Explanation of customer success tracking (CST), case studies in two marketing areas B2B (Zoopla property power 100) and B2C (Nike+). The actual presentation will be included in productgamificationsummit.com. Includes tips on gamification and how to design a CST program for your own business.

1. CUSTOMER SUCCESS
TRACKING
Tracking and gamifying your customer’s
success to develop more loyal super fans and
brand advocates.
Toby Beresford
toby@rise.global
@tobyberesford
Blog: www.gamificationofwork.com

2. “Customer Success Tracking (CST) is
where you run your customer’s
analytics, learning, adoption and
performance program for them”
- Toby Beresford, Rise.global

3. Benefits of CST
 Lower churn
 Accurate usage data -> better product
 Increased referrals

4. How it works
 Identify customer success metrics
 Track them for your customers
 Report it to them weekly / monthly
 Drive a deeper relationship

5. CST Examples
Nike+#ZPP100

6. Zoopla Property
Power 100
#ZPP100

7. Zoopla Property Power 100
 Zoopla is a top digital marketing service for estate agents
in UK
 Zoopla provides a free weekly score and ranking of each
real estate agent’s digital footprint
 Very cost effective. Running for 3 years, program costs
~£1,000 per year
 1,000s of B2B customers engaged
 Traffic and engagement through the roof

8. ZPP100 Dashboard

9. ZPP100 Leaderboard

10. ZPP100 on Twitter

11. How it works
 Estate Agents register with their Twitter account
on the Rise.global ZPP100 Board
 Each week Rise collects a Klout score for each
agent, and produces a weekly ranking
 Zoopla uses Rise to email out to every agent
and notify them of their score via Twitter

12. NIKE+

13. Nike+
 Nike is a top running brand
 Nike+ is a free CST service analysing customer
runs and providing social feedback.
 Hugely successful – over 28 million players
 Very useful data and a great experience for
customers

14. Nike+ App

15. How it works
 Intrinsic motivation
 Single score
 Personalised feedback
 Great design
 Friendly competition
 Elegant Achievements
 Social features

16. Intrinsic motivation

17. Single Score

18. Personalised Feedback

19. Great Design

20. Friendly Competition

21. Elegant Badges

22. Social Features

23. Design a CST program
for your product
Learn at the Product Gamification Summit

24. Plan for each of the 3 key CST stages
Learning Adoption Performance

25. Identify your data sources
CST
Score
Online
Engagement
Purchases
Marketing
Attention
Physical
Visits
Social Media
Product
Usage

26. Launch with a personal dashboard

27. Educate via email

28. Coaching tips to close the learning loop

29. Badges crystalise success metrics

30. Player Leaderboards spur on top
performers

31. Divisions engage challengers

32. Team leaderboards engage everyone

33. Use social media to amplify program
effects

34. Repurpose program activity to create
customer centric blog posts

35. CST Benefits
 New customer channel – an engaging
communications channel
 Loyal Superfans and Brand Advocates –
more success = more loyalty & sharing
 Brand authority – a CST program sets you
apart from competitors

36. How do you get going?
Join a CST program and see what it’s like to be a “player”.
Use this experience to plan a CST program for your own product.

37. Get good at Gamification
 Join the Gamification Gurus Power 100
for a free “gamification guru” success
tracking service.
 See how well you are doing at
promoting gamification on your social
channels
 Monthly email with a great gamification
tip
 Network with the world’s top
gamification experts
 Join up at:
http://www.rise.global/gurus