Gamification is no longer something that resides on the periphery of contact centre innovation or as an addition to other technologies.
Take a walk around most contact centres and you’ll no doubt see a fusion of scoreboards, league tables and regular competitions to help improve employee performance.
Big companies have noticed that using engaging solutions builds loyalty and long-term relationships with customers. Conversely, gamification is a common solution for motivating employees and a cure for high rates of employee turnover, especially in contact centres dealing with excessive call volume.
A 2013 Aberdeen Group’s research report confirmed that organisations with gamification in place improve engagement of their employees by 48% and increase revenue turnover by 36%. The gamification market is predicted to hit $11.1bn in value, in 2020.
The benefits of a good gamification are far-reaching: Interesting storytelling. Personalised communication. Exciting educational tasks and games. Instant feedback and appreciation. A well-designed gamification can subtly and non-invasively motivate employees and help them increase results.
After years of overwhelming buzz, numerous projects and an inundation of wannabe gamificators, choosing the best vendor to motivate your employees is harder than ever. That’s why it’s worth following these rules when in the buying process.
1# Ensure it’s bespoke
A gamificator should have the necessary empathy to design a solution that will make each of its users feel appreciated. Engagement builds habits that can help achieve business goals.
But what will happen with the learned behaviours when the project ends? What if gamified solutions not only influenced users but also their social groups? Every gamificator should be asking questions of the end-goal during an engagement concept. A well-designed solution is the one that engages its users and solves problems without causing any harm.
2# Demand innovation
Gamificators should be willing to innovate; through knowledge and experience, but also through their willingness to learn and improve. Octalysis Framework and Gamification Model Canvas are a good starting kit, but they will not suffice in the long-term.
A well-designed gamification can subtly and non-invasively motivate employees and help them increase results.
You need to ensure a gamification tool is fit for purpose, and that it is intuitive enough to keep people engaged and focused on recognising the right outcomes and behaviours. The ‘Facebook generation’ expect to be able to apply their social media intuition to work scenarios; they expect software and interfaces to look and feel a certain way,
3# Question the data collection
In gamification, a key time is not when it goes live but the period that follows. Each gamified solution collects a huge amount of soft data about its users. It usually contains information about their habits, preferences and motivators that work best for them. It is crucial to discuss with gamificators the process required to gather such data, analyse it and use conclusions to adjust the gamification script to the users.
Small adjustments can improve the impression a user gets when interacting with the product, but the best source of feedback from the gamification is its creator. A vendor who does not pay attention to data gathered in gamification and does not test an engaging script by themselves, is a reason to have serious doubts.
4# Go on and offline
The combination of the online and offline world does not have to be a consumer trend. The Pokemon Go app has created a new direction in gamification. Pokemons, badges, levels, and easter eggs. These elements entertain users and consequently lead to a more immersive experience, both on and offline. It’s something gamificators can offer in the process of building even more bespoke features for your business.
The best gamification vendors will analyse your situation and look to build a tool that solves your core challenges, whether it be employee fluctuation, lack of motivation or a decrease in results. This company should be able to build long-term habits and help you take things to a higher level.
This article is in association with Comarch. Follow the link for more information on Comarch's gamification Enterprise Engagement Platform.
About Małgorzata Kendziorek
Gamification and IoT Business Designer, Manager, and Techno-enthusiast who started her adventure in IT almost eight years ago. She uses her vast experience as a Project Manager and analytical thinking skills to combine creative ideas with technology. She designs business gamification solutions tailored to the client's needs and provides consulting for companies all over the world. A food blogger, a runner and a passionate traveler.