Gamification Is No Longer a Buzzword
By Mary Lou Joseph
Posted in Customer Engagement
Gamification, the application of gaming mechanics to motivate a specific behavior, is no longer a buzzword according to Tim Bradshaw, correspondent for the Financial Times in his recent article, “Pokémon Go Shows Gamification Is Far from Dead.”1
The term gamification first gained widespread usage around 2010, but adoption of gamification in business environments was seen mostly as a passing trend—something to satisfy the perceived needs of millennials.
Many organizations looked at gamification as a “nice to have” but not an essential solution to driving better performance.
However, gamification has proven its ability to drive desired behaviors in many arenas. In his article Bradshaw points to the Pokémon Go craze that had 650 million people downloading the app, getting outdoors and increasing physical activity.
And there are proven use cases in business too. The most common business application of gamification is to increase employee knowledge and productivity. For example, an HVAC manufacturer was challenged with keeping employees up to date on their latest products and offers. The manufacturer refreshes 14 products yearly along with new product launches. The company sought a scalable way to improve employee knowledge of systems and products to provide a better customer experience. Using gamification, it increased employee engagement with its learning materials threefold over that of a control group, and 85 percent of the participants completed the program.
To increase customer acquisitions and retention, a communications service provider deployed gamification in two contact centers—also creating a control group within the centers as a baseline for comparison. The company focused on five key performance indicators (KPIs) that were tied to increasing sales, retention and productivity. The communications service provider was able to increase strategic unit sales by 10 percent, and sales revenues by 7 percent.
To increase accuracy and processing speed, a portfolio accounting service provider for investment advisors deployed gamification in its portfolio reconciliation group, which employed 100 back-office analysts—most of them fresh college grads. The service provider designed a game to focus on four key drivers of performance. The solution enabled the organization to more effectively align employees with the customer needs, created a lot of scalability in managing the analysts, and saved the company time and money in management oversight.
In addition to increased employee engagement, the service provider was able to decrease portfolio reconciliation time by 20 percent, from 1 hour to 40 minutes—creating additional capacity and delivering a better experience for their customers, the investment advisors.
Gamification is a proven solution for businesses and not a passing trend. Learn more about how gamification can help you increase employee engagement, productivity, knowledge sharing and revenue generation.
1 "Pokémon Go Shows Gamification Is Far from Dead,” Tim Bradshaw, Financial Times, April 16, 2017
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