Loyalty 3.0
Learn the secret to using big data and gamification to motivate, engage, and engender true loyalty among your customers, employees, and partners As our lives move online and nearly everything we do is being mediated by technology, all of our activity is generating reams of data - we are all "walking data generators." Loyalty 3.0 reveals how to combine this "big data" with the latest understanding of human motivation to power gamification - the data-driven motivational techniques used by game designers to stimulate engagement, participation, and activity. With this potent combination, busines
eBook, English, 2013
McGraw-Hill Publishing, Blacklick, 2013
1 online resource (303 pages)
9780071813389, 0071813381
1024281063
Cover
LOYALTY 3.0: How BIG DATA and GAMIFICATION Are Revolutionizing Customer and Employee Engagement
Copyright Page
Dedication
Contents
Acknowledgments
Introduction
PART 1: VISION
Chapter 1: May You Live in Interesting Times
The Three Faces of Loyalty
The Road to Loyalty 3.0
We Live in Interesting Times
Chapter 2: Whoever Figures Out Motivation Wins
Fueling the Fire
Deep Dive into the Five Intrinsic Motivators
Piece of Cake?
I Just Work for a Paycheck
Chapter 3: The Next Big Thing Is Big Data
What Is Big Data and Where Does It Come From? How Can We Use Big Data?
Crunching the Numbers
Big Data in the Consumer Space
Big Data in the Employee Space
Employee Hiring: An End to Hunches
Workforce Analytics
Big Data, Big Problems
What's Next?
Chapter 4: Gamification-The Engine of Loyalty 3.0
This Is Not a Game: The Difference Between Games and Gamification
Games Are Intrinsically Motivating
Adding the Spark of Gamification Mechanics
The 10 Key Mechanics of Gamification
Rewards = Meaningful Value
Questions and Answers
PART 2: EXECUTION
Chapter 5: Case Studies in Customer Engagement Characters Welcome at USA Network
Make Your Way to Rio with Chiquita Brands
Insider Rewards at Warner Bros
Checking in with Foursquare
Contributor Reputation with SAP Community Network
More Loyalty 3.0 Communities
Chapter 6: Case Studies in Skills and Learning
Getting Fit with Zamzee
Getting the Right Exposure to Adobe Photoshop
Gearing Up with Ford of Canada
Innovating in Education with Loyalty 3.0
Chapter 7: Case Studies in Employee Engagement
Inspiring Agents with LiveOps
Preventing Death by Power Point with BOX
Going Social with Bluewolf Turbocharging Sales with Nitro for Salesforce
PART 3: DIRECTION
Chapter 8: Planning Your Loyalty 3.0 Program
The Loyalty 3.0 Road Map
Plan
Chapter 9: Bringing Your Loyalty 3.0 Program to Life
Design
Build
Optimize
Chapter 10: Forward in All Directions!
Where We've Been
Where We're Going
Wrapping It Up
Appendix: A Loyalty 3.0 Sample Scenario: Engaging Attendees of a Tech Company's Annual Conference
Notes
Index
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