Kevin Price recently interviewed Rajat Paharia, the man who coined the term “Gamification,” on his show, the Price of Business, on Business Talk 1110 AM KTEK. He also wrote about Paharia in his column in the Huffington Post. Here is an excerpt of that article:
We are now living our lives online – community, entertainment, work, finances – virtually everything we do — by technology and throwing off reams of data (big data) about our activity. Smart companies are feeding this user-activity data into gamification systems which use data-driven motivational techniques to power engagement, high-value activity, and ultimately, to create loyalty.
Gamification in the technology realm is relatively new, but the concept is really quite old. For years companies, like McDonalds have used games (such as Monopoly at the Golden Arches) to increase engagement and (hopefully) loyalty. One can argue that coupons are a form of gamification and those are about as old as retail and grocery stores. One of the “innovations” that former JC Penny CEO, Ron Johnson brought to the company was the end of coupons (making pricing “real”). This “bold move” almost finished the retailer off. The engagement had been reduced, the opportunity to “play the game” of saving had evaporated. So did the store’s profits.
Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification (McGraw-Hill Professional; June, 2013; HC, $27.00) attempts to reveal, according to a statement from the publisher, “how to combine this big data with the latest understanding of human motivation to power gamification – the data-driven motivational techniques used by game designers to stimulate engagement, participation, and activity.”
Author Rajat Paharia is known as a pioneer in the business use of big data. He is also known for coining the term “gamification.” His company, Bunchball, was one of…(read more)