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Enterprise Gamification

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Since 2010, the word ‘Gamification’ has been making the rounds and is still one of the most misunderstood business terms. When the term ‘Gamification’ is brought up, most people think of it as some …

Since 2010, the word ‘Gamification’ has been making the rounds and is still one of the most misunderstood business terms. When the term ‘Gamification’ is brought up, most people think of it as some sort of a 'Game' with a beautiful UI, Levels, Mission and Multi Player system. Gamification is not a ‘Game Game’ but a more meaningful and powerful concept. Gamification is the use of Gaming Dynamics...more

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  • 1. White Paper on SOCIAL EMPLOYEE RECOGNITION - ENTERPRISE GAMIFICATION By Naval Vithalani Zensar Consulting Team Naval Vithalani is the Social Media, Loyalty and Mobility Lead with Zensar Technologies Consulting Practice. He specializes in Social CRM, Enterprise Engagement programs and Customer engagement strategies for customers across vertical industries. Naval comes with a vast experience in Retail and Manufacturing industries.© Zensar Technologies 2012 www.zensar.com
  • 2. EXECUTIVE SUMMARY Since 2010, the word ‘Gamification’ has been making the rounds and is still one of the most misunderstood business terms. When the term ‘Gamification’ is brought up, most people think of it as some sort of a Game with a beautiful UI, Levels, Mission and Multi Player system. Gamification is not a ‘Game Game’ but a more meaningful and powerful concept. Gamification is the use of Gaming Dynamics and Mechanics to achieve business objectives. Objectives could be external (customer, reviewers, investors) or could be internal (associates, agents). Gamification can be used across age groups and still have the impact desired. If an activity is Gamified it can change human behaviour. Think about it, how would a consumer goods company react to if you could change the way their customers behave / consume? THE ENTERPRISE GAMIFICATION CHALLENGE Over the past couple of years, organizations across industries have invested huge sums in Business Process Improvement projects, Employee Training and Motivation projects. How many of them consider to have achieved the provable nirvana that the systems promised - Very few. No matter how much an organization invests in improving systems, processes or morale somehow it usually fails or doesnt achieve the expected results. So what’s going on here, why arent all the initiatives raising the organizational boat to higher productivity - the reason is people arent motivated enough to perform. Then there are incidents in every organization where they invested millions in getting a Collaboration and Knowledge Management platform but the adoption is near zero. Countless functions are still run based on a few people and the organizational growth is hampered. Gamification can be effectively used to improve the adoption of newer technology and helps create healthy competition in an organization. When an organization invests in systems, it’s not taken as a challenge by the associates / agents but as one more thing that has changed. The challenge is to take an activity and convert it from being boring to interesting. ENTERPRISE GAMIFICATION INTRODUCTION The Gamification is not about creating a video game, it’s about recognizing the psychological triggers that make games engaging, and applying them in appropriate ways for the business. It’s the use of Gaming principles and applying them to real world problems Gaming Layer is about modifying people’s behaviour by tapping into the psychological triggers that prompt them to behave in a particular way and to take action by keeping them interested and© Zensar Technologies 2012 www.zensar.com
  • 3. engaged. Gaming Layer is about understanding what motivates us and then changing the rules of the games accordingly. The corporate environment has undergone a huge change in the past 10yrs; today nearly 25% of employees are from Gen Y born in the late 1980s and early 1990s. They are ‘digital natives’ who have already spent considerable time on some kind of gaming platform or the other and who need a positive feedback mechanism to help achieve results. The process of transforming boring activities to interesting ones is achieved by the use of Gamification. The trick is to incorporate certain principles of Gamification, to make any activity Fun, Challenging and Exciting. By leveraging on the basic human behaviour Achievement, Wins, Envy any activity can be made interesting. Its said that with the proper mix of Gaming Mechanics and Gaming Dynamics you can motivate someone to do almost anything. Before deep diving into Gamification; time to ponder on an important point. Remember the video game era of 1980s and the most famous of them Donkey Kong. Now ask yourself a question, how you reacted when a sibling or a mate got a high score. Did you let it be, or did you pull the gaming console from their hands and try to beat the high score. THAT’S GAMIFICATION FOR YOU. THE 4 I’ OF GAMIFICATION Involvement - Gamification fosters increased participation by increasing the number of times the employee performs an activity. The involvement is higher if the employee is incentivized with relevant rewards. Interaction - It is not just about attending say a training session, but also how long the employee helps build the organization knowledge base by taking some training. By setting up a ‘Task-Reward’ dynamic employees can be influenced to act in a particular manner. Intimacy - Gamification provides a channel to convert employees into ‘Influencers’ and ‘Advocates’. By incentivizing people with badges and virtual goods for various activities we can convert an employee into an ‘Advocate’. Influence - By incentivizing behaviour Gamification helps the business create influencers in the marketplace.© Zensar Technologies 2012 www.zensar.com
  • 4. APPLYING GAMIFICATION Applying Gamification in any organization is a huge challenge; it not only requires a proper design to keep the game interesting and relevant but also deals with the ‘human’ factor. Here’s an example how Knowledge Sharing can be Gamified Objective – To increase Knowledge sharing and Collaboration across the organization. Virtual Currencies – Virtual currency can be rewarded to the employees for every task that they undertake and for every time they beat the clock. Virtual currencies can later be converted to real world rewards like gift cards etc. This conversion helps increase motivation amongst others to execute the tasks and get rewards. Badges – Employees who share on the Collaboration / Knowledge Management platforms earn Badges and slowly move up the Hierarchy from a Rookie to a Special Agent. These Badges can be displayed on the employees personal profile page on the intranet. Leader boards – Leader boards give a sense of achievement to the employee and also acts as a major motivator for other employees. Leader Boards are very powerful motivators where employees compete against each other to reach the top spot. Employees who are most active on the Collaboration / Knowledge Management platform move up the leader boards. Fig 2 - The Engagement Loop© Zensar Technologies 2012 www.zensar.com
  • 5. Cross Functional Competition – Having an inter-departmental Leader board helps in creating the environment for various functions in the organization can compete against each other. This creates a sense of cross organizational competition aimed at achieving the organizational goals. This helps create an environment of healthy competition in the organization. Way Forward When designed properly, Gamification helps create a healthy competition across the organization aimed at meeting the strategic goals. KEY POINTS OF GAMIFICATION • Know your Gamer and their motivations • Design a Journey • Make it Fun • Make it easy to play and yet difficult to master • Give Feedback and show progress • Reward every action • With Dynamics you can get anyone to act the way you want them to • Renewed engagement • Leverage existing systems ZENSAR TECHNOLOGIES Zensar Technologies is among the top 20 software services providers from India. Zensars industry expertise spans across Manufacturing, Retail, Healthcare, Banking Financial Services and Insurance. Zensar has more than 7000 associates with sales and operations presence across USA, UK, Europe, Middle East, South Africa, Singapore, China, Australia and Japan. The Company delivers comprehensive services in mission-critical applications, enterprise applications, e-business, BPO and Knowledge Services. The Company has developed tools and methodologies, including the proprietary Solution BluePrint (SBP), which enables its clients with innovative business solutions and a rapid go-to market capability. The Company supports Fortune 500 clients with software business solutions that help them compete in the digital economy. For more information write into Marcom@zensar.com© Zensar Technologies 2012 www.zensar.com

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