- States General Energy Efficiency Report, 2017 ENEA
In the utilities sector, the Gamification is one of the most appreciated techniques to improve customers loyalty, raise their awareness and motivate them to adopt “green” behaviours in both domestic and business context.
In fact, Gamification aim to contribute to change users’ habits through the building of motivational leverages, suitable to define a digital involvement model: it tries to stimulate to do and repeat strategic and ethic actions, such as energy saving and environmental sustainability.
GAMIFICATION IN SUPPORT OF MAKETING AND PLANET
As can be seen from the infographic, Gamification seems an innovative winning weapon that companies and General Overnment can use to raise citizens and customers awareness on energy saving and environmental respect, from which depends earth’s future. It is important also for customers loyalty by involving customers in an innovative way, reinforcing the green actions routine.
GREEN GAMIFICATION FOR EVERYONE
Even historically static sectors, such as academia, nonprofit, and small business, are embracing innovation through green gamification. Ocean explorer and activist Philippe Cousteau, in conjunction with Dr. Jeffrey Plank at the University of Virginia, have developed a massively multiplayer online game to simulate the impacts of human activity on the health of the Chesapeake Bay (the largest estuary in the U.S.). Players of the UVA Bay Game take on the role of key stakeholders – ranging from fisherman to regulators – to learn systems-thinking and collaboration.
Let’s look at some of the gamification strategies that leading-edge companies are successfully using to increase their customer base while helping their customers, their companies and society become greener:
German software giant, SAP, is using gamification to reduce car emissions and the amount spent on company cars. They’ve developed and released an app, ‘TwoGo’ which businesses can use to encourage their employees to carpool. Carpoolers can earn points, track their friends’ progress, and donate money they save through the initiative to charities of their choice. Since SAP launched the initiative internally, 20,000 employees have taken part, which translates into benefits for SAP, its employees and the environment.
SAP says a key aspect of the initiative’s success is its social element. Users are matched up based on common interests, and the app is sold to employees not just as a green initiative, but also as a way to make friends and network. Linking social benefits with financial and environmental ones helps keep employees engaged and participating in gamification efforts.
Toyota’s Prius range of hybrid cars uses game mechanics to encourage users to drive in a more energy efficient way. Alongside the usual speed and fuel dials, the Prius displays an Energy Monitor screen showing how many miles have been driven since the last time the tank was filled. The number goes up or down depending on the driver’s actions, providing instant feedback. Slam hard on the accelerator and see your score go down.
The strategy appears to have worked, spurring drivers to best their previous ‘high score’ every time they use the vehicle. By providing instant, constant feedback on how driving habits are having an effect on both savings and the environment, Toyota ensures these considerations are never far from drivers’ minds. Not every business produces the kind of products that lend themselves to Toyota’s particular approach, but useful, consistent feedback is a key aspect of any gamification effort.
Learn more on how Gamification can help to save the planet!