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

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.