Gamification & Customer Relationship : from consumer to customer service commitment

WIn recent years, the term gamification is being increasingly used in management manuals, marketing and more generally in literature related to business. In 2011, the American firm Gartner predicted that at the end of 2015, 50% of companies with innovative processes would « gamify » these processes.

Yet the concept remains vague or unclear for many. What is it about? Is it just a transposition of the gaming universe to areas of marketing, sales or recruitment? What usage can we expect?

This expert opinion is to enlighten the reader by giving a clear definition of this concept coming from the United States and its fields of application.