Tangible loyalty programs such as air miles and store cards are not the only way to retain customers and forsake the addictive appeal of games. Merely offering extrinsic rewards such as cash eventually reduces intrinsic motivation, whereas gamification â the use of game-like elements such as points, rewards, and challenges in non-game activities â can greatly aid customer retention.
Virtualization is the transposition of real-world activity and elements into a virtual form through avatars, profile spaces, and augmented/virtual reality.
Activities and games that are centered on the user tracking their behaviors and performance have a fairly weak âlock-inâ because users do not have much invested in the platform and can easily switch to another one. Including an element of social comparison can boost retention, even though it doesnât offer any rewards beyond those built into the game itself.
Businesses must persuade users to engage frequently over a long period and commit time, attention, and money along the way. Through gamification, they can turn their game into a firm fixture in usersâ daily routines that they will habitually turn to as a behavioral âdefaultâ and help boost customer retention.
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