On the first day of Customer Expo 2018, Mitch Kennedy, Senior Program Manager of Loyalty & CRM for Dell, gave a presentation that offered insight into how brands can leverage gamification to build customer loyalty. He addressed many relevant topics in gamification, particularly the psychology of consumers and the role of gamification in cultivating engagement.   When Kennedy entered his current position, the brand’s loyalty program offered members 3 percent off purchases and free expedited shipping. These rewards, Kennedy....

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