July 1, 2019
Stay in the Know
In Part 1 of this blog series, we discussed the first three of the top 10 best practices for achieving long-term success with gamification. We noted that in 2019 the overarching trend indicates a “back to basics” approach with an emphasis on the ultimate contact center goal of fostering meaningful connections with consumers.
Here in Part 2, we will cover the next two best practices for introducing gamification seamlessly in your contact center – choosing appropriate rewards and intervals, and the need to constantly change the gamification experience.
4. Choose Appropriate Rewards and Intervals
Rewards play a major role in the success of your gamification program. They provide milestone goalposts to engage your agents/players and keep them motivated to continue the game and accomplish the final objective.
Finding the right frequency for rewards is necessary so that their value is high and users take them seriously. When you group behaviors and reward your agents for completing a series of actions rather than accomplishing each one, you motivate without over-incentivizing them. Varying the value of rewards also makes them more attractive and better motivators for users.
You also want to mix up the kinds of rewards you offer. Fixed action rewards are given for a specific action (complete 100 calls or 5 demos a week). Paced rewards require users to collect several of them in order to redeem for something larger, useful for keeping employees engaged (collect three tokens and trade up for cash or non-cash prizes such as $25, a free lunch or a prime parking spot for a month). Unexpected rewards are spontaneous, appreciated longer, and provide powerful word-of-mouth excitement for the program (achievers spin to get their prize); these are intended to be given for deeper level engagement.
Another consideration is ensuring the reward increases relative to the achievement. A reward for finishing a course on compliance or closing a sale should be bigger than one for completing HR forms or adding 10 new contacts into a CRM system.
5. Constantly Change the Experience
Thinking ahead and considering how you might change aspects of your gamification initiatives are instrumental in long-term success.
There are several approaches that have been successful with companies using gamification. Creating different groups beyond standard team/department/location definitions can foster collaboration and camaraderie among departments and lead to a more unified working environment. Examples include grouping by birthdays in the same month, hair color, names that begin with a specific letter, or even historical data across all KPIs.
Being creative and changing it up so that players don’t get too comfortable with any one team keeps them focused on their best game and promotes new chances to get on or to the top of a leaderboard. Moving the goalposts by introducing multi-tiered goals and new scorecard targets, such as rewards for most improved in addition to mastery, will provide fresh challenges for your agents and keep them engaged.
Changing target categories focuses gamification on other aspects of the business: behaviors that support agent quality, compliance, or even using speech analytics data to identify additional areas that need improvement. Mixing individual and team goals fulfill personal needs and taps into extrinsic and intrinsic motivation.
Learn more about these best practices and how to keep gamification fresh in your business in the Guide to Gamification Greatness ebook.
Achieving Long-Term Success
Thus far in this three-part blog series on keeping your gamification program fresh, we reviewed the following best practices:
- Start small
- State clear goals
- Use science to advance learning and sustain motivation
- Choose appropriate rewards and intervals
- Constantly change the experience