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For Customer Insights Professionals

What's In A Game? The Effect Of Gamification On Customer Loyalty Programs

September 12, 2011

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Authors

  • By Suresh Vittal
  • with Emily Murphy,
  • Dave Frankland,
  • Allison Smith

Why Read This Report

Gamification — applying principles of gaming to non-game activities — has everyone talking. In the context of loyalty, gamification offers two key benefits: deeper member engagement and access to valuable customer activity data. For loyalty programs struggling to set themselves apart in a crowded marketing place, gamification looks like a lifeline. But before jumping on the gamification bandwagon, Customer Intelligence (CI) professionals must consider their loyalty program strategy and carefully evaluate whether gamification contributes to intelligence-driven loyalty.

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