Trends Report

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

September 12th, 2011
Suresh Vittal, null
Suresh Vittal
With contributors:
Dave Frankland , Emily Murphy , Allison Smith

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.