Loyalty 3.0: How Big Data and Gamification Are Revolutionizing Customer and Employee Engagement (Anglais) Relié – 1 juillet 2013
|Neuf à partir de||Occasion à partir de|
Produits fréquemment achetés ensemble
Les clients ayant acheté cet article ont également acheté
Descriptions du produit
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.
Aucun appareil Kindle n'est requis. Téléchargez l'une des applis Kindle gratuites et commencez à lire les livres Kindle sur votre smartphone, tablette ou ordinateur.
Pour obtenir l'appli gratuite, saisissez votre adresse e-mail ou numéro de téléphone mobile.
Détails sur le produit
En savoir plus sur l'auteur
Dans ce livre(En savoir plus)
Quels sont les autres articles que les clients achètent après avoir regardé cet article?
Commentaires en ligne
Commentaires client les plus utiles sur Amazon.com (beta)
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.
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.
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.
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.
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!
Rechercher des articles similaires par rubrique
- Livres anglais et étrangers > Business & Investing > Management & Leadership > Leadership
- Livres anglais et étrangers > Business & Investing > Management & Leadership > Management
- Livres anglais et étrangers > Business & Investing > Marketing & Sales > Consumer Behavior
- Livres anglais et étrangers > Business & Investing > Marketing & Sales > Marketing
- Livres anglais et étrangers > Business & Investing > Organizational Behavior > Workplace