Focus Outlook

Customer Engagement Gets a Lift with Gamification Tactics


On the flip side, companies with highly engaged workforces are reaping the rewards. They’re reported to be 21% more profitable and 17% more productive, highlighting the incredible impact that motivated and engaged employees can have on the bottom line.

Fully engaged customers represent a 23% premium in terms of profitability, while actively disengaged customers translate into a 13% discount. This disparity underscores the immense value of fostering strong customer relationships. Across various industries, the power of fully engaged customers is unmistakable.

In retail banking, fully engaged customers bring in a remarkable 37% more annual revenue than their disengaged counterparts, and they’re more likely to have additional products and higher deposit balances. The consumer electronics industry tells a similar story, with fully engaged shoppers visiting 44% more often and spending 29% more per visit than their disengaged counterparts. In the workplace, disengaged employees often shirk responsibility and fail to take ownership of their attitude, behavior, and motivation, ultimately draining overall productivity. Shockingly, employee disengagement costs companies a staggering $450 to $500 billion annually. The implications of this disengagement are significant, leading to reduced output and lackluster results.

Engagement strategies play a pivotal role in various sectors, including apps and digital products. Gamification is a key tool in these strategies, allowing businesses to apply game-like mechanisms to non-game contexts. This approach encourages the target audience to adopt desired behaviors and ultimately leads to increased user engagement and customer retention.

Enterprises such as Salesforce and Deloitte have successfully employed gamification in employee engagement strategies. For example, Deloitte gamified its leadership training program, reducing the time to certification for participants by 50%.

Gamification extends to marketing, benefiting a wide array of industries. A study in collaboration with companies like Pepsi, Nike, and Dell found that gamifying websites led to a 13% increase in comments, a 22% boost in social sharing, and a remarkable 68% increase in content discovery. 

According to Gartner, up to 40% of Global 1000 organizations will embrace gamification to transform their operations in the near future. From training and incentive programs to marketing and customer engagement strategies, gamification is becoming an essential part of business strategies.

One such success story is SAP’s Roadwarrior sales training game, which helped employees retain 60% more information than traditional text-based training. It utilized game mechanisms like badges and leaderboards to enhance engagement.


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