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Loyalty 3.0: How Big Data and Gamification Are Revolutionizing Customer and Employee Engagement (Anglais) Relié – 1 juillet 2013


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Biographie de l'auteur

Rajat Paharia created the gamification industryin 2007 as the founder and Chief Product Officer at Bunchball, which has been recognized as an industry leader and innovator by Fast Company, TechCrunch, MSNBC, Forbes, and many others. Prior to Bunchball, Rajat worked at the intersection of technology, design, and user experience at world-renowned design firm IDEO.



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27 internautes sur 28 ont trouvé ce commentaire utile 
Helpful primer and inspiring playbook about gamification 19 juin 2013
Par Jesse Lahey - Publié sur Amazon.com
Format: Relié
Since you're reading this review, you've likely heard the buzz about gamification. Do you want to fully understand what it is, see pictures of real-life examples in a variety of contexts, and get actionable ideas and next steps for getting started in your own business? If so, this book won't disappoint you.

I have personally interviewed many gamification experts and practitioners, so I didn't expect to learn much more from this book -- but I was wrong. My copy of Loyalty 3.0 is now dog-eared and marked-up with all the ideas and facts that I've gleaned.

What is Loyalty 3.0? According to Rajat Paharia, it evolved from the original "loyalty programs" introduced decades ago:

- Loyalty 1.0: These are rewards programs focusing on "the deal" (think frequent-flier points, cash-back credit cards, and "buy 10 get 1 free" coffee cards). Once a better deal comes along, customers and employees will defect.
- Loyalty 2.0: These are more segmented and personalized, based on a customer's specific demographics and buying habits, but still transactional and focused on "the deal" (think direct-mail and email coupons and ads).
- Loyalty 3.0: Combines social-science research about motivation, plus user-activity data, plus tactics that videogame makers have been using for years, to create persistent engagement and win-win value (think Amazon and Netflix).

The book Loyalty 3.0 is organized into three parts:
- Part 1: Vision - explains the three building blocks of Loyalty 3.0: motivation research (especially the fields of self-determination theory and behavioral econonimics); big data (the ability to collect and use the data people generate as they increasingly live and work online), and gamification (game-inspired tactics to increase engagement). Having heard most of this before, I did get a little bored in Part 1 on occasion ... however, there were frequent surprises for me (such as the concept of "quantified self") so I never wanted to skip ahead out of fear for missing something important.
- Part 2: Execution - provides case studies of companies using these principles to drive customer and employee engagement. This is pure gold, both to help you understand principles of Loyalty 3.0 but also to help you explain the business case to others. Some of the case studies also appear in earlier books -- for example, LiveOps is discussed in "For the Win" by Kevin Werbach, but Loyalty 3.0 provides much more detail about what LiveOps did, why they did it, and what results they achieved.
- Part 3: Direction - provides a step-by-step guide on how to plan, design, build, and optimize your program. Again, I thought I would skim through this part, but it was quite rich and often presented a unique perspective. For example, Paharia does not simply present a list of common gamification elements ... he shares the 10 elements he has found to be the most useful, plus a convincing argument that they really ARE the most useful.

Because Loyalty 3.0 was written by someone who is selling a gamification platform, I was not expecting much from the book. I figured it would be an infomercial that I would skim through to pick out a few nuggets. Instead, I found it to be an important, thoughtful book that I enjoyed reading cover-to-cover.

Paharia does not simply get you to understand what Loyalty 3.0 is and why you need it, teasing you into believing that your company needs to hire Bunchball. He quite generously digs into principles and concepts for making Loyalty 3.0 a reality in your business, whether you or not you use Bunchball.

This is a book full of information and ideas that other gamification gurus will be quoting for years to come. Rajat Paharia comes across as both a theorist and a practitioner. He has been thinking about and experimenting with gamification concepts longer and in a broader array of applications than nearly everyone. As a result, this book provides both convincing research as well as useful models -- plus adds behind-the-scenes facts.

I believe CEOs, HR VPs, and other business leaders will find Loyalty 3.0 to be a helpful primer and inspiring playbook about gamification.
29 internautes sur 31 ont trouvé ce commentaire utile 
This book is in my top 10 business books of all time 22 juin 2013
Par Thomas J. Kosnik - Publié sur Amazon.com
Format: Relié Achat vérifié
The purpose of this review is to encourage you to buy Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification, read it, and put it into action so that you will have more loyal employees, customers, and other stakeholders. Why, because Rajat Paharia has created amazing results for a variety of businesses using the principles inside, and you can too.

Why believe me? First, I am a self declared bookaholic who has read thousands of business books since i started my business career in 1975. Loyalty 3.0 is in the top 10 business books I have read.

Second, because I have been teaching marketing, first at the Harvard Business School (1985-89 and 1994-97) and then at Stanford in the Department of Management Science and Engineering 1990-Present). My intention is to make Loyalty 3.0 required reading for my Global Entrepreneurial Marketing Course, along with Jennifer Aaker's "The Dragonfly Effect," and a book I have co-authored called "Gear Up, Your Best Idea Ever!"

Third, because I am putting my money where my mouth is. I pre-ordered Loyalty 3.0 when I first learned about it, and after it arrived this week and I read it, I came back to Amazon.com and bought 10 more copies to give away to clients and colleagues.

The other reviewers have done a nice job of telling you what's in the book and why they like it, so I won't repeat those comments here. Instead I would encourage you to buy the book, read it and then put the principles into action. I am confident you will see tangible results as your customers, employees, co-workers, alumni, and investors take their loyalty to you and your product, service or cause to a new level.

Tom Kosnik
12 internautes sur 13 ont trouvé ce commentaire utile 
Best insight into Big Data, Gamification, and Motivation on the market 18 juin 2013
Par Kevin Spier - Publié sur Amazon.com
Format: Relié
I've read nearly all of the books and articles about gamification in the past 4+ years. This book stands out. Rajat does an incredible job of putting it all together with real examples and insight based on experience. I know in the past he has been affectionately called the father of gamification; his insights here demonstrate that it is well deserved recognition.

Rajat calls out how we have become walking data generators because of how we now live our lives online. This is throwing off tremendous big data. The smart people and companies are leveraging this information by being relevant and building relationships with their prospects and customers based on this data. Game mechanics/gamification provide the ability to do so effectively and efficiently.

The real strength of this book is that it's not just a bunch of theories and "what ifs". Rajat uses real world examples at every turn and weaves his company's experience through them to show the learnings and evolution of the field.

This book will stand out for years to come.
6 internautes sur 6 ont trouvé ce commentaire utile 
A new way of thinking about loyalty 18 juin 2013
Par Chester and Trudy - Publié sur Amazon.com
Format: Relié Achat vérifié
I had a chance to read an advanced copy, and I was taken by the link the author draws between video games and behavioral science, and how companies can use that link to motivate people to participate in something as mundane as an employee portal.

Big data plays a huge role here, too, and with news coverage of the NSA making everyone, everywhere familiar with the concept, the timing seems perfect to talk about using big data for purposes other than ferreting out bad guys.

Some facts are true eye-openers. The pace of digital data growth is jaw-dropping, and its implications for businesses leave you wondering if and how companies are applying these techniques to you.

It's an easy read, and the science on which its concepts are based is put into a useful context that later folds nicely into the case studies you'd expect from a business book.

Gamification makes its appearance after the foundational concepts are described, but Paharia, who is a gamification guru, does an admirable job of dialing down the role his seminal company played in the evolution of that industry. Good thing, too. Only Apple can get away with talking about itself incessantly. Paharia knows this and wisely lets the concepts and the case study subjects tell the story for him.

The final chapters offer tips for implementing Paharia's concepts. It seems clear that many of these are the result of his experience in gamification, and to his credit, he doesn't settle for weak platitudes or generic "envision, plan, execute, measure" bromides. Paharia views crafting a Loyalty 3.0 campaign as "a design problem" because participants will find themselves inside an experience, almost as if they're inside a story. These are the kind of viewpoints, in addition to practical do's and don'ts, that I was hoping for here.

"Loyalty 3.0" reminds me a bit of Paco Underhill's terrific "Why We Buy," which also showed how behavioral science can be used to help companies understand and anticipate what people want -- and then create environments that encourage the results those companies want. In a way, that's what this book is about.
6 internautes sur 6 ont trouvé ce commentaire utile 
A Must On Your Summer Reading List! 21 juin 2013
Par Caroline Japic - Publié sur Amazon.com
Format: Relié Achat vérifié
Loyalty 3.0 is a great read. As a long-time marketer, I know first hand just how hard it is to make customers and employees more active and loyal. Loyalty 3.0 explains in real-world terms how to gain the attention of your target audience and, more importantly, how to KEEP it.
Through the use of game mechanics, Paharia shows how to create new habits and high-value activity. He explains how marketers can play a key role in driving customer and employee incentive and loyalty.
The case studies for Ford of Canada, Adobe and SAP really brings Paharia's concepts to life, and then provides plenty of analysis and backup to illustrate which gamification techniques will work in specific situations - and which won't.
The book should be on your summer reading list for sure!
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