You’ve probably already heard the term ‘gamification’, but what is it?
Well, gamification refers to instances where the mechanics of gaming are applied to normal concepts that aren’t generally associated with gaming.
These mechanics are things like the ability to earn points, move up a level, compete, or win rewards. It’s fast becoming a must-have in the business world, whether used in conjunction with business tools or as an attitude or system applied in the general workplace.
And this trend seems to be growing. Reports predict that the Global Gamification market could grow at a compound annual growth rate CAGR of around 68.4 per cent within the next 3 years (Source: Research Beam “The Global Gamification Market 2014-2018”).
Many business leaders see stats like that and, in light of the low results their currently seeing, think “Wow, that’s what we’ve been looking for!” But implementing a gamification strategy isn’t as simple as throwing it into the mix and hoping for the best.
Instead, the aim should be to devise a gamification strategy that aligns and fulfils long-term business goals.
Gamification and business goals
Games bring out your competitive nature and create a desire within you to achieve.
They also provide a sense of community, give rewards and highlight areas where improvement is needed. More importantly, each of these factors are ‘motivators’ and can be used to drive user behaviour.
Some organisations might try and adopt a gamification strategy to focus on sales, or improve user software adoption – the main thing to remember is that these goals aren’t behaviours they are business results. And if you don’t invest strategically in these results elsewhere – it’s unlikely that gamification alone will fix your strategy.
So how should you be using gamification?
Here are our top tips
- Gamification, used the right way, can be a valuable asset to your CRM, try gamifying your way to more sales, better customer service, or even better software adoption
- Adopting gamification in your CRM is a great way to track your KPIs, so your gamification solution can easily help you stay on track with your key objectives
- From these results, you can find your top performers, why not analyse their results and behaviours and use this as an example to actively encourage others and offer advice on the proven methods to success.
- Make sure that the rewards on offer are incentive based and not goal focused
- Be aware that every user is different and one size does not fit all; different user groups will be encouraged by different motivations
- Research suggests that by investing in the people that fall into the middle 60% of performance, overall team results will improve, so focus on representing each individuals progress, rather than specific goals
- Make it fun and rewarding by giving people the chance to show off their skills. Keep everything public and make sure you congratulate your employees on their achievements
- Keep it fresh, don’t use the same old gamification content for more than 30 days, or employees will become bored
- Employing leader boards, real-time newsfeeds, and team notifications will keep up the competition
- Make sure the rewards are worth their salt; it doesn’t have to be something tangible or even something financial, but avoid patronising prizes
- Find a solution that’s compatible with your CRM, if you don’t have any success with that, don’t be afraid to try a custom program, which can be more suitable to your needs
Are you ready to give it a try?
Over 90% of companies got the ball rolling thanks to their gamification initiatives. And when used in conjunction with sales, there’s the potential for your solution to improve sales performance to up to 50%.
Why not give it a try?
But remember, always focus on driving the right user behaviours and the results will come.