In the past, client support was an after thought.
In today’s world, ubiquitous and multi-channel support is desired and expected. Communicating over electronic means is the norm and the consumption is increasingly done over mobile devices. So the question is, are you catering to where your customers’ are looking, listening and living?
Smart companies know it’s different today in a competitive environment where robo-advisors and other human advisors and other products and services are all commoditized. It’s what they put in around the product and services that helps them differentiate and continues to add-value. This is increasingly called the engagement-layers.
The ‘Engagement’ Layers as a Competitive Advantage
The Engagement Layers are essentially is a model of all the areas where we have potential digital interaction with our clients. Typically there are six layers of engagement:
- Your (static) website
- Social Layer
- Augmented Reality
- The Game Layer
These same “smart” companies are engaging the customers not just on the surface-level but in a deep way.
Once the engagement is established, the companies are engaging the channels of engagement and communication to create their “product innovations”. When you have a two-way channel, where you are able to seek relevant feedback, you also have a way to optimize your process the next time you work with them or the next time you work with others as a whole. This is having a direct line to know what your customers are actually saying.
This is a deeply engaging and listening and the engagement layer that you can provide to your clients. This can help you grow faster while still providing amazing service. Perhaps the best analogy we have for being to deeply engage, listen and optimize this process is what we call a “game”.
What is a Game?
Let’s just use a quote from Wikipedia: “Gamification has been studied and applied in several domains, with some of the main purposes being to engage (improve user engagement, physical exercise, return on investment, flow, data quality,timeliness), teach (in classrooms, the public or at work), entertain (enjoyment, fan loyalty), measure (for recruiting and employee evaluation), and to improve the perceived ease of use of information systems.”
That’s a very broad use of a game in many diverse technical fields. But the idea really is, a system by which you have positive and negative feedback and there are clear and present goals to what you are achieving.
Benefits of the Game Layer for Client Retention and Engagement
Game layer entices your clients to participate, provide feedback, successively complete actions. In essence, it creates this game environment by introducing a playful experience.
Further to my post on Dr. Fogg’s work on motivation, triggers and action, the game layer adds those types of motivational triggers and turns non-entertaining environment into a engagement platform to achieve a greater outcome.
It helps blending latest technologies with age-old people interaction pattern. It is a result of deeper analysis on behavioural psychology, human-computer interaction and cognitive neuroscience; that creates an invisible layer of rich data on digital layer reflecting real world environment and people/object orientation.
Finally, user engagement meets the level of self-exploration, and personal achievements.
Learn how you can incorporate powerful “game layer” to deeply engage new clients by signing up for the 30-day trial below: