Leveling Up Your Customer Education With Advanced Gamification
By Jeff Campbell “Gamification” is one of those trending terms that tends to get thrown around as a catchall solution to driving user engagement. You’ve likely experienced gamification yourself if you’ve used learning apps that reward points based on correct answers or log in streaks. Unsurprisingly, many customer education leaders are also turning to gamification to drive engagement of their programs, but it’s often overlooked that gamification can do much more than simply drive engagement.
Like anything else, gamification should be implemented strategically, used to incentivize the right actions for the right reasons. In the case of customer education, gamification can be used to enforce learned behaviors, moving from engagement alone to outcome-based practice and ultimately, driving revenue.
Traditional Gamification in Customer Education
Traditionally, gamification in customer education has revolved around the classic trio of Points, Badges, and Leaderboards (PBL). It’s not uncommon to see points awarded for the completion of certain learning activities, badges given for achievements like completing a learning path or passing a quiz, and leaderboards that promote a competitive spirit.
While effective in sparking initial interest, this approach often leads to 'gamification fatigue.' Learners get accustomed to the predictability of the rewards, diminishing the initial excitement. Point accumulation often lacks a clear purpose, badges feel like mere digital stickers, and leaderboards might only engage a handful of competitive individuals. The crux of the problem lies in the disconnect between these gamification elements and the desired learning outcomes.
As the landscape of customer education evolves, so must our gamification strategies. Moving away from these worn-out tactics requires a fresh perspective – one that aligns closely with the customers' journey and the organizational goals. It's not just about making learning less tedious; it's about reinventing the approach to foster genuine engagement, drive behavioral change, and boost revenue.
Expanding the Strategy: Rewarding Learning and Behaviors
So how can we move beyond the simplicity of PBLs to promote behavior change? The true game-changer in customer education lies in seamlessly integrating gamification with actual product use. It's about rewarding not just the learning but the application of that learning.
Here's how this integration can revolutionize the customer experience:
Imagine a scenario where a user completes a course about a specific feature and earns virtual currency for this achievement. But it doesn't stop there. When they apply what they've learned in the actual product, they earn additional currency. This dual reward system reinforces learning and encourages practical application, maximizing the value gained from both the educational content and the product itself.
Such an approach not only acknowledges the customer's progress but also provides positive feedback, fostering a cycle of continuous learning and product adoption. As customers delve deeper into the product, utilizing more features, their gamification journey evolves too. This progression is not just a reflection of their learning but also their growing engagement and loyalty to your brand.
By aligning educational achievements with product usage, you not only boost learning effectiveness but also enhance the overall customer experience, leading to increased product adoption and customer satisfaction.
Gamification and Business Impact
Gamification, when executed with a holistic vision, becomes a cornerstone for business growth. It's not just about incentivizing learning; it's about weaving gamification into the very fabric of the customer journey and the digital ecosystems of your business.
Customer Acquisition
Begin the gamification journey right at registration. Award virtual currency for signing up, participating in an affiliate program, or referring friends. This not only boosts registration numbers but also starts the customer relationship on a high note.
Enhancing Customer Engagement
Reward engagement across various platforms – be it course completions, active participation in communities, attending training, or responding to surveys. Each of these actions, rewarded appropriately, keeps the customer invested and active.
Sales and Loyalty Programs
Integrate gamification into e-commerce. Offer virtual currency for purchases, encouraging repeat business. A loyalty program using gamification mechanics can significantly boost sales numbers.
Fostering Customer Advocacy
Encourage customers to share their learning experiences and interactions with your brand. Rewarding them for testimonials and social media engagement not only enhances their loyalty but also turns them into brand ambassadors.
Implementing gamification across these touchpoints does more than just engage; it builds a continuous loop of interaction that drives revenue and deepens customer relationships.
Gamification as a Revenue Booster
In the dynamic world of technology and software, gamification emerges not just as a tool for engagement but as a strategic powerhouse in boosting revenue. By weaving it throughout the customer journey, we transform the traditional customer education landscape into a vibrant, interactive experience that resonates deeply with customers.
This approach not only elevates the status of customer education within organizations but also champions it as a critical revenue driver. In an era where proving value is paramount, a well-implemented gamification strategy positions the Customer Education department not just as a cost center, but as a pivotal contributor to the company's growth and success.
About the author:
Jeff Campbell, the driving force behind Motrain, brings a unique blend of innovation and practicality to the world of customer education. As the founder of this cutting-edge embedded LMS gamification and incentive solution, he has revolutionized the way customer education teams operate. His insights and strategies are pivotal in boosting customer registrations and enhancing course completion rates.
A proponent of motivation design, Jeff skilfully integrates it into comprehensive marketing and customer experience strategies, aligning them with overarching business goals. His primary focus is on catalyzing revenue growth through strategic customer acquisition, sustained engagement, and turning customers into brand advocates.
Outside the realm of customer education, Jeff enjoys spending time with his wife and three kids. And when he has the time, you can find him hiking, mountain biking, or playing squash.