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Gamify a contact center

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Gamification in Contact Centers....

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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

Gamify a contact center Gamify a contact center Presentation Transcript

  • 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 Configure the Rules
  • But First: What is Gamification?
  • 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
  • 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, Finland, 2011, 9-14
  • 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 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]
  • 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
  • …the current generation has grown up with technology, and especially video Games, as a part of everyday life. --M. Burke and T. Hiltbrand (2001)
  • “Suddenly, Gamification is the hot new business concept with many of the world’s most admired companies signing on.” -Fortune, Oct.17, 2011
  • 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) Sources: http://fold.it http://enterprise-gamification.com/index.php/en/facts
  • 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
  • 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
  • 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://enterprise-gamification.com/index.php/en/facts
  • 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 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
  • 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
  • Game Theory
  • 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
  • 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: Achievements
  • Defined by: Socializer A focus on socializing and a drive to develop a network of friend and contacts. Engaged by: Newsfeeds, Friend List, Chat
  • 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 Dynamics Mechanics Components
  • 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”
  • 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
  • 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
  • 2013
  • Contact CenterGamification
  • Designed for Contact Centers Customized for Each Client SAAS Platform No Customer Data Saved Real-Time Connection CMS to Configure the Rules
  • 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 Chris van den Berg