- Series: Business Books
- Hardcover: 304 pages
- Publisher: McGraw-Hill Education; 1 edition (June 18, 2013)
- Language: English
- ISBN-10: 0071813373
- ISBN-13: 978-0071813372
- Product Dimensions: 6.2 x 1.1 x 9.3 inches
- Shipping Weight: 1.3 pounds (View shipping rates and policies)
- Average Customer Review: 4.4 out of 5 stars See all reviews (49 customer reviews)
- Amazon Best Sellers Rank: #329,400 in Books (See Top 100 in Books)
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Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification (Business Books) 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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Top Customer Reviews
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.
Big data plays a huge role here, too, and with news coverage of the NSA making everyone, everywhere familiar with the concept, the timing seems perfect to talk about using big data for purposes other than ferreting out bad guys.
Some facts are true eye-openers. The pace of digital data growth is jaw-dropping, and its implications for businesses leave you wondering if and how companies are applying these techniques to you.
It's an easy read, and the science on which its concepts are based is put into a useful context that later folds nicely into the case studies you'd expect from a business book.
Gamification makes its appearance after the foundational concepts are described, but Paharia, who is a gamification guru, does an admirable job of dialing down the role his seminal company played in the evolution of that industry. Good thing, too. Only Apple can get away with talking about itself incessantly. Paharia knows this and wisely lets the concepts and the case study subjects tell the story for him.
The final chapters offer tips for implementing Paharia's concepts. It seems clear that many of these are the result of his experience in gamification, and to his credit, he doesn't settle for weak platitudes or generic "envision, plan, execute, measure" bromides. Paharia views crafting a Loyalty 3.0 campaign as "a design problem" because participants will find themselves inside an experience, almost as if they're inside a story. These are the kind of viewpoints, in addition to practical do's and don'ts, that I was hoping for here.
"Loyalty 3.0" reminds me a bit of Paco Underhill's terrific "Why We Buy," which also showed how behavioral science can be used to help companies understand and anticipate what people want -- and then create environments that encourage the results those companies want. In a way, that's what this book is about.
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.
Through the use of game mechanics, Paharia shows how to create new habits and high-value activity. He explains how marketers can play a key role in driving customer and employee incentive and loyalty.
The case studies for Ford of Canada, Adobe and SAP really brings Paharia's concepts to life, and then provides plenty of analysis and backup to illustrate which gamification techniques will work in specific situations - and which won't.
The book should be on your summer reading list for sure!
Most Recent Customer Reviews
There's no doubt that gaming motivation techniques will re-define the way we work,...Read more