Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification(1st ed.)

摘要

The systematic bestowment of prizes to steer human behavior has been done since Antiquity. For instance, the Corona Muralis (mural crown) was awarded to the first Roman soldier to climb a besieged fortress and successfully plant the army's standard upon it. In business, the adoption of reward systems took nearly two additional millennia: Early nineteenth century merchants began awarding patrons with tokens, tickets or trading stamps for their purchases. When enough of the former had been collected, they could be traded in for merchandise or prizes. The rationale behind these programs was twofold: first, they stimulated repeat purchases, i.e. customer loyalty, and increased long-term profitability; second, they differentiated merchants that implemented them from competitors.