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Gamification - A Universal Engagement Technique for Marketers

Posted by Sunny Morgan
Gamification - A Universal Engagement Technique for Marketers

Gamification is the process of applying game design elements and principles to non-game contexts, such as education, healthcare, marketing, and workplace productivity. The goal of gamification is to increase user engagement, motivation, and learning by making the experience more enjoyable, rewarding, and interactive. The method has been quite consequential in drawing more customer engagement toward the brand.

The technique started in 2010 approximately and it was a mere psychological trial exercise conducted randomly to check how engaging it could be. Initially, the target audience found it a bit interesting because there is a little bit of challenge involved but usually doable by the majority of the target audience. Gradually, the brands noticed an increase in the engagement rate and the audiences slowly started noticing the brand's image.

Some examples of gamification include:

  • A fitness app that tracks your workouts and rewards you with points, badges, or virtual gifts for achieving your goals and competing with friends.
  • A language learning platform that uses game-like challenges, quizzes, and leaderboards to make the learning process more fun and engaging.
  • A loyalty program that offers customers discounts, freebies, or exclusive perks for completing certain actions, such as making purchases, referring friends, or sharing content on social media.
  • A training program that uses simulations, role-playing, and feedback mechanisms to teach employees new skills and behaviors in a safe and immersive environment.

Gamification is based on the idea that humans are inherently motivated by challenges, feedback, progress, and social interaction. By tapping into these intrinsic desires, gamification can enhance the user experience, increase retention and satisfaction, and achieve desired outcomes more effectively than traditional methods.

However, gamification should be used judiciously and ethically, taking into account the needs and preferences of different users and contexts, and avoiding manipulation, addiction, or adverse consequences. There are many companies around the world that make use of gamification in their own ways but they need to exercise precaution before practicing it.

Gamification in Call Center Services

Gamification has been increasingly used in the call center industry to enhance agent performance, engagement, and job satisfaction. There are different ways using which we can easily bring engagement in any area of function. We just need to have a basic understanding of the intrinsic central part of the system. Here are some examples of how gamification can be applied in call centers:

  • Performance Metrics Tracking: Call centers can use gamification to track and display performance metrics such as average handle time, first call resolution, and customer satisfaction scores in real time. Agents can compete with each other or themselves to improve their scores and earn rewards, such as badges, points, or prizes.
  • Training and Onboarding: Gamification can be used to make training and onboarding more engaging and effective. For example, agents can complete game-like challenges or simulations that teach them how to handle different types of customer inquiries or resolve common issues. They can also earn rewards for completing training modules or passing assessments.
  • Knowledge Management: Call centers can use gamification to encourage agents to share their knowledge and best practices with each other. Agents can earn rewards for contributing to a knowledge base, answering questions, or creating training materials.
  • Quality Assurance: Gamification can motivate agents to improve the quality of their calls and adhere to call center policies and procedures. Agents can earn rewards for meeting quality targets or for receiving positive feedback from customers.
  • Team Building: Gamification can be used to foster a sense of camaraderie and teamwork among agents. Agents can work together to achieve shared goals, such as improving overall customer satisfaction scores and earning rewards for their collective achievements.

Overall, gamification can help call centers create a more engaging and rewarding work environment, which can lead to higher agent retention, job satisfaction, and customer satisfaction.

Effectiveness of Gamification on Call Center Agent Performance

Gamification has been shown to be an effective strategy for improving call center agent performance. By introducing game-like elements into the call center environment, such as rewards, competition, and challenges, call center managers can motivate agents to perform at their best. Gamification is a tested and proven psychological exercise that has successfully brought a lot of engagement in all groups of people.

  • One of the primary benefits of gamification is that it provides agents with clear goals and objectives. When agents are able to see how their performance relates to specific metrics and KPIs, they are more likely to take ownership of their work and strive for improvement.
  • Gamification also allows managers to provide regular feedback and recognition, which can help agents feel more valued and engaged in their work.
  • Another advantage of gamification is that it can create a more positive and collaborative team environment. When agents are competing against each other in a friendly manner, it can foster a sense of camaraderie and encourage knowledge-sharing and collaboration.
  • This can lead to improved teamwork and ultimately better results for the call center as a whole. However, it's important to note that gamification is not a silver bullet solution for all call center challenges.
  • It's important to develop a tailored approach that takes into account the unique needs and goals of the call center, as well as the preferences and motivations of individual agents. It requires a lot of creativity in producing a small activity.

Furthermore, the optimum usage of gamification should not be limited to just bringing engagement but it can also be used in conjunction with other strategies, such as training and coaching, to ensure that agents are able to perform at their best over the long term. Gamification can be tailored into more interactive and interesting skill and knowledge-based training activities and can bring significant changes in the business.

Read More: Multichannel customer engagement: A force to reckon with!

Impact of Gamification on Customer Loyalty

Gamification can have a positive impact on customer satisfaction and loyalty in call centers. When call center agents are motivated and engaged, they are more likely to provide high-quality service to customers, which can result in increased satisfaction and loyalty.

  • One way that gamification can improve customer satisfaction is by increasing agent engagement and reducing turnover. When agents are motivated and engaged in their work, they are more likely to stay with the company.
  • This can lead to better continuity of service and a deeper understanding of customer needs. This can result in more personalized and effective service, which can lead to increased customer satisfaction and loyalty.
  • Gamification can also help call center agents develop their skills and knowledge, which can lead to improved customer service. By introducing challenges and learning opportunities, we can encourage agents to develop their skills and knowledge.
  • Also, it can help them to provide more effective and efficient service to customers leading to increased customer satisfaction and loyalty, as customers are more likely to appreciate and value the expertise of well-trained and knowledgeable agents.
  • However, it's important to note that gamification is not a substitute for effective training and coaching. Call center agents need to have the knowledge, skills, and resources to provide high-quality service to customers.

Gamification can be used as a complementary strategy to enhance training and coaching efforts, but it should not be relied upon as the sole means of improving customer satisfaction and loyalty. Additionally, it's important to ensure that gamification efforts are aligned with the needs and preferences of customers, as well as the goals of the call center.

Interesting Blog: BPOs Creating Value Through Customer Engagement Model

Useful Gamification Techniques Everyone Should Know

Gamification is a popular technique used in call centers to motivate and engage employees, as well as to improve performance and customer satisfaction. Here are some common types of gamification techniques used in call centers:

Leaderboards

Leaderboards are a popular gamification technique used in call centers to encourage friendly competition among agents. Leaderboards display the performance metrics of agents, such as the number of calls answered, call resolution time and customer satisfaction scores. Agents can see how they stack up against their colleagues and work towards improving their performance.

Badges

Badges are virtual rewards that agents can earn for achieving specific goals or milestones. For example, an agent could earn a badge for completing a certain number of calls or for achieving a high customer satisfaction score. Badges provide agents with a sense of achievement and recognition and can motivate them to continue improving their performance.

Challenges

Challenges are short-term goals or contests that agents can participate in to win prizes or rewards. For example, a challenge could be to see who can resolve the most customer issues in a given period of time. Challenges provide a fun and competitive environment for agents and can motivate them to work harder and achieve better results.

Points and Rewards

Points and rewards are another popular gamification technique used in call centers. Agents can earn points for achieving specific goals or milestones and can redeem these points for rewards such as gift cards, merchandise, or time off. Points and rewards provide agents with tangible incentives for improving their performance.

Training Games

Training games are a fun and engaging way to teach agents new skills or processes. Training games can be used to teach agents how to handle difficult customers, how to use new software tools, or how to improve their communication skills. Training games provide agents with a hands-on learning experience that can be more effective than traditional training methods.

Overall, gamification techniques can be a powerful tool for improving performance and engagement in call centers. By creating a fun and competitive environment, call centers can motivate agents to work harder and achieve better results, which can lead to improved customer satisfaction and higher revenue for the organization.

Best Practices for Implementing Gamification in Call Centers:

Involve employees in the design process: It's important to involve employees in the design process of the gamification program to ensure that it aligns with their needs and goals. You can gather employee feedback through surveys or focus groups and use it to design the program.

Set Clear Goals: It's important to set clear goals for the gamification program, such as reducing call handling times or improving customer satisfaction. This helps employees understand what they're working towards and how they can achieve success.

Choose the Right Metrics: Choose the right metrics to measure success, such as employee engagement, customer satisfaction, and call handling times. These metrics should be aligned with the program's goals.

Provide Regular Feedback: It's important to provide regular feedback to employees on their performance in the gamification program. This helps them understand how they're doing and what they can do to improve.

Use Meaningful Rewards: Rewards should be meaningful and relevant to employees. They can include things like bonuses, gift cards, extra time off, or recognition in front of peers.

Keep the Program Fresh: To maintain employee engagement, it's important to keep the program fresh and interesting. This can be done by introducing new challenges or rewards, or by adjusting the program based on employee feedback.

Monitor the Program's Impact: It's important to monitor the program's impact on employee engagement, motivation, and productivity. This helps you understand what's working and what's not, and allows you to make adjustments as needed.

By following these best practices, you can create a gamification program that engages and motivates employees in your call center, while also achieving your goals for customer satisfaction and call handling times.

Implementation Challenges Incurring in Gamification in Call Centers

Resistance to Change: Employees may be resistant to change, particularly if they have been working in the same way for a long time. They may be skeptical about the benefits of gamification or feel that it is too complicated or time-consuming.

Lack of Buy-In from Management: Management may not fully support the implementation of gamification, which can lead to a lack of resources or commitment. This can make it difficult to create a successful program.

Ineffective Metrics: If the metrics used to measure success in the gamification program are not aligned with the call center's goals or are too difficult to understand, employees may become disengaged.

Unmotivated Employees: Some employees may not be motivated by the rewards offered in the gamification program, which can lead to a lack of engagement or effort.

Insufficient Training: If employees do not understand how to participate in the gamification program, they may not be able to fully engage with it or achieve the desired outcomes.

Unfair Competition: If the gamification program promotes competition between employees without clear guidelines or boundaries, it can create an unhealthy work environment.

Lack of Sustainability: Gamification programs may lose their effectiveness over time if they become repetitive or boring. This can lead to a decrease in employee engagement and motivation. Brands must be mindful of maintaining creativity in gamification.

To overcome these challenges, it is important to involve employees in the design process, ensure that metrics are aligned with goals, provide clear training and support, and regularly evaluate and adjust the program to keep it fresh and engaging.

Additionally, it is important to have a clear understanding of the challenges that may arise and to have strategies in place to address them proactively.

Also Check: Four Pillars Of Customer Engagement Model

Call Center Employee Training Using Gamification

Simulations: Gamified simulations can be used to train employees in various call center scenarios. They can be designed to simulate different types of customer interactions, such as sales calls, customer support calls, or complaints.

Role-Playing Exercises: Role-playing exercises can be gamified to help employees practice their communication skills and improve their ability to handle different types of customer interactions. This can help them feel more confident and prepared when they're on the phone with customers.

Quizzes and Assessments: Gamified quizzes and assessments can be used to help employees test their knowledge of call center processes and procedures. These can be used as a fun way to review training materials and reinforce key concepts.

Leaderboards and Challenges: Leaderboards and challenges can be used to encourage friendly competition among employees, which can help motivate them to learn and improve. For example, you could create a challenge to see who can close the most sales in a week, or who can resolve the most customer complaints.

Rewards and Recognition: Gamification can be used to reward employees for completing training activities or achieving certain goals. Rewards can include things like badges, certificates, or prizes. This can help motivate employees to participate in training and improve their performance.

Interactive e-Learning Modules: Gamified e-learning modules can be used to make training more engaging and interactive. These can include activities like puzzles, quizzes, and mini-games.

Conclusion:

The benefits of gamification are often overlooked by the brands but they can be pretty impactful in building good rapport among customers, employees, target audience, and basically all the business stakeholders. It all depends on the creativity level of the brands and how they perceive their stakeholders.

By using gamification for training employees in call center services, you can create a more engaging and effective training experience. Gamification can help employees learn new skills, retain information, and feel more motivated and engaged in their work. We can use similar tactics in training and engaging our clients and customers towards our products.


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