What is Gamification? and Why Does It Matter?

What's Gamification and why does it matter?

What motivates call center agents or employees in general? Is it peer recognition, $ bonuses, competition...? Six out of ten employees are disengaged at work, and Gartner claims that 70% of business transformation efforts fail due to disengaged workers! 

Gamification can be a solution for many companies out there as it applies to virtually any niche part of a company or portion of a business.  But wait, what's gamification? According to Wikipedia - "Gamification is the application of game-design elements and game principles in non-game contexts". Also, consider how yukaichou.com (gamification SME) defines it - "gamification is the craft of deriving all the fun and addicting elements found in games and applying them to real-world or productive activities".

When and how does gamification work?

Gamification only works when it motivates your employees to do something, to change behavior and most importantly to bring value to a business.  It can do wonders at "fighting" bad employee habits or promoting the desired behaviors, at increasing collaboration, improving engagement, ...etc. but approach it with poor commitment and planning and it can have a reverse effect on your company and team.

Gamification has a powerful effect on employee engagement because it changes the way they interact with their daily work, responsibilities, and colleagues.

What are some of the factors that gamification influences?

Competition (performance improvements), but most importantly friendly, game-like competition among colleagues that brings improvement in productivity. Gamification technology can power multiple challenges, journeys, contests for employees while aligning them with business objectives (KPI's for example) and delivering accomplishments in form of extrinsic or intrinsic rewards. Gamification always succeeds at driving performance - while engaging and motivating employees through a game-like environment.

Gamification also brings better employee commitment and auto-management. Think of it in such a way that every step, learning achievement, KPI target or productivity goal, or really any progress that employee makes becomes an achievement. When you combine it with a real-time visibility and transparency on results you get an employee that's willing to take control into his or her hands and move toward a goal(s) that he has. Badges, points, rewards, accomplishment notifications, rewards... guru, master or other status achievements - employees now have control and visibility on how they are performing but now there is a game-like spin on performance and achievements that create a better engagement.

Team collaboration, learning & training, focus on specific objectives... and more can be affected by gamification (as long as you make it a part of the employee and company process gamification journey).

I want to conclude this "What is Gamification 101 article" with a great example from Salesforce.

In 2013, Salesforce surveyed 100 Sales VPs who are using gamification to help with employee engagement. 90.4% report that sales performance is improving, where 71% report sales bumps of 11% up to 50%. 

Want to discover how nGUVU gamification and employee engagement platform works? - just send us a message at info@nguvu.com