If you’re not thinking of your customers as gamers yet, then you’re missing out on all the fun.
Whether you know it or not, customers are playing a number of games when they enter your business. They may or may not be playing overt games—groaning over another Angry Birds failure, scratching away at a crossword puzzle—but they’re certainly at work in other less obvious game ecosystems. Are they earning AMEX rewards today? How about collecting OpenTable points?
But game mechanics are more than just a way to....