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Big Data – and Building Loyalty From the Inside

Big Data – and Building Loyalty From the Inside

Rajat Paharia


By Rajat Paharia, Founder and Chief Product Officer

All day long, you generate data. Whenever you interact with an enterprise application, social network, website or mobile device, you add another drop to an endless stream of information that describes what interests and motivates you.

Now add that up among everyone you know whose actions are also mediated by technology, and then add everyone you don’t know. Then add data from satellites and video cameras and sensors, and you begin to understand why people are talking about big data.

How big? Google’s Eric Schmidt estimated recently that between the dawn of civilization and 2003, the human race created 5 exabytes of information. That’s 5 billion gigabytes, which sounds like an awful lot, and it is.

It’s also the amount of data we now generate every two days.

That’s big data, and companies that learn how to harness it to understand what engages us will be able to earn loyalty that lasts. While the implications for consumer-facing companies are obvious, an even greater – and until now relatively untapped – opportunity exists in the workplace itself. The workplace has changed radically in the past few years. Remote and distributed workforces have exploded and the consumerization of IT – through things like BYOD policies – has put new demands on organizations to keep employees engaged. Yet we are failing miserably, with 70 percent of U.S. workers not engaged in their jobs, according to Gallup surveys.  

What’s the answer? For a growing number of innovators, it’s creating a new class of committed, engaged employees who see opportunities for growth, who are inspired to share their expertise and seek out the knowledge of others, and who see the “win” in making themselves an integral part of the company’s culture.

In my new book, Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification, I offer several examples of how companies can leverage the big data that employees throw off all day, every day, and then gain insights from that data by using the latest science on motivation.  It then describes, using real-world case studies, how companies can make practical use of these insights through gamification.

Any company interested in engaging its employees for training and development, onboarding, sales success, enterprise adoption or social collaboration will benefit from understanding more about the Loyalty 3.0 fundamentals that are helping to drive business success the world over. The book examines how global brands like FordLiveOps and Box have applied these fundamentals to motivate employees and partners to join, participate, share, learn, and collaborate more. You’ll also learn what really motivates people, along with the steps every company must take to build sustained, true loyalty.

Loyalty 3.0 is available June 18 from McGraw-Hill. Reserve your own pre-release copy today to receive several bonus items, including a chance to chat with me about how your company can implement Loyalty 3.0 to build loyalty from the inside. 

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