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Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification Hardcover – June 18, 2013
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About the Author
Rajat Paharia created the gamification industry in 2007 as the founder and Chief Product Officer at Bunchball, which has been recognized as an industry leader and innovator by Fast Company, TechCrunch, MSNBC, Forbes, and many others. Prior to Bunchball, Rajat worked at the intersection of technology, design, and user experience at world-renowned design firm IDEO.
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The idea of the book is to engage your clients and employees with game mechanics.
Having said that I am not sure how I can use the information he presents. I can understand how his theories can work in a market with 100,000s of people. Say for example 1% are keen on this gamification, well that gives you a market of 1000s of people. If you have a brand product like photoshop which millions have purchased, then yes people will take your courses because it is a named product that has marketable skills. If you are a rock star with tens of millions of fans, again people will want to get involved. This can provide you with a great data source for data mining and a large potential client base. However, what about if you have products like I do of say 100 to 1000 customers. 1% will pay for nothing. It will provide little data. I do not think this problem was addressed in the book. It left me wondering, all these good ideas but what can I do with them.
Having said this it certainly made me think, and it certainly is one of the best business idea books I have read in a long time.
Why believe me? First, I am a self declared bookaholic who has read thousands of business books since i started my business career in 1975. Loyalty 3.0 is in the top 10 business books I have read.
Second, because I have been teaching marketing, first at the Harvard Business School (1985-89 and 1994-97) and then at Stanford in the Department of Management Science and Engineering 1990-Present). My intention is to make Loyalty 3.0 required reading for my Global Entrepreneurial Marketing Course, along with Jennifer Aaker's "The Dragonfly Effect," and a book I have co-authored called "Gear Up, Your Best Idea Ever!"
Third, because I am putting my money where my mouth is. I pre-ordered Loyalty 3.0 when I first learned about it, and after it arrived this week and I read it, I came back to Amazon.com and bought 10 more copies to give away to clients and colleagues.
The other reviewers have done a nice job of telling you what's in the book and why they like it, so I won't repeat those comments here. Instead I would encourage you to buy the book, read it and then put the principles into action. I am confident you will see tangible results as your customers, employees, co-workers, alumni, and investors take their loyalty to you and your product, service or cause to a new level.
Rajat has taken the time to write a very easy to digest summary of the progression from Loyalty 1.0 to where he sees this market heading and has termed it Loyalty 3.0.
He then defines Loyalty 3.0 as the intersection of motivation, big data and Gamification. Not content to leave the discussion at a high level, Rajat walks through a large number of case studies that will resonate with you whether you are trying to motivate consumers, employees and/or partners.
I would highly recommend this book to anyone interested in learning more about the progression of the Gamification market from someone who started it. The case studies are invaluable for those seeking to solve the common business challenge of driving user engagement internally and externally for your organization.