Lately one of the areas I am hearing more about and getting asked more questions around has been “Gamification” in CRM, something that is especially useful to Sales and Service driven organisations (such as contact centres for example).
What is gamification you might ask? Well in short is the a term given to the use of game mechanics or ‘thinking’ in a non-game context to engage users of staff in problem solving or to help increase contribution. The idea is that you can align user output with a particular set of goals and rules in a structured way, whilst motivating the user or users to get involved.
Gamification has been widely applied in marketing too for example over 70% of Forbes Global 2000 companies surveyed in 2013 said they planned to use gamification for the purposes of marketing and/or customer retention.
Gamification techniques strive to leverage people’s natural desires for socialising, learning, mastery, competition, achievement, status, self-expression or closure. Early gamification strategies used rewards for players who accomplish desired tasks or completion to engage players. The same principles can be applied to a corporate CRM instances as that of a leisure activity such as running/jogging – see Zombies, Run! https://www.zombiesrungame.com/
Examples of the application of this concept can be found in the typical contact centre environment by using targeted KPIs (key performance indicators) such as inbound calls taken (volume), average call waiting, average call time etc. and applying gameful experience to achieving those targets, supplemented by elements such as leader boards and/or incentives.
For an insight into engaging people by introducing fun, check out this video on YouTube by Mario Herger: http://youtu.be/v2PIsksNLPk
In Dynamics CRM gamification could be promoted using Sales and Service Dashboards to render “Top 5 Performers” etc. but there is greater scope with an organisations CRM dataset to widen the parameters of what can be achieved and the user experience involved by using additional ISV solutions such as; “Hurrah!” and “Motivation Engine” by CRM Gamified: http://crmgamified.com/motivation-engine/
You can use gamification to drive areas such as:
- Improved case resolution times
- Improved sales performance
- Increase system user adoption
- Improve the standards of data captured in CRM
- Activity tracking
A simple, practical example could be to use gamification in CRM to drive an improvement in the quality of data captured by the customer service team around customer contact details, such as email addresses – this could then directly benefit your marketing team as they have an increases pool of accurate email address to send marketing emails to.
It’s a concept that is well worth considering from an employee and customer perspective, if you are heading to Convergence 2015 in Atlanta, you can find CRM gamified at exhibitor booth 169.