HOW TO EFFECTIVELY APPLY GAMIFICATION IN YOUR CONTACT CENTER

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1 HOW TO EFFECTIVELY APPLY GAMIFICATION IN YOUR CONTACT CENTER Roni Floman, VP Marketing, GamEffective Dee Nilles, Director of Consulting, GamEffective

2 FOR AGENTS, THE CONTACT CENTER IS MORE CHALLENGING, NOT LESS More Channels Product knowledge Self-help options Less Autonomy Choice Emotional engagement

3 CONTACT CENTER SALES AREN T SIMPLER Value propositioning has gotten harder as customers have more buying options than ever Agents hear no during sales calls more often than yes Burn out and discouragement

4 INCENTIVES ARE JUST NOT ENOUGH ANYMORE! Transactional: focus on end result not behavior Encourage the top 10%: and discourage all the rest Unfair : to new agents, middle performers might never be rewarded Extrinsic motivator: ignoring the strength of intrinsic motivation Focused on the end of the month: not on long, mid or short term goals

5 FOCUS ON BOTTOM/MIDDLE PERFORMERS Drive incremental performance change, using digital motivation

6 A GAME AT WORK? Using game-based mechanics, aesthetics and game thinking to engage people, motivate action, promote learning, and solve problems KARL KAPP

7 CAN YOU TRANSCEND POINTS, BADGES AND LEADERBOARDS?

8 We re Feedback Junkies that also love well-designed experiences with a hit of dopamine

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10 A FITNESS TRACKER FOR WORK GOAL SETTING Personalized to fit each employee based on skills, environment etc. Dynamic, adapting to changing business needs FEEDBACK Real time Tied into learning, for course correction

11 INTRINSIC DRIVE: COMPETE AGAINST YOURSELF Simplistic: competition with colleagues True driver of behavior: play against your personal goals & capabilities

12 Visual Metaphor Social Drivers Path to Mastery HOW GAMIFICATION WORKS Guided Adaptation: Context Digital Motivation Feedback Loop Engagement Automation

13 EVERYONE WOULD RATHER LEARN SOMETHING MORE EFFICIENTLY THAN LESS LMS ENGAGEMENT IS AT 2-20%

14 MICROLEARNING: BUZZWORD OR STRATEGY? Goldfish attention spans Short content A three-minute video Quizzes & learning repetition Can t you simply chop up long-form content

15 ACCELERATE TIME-TO-PROFICIENCY THROUGHOUT THE EMPLOYEE JOURNEY

16 PERSONALIZE TRAINING: AGENTS ARE AT DIFFERENT POINTS IN THE LEARNING LIFECYCLE ONBOARDING: TIME TO COMPETENCY Interactive learning and content targeting Simulations and quizzes on top call drivers CONTINUOUS LEARNING: GROWTH Updates on processes, programs, products, etc. Improvement program for knowledge gaps TENURE: MASTERY Ongoing, voluntary, and selfmotivated Helps prevent disengagement Refreshes and expertise

17 MICROSOFT BUSINESS CASE: as agents become engaged core performance metrics improved PRODUCTIVITY Engaged agents averaged 2 additional calls per day increasing their productivity by 10% ATTACH RATE Slight increase for attach rate of additional products (<2%) However, we almost doubled our paid support services attach rate. ABSENTEEISM Dropping average Absenteeism from 11% down to 9%. Additionally, increased the number of volunteers for overtime, by 21%. AGENT KNOWLEDGE AND COMPLIANCE Improved agent awareness of new issues. (23% of agents to 89%)..

18 Case Study: SINGTEL & THE EMPLOYEE LEARNING & PERFORMANCE LIFECYCLE Newbie Onboarding Learning Narrative Novice Weighted performance Race Repetition Master Full Performance Reinforce learning Race

19 Sykes: Instructor-led training 100% completion High satisfaction for both learners & facilitators Learner satisfaction grew from 79% to 92% Shorter time to competency 3 days to onboard instead of 5 days 19

20 CREATING CUSTOMER ENGAGEMENT I apologize for the inconvenience VS. Oh my! I m so sorry about that

21 WHY GAMIFICATION? Gamification is a powerful tool that engages agents at an emotional level to change behaviors, develop skills, encourage sales, and drive outcomes & innovation; all in a fun and interactive way, using practical challenges.

22 USING GAMIFICATION: MEANINGFUL PLAYER GOALS A journey: engages people at an emotional level Recognizes everyone: reach personal goals Mastery: progress at something that matters, sense of control Positive feedback Create purpose: something bigger than themselves Supercharge middle/bottom performers Break larger goals into smaller practical challenges, engaging employees emotionally to achieve their very best

23 Learning missions KPIs Narrative Next Best Action

24 BET ON YOURSELF: RICH GAME MECHANICS Making a bet about your performance causes reflection and focus Employees that bet on performance improved KPI performance by 8%!

25 ENGAGEMENT AUTOMATION & TRIGGERING Personalized feedback Areas for improvement Encouragement when less successful Personalized learning path Guided adaptation

26 EXAMPLE: LEARNING TRIGGERED BY PERFORMANCE KPIS Tie KPIs to learning: just intime and contextual learning Boosters Next Best Action Adapt learning push based on actual performance, behaviors, user feedback & more

27 THE MANAGER MODULE Lets the team lead to enter into a personal dialogue with employee Driving engagement, learning and better oversight Recognizing and celebrating success Coaching & giving feedback prompted through engagement automation

28 PLAYING OUT IN THE CONTACT CENTER DIRECT MEASURABLES Increase Revenue/Sales Customer Satisfaction & Loyalty Operational & Cost Efficiency Utilization Average Handle time First Call Resolution Onboarding and time to competency Employee Knowledge BENEFITS Employee Engagement Product Evangelism Employee satisfaction Increase Talent Retention Process Adherence Create expertise and sustain excellence Data and usage insights Career Pathing

29 AVERAGE RETURN ON KPIS REVENUE/SALES Base Sales 2-17% Attach Rate 10-80% AVERAGE HANDLE TIME Talk 5-12% Hold/Wrap 8-10% CUSTOMER SATISFACTION Very Satisfied 1-12% Dissatisfied 12-17% Quality Score 7-14% FIRST CALL RESOLUTION Inbound 5-12% Outbound 7-10% UTILIZATION/AVAILABILITY Ongoing, voluntary, and self-motivated Helps prevent disengagement ONBOARDING Training 10-30% Time to Competency 10-30% PRODUCTIVITY Contact Center 8-12% Retail 5-20% ABSENTEEISM/ATTRITION Absenteeism 5-12% Attrition 5-17% COMPLIANCY Communication 20-75% Completion Rates %

30 PROVEN SOLUTION WITH REAL IMPACT 90% completion 3 X knowledge retention + 80% employee satisfaction

31 Thank you