How gaming boosted a software company’s customer engagement by 55 percent

Eloqua had a captive audience for gaming mechanics in its Topliners community. Adding leaderboards and game elements energized its community.

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When marketing software firm Eloqua launched its customer community called Topliners a few years ago, people were engaged, but only somewhat. The level of engagement on the site essentially plateaued, according to Heather Foeh, the company’s director of customer culture.

As it turns out, all the community’s members needed was a little incentive. With the addition of a gamification module from Bunchball, engagement improved by 55 percent, and stayed high.

“It’s not like it took a dip after the newness wore off,” Foeh says.

Not only did adding gaming elements give members of the community something to reach for, she says, they also helped build personal relationships so strong that members figured out ways to meet in person.

An easy sell

The Topliners community runs on a Jive platform. It was running for about 18 months before Eloqua added in gamification elements, Foeh says.

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