Customer Engagement in 30 Days
Scot Harris and Kevin O’Gorman
Gamification is now a popular buzz word in many parts of the business world. This book wisely does not try to cover every angle, but stays focused on one application: “Marketing and sales people are using gamification to improve customer loyalty and engagement, knowing that it will lead to increased profitability,” the authors write.
They emphasize that “gamifying does not mean turning your business or website into a game. As Gamification.org defines it, gamifying is:
‘The presence or addition of game-like characteristics in anything
that has not been traditionally considered a game.’
“Take particular note of the word ‘characteristics’ in this phrase,” the authors point out . “The purpose of gamifying is not to turn something into a game, but to apply understanding and knowledge about the basic human desires we all have that make us like games to a non-gaming environment, and hopefully to improve our businesses.”
You may not finish all of the exercises, nor follow all of the suggestions in this well-written book. Yet the well-structured, 30-day plan offered by Harris and O’Gorman still can help you think harder about your business, how customers see it and how they engage–or don’t engage–with the products or services you offer.
Even if you operate a small enterprise where you are the entire staff, this book can offer some good ideas and useful tips that can help you make more sales and keep customers coming back.
What the authors aim to do is help you create and “launch a long-range, ongoing, continuous process of attracting the attention of a target audience, drawing them into a social space built around you and your products or services, encouraging them to evangelize about your products or services, and instilling in them an unshakable sense of loyalty.”
In other words, you learn how to use some gamification techniques to get customers’ attention, keep their attention, and keep them coming back for more of whatever you are selling–three major keys to long-term survival and growth in business.