GSummit 2014

If you're like every other American consumer, you're carrying at least one loyalty program membership card in your pocket or virtual wallet; most of us are actually carrying five or more.  Loyalty programs are now an expected part of most brand experiences, but defining the right mix of status, intrinsic and extrinsic benefits and relevant communications -- while also addressing the shifting demands of emerging Gen Y consumers -- is an increasing challenge.  It's also the science of Next-gen Loyalty Marketing. 

Persuasive Design is the art of helping people get what they want in the context of your business. Persuasive Designers work from a bias of user-centricity guided by a deep understanding of how the human brain works, with a liberal injection of "game thinking" and gamification as well.

Designers of highly successful things (cars, appliances, video games) have applied Persuasive Design for years. The principles of Persuasive Design can be applied to less "thingy" systems, including consumer loyalty programs, through a proven lab experience. Motivation programs designed using this process have achieved industry recognition (including a 2012 Incentive Magazine Best in Show award and a 2014 Loyalty Expo Best in Show award) as well as having outperformed their competitors in hard success metrics.

The Workshop 

This Workshop will lead you through the fundamentals of Persuasive Design for Consumer Loyalty, with the goal of enabling you to turn your loyalty program into an emotional pathway between you and your best and high-potential customers. Loyalty Marketing expert Barry Kirk and Persuasive Design expert Bill Hennessy, co-creators of the Maritz Persuasive Design Lab, will lead you through a 3-phase workshop covering such topics as:
 
1.     Next-gen Loyalty 101

• The 4-Tiers of Consumer Loyalty
• The Earn+Burn+Yearn Loyalty Framework
• Customer Engagement and Values Segmentation
• Designing for the Irrationally Loyal

2.     Persuasive Design for Loyalty

• The 4-Drive Model: the Neuroscience of Consumer Engagement
• Rapid-prototyping through Game Thinking
• Customer Ethnography for Design

 3.     Gamified Loyalty

• The Disruption+Habit+Ritual Model
• Gamified New Member Onboarding
• Game Mechanics for Intrinsic Consumer Behaviors

What You’ll Learn

At the end of this workshop, you will be able to:

• Re-frame your current understanding of your customers
• Apply the principles of Persuasive Design for customer loyalty to rethink your current reward and communications strategy
• Conduct an ethnographic study of your customers
• Optimize the use of gamification/game mechanics for your loyalty program
• Develop a pursuit angle to help your ideas for next-gen customer engagement to merge with changes in consumer attitudes, preferences, and technology
• (We will NOT, however, be dwelling on pedestrian old school loyalty topics like liability, breakage and cost-per-point analysis because this is Gsummit, and no one comes to Gsummit to do math!)

Barry Kirk is VP of Consumer Loyalty for Maritz Motivation Solutions, a former Sr. Director of Digital Strategy for gamification provider Bunchball, and a highly respected speaker and practitioner in the loyalty industry. Bill Hennessy applies his background as a software architect, motivation expert and prolific blogger to the larger issues of Persuasive Design for loyalty, incentive, and engagement programs. Bill is also author of "Weaving the Roots: How to Maximize Your Social Media Impact" by HarperCollins.