CRM 2012 Forecast: Gamification becomes Serious Business
Gamification is a concept that has increasingly important business value. It doesn’t mean playing games; it isn’t game theory; it isn’t a form of hunting meat.
“Gamification describes a series of design principles, processes and systems used to influence, engage and motivate individuals, groups and communities to drive behaviors and effect desired outcomes.”
According to Gartner, “”Gamification describes the broad trend of employing game mechanics to non-game environments such as innovation, marketing, training, employee performance, health and social change,” said Brian Burke, an analyst at Gartner. “Enterprise architects, CIOs and IT planners must be aware of, and lead, the business trend of gamification, educate their business counterparts and collaborate in the evaluation of opportunities within the organization.”
The vendors are in the game too. Those who have enterprise ready gamification platforms include Bunchball, Badgeville, and of course, Gamify,etc.
The goals of gamification are to achieve higher levels of engagement, change behaviors and stimulate innovation. The opportunities for businesses are great – from having more engaged customers, to crowdsourcing innovation or improving employee performance. Gartner identified four principal means of driving engagement using gamification:
1. Accelerated feedback cycles.
2. Clear goals and rules of play.
3. A compelling narrative.
4. Tasks that are challenging but achievable.
An optimal customer experience becomes the core of what CRM can provide. Finally.
Social marketing becomes an integral part of an explosive marketing automation sector.
To know more about CRM prognostications in 2012 read the following articles:
CRM 2012 Forecast–The Era of Customer Engagement Begins– Part II
CRM 2012 Forecast – The Era of Customer Engagement – Part I
Research Summary: Demystifying Enterprise Gamification For Business
My Chapter on Gamification: From Behavior Model to Business Strategy
