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Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification by Rajat Paharia

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CHAPTER 2Whoever Figures Out Motivation Wins

Fueling the Fire

Loyalty 3.0 has two primary sources of fuel—one is big data, which we’ll discuss in Chapter 3, and the other is human motivation. Here’s the amazing thing about human motivation: If you can tap into it properly, there’s a never-ending supply of it. It’s like cold fusion for loyalty. And whoever figures out how to harness that energy is going to win.

We should start by defining motivation. Since we’re talking about it in the context of business, let’s use the definition from BusinessDictionary.com:

Internal and external factors that stimulate desire and energy in people to be continually interested in and committed to a job, role, or subject, and to exert persistent effort in attaining ...

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