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Gamify a Contact Center!
Who is Chris?
2006
2008
2008
2012
Research Topic
Will Gamification work in a contact center?
2013
Contact CenterGamification
Designed for
Contact Centers
Customized
for Each Client
SAAS Platform
No Customer
Data Saved
Real-Time
Connection
CMS to C...
But First: What is Gamification?
Gamification is the use of game design technique,
game thinking and game mechanics to enhance non-
game contexts.
Deterdin...
Game Mechanism
Game Design Thinking
Non-game Context
Deterding. S, Dixon. D, Khaled, R. Nacke. L. From Game Design Elements to
Gamefulness: Defining “Gamification”. ACM, Finla...
Why Gamification?
M2 research reported that Gamification
will be a 2.8B industry by 2016.
--M. Burke and T. Hiltbrand (2001)
According to Gartner, by 2015 more
than 50 percent of organizations that
manage innovation processes will
Gamify those pro...
A research report by Colin Sebastian
registered the global Game industry
will generate 80 billion in revenue in
2014, the ...
…the current generation has grown up
with technology, and especially video
Games, as a part of everyday life.
--M. Burke a...
“Suddenly, Gamification is the
hot new business concept with
many of the world’s most
admired companies signing on.”
-Fort...
Flight Control
one of the top 5 most stressful jobs
Flight Control Game
Apple’s Top Paid App of all time
Some Examples:
Link Movie: http://www.youtube.com/watch?v=Non7h41fFvY
FoldIt
46,000 players solved problem of how to fold
proteins in 10 days
(scientists had failed 15 years to solve it)
Sourc...
Bottle Bank Arcade
50x more usage than nearby bottle return
Sources: http://www.thefuntheory.com/bottle-bank-arcade-machin...
Call Center
15% call time reduced, 8-12% increased sales
Sources: http://online.wsj.com/article/SB100014240529702042945045...
Speed Camera Lottery
32 km -> dropped to 25 km
Sources: http://www.thefuntheory.com/speed-camera-lottery-
Sources: http://www.thefuntheory.com/worlds-deepest-bin
World’s Deepest Bin
41 KG more trash
Sources: http://www.thefuntheory.com/piano-staircase
The Piano Staircase
66% more use the musical stairs
Chevrolet Volt
53% reduction in speeding cars
Sources: https://seogadget.co.uk/5-new-examples-of-gamification/
http://ente...
Why a Contact Center?
Coxen, A. Top 10 call center problems [http://www.callcentrehelper.com/the-
top-ten-call-centre-problems-12637.htm]
Psychology background
Pavlov Skinner Maslov Richard Ryan
& Edward Deci
Pavlov Skinner Maslov Richard Ryan
& Edward Deci
Classical Conditioning
Pavlov Skinner Maslov Richard Ryan
& Edward Deci
Operant Conditioning
Pavlov Skinner Maslov Richard Ryan
& Edward Deci
The need for Self - Actualisation
Experience purpose, meaning
and realisi...
Pavlov Skinner Maslov Richard Ryan
& Edward Deci
`
Extrinsic MotivationAmotivation
Perceived non-
contingency
Low perceive...
Game Theory
MDA Framework
This framework is created by Robin Hunicke, Marc LeBlank and Robert Zubek. Hunick, R.,
LeBlanc, M., Zubek, R...
MDA Framework
The Most Commonly used elements
Leaderboard Badges Levels Points
Source: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test
Bartle Test
Defined by:
Killers
A focus on wining, rank,
and direct peer-to-peer
competition.
Engaged by:
Leaderboards, Ranks
Defined by:
Achiever
A focus on attaining status and
achieving preset goals quickly
and/or completely.
Engaged by:
Achieve...
Defined by:
Socializer
A focus on socializing and a drive
to develop a network of friend
and contacts.
Engaged by:
Newsfee...
Defined by:
Explorer
A focus on exploring and a drive
to discover the unknown.
Engaged by:
Obfuscated Achievements
Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Dyn...
Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Dyn...
Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Cha...
Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Com...
2013
Contact CenterGamification
Designed for
Contact Centers
Customized for
Each Client
SAAS Platform
No Customer
Data Saved
Real-Time
Connection
CMS to C...
Own avatar
Options
Configuration Management
System
Platform Infrastructure
Some Examples:
+
Each PONY is Uniquely Designed
for Each Client
EXAMPLE
KANA Express PONY Platform
Points
SLA
Difficulty
Use of
Knowledge Base
First Try
Activity
Points
Badges
Level and Scores
Leaderboard
Leaderboard
Activities
Adding the Fun Element
Questions? Contact me!
chris@engageit.co
http://www.engageit.co
http://twitter.com/chrisvdberg
http://www.chrisvdberg.com
...
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
Gamify a contact center
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  • .
  • Ebay: http://www.gamification.co/gbase-entry/ebay/Microsoft: http://www.gamifiedenterprise.com/tag/microsoftSamsung: http://www.gamification.co/2011/11/08/samsung-among-the-first-to-innovate-with-badgevilles-behavior-platform/
  • Link movie: http://www.youtube.com/watch?v=Non7h41fFvY
  • http://fold.ithttp://enterprise-gamification.com/index.php/en/factsMental rotation: this game may cater more towards male players75% of people had no prior background in biochemistryFour top reasons to play quoted were: Purpose, Achievement, Immersion, Social
  • http://www.thefuntheory.com/bottle-bank-arcade-machinehttp://enterprise-gamification.com/index.php/en/facts
  • http://online.wsj.com/article/SB10001424052970204294504576615371783795248.htmlhttp://enterprise-gamification.com/index.php/en/factsLiveOps Inc., which runs virtual call centers, uses gaming to help improve the performance of its 20,000 call agents—independent contractors located all over the U.S. Starting last year, the company began awarding agents with virtual badges and points for tasks such as keeping calls brief and closing sales. Leaderboards allow the agents to compare their achievements to others.Since the gamification system was implemented, some agents have reduced call time by 15%, and sales have improved by between 8% and 12% among certain sales agents, says Sanjay Mathur, vice president of product management at LiveOps, Santa Clara, Calif.
  • 41 kg more of therei trash
  • 41 kg more of therei trash
  • https://seogadget.co.uk/5-new-examples-of-gamification/http://enterprise-gamification.com/index.php/en/facts
  • Add 2 psychologie gastenRichard Ryan & Edward Deci
  • Add 2 psychologie gastenRichard Ryan & Edward Deci
  • Add 2 psychologie gastenRichard Ryan & Edward Deci
  • Add 2 psychologie gastenRichard Ryan & Edward Deci
  • Add 2 psychologie gastenRichard Ryan & Edward Deci
  • Mechanics describes the particular components of the game, at the level of data representation and algorithms. Dynamics describes the run-time behavior of the mechanics acting on player inputs and each othersoutputs over time. Aesthetics describes the desirable emotional responses evoked in the player, when she interacts with the game system.
  • Make it xinyu style.. :DSource: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test Test yourself:http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
  • Make it xinyu style.. :DSource: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test Test yourself:http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
  • Make it xinyu style.. :DSource: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test Test yourself:http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
  • Make it xinyu style.. :DSource: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test Test yourself:http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
  • Make it xinyu style.. :DSource: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test Test yourself:http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
  • Transcript of "Gamify a contact center"

    1. 1. Gamify a Contact Center!
    2. 2. Who is Chris?
    3. 3. 2006
    4. 4. 2008
    5. 5. 2008
    6. 6. 2012
    7. 7. Research Topic Will Gamification work in a contact center?
    8. 8. 2013
    9. 9. Contact CenterGamification
    10. 10. Designed for Contact Centers Customized for Each Client SAAS Platform No Customer Data Saved Real-Time Connection CMS to Configure the Rules
    11. 11. But First: What is Gamification?
    12. 12. Gamification is the use of game design technique, game thinking and game mechanics to enhance non- game contexts. Deterding. S, Dixon. D, Khaled, R. Nacke. L. From Game Design Elements to Gamefulness: Defining “Gamification”. ACM, Finland, 2011, 9-14
    13. 13. Game Mechanism Game Design Thinking Non-game Context
    14. 14. Deterding. S, Dixon. D, Khaled, R. Nacke. L. From Game Design Elements to Gamefulness: Defining “Gamification”. ACM, Finland, 2011, 9-14
    15. 15. Why Gamification?
    16. 16. M2 research reported that Gamification will be a 2.8B industry by 2016. --M. Burke and T. Hiltbrand (2001)
    17. 17. According to Gartner, by 2015 more than 50 percent of organizations that manage innovation processes will Gamify those processes. Gartner (the world’s leading information technology research and advisory company)By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes [http://www.gartner.com/it/page.jsp?id=1629214]
    18. 18. A research report by Colin Sebastian registered the global Game industry will generate 80 billion in revenue in 2014, the interest in games is very high. Colin Sebastian http://bit.ly/o559s0
    19. 19. …the current generation has grown up with technology, and especially video Games, as a part of everyday life. --M. Burke and T. Hiltbrand (2001)
    20. 20. “Suddenly, Gamification is the hot new business concept with many of the world’s most admired companies signing on.” -Fortune, Oct.17, 2011
    21. 21. Flight Control one of the top 5 most stressful jobs
    22. 22. Flight Control Game Apple’s Top Paid App of all time
    23. 23. Some Examples:
    24. 24. Link Movie: http://www.youtube.com/watch?v=Non7h41fFvY
    25. 25. FoldIt 46,000 players solved problem of how to fold proteins in 10 days (scientists had failed 15 years to solve it) Sources: http://fold.it http://enterprise-gamification.com/index.php/en/facts
    26. 26. Bottle Bank Arcade 50x more usage than nearby bottle return Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine http://enterprise-gamification.com/index.php/en/facts
    27. 27. Call Center 15% call time reduced, 8-12% increased sales Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html http://enterprise-gamification.com/index.php/en/facts
    28. 28. Speed Camera Lottery 32 km -> dropped to 25 km Sources: http://www.thefuntheory.com/speed-camera-lottery-
    29. 29. Sources: http://www.thefuntheory.com/worlds-deepest-bin World’s Deepest Bin 41 KG more trash
    30. 30. Sources: http://www.thefuntheory.com/piano-staircase The Piano Staircase 66% more use the musical stairs
    31. 31. Chevrolet Volt 53% reduction in speeding cars Sources: https://seogadget.co.uk/5-new-examples-of-gamification/ http://enterprise-gamification.com/index.php/en/facts
    32. 32. Why a Contact Center?
    33. 33. Coxen, A. Top 10 call center problems [http://www.callcentrehelper.com/the- top-ten-call-centre-problems-12637.htm]
    34. 34. Psychology background
    35. 35. Pavlov Skinner Maslov Richard Ryan & Edward Deci
    36. 36. Pavlov Skinner Maslov Richard Ryan & Edward Deci Classical Conditioning
    37. 37. Pavlov Skinner Maslov Richard Ryan & Edward Deci Operant Conditioning
    38. 38. Pavlov Skinner Maslov Richard Ryan & Edward Deci The need for Self - Actualisation Experience purpose, meaning and realising all inner potentials Esteem Need The need to be a unique individual with self- respect and to enjoy general esteem from othersLove and Belonging Needs The need for belonging, to receive and give love, appreciation, friendship. Security Need The basic need for social security in a family and a society that protects against hunger and violence. The Physiological Needs The need for food, water, shelter and clothing
    39. 39. Pavlov Skinner Maslov Richard Ryan & Edward Deci ` Extrinsic MotivationAmotivation Perceived non- contingency Low perceived competence Non-relevance Non-intentionality Intrinsic Motivation Interest / Enjoyment Inherent Satisfaction Internal Integration Hierarchical synthesis of goals Congruence Internal Identification Conscious valuing of activity Self-endorsement of goals Somewhat Internal Introjection Ego involvement Focus on approval from self or others Somewhat External External Regulation Salience of extrinsic rewards or punishments Compliance / Reactance ExternalImpersonal
    40. 40. Game Theory
    41. 41. MDA Framework This framework is created by Robin Hunicke, Marc LeBlank and Robert Zubek. Hunick, R., LeBlanc, M., Zubek, R., MDA: A Formal Approach to Game Design and Game Research [http://www.cs.northwestern.edu/~hunicke/MDA.pdf] Mechanics Functioning components Dynamics Interactions Aesthetics Fun Parts
    42. 42. MDA Framework The Most Commonly used elements Leaderboard Badges Levels Points
    43. 43. Source: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test Bartle Test
    44. 44. Defined by: Killers A focus on wining, rank, and direct peer-to-peer competition. Engaged by: Leaderboards, Ranks
    45. 45. Defined by: Achiever A focus on attaining status and achieving preset goals quickly and/or completely. Engaged by: Achievements
    46. 46. Defined by: Socializer A focus on socializing and a drive to develop a network of friend and contacts. Engaged by: Newsfeeds, Friend List, Chat
    47. 47. Defined by: Explorer A focus on exploring and a drive to discover the unknown. Engaged by: Obfuscated Achievements
    48. 48. Pyramid of Gamification Elements By Prof. Kevin Werbach http://keepexploring.hubpages.com/hub/Elements-of-Gamification Dynamics Mechanics Components
    49. 49. Pyramid of Gamification Elements By Prof. Kevin Werbach http://keepexploring.hubpages.com/hub/Elements-of-Gamification Dynamics Constraints Emotions Narrative Progression Relationships Big – picture aspects; “Grammar”
    50. 50. Pyramid of Gamification Elements By Prof. Kevin Werbach http://keepexploring.hubpages.com/hub/Elements-of-Gamification Challenges Chance Competition Feedback Resource Acquisition Rewards Transactions Turns Win states Processes that drive action forward; “verbs” Mechanics
    51. 51. Pyramid of Gamification Elements By Prof. Kevin Werbach http://keepexploring.hubpages.com/hub/Elements-of-Gamification Components Achievements Avatars Badges Boos Fights Collections Combat Content Unlocking Gifting Specific instantiations of mechanics and dynamics; “nouns” Leaderboards Levels Points Quests Social Graph Teams Virtual Goods
    52. 52. 2013
    53. 53. Contact CenterGamification
    54. 54. Designed for Contact Centers Customized for Each Client SAAS Platform No Customer Data Saved Real-Time Connection CMS to Configure the Rules
    55. 55. Own avatar Options
    56. 56. Configuration Management System
    57. 57. Platform Infrastructure
    58. 58. Some Examples:
    59. 59. +
    60. 60. Each PONY is Uniquely Designed for Each Client EXAMPLE
    61. 61. KANA Express PONY Platform
    62. 62. Points SLA Difficulty Use of Knowledge Base First Try Activity Points
    63. 63. Badges
    64. 64. Level and Scores
    65. 65. Leaderboard Leaderboard
    66. 66. Activities
    67. 67. Adding the Fun Element
    68. 68. Questions? Contact me! chris@engageit.co http://www.engageit.co http://twitter.com/chrisvdberg http://www.chrisvdberg.com Chris van den Berg

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