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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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Introduction

Six years ago, back in May 2007, I had a decision to make. Bunchball, the company I had started and was the CEO of, could follow one of two paths. Either path could make or break the company, but a choice had to be made because we were a small team of 14 and couldn’t follow both. How was I supposed to decide?

A little background is probably in order. I started Bunchball in 2005, inspired by my in-laws at Thanksgiving. Every year, 30+ family members from around the country would converge on a small four-bedroom, one-and-a-half-bathroom house in suburban Detroit and spend several days playing. This was a family that loved games—board games, card games, video games—it didn’t matter, as long as they were playing (and drinking!) together. ...

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