What are Achievements?
- Achievements are cumulative goals that customers reach by interacting with the brand in predetermined ways
- An Achievement is made up of Counts and Levels
- Each Level within an Achievement is accomplished by meeting a Count goal
- Achievements are unlocked with a Count of 1 or higher
- They can be Leveled up by reaching the defined Count goals for each Level within each Achievement
- Unlike Tiers, customers can hold multiple Achievements at once and can only go forward in their progression. A customer cannot 'lose' an Achievement Level like they can a Tier
- Achievements are attached to a customers profile for the lifetime of their relationship with a brand
- Achievements can operate independently of, or in conjunction with the broader Omneo Incentive suite; for example, certain Achievement Levels can unlock specific Rewards and Benefits
- Customers' Achievements can be used to modify broader customer experiences, for example, dynamic website content or access to in-store services
How do Achievements work?
To unlock an Achievement, customers collect Counts and earn Levels. The requirements of each are configurable via Omneo CX Manager.
Counts
Every time a qualifying event/interaction occurs, the Achievement count will go up by 1. The first Count of any Achievement will unlock it; subsequent Counts then contribute to levelling up. Counts are incremented for each customer by monitoring native Omneo events or collected by the Achievements API endpoint.
Levels
Each Achievement definition has a set of Count thresholds or "Levels" that when reached change the display of the overarching Achievement. Reaching a Level may also trigger other Rewards or Benefits to be created. There is no minimum or maximum Count required for a Level.
Level Strategies:
You can structure Achievements in various ways to create different experiences for customers
- On/off Achievements with 1 Level achieved with a Count of 1
- Linear (and infinite) progression with a Level up every X times an action is counted
- Non-linear progression where it's initially easy to earn lower Levels, but access to higher Levels get progressively harder e.g. Level up at Count: 1, 5, 10, 25, 50, then every 50.
Achievement Visibility:
- Standard - can be seen by the customer along with instructions on how to earn
- Hidden - are not seen until 'unlocked' by the customer receiving a count of 1 or more
- Mystery - are seen as earnable with optional 'hint' copy but not revealed until unlocked
- System - are never seen by customers, but can be used to power more advanced incentive logic or reporting
Non-Linear Achievement Example:
-
A customer has an ongoing cumulative (lifetime) spend for brand X which is a COUNT (think of these as brand points where $1 spent on brand x = 1 brand x point)
-
Each brand Achievement has a set of LEVEL thresholds, that can only be crossed ONCE by each customer. Every time they cross ANY level they receive a set BENEFIT that is always the same
-
The ‘only cross once’ rule for levels prevents returns from impacting how many BENEFITS the customer can receive
For Example Brand YSL - Every LEVEL UP = $300 Voucher
-
LEVEL 1 = $300
-
LEVEL 2 = $500
-
LEVEL 3 = $800
-
LEVEL 4 (5,6 etc) = every $300
Example Customer Purchases, Levels and Benefits
|
Spend on YSL |
Event |
Current Level |
Spend/Score Net |
Spend to Next |
|---|---|---|---|---|
|
250 |
- |
0 |
250 |
50 |
|
100 |
Benefit Issued |
1 |
350 |
150 |
|
200 |
Benefit Issued |
2 |
550 |
250 |
|
-100 (return) |
(stay at level 2) |
2 |
450 |
350 |
|
100 |
(stay at level 2) |
2 |
550 |
250 |
|
150 |
- |
2 |
700 |
100 |
|
200 |
Benefit Issued |
3 |
900 |
200 |
Linear Achievement Example:
- For every $10 you spend on YSL products you will increase your YSL Count by 1
- Any time you LEVEL Up you will receive $5 cash back to use on any YSL purchase
- Levels Up at every 100 Count (issued day after LEVEL is reached and expires 30days after issue)
|
Spend on YSL |
Event |
Current Level |
Spend/Score Net |
Spend to Next |
|---|---|---|---|---|
|
10 |
- |
0 |
10 |
900 |
|
1000 |
$5Benefit Issued |
1 |
1010 |
900 |
|
900 |
$5Benefit Issued |
2 |
2000 |
1000 |
|
850 |
- |
2 |
2850 |
150 |
|
200 |
$5Benefit Issued |
3 |
3050 |
950 |
Achievements can be displayed anywhere a customer is interacting with their Omneo profile, including Omneo CX Manager, Clienteling, eCommerce Shapes or Profile Portal.
When to use Achievements?
Achievements should be employed when brands want to improve motivation and enjoyment of performing particular actions for consumers or staff without capital spending. Where Tiers offer cumulative value and often have financial incentives attached Achievements offer independent and non-monetary value. If Tier design is becoming complicated, it's often the case that an Achievement strategy is more appropriate.
Why employ Achievements?
Gamification nurtures ongoing customer relationships by applying the fun and satisfying elements of games to engage people in real-world activities like populating their profile. Achievements serve as a checklist for all of the things a brand finds valuable that an engaged customer can discover over the course of their relationship with a brand. It's a powerful way to capture and retain customer attention while expanding the breadth and depth of customer relationships and knowledge.