how to effectively apply gamification in your...

HOW TO EFFECTIVELY

APPLY GAMIFICATION IN

YOUR CONTACT CENTER

Roni Floman, VP Marketing, GamEffective

Dee Nilles, Director of Consulting, GamEffective

FOR AGENTS, THE CONTACT CENTER IS MORE CHALLENGING, NOT LESS

MoreChannels

Product knowledge

Self-help options

LessAutonomy

Choice

Emotional engagement

CONTACT CENTER SALES AREN’T SIMPLER

Value propositioning has gotten harder as customers have more buying options than ever

Agents hear “no” during sales calls more often than “yes”

Burn out and discouragement

INCENTIVES ARE JUST NOT ENOUGH ANYMORE!

Transactional: focus on end result not behavior

Encourage the top 10%: and discourage all the rest

Unfair : to new agents, middle performers might never be rewarded

Extrinsic motivator: ignoring the strength of intrinsic motivation

Focused on the end of the month: not on long, mid or short term goals

FOCUS ON BOTTOM/MIDDLE PERFORMERSDrive incremental performance change, using digital motivation

A GAME AT WORK?

“Using game-based mechanics, aesthetics and game thinking to engage people, motivate action, promote learning, and solve problems”

KARL KAPP

CAN YOU TRANSCEND POINTS, BADGES AND LEADERBOARDS?

“We’re Feedback Junkies” that also love well-designed experiences with a hit of dopamine

A FITNESS TRACKER FOR WORK

GOAL SETTING

Personalized to fit each employee based on skills, environment etc.

Dynamic, adapting to changing business needs

FEEDBACK

Real time

Tied into learning, for course correction

Simplistic: competition with colleagues

True driver of behavior: play against your personal goals & capabilities

INTRINSIC DRIVE: COMPETE AGAINST YOURSELF

HOW GAMIFICATION WORKS

SocialDrivers

Path to Mastery

GuidedAdaptation:

Context

Feedback Loop

EngagementAutomation

VisualMetaphor

DigitalMotivation

EVERYONE WOULD RATHER LEARN SOMETHING MORE EFFICIENTLY THAN LESS

LMS ENGAGEMENT IS AT 2-20%

MICROLEARNING: BUZZWORD OR STRATEGY?

Goldfish attention spans

Short content

A three-minute video

Quizzes & learning repetition

Can’t you simply chop up long-form content

ACCELERATE TIME-TO-PROFICIENCY THROUGHOUT THE EMPLOYEE JOURNEY

PERSONALIZE TRAINING: AGENTS ARE AT DIFFERENT POINTS IN THE LEARNING LIFECYCLE

ONBOARDING: TIME TO COMPETENCY

Interactive learning and content targeting

Simulations and quizzes on top call drivers

CONTINUOUS LEARNING: GROWTH

Updates on processes, programs, products, etc.

Improvement program for knowledge gaps

TENURE: MASTERY

Ongoing, voluntary, and self-motivated

Helps prevent disengagement

Refreshes and expertise

MICROSOFT BUSINESS CASE: as agents become engaged core performance metrics improved

PRODUCTIVITY

Engaged agents averaged 2 additional calls per day increasing their productivity by 10%

ATTACH RATE

Slight increase for attach rate of additional products (<2%)

However, we almost doubled our paid support services attach rate.

ABSENTEEISM

Dropping average Absenteeism from 11% down to 9%.

Additionally, increased the number of volunteers for overtime, by 21%.

AGENT KNOWLEDGE AND COMPLIANCE

Improved agent awareness of new issues. (23% of agents to 89%).

.

Case Study: SINGTEL & THE EMPLOYEE LEARNING & PERFORMANCE LIFECYCLE

Newbie• Onboarding

• Learning Narrative

Novice• Weighted

performance

• Race

• Repetition

Master• Full Performance

• Reinforce learning

• Race

Sykes: Instructor-led training

• 100% completion

• High satisfaction for both learners & facilitators

• Learner satisfaction grew from 79% to 92%

• Shorter time to competency

• 3 days to onboard instead of 5 days

19

CREATING CUSTOMER ENGAGEMENT

“I apologize for the inconvenience”

“Oh my! I’m so sorry about that”

VS.

WHY GAMIFICATION?

Gamification is a powerful tool that engages agents at an emotional level to change behaviors, develop skills, encourage sales, and drive outcomes & innovation; all in a fun and interactive way, using practical challenges.

USING GAMIFICATION: MEANINGFUL PLAYER GOALS

A journey: engages people at an emotional level

Recognizes everyone: reach personal goals

Mastery: progress at something that matters, sense of control

Positive feedback

Create purpose: something bigger than themselves

Supercharge middle/bottom performers

Break larger goals into smaller practical challenges, engaging employees emotionally to achieve their very best

KPIs

Narrative

Next Best Action

Learning missions

BET ON YOURSELF: RICH GAME MECHANICS

Making a bet about your performance causes reflection and focus

Employees that “bet” on performance improved KPI performance by 8%!

ENGAGEMENT AUTOMATION & TRIGGERING

Personalized feedback

Areas for improvement

Encouragement when less successful

Personalized learning path

Guided adaptation

EXAMPLE: LEARNING TRIGGERED BY PERFORMANCE KPIS

Tie KPIs to learning: just in-time and contextual learning

Boosters

Next Best Action

Adapt learning push based on actual performance, behaviors, user feedback & more

THE MANAGER MODULE

Lets the team lead to enter into a personal dialogue with employee

Driving engagement, learning and better oversight

Recognizing and celebrating success

Coaching & giving feedback –prompted through engagement automation

PLAYING OUT IN THE CONTACT CENTER

DIRECT MEASURABLES

Increase Revenue/Sales

Customer Satisfaction & Loyalty

Operational & Cost Efficiency

Utilization

Average Handle time

First Call Resolution

Onboarding and time to competency

Employee Knowledge

BENEFITS

Employee Engagement

Product Evangelism

Employee satisfaction

Increase Talent Retention

Process Adherence

Create expertise and sustain excellence

Data and usage insights

Career Pathing

AVERAGE RETURN ON KPIS

REVENUE/SALES

Base Sales 2-17%

Attach Rate 10-80%

CUSTOMER SATISFACTION

Very Satisfied 1-12%

Dissatisfied 12-17%

Quality Score 7-14%

UTILIZATION/AVAILABILITY

Ongoing, voluntary, and self-motivated

Helps prevent disengagement

AVERAGE HANDLE TIME

Talk 5-12%

Hold/Wrap 8-10%

FIRST CALL RESOLUTION

Inbound 5-12%

Outbound 7-10%

ONBOARDING

Training 10-30%

Time to Competency 10-30%

PRODUCTIVITY

Contact Center 8-12%

Retail 5-20%

ABSENTEEISM/ATTRITION

Absenteeism 5-12%

Attrition 5-17%

COMPLIANCY

Communication 20-75%

Completion Rates 20-100%

PROVEN SOLUTION WITH REAL IMPACT

90% completion

3 X knowledge retention

+ 80% employee satisfaction

Thank you

roni.floman@gameffective.com

dee.nilles@gameffective.com

www.gameffective.com