July 11, 2019
Stay in the Know
In the final part of this three-part blog series, we will discuss the remaining five best practices for achieving long-term success with gamification. As we noted in Part 1 and Part 2 of the series, while launching gamification programs can be easy, keeping the program fresh so that users continue to achieve sustainable results requires more attention. Try these 10 best practices to help you achieve your goals.
6. Create a Positive UX
To engage users and create a positive experience, good gamification design is essential. The user interface should be human-focused and complement the game elements to promote goals, progress, and achievement. The design must encourage users to keep playing for more points and rewards.
Here is a list of motivation principles that should be factored into game design.
- Involvement in something bigger than oneself
- Sense of accomplishment
- Receive feedback
- Feeling ownership
- Exercise creativity
- Social influence
7. Leverage Analytics to Track Behavior & Goal Attainment
Analytics plays an important role in gamification success. On the front end, it can reveal areas where agents can improve the quality of their interactions with customers. Since analytics solutions can capture all conversations agents have with customers across the various communication channels, synthesize them and report agent and customer intelligence, areas for improvement are easy to determine. Once identified, they can all be gamified to accelerate the agent behaviors that you want to drive.
On the backend, analytics provides the mechanism for call center tracking and measuring agent behaviors to determine progress and goal attainment. These measurements will help you understand what is working and what is not with gamification so that you can tweak the program for even better results. It will also provide the information you need to know when it is time to gamify a new set of goals.
8. Keep an Eye Out for Unintended Consequences
As is true with many good programs, some people may lose interest in gamification, while others will try to abuse it. By being aware, you can add elements into the games, and build milestones and stop points to eliminate unintended consequences.
Setting daily and total limits on actions, rewarding specific actions, and calling attention to abuses (but not abusers) can help deter overdoing the desired behavior, disengagement, and exploiting loopholes/shortcuts in the system.
9. Create a Community for Players
When agents start to engage with games that will take a few weeks or longer to complete, consider starting a player community. Communities address players’ inherent need for belonging and esteem. They also foster collaboration and sharing, which allows players to help each other succeed. If the end goal is to have the greatest number of agents achieve mastery of desired behaviors, a community might just do the trick.
10. Playtest and Market Internally
Before launching gamification programs or releasing major changes to the program, it is a good idea to playtest them with a small group. This will allow for the identification of bugs, dead-ends, and cheats so that they can be addressed before rolling them out to everyone. This feedback from the pilot group can be invaluable. Once the necessary modifications are made, test them again. When the pilot group is satisfied, the program is ready to launch.
Equally important as testing is sufficient marketing internally. Have a series of communications and planned events around the launch to get agents excited.
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
Gamification programs can be leveraged to motivate and engage contact center agents long-term. It is an effective onboarding and ongoing training solution for changing employee behavior to improve individual and company performance. But it was never meant to be a “develop once and be done” effort. To keep gamification fresh and relevant, agent usage and the program itself must be constantly evaluated and updated. Following the best practices outlined in this blog series can help you achieve your goals.
What additional best practices can you share to achieve success with gamification?
Looking for the previous parts of this blog series?