!
First: Recognize your fans, know who they are, get in touch, interact!
31. And
when
I
acknowledge
them,
they’re
more
likely
to
stay
loyal
to
XBank!
Second: Acknowledge your fans so they know you value them.
32. And
when
I
ac.vate
them,
we
can
work
together
on
further
building
XBank!
Third: Activate and stimulate fan behavior, help them share their ideas and love.
33. Wow! The potential!!
All those existing customers… What if everyone introduced just one friend!?
34. And
if
they
do
all
this
good
stuff
for
us,
we
should
reward
them!
Finally: Reward fan behavior, show your appreciation!
35. Steve is back in the office early the next day, full of energy.
36. John B
el
Manage l!
r Cust
omer Con
tact!
He runs into John, head of customer contact at XBank. John is the silent type.
37. John! We need to focus on our
fans. They are our hidden
treasures. If we could just
unlock their potential…!
Steve gets all psyched about the endless opportunities of a fan focus.
38. We get all sorts of compliments
and ideas in our contact center.
Why don’t we do something with
all that good stuff?!
Even John is enthused and joins in on the excitement.
42. World of Warcraft. Only the single most successful game ever created. Duh.
43. He starts a monologue on quests, instant feedback, progress, rewards, "
XP and status. And why it makes his blood rush.
44. Quests,
instant
feedback,
progress,
rewards,
experience
points,
status
Steve is impressed and baffled at the same time. Only Google can help him…
45. gaŸmiŸfiŸcaŸtion [gay-muh-fi-kay-shuhn]
applying game dynamics and game
thinking to non-game environments to
increase engagement, loyalty and fun
Google says there’s a word for that: gamification.
47. Full of fans and gamification Steve joins the monday morning meeting.
48. Jane Moneypenny!
Finance Manager!
Oh sorry, I almost forgot… meet Jane! She’s responsible for Finance at XBank.
49. We need to focus on!
our fans and gamification
can help us!!
Steve enthusiastically presents his vision and ideas.
50. I support you! But
start with our current
customers. They have
lots of great ideas!!
John adds the customer focus.
51. I like the idea, but
what are the
returns for XBank?!
And Anne, as always, worries about the numbers.
52. Let me put all ideas into
a fan program. Boss,
what do you think?!
Go!!
Boss has the final say.
53. The
XBank
fan
program…
1. Needs
to
fit
our
brand
and
vision
Customers
par,cipate
because
they
love
the
brand
and
share
our
values.
The
fan
program
should
make
them
VIP’s
and
allow
them
backstage
access.
He opens up Powerpoint and gets started…
54. The
XBank
fan
program…
2. Needs
to
be
specific
for
our
target
group
Our
target
group
ac,vely
pursues
a
safe
and
sustainable
future
for
their
family.
Everything
we
do
we
should
do
with
them
in
mind.
Laying the foundation…
55. The
XBank
fan
program…
3. Needs
to
persue
common
goals
We
can
use
our
customers’
ideas
to
truly
improve
and
build
long-‐las,ng
rela,onships.
If
we
persue
common
goals
we
can
achieve
something
bigger
than
life!
Of the XBank fan program.
56. Help me out son!
How can I use
gamification to
engage our fans?!
I thought you’d never
ask. Hang on! Let me
slay this Level 60
Warlock first...!
Back home he turns to his WoW-addicted son for advice.
57. Look… there’s a whole
range of game mechanics.!
James grabs a deck of cards with game mechanics.
58. Appointment
Levels
Badges
Epic
meaning
dynamics
Loss
aversion
Leaderboards
Achievements
Status
Infinite
Discovery
gameplay
Progression
CustomizaMon
Rando
m
a Points
of
kind cts
CollecMons
Rewards
ness
Urgent
Community
opMmism
Easter
eggs
Quests
collaboraMon
He lays them out on the table and explains that not every game mechanic "
fits every purpose or person. They need to be carefully selected to work!
59. Epic
meaning
Leaderboards
Achievements
Status
CustomizaMon
Rando
m
a
of
kind cts
Rewards
ness
Community
Quests
collaboraMon
Pieces of Steve’s puzzle are now coming together. Based on XBank’s target group
and objectives, Steve picks the most fitting game mechanics.
60. smile!
Right on! Now Steve can make it more fun, easier and rewarding "
for customers to interact with XBank!
61. John, could you do me a
favor and group the best
ideas and most common
complaints we get from
our customers? !
Sure. No probs. !
Back in the office Steve lives up to his promise to start with the customers.
62. Well, this is how they feel !
we should treat them!!
!
The key? Acknowledge their
importance and cherish them. !
Steve has the input he needs for a successful fan program.
63. Hi Steve!!
!
Don’t forget to add this to
your list…!
!
Happy customers, more
customers, better products,
better service, higher loyalty
and more sales!!
!
"Cheers, boss!
Boss adds his demands and Steve gets the project going!
67. Hi guys!!
Meet Anne. She loves the outdoors and cares for the future of this planet.
68. Cause she wants her kids to grow up in a beautiful and peaceful place.
69. Anne just signed up online for a checking account at Xbank.
After completing registration, she is welcomed with a personal video message.
70. That’s why we created the XBank fan
community. You can meet other
customers and XBank employees like
myself. You’re invited to share your
experiences with XBank freely. !
Steve introduces the Xbank community. A place to share ideas and experiences.
71. 1.
Perform
a
But there is more! You can also
challenge
engage in numerous challenges,
from 1-minute questionnaires to
epic quests. Uou unlock priviliges
along the way and hopefully grow
4.
2.
out to be one of our biggest fans!!
Unlock
new
Earn
points
challenges
and
rewards
3.
Gain
status
and
benefits
He also explains the fan progam. It rewards loyal customers, stimulates "
them to promote XBank and asks them to share their opinion.
72. Wow cool! That was fun!!
They actually like having me
as a customer! !
Anne is impressed.
73. This isn’t it. On the contrary… the fun has just started!
74. There’s an entire fan platform with all sorts of challenges and rewards!
75. Anne goes for profile completeness. Let’s see how that works out for her…
76. Hi Anne. Thank you for opening a
premium checking account!
Based on your profile, a basic
account will provide you with all
the services you need. Saves you
a couple of dollars a month!!
WOW!
I’m in!!
John calls her that same day. How’s that for instant feedback?
77. Money down the drain? No! Churn dropped drastically simply by offering "
the best matching product for each customer.
78. Your products fit !
you like a glove. !
You’re well on your
way to becoming
future proof!!
Anne gets an instant pop-up to let her know she’s leveled up to ‘supporter’.
79. She
connects
Pre-‐screened
the
with
friends
new
ad
campaign
Commented
on
a
few
posts
Levels
up
Earns
and
shares
the
to
fan
futureproof
badge
Helps
Sent
her
kids
to
Fills
out
a
another
college
with
quesMonnaire
fan
on
the
XBank
personal
‘Pay
‘n
Save’
community
…
In the next months Anne get’s hooked. She engaged in all kinds of activities.
81. Should we go for
A. or B. Anne?!
There she participates in shaping the future of XBank.
Together with the board and other top fans.
82. This preso is about to end. You probably get why Xbank loves its Fans
83. Co-‐created
products
and
Media
a[enMon
and
service
word
of
mouth
Shorter
Mme
to
market
More
ideas,
be[er
insights
Lower
contact
costs
Why XBank became the number one brand in the industry.
84. Churn
Sales
COA
Customers
Why the numbers are through the roof!
86. Cause we warmly welcome every new customer. !
We invest in keeping and pleasing them. !
We facilitate real conversations.!
We challenge them to challenge us. !
We continuously improve based on their feedback. !
We help them share their enthusiasm & promote us.!
We reward loyalty, recommendations and feedback !
We make it fun to be our customer.!
Cause XBank focusses on their fans. Nothing more, nothing less.
87.
88. Fanmind your company!!
We are Fanminds. !
We believe in the power of fans. !
We help brands to focus on their fans. !
To establish real relationships. !
To stimulate and reward fan behavior. !
To supercharge loyalty. !