Learn how to Enhance the Digital Experience with Mobile Apps, Social CRM and Gamification by Karen Ann Exconde

1. Gamification
Getting
to
WOW!
Social CRM Mobile Apps
CHAPTER 11
Engagement Marketing for
Brand Affinity
By: Karen Ann Exconde

2. WHAT IS BRAND AFFINITY?
• Brand affinity is a metric that lets market researchers make predictions
about how a consumer will behave.
• Brand affinity also adds a layer of information that is helpful when
differentiating among consumers in order to accomplish market
segmentation

3. WHAT IS BRAND ENGAGEMENT?
Brand engagement is the process of forming an
emotional or rational attachment between a consumer
and a brand. It comprises one aspect
of brand management.

4. IN DIGITAL ECONOMY WHAT ARE THE 3 SERIES OF CUSTOMER
ENGAGEMENT ACTIVITIES TO TURN BUYERS INTO LOYAL
ADVOCATES?
1. Use of mobile applications to enhance digital
customer experiences
2. Social CRM (customer relationship management)
to engage customers in conversation and
providing solutions
3. Gamification to helps improve engagement by
driving the right sets of customer behaviors

5. ENHANCING DIGITAL EXPERIENCES WITH MOBILE APPS

6. 3 STEPS TO DEVELOP A GOOD MOBILE APP
 Determine the objectives that customers aim to achieve by using the app
 Considering the SOLOMO (social, location and mobile E.G. Nike Run App)
 Need to think of the back-end supports that are required to make the user experience
flawless (back support, physical outlets, media channels, etc.)
1. Determine
the use cases
2. Design the
key
functionalities
and the user
interface
3. Develop the
back-end
integration

7. DIGITAL EXPERIENCES IN MOBILE APPS
 digital marketing is constantly changing due to technological advancements. But, mobile apps are
a game changing factor that has completely changed its face.
 the evolution of smartphones, mobile apps have influenced the lives of numerous people like you
and me. Mobile apps have made lives easier, whether it is sending emails, making online
purchases, searching for information, connecting with clients, and so on.
EXTENSIVE USE OF MOBILE-BASED SOCIAL MEDIA
 social media is the center of attraction for app promotions. Most of the users like to follow that link
to see what that app is all about. Social media platforms like Facebook, Twitter, Instagram, and
others will be favorite destination for app promotion.
 Marketers try different ways to attract customers towards their apps and business

8. DIGITAL EXPERIENCES IN MOBILE APPS IN FINANCE
By collecting customer feedback in-app you connect directly with your users and listen
to them in real time. There’s no better way to get the true voice of the customer and be
on your way to providing a stellar in-app customer experience.
Ways to improve customer experience in mobile apps:
 Find the right moment
 Ask the right people, the right questions
 Be “Always On”
 Act on feedback

9. SOCIAL CRM (CUSTOMER RELATIONSHIP MANAGEMENT)
IS USE OF SOCIAL MEDIA SERVICES, TECHNIQUES AND
TECHNOLOGY TO ENABLE ORGANIZATIONS TO ENGAGE WITH
THEIR CUSTOMERS.
• CRM is becoming more customer-centric and personalized on the
concepts of market segmentation.
• This is shifting to “in the age of the customer”, where a major source of
competitive advantage is based on understanding, connecting with,
serving and delighting customers.

10.  93% of Americans want brands to have a presence on social media
sites
 60% of Americans regularly interact with companies on a social
media site (Cone Business in Social Media Study, 2008)
 Three most influential factors for consumers when deciding which
company to do business with are:
 personal experience (98%)
 company’s reputation or brand (92%)
 recommendations from friends and family (88%)
 41% of customers believe that companies should use social media
tools to solicit feedback on products and services (Cone Business in
Social Media Study, 2008)
 43% of consumers say that companies should use social networks
to solve the customers’ problems
 Only 7% of organizations understand the CRM value of social
media, according to the Brand Science Institute, European
Perspective, August 2010
 Before deciding whether to purchase recommended products or
services, more than four out of five consumers (81%) will go online
to verify those recommendations, specifically through researching
product/service information (61%), reading user reviews (55%) or
searching ratings websites (43%) (Cone Online Influence Trend
Tracker, 2010)
 Americans will spend 9% more with companies that provide
excellent service (American Express)
How consumers are changing and evolving
with the growth of social media.

11. PROVIDING SOLUTIONS WITH SOCIAL CRM
Build sense-and-respond capabilities
Develop and empower social CRM Agents
Leverage Community Involvement

12. BENEFITS OF SOCIAL CRM IN FINANCIAL INSTITUTIONS
• 1. It can help ramp up customer service.
 with social media, customers can take to online platforms to vent, query and converse with their financial
service providers
 Meeting their expectations is just the start; exceeding them can reap huge rewards for businesses
moving customer support online and away from call centers and into cyberspace can save the companies
money, time and resources
2. For prevention: Reach clients…before they complain.
 Reactive customer service may be the logical next step for call centers, but the possibilities
available through Social CRM are even greater than that.
 By making customer service a proactive activity, brands can boost their reputation and even their
revenue, through less customer churn, good word-of-mouth for referrals and through
acknowledging and addressing problems before they reach the complaint stage
3. It can build communities around your brand.
 Maintaining a healthy relationship with your existing customers is just as important as securing
them in the first place, and Social CRM offers the best possible way to achieve this.
 American Express take it a step further, using initiatives such as their LIKE, LINK, LOVE
and HASHTAG campaigns to reward customer loyalty and engagement with exclusive deals

13. GAMIFICATION
Since 2001, people have been using gamification in business in a number of ways. Some attempts
at gamification have been a huge success. More often than not, gamifying business processes has
shown disappointing results. How do you ensure success when you’re using gamification in
business applications?
Aligning gamification to business objectives is the only way to ensure that you’re motivating your
people to behave in ways that will contribute to business success. It can help with attracting and
retaining the right people, keeping them motivated and engaged, and encouraging them to be more
productive.

15. GAMIFICATION IS ABOUT CUSTOMER-CENTRICITY:
IT HELPS CUSTOMERS ACHIEVE THEIR GOALS IN A WAY
THAT EMOTIONALLY ENGAGES THEM’
• It is the use of game techniques to make business
processes more interesting, interactive and
appealing
• Gamification has garnered significant interest
lately, driven by an increasingly interconnected
world of smart devices, the rise of tech savvy –
millennials, and the mass popularity of gaming.
• Gamification as a core strategy - Nike A great
example of a traditional businesses making
gamification core to its strategy is Nike. Nike
created a mobile app and hardware device that
allowed it to completely change its product offering

16. GAMIFICATION FOR CUSTOMER ENGAGEMENT
• Objectives
• Define customer to enroll
in the gamification
program
Define Actions
To Trigger
• Motivate
• Influence
Need to provide
recognition,
rewards,
incentives

17. GAMIFICATION IN FINANCIAL INDUSTRY
“Financial products are complex to understand, not surprisingly
many financial institutions are using gamification to educate
consumers about various consumers products.”
Moven is the first branchless, paperless, and even plastic-less bank.
Moven use gamification across its operations: customers sign in using
Facebook, and bank “members” are be encouraged to participate in a
behavioral gamified engagement system called CRED. As depositors
pay their bills, shift money between accounts, socialize, and play
games, CRED gathers information

18. EPILOGUE GETTING TO WOW!
EXPERIENCE
ENGAGEENJOY

19. WHAT IS A WOW?
It is simply an expression if experiencing speechless delight.
It has 3 characteristics:
1. Surprising
2. Personal
3. Contagious
…but WOW does not happen everyday, yet when arises, it is always
worthwhile to take advantage of its viral effect and it drive customers to
advocacy and WOW is only a chance.
CAN COMPANIES AND BRANDS CREATE WOW BY DESIGN?

20. THE ANSWER IS YES…
In digital marketing, where great products and services are commodities, the WOW factor
is what differentiates a brand from its competitors. Companies and brands must never
leave the WOW moment to a chance.
It is possible to design strategy, set up infrastructure and process and train people to
deliver WOW across the 5 A’s (Audience, Audit, Analysis, Action Plan, Advertise)
Companies and brands should step up their creativity and improve customer interactions.
From the customers point of view 3 levels exists: ENJOY, EXPERIENCE AND ENGAGE:

21. THANK YOU.