Game on: Engaging customers and employees through gamification

Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as customers and employees. Gamification-defined as the application of game design principles to change behavior in non-gaming contexts-is a tool that, if crafted and implemented properly, can increase engagement. In this article we discuss how gamification can aid customer and employee engagement, and delineate between four different types of customers and employees who act as 'players' in gamified experiences. We include illustrative examples of gamification and conclude by presenting five lessons for managers who wish to utilize gamification. (C) 2015 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.