Gamification Social CRM defined focus for Australian Community Service Providers or anyone interested in Gamification.
Gamification is a business strategy which applies game design techniques and uses techniques in a non-gaming context to engage employees and clients. Gamification the latest trend by several experts allows you to analyse, change behaviours and develop skills to drive innovation. Scenarios for gamification are wide spread ranging from customer service and support to communities and collaboration.
Involve employees and understand what motivates them to further engage with right gaming mechanics. Fundamentally, Gamification acts as a layer on the top of Social Collaboration software to gain valuable insights into client behaviour, opinions and employee activities across various touch points.
Encouraging employees to adopt a new technology within any company can be challenging. Although, Gamification is considered among emerging technologies, in the recent month it has gained a lot of momentum in virtually every industry.
Want to speak to our friendly Digital Business Architects yo see FlowCRM a mobile friendly Gamification CRM solution or book a FlowPoint a client self-service portal webinar please call us on 1300 552 166! Alternatively send an email to our friendly Digital Architects. We will get back to you shortly.
CRM Gamification adopting to a new technology
Encouraging employees to adopt a new technology within any company can be challenging. A variety of measurements and ways to encourage and motivate the employees to use the system. Some approaches are more effective than others, but which approach is the best. Gamification is designed to overcome existing obstacles, leads to increasing of Client data and adopting to a new technology.
Two-thirds of digital transformation projects fail mainly due to workforce behavioural issues and lack of Client engagement. Gamification, here, can come to the rescue improving employees’ engagement and helping them adapt to the central theme of a “digital company”. Fun, play, challenges and engagement are the key aspects of Gamification. Companies benefit from investments in Gamification Social CRM platforms, with two-thirds having more engaged staff.
CRM Gamification stay competitive through Innovation
Innovation is a center-stage theme for global companies to stay competitive and it is imperative for them to continuously encourage their employees to come up with great ideas and thoughts and realise them to provide business benefits. Enterprises are now leaving no stone un-turned in cap- turing and realising the full potential from the effective use of social platforms and technologies under overall transformational umbrella where new services, process innovation and creative product ideas will drive the market. Several companies are leveraging gamification mechanics to drive such initiatives, say for example, concept like Idea marketplace similar on the lines of virtual stock market helps encourage all stakeholders to create a rewards and motivation platform to incubate, share and execute ideas from all business domains.
None of our sales professionals is required to complete this
training — they’re doing it to improve their knowledge of
how to sell to specific types of customers. And yet, we’re
finding that users are staying very engaged and are very motivated
to attain Expert status. We credit the gamification experience for a
large part of that.”
Ingrid Quimby-High,Director
at Intercontinental Hotels Group
Increase Services engagement and boost client satisfaction
Service and Sales people are a highly agile, self-motivated group and love competition. However lack of recognition can demoralise the team and threaten overall moral. Client Support and Field Service Staff are usually people who are often in the ‘line of fire’ and need a boost in morale to stay motivated. The are often measured on the number of cases resolved, speed, and satisfaction scores. This provides a wealth of quantitative data in CRM applications around which a gamification program can be built. Managers can provide a lot of meaningful rankings such as that of an agents against colleagues by way of points, challenges completed and various levels. They can include service metrics such as incidents closed, feedback against case records or first-call resolution.
Case Resolution: Client service staff and team leaders are often measured on the number of cases resolved, speed, and satisfaction scores. This provides a wealth of quantitative data in CRM applications around which a gamification program can be built. Managers can provide a lot of meaningful rankings such as that of an agents against colleagues by way of points, challenges completed and various levels. They can include service metrics such as incidents closed, feedback against case records or fi rst-call resolution.
Recognition and reward system
The implementation of a recognition and reward system encourages and motivates employees to use the CRM system. Ultimately you want to reward and recognise desirable behaviours. Achievement and recognition are the top two motivation factors.
These factors need to be in place for an employee to have satisfaction at work. The reward system can use points, badges, rankings, leaderboards, levels, missions, and real-time feedback to motivate and reward employees for their efforts.
Research by Accenture
Gamification in service industries
Clients today are more demanding than ever. Steps taken in gamifying client engagement can increase client loyalty and drives sales and growth. You can also utilise the importance of “recognition” to encourage continued participation and competition. Integrate social media into your loyalty program wherever possible and broadcast winners, what they have won, and publish leader boards on your website, etc.
Analysts predict, in less then a few years, gamification in service industries will become important. Last year when Virgin Mobile Australia launched its integrated brand campaign ‘Game Of Phones’, it challenged players to hunt for almost $200,000 worth of prizes in a virtual world through a mobile app game. It drew almost 40K users into a virtual battle with a total time spent playing, equivalent to five years! Marketers can use memory games, virtual adventure games to create a memorable educational experience.
Gartner predicts Gamification
In a study by Gartner Inc, it is predicted that by 2015, 50% of corporate innovation will be gamified. The company also states that by 2016, gamification will become a fundamental asset for brands to stimulate customer marketing.
Industry Adoption Gamified Care Management
Healthcare payers, in an urge, have taken various steps to cut healthcare cover costs. Any step taken towards reducing number of claims is a substantial saving for the provider. Now, one can gamify the whole patient experience, educate about a disease, ways it can be prevented, and motivate them to take care of their health.
- Rewards for each of the step taken for average health improvement such as diet, BMI, etc.
- May also involve specific workout plans and unique games depending on the ailment
Real-world Business Challenges
- Culture Gap: Gamification as a business discipline is evolving with the current usage of gamified mechanics but the ultimate success depends on the culture change in the companies which is the major barrier to its adoption in businesses.
- Lack of “Win States” or “Success Metrics”: What target behaviours and success metrics will define if gamified system is a success or failure.
- Lack of Motivation: No value derived from encouraging behaviour to make boring activities interesting.
- Lack of understanding: The needs of the game player like Demographics (age, gender etc) and Psychographics (Personalities and their values).
- No meaningful choices available to the user: Target activities and behaviours are not sufficiently engaging.
Conclusion
Gamification has shown tremendous growth in achieving various social business initiatives in the company and it brings new way of thinking by aligning game objectives with the desired outcome in the company. Today, Social business strategies are based more on high-end user engagement and connections where behaviour patterns are highly dynamic.
There is a big opportunity for next-generation companies to explore new game practices to understand building blocks of enterprise gamification and such companies would harness gaming principles to influence behaviours of key stakeholders in the eco-system. In a typical social mobile scenario, many companies have successfully leveraged gamification by incorporating social context and location-aware services. Enterprises would be forced to explore new game practices and attributes to develop gaming strategies to drive game-like behaviour in existing applications/tasks to make them more engaging to the end-users.
Gamification brings a new set of capabilities to increase the customer engagement and also there is a wide range of applications, that supports company growth initiatives. Companies that ignore the gamifications effect, might pay the opportunity cost. Depending on business, they might be even exposed to risk of Strategic drift.
While Gamification is still a new concept, we expect wider adoption, to generate business innovation. Gamification responds to the paradigm shift , that moved customer to an empowered customer with a powerful network effect. With the continuous sofistication in customer profile, Companies will need to react fast and provide seamless seamless experience, not just transaction enabled platforms .
Datanova’s Gamification Social CRM
Our Cloud CRM offers access to the application via Web browser. Your Employees can log in to the CRM system, simultaneously, from any Internet-enabled computer or device. Often, cloud CRM provide users with mobile apps to make it easier to use the CRM on smartphones and tablets.
Looking for Gamification Social CRM Software? We would love to hear from you. We invite you to book a webinar today and see for yourself what our Gamification Social CRM or FlowPoint can do for your company. For Bookings please call us on 1300 552 166 alternatively send an email. We will get back to you shortly.
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BY Jitendra Maan Tata Consultancy Services Ltd. Click here to view PDF
Article: ENTERPRISE GAMIFICATION IN BUSINESS TO CONSUMER:
BY Gabriel JIPA1, Irinel MARIN2. Click here to view PDF
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