Gartner Research

Gamification Is Not Just for Fun; It Can Personalize Customer Engagement With Bank Products and Services

Published: 03 December 2012

ID: G00239577

Analyst(s): Stessa Cohen

Summary

Gartner identifies four ways senior retail delivery bankers can use gamification. Particular focus should be placed on personal financial management, which should increase customer engagement.

Table Of Contents

Analysis

  • "Gamification" Defined
  • How Banks Are Using Gamification
  • Creating a Strategy for Leveraging Gamification
    • Self-Service Integration
    • PFM Capabilities and Tool Integration
  • Steps to Incorporating Gamification
  • Four Ways to Use Gamification
    • Increasing Corporate Goodwill
    • Engaging Customers With the Bank's Social Presences
    • Educating Customers About Financial Literacy
    • Promoting Specific Products and Services

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