The Federal Credit Union September-October 2013 - (Page 46)
Gamification: Three Steps to
By Wayne Conte
lthough the concept has been
around for decades, the term
“gamification” was coined in
2002 and exponentially gained
popularity around 2010. Gamification is
the use of game mechanics to engage users
and influence behavior. It’s widely used for
diverse applications in marketing, education, loyalty building, productivity boosting,
security authentication, incentive programs,
and more. Chances are you already participate in several gamification programs.
One example of gamification dates back to
the 1980s, when the airlines launched their
frequent flyer programs. The result is millions of participants earning points or miles
in exchange for their loyalty. The airlines
quickly determined that air travelers were
more interested in achieving elite status
than earning rewards. Leveraging the consumer’s need for status — or achievement
— is demonstrated in other gamified applications such as receiving endorsements on
LinkedIn and “likes” on Facebook, earning
badges on TripAdvisor or Yelp, becoming
a mayor on Foursquare, or tracking fitness
activities with the wearable Jawbone.
According to a Gartner report, more than 70
percent of the Forbes Global 2000 companies will have at least one gamified application by 2014.1 These companies will invest
billions of dollars over the next few years
to implement gamification and, ultimately,
differentiate themselves through gamification strategies. As consumers become more
accustomed to gamification in their everyday lives, it makes good business sense for
you to engage both your members — and
your employees — in the same manner.
the program objectives do not compete with
your credit union’s organizational goals.
Here’s how to get started:
3. Track your results.
1. Know your players.
Knowing your target demographic and
their preferences is critical to program
design. Understand their lifestyle, education, income and age. Do you have baby
boomers or millennials? In what manner
will they play the game? Will they engage
through a website or social network, or
will they use a paper scorecard? Doing
your homework will help you develop a
better program and effective messaging.
2. Define your objectives.
If something is amiss in the program design,
you’ll see it in the results. It is important to
set and track participation and achievement
rates. Be sure to regularly communicate
results with your staff and keep in mind that
consumers — and your employees — want
recognition for their game participation.
This leads to higher performance as they
strive for the next level.
If you find you are not achieving your
desired results, consider these pitfalls:
Is the game too easy? Developing skills
and mastery makes a game fun and
keeps players engaged.
■■ Did you narrowly limit who can participate? There’s a fine line between the
allure of exclusivity and the boredom
of too many rules.
■■ Are you forcing social networking on
participants who would not otherwise
engage this way?
■■ Are the participants exploiting loopholes?
Ultimately, what do you wish to accomplish
through your program? Are you looking
to achieve brand awareness or increase
your number of auto loans or Web traffic?
Maybe you are looking to retain members.
Be specific as to your objectives, and then
develop a budget with measurable goals
and a realistic timeline. Taking these steps
will prevent your program from growing
out of scope or becoming unwieldy.
Gamified programs for employees can
boost sales productivity, improve the member service experience, or simply increase
knowledge about a particular product. For
employee gamication programs, there are
three special considerations. First, assign a
champion on the senior management team
who will promote the program. Second,
consider how much time your employees
need to actively participate. Lastly, ensure
Use gamification as another resource
in your tool kit for engaging members
and employees. It can take the form of
a limited-time campaign or an openended program. Either way, an effective
gamified application will help you build
loyalty and achieve desired results.
Wayne Conte is executive vice president of
the Affinion Group.
Gartner Inc., “Gartner Says by 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes,” news release, April
12, 2011, www.gartner.com/newsroom/id/1629214.
The Federal CrediT Union September–OctOber 2013
Table of Contents for the Digital Edition of The Federal Credit Union September-October 2013
Voices & Opinions
Fromt the Chair
What You Need to Know Now About EMV
In Case of Emergency
Delivering for Dealers
Getting to Know...
Inside NAFCU Services
From the President's Desk
The Federal Credit Union September-October 2013