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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 9Bringing Your Loyalty 3.0 Program to Life

You’ve planned, you’ve modeled, you’ve sold, and now you’re ready to stop talking and start doing. So let’s dive right in!

Design

People often ask me if we have game designers on staff at my company, Bunchball. My answer is always an emphatic “No!” because Loyalty 3.0 is not a game-design problem. Game designers make games—experiences created from scratch with the singular goal of entertaining—and Loyalty 3.0 programs are not games. If anyone tries to sell you a game designer to design your Loyalty 3.0 program, you should run away screaming.

What kind of problem is it, then? It’s an interaction design problem. As defined by Wikipedia, interaction design is:

[T]he practice of designing interactive ...

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