how to effectively apply gamification in your...
TRANSCRIPT
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
