The borders between a gamification solutions and a call center performance management are getting blurred. KPIs and other individual performance, sales related performance, cross-performance metrics leaderboards, quiz and knowledge gap testing capabilities, integration with other customer engagement platforms and complementary tools, artificial intelligence or machine learning - most are a standard set of features for the leading gamification platforms.
Peer recognition and competitive culture, as well as placing a higher worth on acquiring experiences than material things among other things are factors that motivate millennials to achieve and perform. It is no wonder that an old textbook workplace motivation strategies break with millennials and management struggles in understanding what motivates them, keeps them engaged and makes them achieve their objectives.
One might ask how machine learning applies to the reality of a call center, customer care team or sales team gamification? The answer covers multiple dimensions: risk estimation and insights, performance/KPI analytics, relationship networks and correlation impact between various performance indicators in your company and more.
For those who might be new to the world of gamification platforms and technology. Allow me to share a definition - "Forrester defines gamification as insertion of game dynamics and mechanics into nongame activities to drive the desired behavior."
Why is Gamification important, and how is it related to behavior modification or engagement? Consider following: sales, and call center business leaders tell that for over 80% of salespeople they fail to engage with them effectively and as a result, they see a decrease in meeting and opportunity follow-ups. Gamification is a technology-enabled strategy that allows company leadership to motivate contact center agents, sales executives, and customer care representatives in such way that they are excited to achieve their goals.
A great customer experience is what every contact center strives for but many find it hard to achieve. Managers scuffle and try to micromanage their agents in order to push them to perform only to make matters worse. Oftentimes, these managers forget that there are actually two main contributors to the customer experience; technology and agent motivation, otherwise known as “systems and smiles” (Solomon, 2017).
Contact centers exist to create a point of interaction between the company and its customers. This interaction is extremely important and can have a drastic impact on the customer’s perception of the brand. Ensuring that clients receive excellent service is therefore vital for the company’s existence.
Agent engagement is a subject that is constantly on the minds of contact center executives. Many theories have come about on how to enhance the call center workforce but one in particular stands out of the crowd. Intrinsic motivation with gamification concepts has been shown to be a highly effective method for increasing agent engagement. We’ll dive deeper into this theory in a little bit, but first, let’s introduce the term “gamification”.
Working in a fast-paced call centre can be both stressful and challenging for agents. Dealing with frustrated customers, sticking to strict work timelines, and reaching performance goals are all hurdles that contact centre agents have to deal with on a daily basis. This is why employee disengagement and demotivation is usually highly prevalent in this industry.