Entries by Andrzej Marczewski

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Choose Us: Great Customer Experience

Brands today are constantly fighting for consumer attention and profitability in an era of constant change, connectivity and competitive challenge. And of course, customers today have the ultimate power in all of this – the power of choice. Choice isn’t entirely rational; it is as much about the emotions that customers feel at any given […]

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Gamification: It’s not all fun & games

Gamification actually doesn’t have to be fun. For many the word “Gamification” conjures images of video game-like experiences, where people maybe race cars, or collect trophies, or compete in timed challenges against colleagues, and having fun instead of working. Others who know more about gamification, may visualise a veneer of “forced” fun being layered over […]

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The Dangers of Gimmick Gamification

Gamification, the use of game design, game elements and play for non-entertainment purposes, is a divisive word. It conjures pictures of employees and customers playing video games, where in reality it very rarely looks like that. Gamification, in its purest form, borrows from games to increase engagement with an activity. It could simply be that […]

Thinking about Gamification?

It’s not all Fun and Games   The last few weeks have given me plenty of food for thought. The end of November saw the second annual instalment of Gamification Europe, a great chance to catch up with old friends and take stock of what we are all doing around gamification. Then, the beginning of […]

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Why Gamification?

Before answering the question of “Why Gamification”, it probably makes sense to wrap our heads around “What is Gamification?” for this discussion. If you look around, you will find several different definitions. From a non-academic perspective, the most useful way to define gamification is “The use of games or game-like experiences to increase motivation and […]

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Employee Engagement: The Pool Table Paradox

 Happy employees drinking chai lattes, playing pool and table tennis, being creative and brilliant. That is the vision some have come to imagine is the ideal work environment. We have all seen the pictures from companies like Google, with chilled out developers working in converted phone boxes and sliding down the helter-skelter to their next […]

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Customer Loyalty: What next?

As digital continues to become the norm, retailers with “traditional” card based, point collection loyalty schemes are feeling the push to evolve. In a world where people carry a supercomputer with them at all times, the idea of a plastic card in your wallet can feel dated. Looking at the recent changes in the market, […]

Loyalty: The Next Generation

Everyone seems to have a loyalty scheme these days, from local sandwich shops to global retailers. Just look in your wallet or your purse and count how many loyalty cards you have in there! Research by Nielsen for their Global Retail Loyalty Sentiment report showed in the UK 89% of people say they have a […]

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The Importance of Being Onboarded

Onboarding is nothing new. If you have worked at any medium or large company you are likely to have been through it, but it was probably called induction. For many, it is a few days of icebreakers and PowerPoint slides explaining the company in more detail, various important departments and other information needed to get […]

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GDPR: Strengthening Customer Relationships

What, Who and Why? Coming to a cinema near you, 25th May 2018, the General Data Protection Regulation (GDPR) is the EU’s new addition to its current Data Protection rules. It has been designed to put people back in control of their data, creating a shift of power from the organisation to the individual (a […]