Behavior management platform Badgeville, which powers both enterprise and customer-facing gamified experiences, now integrates with customer community platform provider Get Satisfaction.
By bringing the two solutions together, companies can "reward customers in their communities for specific user behaviors and contributions," according to Azita Martin, Get Satisfaction's vice president of marketing. An estimated 70 percent of Global 2000 companies are expected to use a gamified service for customer retention purposes or marketing by 2014, Gartner has found.
One such company, Koodo Mobile, is an early user of both Get Satisfaction's community and Badgeville's game mechanics. As a result of combining the two platforms, it has noticed a 557 percent year-over-year increase in its peer-to-peer support response rate, which has also been a means of cost reduction for the company by allocating support to the community environment.
In the year to come, more companies could begin to realize the full potential of customer communities as not only a grounds for marketing and customer service, but for product management value as well, Scott Hirsch, vice president of product marketing for Get Satisfaction, told CRM in a recent interview.
For example, Dell, which uses online community software provider Telligent to power its Dell TechCenter community, connects customers with subject matter experts and gives community visitors direct access to engineers and product managers.
In order to increase engagement in an online community, and to reach the definitive point when the community serves as a product or support channel for a company, there should be a way to incent community participants. Badgeville can help foster this by providing a platform to assign relevant rewards or status to community users based on actions such as frequent response or sharing of valuable information, the company claims.