9SUSTAINING LONG-TERM CUSTOMER ENGAGEMENT

No matter how good the design of your initial customer engagement process, at some point users of your system will lose interest, and their interaction with it will begin to atrophy. Even the best designed and most expensive games in history are not immune to the pitfalls of user fatigue or distraction from newer, more exciting games.

Take, for example, Star Wars Old Republic. The massively multiplayer online (MMO) game, developed at a cost of between $150 and $200 million, is considered the most expensive game experience ever developed. Built over a number of years by the critically lauded team at BioWare, the game’s hotly anticipated launch was nothing short of spectacular. After years of intense consumer ...

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