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Gamification Will Bring You Closer To Your Customers
Gamification will bring you closer to your customers by getting their most valuable ones to contribute to research and marketing efforts. When enticed with gamification, even the users who are most hesitant to respond to questionnaires or surveys show a greater willingness to participate. Here is how businesses can use gamification to learn more about their customers.
Gamification can entice otherwise reluctant customers to fill out questionnaires and surveys.
The Gamification Concept
Mashable defines gamification as “the use of game mechanics and game design techniques in non-game contexts.” The strategy uses the human predisposition for games to encourage people to engage in tasks that they would otherwise ignore because they found it boring. This may include filling out forms, completing surveys or reading websites they wouldn’t otherwise read.
A gamification platform, for example, may reward points to people who report their location while using a certain application. The above is one example of how gamification will bring you closer to your customers. Research provides greater insight.
Marketing Research: Gamification’s New Frontier
As discussed in the article “Why You Should Use Gamification in Your Marketing Research,” businesses can implement a gamification strategy with great results when gathering consumer data – especially when it comes to mobile. The simple act of animating a survey by converting “yes” and “no” checkmark boxes into graphical buttons can increase response rates. By including badges and points systems, marketers improve overall participation rates, without affecting the results of individual surveys.
Alternative Applications
According to Forbes, educators have used gamification to keep students engaged. By gamifying traditional educational materials, teachers have been able to keep students interested and curious in subject matter that they ordinarily found dull. Gamification has been shown to encourage students not to not give up at the first hurdle, whether they achieve it or not.
Other research shows that human resources departments are using gamification to filter and analyze candidates and potential recruits. This helps companies narrow the search process and streamline hiring.
Educators and HR professionals are joining marketers in getting results with gamification.
More companies used gamification in 2014 than ever before – and the trend is not slowing, with businesses increasing their investment in the concept in 2015. Gamification is most commonly found in marking, but HR departments are using it to find the best recruits, and schools are using it to keep students engaged and interested. “Boring” tasks are easy to brush off, but sometimes tedious chores are the most important, and with gamification, even the most reviled tasks become more appealing.
In summary, experiences have proven that gamification will bring you closer to your customers.
Andrew Lisa is a freelance business writer who covers marketing technology and software.
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