2013 Gamification in the Workplace

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slides from a webinar on 9/12/2013 sponsored by Enterprise Hive. There is a free replay posted on their web site as well.

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2013 Gamification in the Workplace

  1. 1. Gamification in the Workplace Michael Fauscette, Group VP, Software Business Solutions about.me: www.mfauscette.me @mfauscette
  2. 2. @mfauscette 2
  3. 3. @mfauscette Technology   Disrupters    Cost  take-­‐out   (to  fund   innovation)    Talent  (Skills)   &/or  capacity   gap   IT Challenging Times Changing   Customer   Demands   Increasing   Competition   Challenging   Macro   Conditions   BUSINESS Source: IDC C-Suite Barometer and IDC Research 3 INITIATIVES  2013     Market  Expansion   &  Customer   Experience  1 CONCERNS  2013     Acquire  new   customers  &   reduce  churn  1 INITIATIVES  2013     Find  New  Ways  to   Work     CONCERNS  2013     The  Growing   Productivity  Gap  1 1
  4. 4. @mfauscette What is Gamification? §  Business strategy §  Application of game mechanics to drive or change behavior 4 What behavior? Importance to Business Strategy? How Game Theory Can be Applied?
  5. 5. @mfauscette Experiences §  Employee – Customer – Partner §  Fun §  Engaging 5
  6. 6. @mfauscette 6 Gamification Behavior Modification •  Learning •  Loyalty •  Performance •  Engagement / participation •  Productivity •  Collaboration Game Mechanics •  Achievements •  Appointment Dynamics •  Behavioral Momentum •  Challenges •  Epic Meaning •  Infinite Game Play •  Levels •  Loss Aversion Dynamics •  Etc. Reward •  Recognition •  Points •  Bonuses •  Information •  Access •  Etc. Assess •  Performance •  Productivity •  Sales •  Collaboration •  Sentiment / Reputation •  Completion
  7. 7. @mfauscette 7 Game Mechanics •  Achievements •  Appointment Dynamics •  Behavioral Momentum •  Challenges •  Epic Meaning •  Infinite Game Play •  Levels •  Loss Aversion Dynamics •  Etc. Game Techniques •  Activity Streams (link to existing or new ESN) •  Advancing game levels to keep players interested and challenged •  Badges (public displays) •  Challenges / Quests •  Embedded Games •  Leaderboards •  Real-time Feedback •  Virtual Currency
  8. 8. @mfauscette Behavior Modification - Examples Customer Experience §  Loyalty §  Participation and Community Management §  Increasing Engagement §  Product Input / Feedback §  Commerce §  Lead Generation §  Co-Innovation Employee Experience §  Sales Productivity §  Performance §  Learning §  Participation §  Collaboration §  Increase Usage of Technology §  Product Input / Feedback 8
  9. 9. @mfauscette The Goal of Business is to Create a Customer 9 Peter Drucker The Goal of The Customer is to Fill a Need (or want, desire, etc.) Me
  10. 10. @mfauscette 10
  11. 11. @mfauscette 11
  12. 12. @mfauscette 12 Expectations Experience Satisfaction Getting it “right”
  13. 13. @mfauscette Building an ongoing customer relationship 13 Awareness Discovery Attraction Interaction Purchase Use Cultivation Advocacy (*1) The probability of selling to a new prospect is 5-20% (*2) The probability of selling to an existing customer is close to 70%. Source: IDC Research & Marketing Metrics (*1,2)
  14. 14. @mfauscette 14
  15. 15. @mfauscette Why? 15 Q. What specific initiatives are you planning to conduct using social software for BUSINESS purposes in the next 12 months? N=701, IDC Social Software Survey,, February 2013 0% 5% 10% 15% 20% 25% 30% 35% 40% Internal gamification (particularly behavior analytics) External Gamification (particularly behavior analytics) Internal micro-blog External micro-blog for marketing / customer service/ Crowdsourcing External Discussion forum "Innovation Management (more complex than Prediction market Internal Discussion forum Geo-Social networking "Ideasourcing (tools that are used to collect ideas/ File/Content sharing service Blog/Wiki Online office productivity Peer feedback Web broadcasting Enterprise Social Network (including activity streams) Web chat/voice/video over IP applications (including Recruiting Socialytics (analytic tools and applications used to Application/Video Sharing Public social network for marketing /customer service/ Social Learning Online communities
  16. 16. @mfauscette Business Benefit of Community Acquire New Customers •  Know your customer •  Engage your customer •  Learn about your customer = Sales Intelligence Design Better Products •  Idea sourcing •  Innovation •  Voice of customer 16
  17. 17. @mfauscette Business Benefit of Community Reduce Support Cost •  Peer-to-peer support •  Reduced support tickets •  Better self-service Customer Intelligence Driven Marketing •  Customer data value chain •  Predictive as well as reactive •  On target – 1:1 17
  18. 18. @mfauscette Customer Experience Examples §  Community Engagement – Virtual Mobile Network Provider •  Community Support Only •  Reward Model •  75% of New Subscribers WoM •  Net Promoter Score = 73% •  Almost $0 Marketing Spend 18
  19. 19. @mfauscette Customer Experience Examples §  Community Engagement – Technology Vendor •  Build Community Support Model •  Encourage / reward: engaging with content, using knowledge base, completing surveys, providing product feedback, etc. •  Achievements and Missions •  Result: §  20% reduction in support tickets §  40% increase in forum and knowledge base use §  40% reduction in ticket response time by internal support team 19
  20. 20. @mfauscette Community Best Practices §  Communities are not a “field of dreams” §  Professional management §  Analytics drive engagement §  Gamification §  Trust §  Keep it Fresh 20
  21. 21. @mfauscette 21
  22. 22. @mfauscette Productivity Growth vs. Jobs Growth Source: U.S. Customer Care BPO Services Survey, August 2011 22 Productivity Gap
  23. 23. @mfauscette Enterprise Systems are Changing 23 Automation Limit Systematic support for ad hoc decisions
  24. 24. @mfauscette 24
  25. 25. @mfauscette Sense and Respond 25
  26. 26. @mfauscette Collaborative and Connected Workforce? 26
  27. 27. @mfauscette Employee Experience Example §  Large Consulting Organization •  Increase participation and use of online learning / executive / professional development resources •  Used Points, Achievements and Missions (Guided Learning Paths) •  Rewards for Interaction with Content – Recognition on Public Profiles •  Leaderboard •  After 3 Months: Return Rated >46% Daily / 36% Weekly – Active Users Unlocked 3 Achievements •  6 Months: A User Unlocked Top Achievement •  Training Became “Addicting” and “Fun” 27
  28. 28. @mfauscette Employee Experience Example §  Large Automotive Manufacturer •  Train, Motivate and Support sales, service and parts personnel •  Increase Use of Training and Certification system •  Reward Exploration and Demonstration of Knowledge Gained in the Community •  Tools: Tasks and Missions §  Badges, Levels, Trophy Cases §  Individual and Team Leaderboards §  Trivia Challenges (retention) §  Virtual Dream Garage •  Results §  Day 1 = 100K Unique Hits §  Week 5 - 2X activity §  Correlation between increasing activity and KPI’s (unit volumes, customer satisfaction, etc.) 28
  29. 29. @mfauscette And Remember… 29 •  Gamification is a Strategy not a Technology •  Technology Underpins Strategy (Flexible, Adaptable, Platform) •  Clearly Define Desired Behaviors •  Use Game Mechanics Targeted at Specific Behaviors •  Changing Culture and Process is Generally a Slow Progression •  Gamification for It’s Own Sake = Failure
  30. 30. @mfauscette Michael  Fausce,e     Group  Vice  President   So7ware  Business  Solu:ons     mfausce,e@idc.com     @mfausce,e   About  me:  www.mfausce,e.me   Thank You Blog: www.mfauscette.com IDC Social Business Blog https://idc-insights-community.com/groups/it_agenda/ social-business 30

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