We’ve had the opportunity to work with some pretty awesome companies in a wide variety of industries since we started increasing loyalty and engagement with our gamified rewards program. From sports to entertainment and even health we consider ourselves pretty lucky to have worked with some of the coolest brands and people around. Each one has unique questions and different priorities about what users need and how gamification needs to interact with business and user goals. But for all our clients, increasing brand loyalty is one of the most important factors in choosing to implement gamification.
The more we talk with different companies, the more we see that old marketing techniques are just not satisfying the new kind of online user and they definitely fall short of creating the kind of loyalty that brands need for success.
With that said, while we see many companies coming to us to help foster loyalty, we still feel like the concept hasn’t caught on the way it should. So here is our list of the top 3 industries in need of brand loyalty:
Gamification experts often talk about mileage plans when they talk about rewards programs, but let’s face it, most people aren’t very satisfied with their mileage program experiences or with the brands that try to keep them as customers. With the exception of high mileage business travelers most people are simply looking for a good deal, rather than sticking with a brand they know and trust. If Apple product users have taught us anything it’s that customers are willing to pay more if they believe that the product or service offered is better than the competition. But unlike Apple, airlines don’t seem to be making the effort to show users the benefits of being a loyalty member of a specific program. Most airline rewards programs are the same strict rules, difficult to redeem rewards and minimal customer value. They don’t encourage engagement with site features or advocacy on the brands behalf and they definitely don’t leave frequent users feeling all that special. Encouraging a travel community, centered around a specific brand and their services offered could take travel to the next level (ok, we had to use the pun…sorry!).
News and press sites often have large numbers of site visitors, but low numbers of sharing and engagement. Additionally, most readers will jump from one news site to another looking for interesting news, rather than focusing on their favorite site and reading its content. Valuable actions to publishers, like commenting and shares are often ignored, as a user may balk at the need to sign up, login or take additional steps to engage with content. Sites that have embraced gamification, like Savannah Now, give users a tiny push towards engaging with content, a step they might not normally take. Once users are signed up and engaging with a community of other readers it is much more likely that they will return to continue to engage as well as bring their friends.
It’s safe to say that whomever you are, you can’t really avoid interacting with a bank or financial institution. But while most of us are forced to interact with them regularly (or face a very lumpy mattress) the general attitude towards most people’s banks is not one of loyalty. In fact, among people we talk too, most people who haven’t switched banks have only stayed around out of convenience. While we aren’t advocating that banks should start making us compete to access our money or provide leader-boards for the biggest account holders, we do think that fostering a bit of an online community, where users could be educated with financial tips and explore the online features each bank offers, could greatly increase customer satisfaction and increase loyalty.
So there you have it. Three unfun industries we think could stand to be a bit more fun. We’d love to hear what industries you think could use a bit more brand loyalty or what industries you think gamification could have the biggest impact on. Be sure to share!