Class project for MTKG 3250- Buyer Behavior

1. Salesforce Gamification Report
22 March 2019
&
Salesforce Gamification Design
Driving employee engagement & usage in Salesforce CRM

2. Susie Pomerinke | Buyer Behavior-12:30 | 22 March 2019

3. Business Objectives
How should Gamification benefit the organization as a whole?
The adoption of the Salesforce customer relationship management (CRM) platform by loan
officers is an important goal for Cornerstone Home Lending. As is, many officers do not use
Salesforce because they find the program difficult to use and believe that there is a large learning
curve associated with its usage (before it would become effective for their business overall).
Gamification of the Salesforce CRM will take this stigma away from the program; by creating a
game like system in which loan officers can achieve statuses, earn badges and collect trophies,
Salesforce will be less of a daunting task that LOs must tackle. Instead, it will become a fun way
loan officers can compete against one another in a friendly manner. Gamification of Salesforce
will also accomplish these goals:
 Improving the prequal conversion rate
 Increasing brand loyalty
 Improving borrowers in loan experience
 Growing loan officer team efficiencies
 Improving loan officer satisfaction with work overall
Target Behavior
What behaviour is expected of players? What behaviour should be rewarded?
Overall, the goal of the gamification of Salesforce is to improve and enhance loan officer’s
interaction with the platform. The main goal of driving loan officers to use Salesforce is to
improve their business pipeline in general. If a loan officer is fully engaged with Salesforce, they
have efficient database marketing, have a more organized pipeline, and are overall more
productive than loan officers who do not engross with Salesforce.
 Logging into the platform
 Completing pre-assigned database
tasks
 Creating a new lead
 Logging a call
 Creating a task associated with a
contact or lead
 Placing a contact or lead into a list
 Running a pipeline report
 Sending a mass email to a list
 Assigning a client or real
estate agent to a
DripCampaign
 Sending birthday cards
 Following a report
 Creating a new dashboard
 Following another user
 Creating a post
 Liking or commenting on a post in a
group
 Following a loan

4.  Transferring a task to another user
 Uploading a photo
 Updating profile
The Players
Who should be playing this Gamified system?
According to Richard Bartle’s “Test of
Psychology”, people who play games
can be divided into four simple
categories- killers, achievers,
socialites & explorers.
Our Salesforce gamification will
create goals for each of these player
types. Overall, this will make sure all
types of loan officers will stay
engaged with the “game” and
Salesforce overall.
Moreinfo: https://www.interaction-design.org/literature/article/bartle-s-player-types-for-gamification
Target market specifics (our “muse”):
 Loan officer at Cornerstone Home Lending
 Uses Salesforce account sparingly or not at all
 Motivation to improve their business performance
 Competitive nature, likes to receive immediate feedback from their activities and compare
that to others
 Plays games like Candy Crush or Farmville in their free time
 Works well with others and makes friends around the office easily
Activity Loops

5. Salesforce Gamification Report
22 March 2019
The Fun
Where’s the fun in the Gamified system? What type of fun is it?
Our gamified system aims to increase loan officer engagement with Salesforce, but we also want
it to be fun for loan officers. If the system is not fun, people will not participate, and our goal will
not have been met. Here’s the elements we want to include to make the system fun:
 Design- a design with some playful elements; i.e. bright colors, animated icons for trophies
and badges, gifs when earning a badge or trophy
 Language- addressing the players in a warm and personal manner; i.e. “you’re killer!”
 Social- ability for loan officers to pick other members to compete against on certain
challenges for an allotted amount of time; i.e. choose another LO (or a few) to see who can
log the largest amount of calls in a week
 Humor- funny badges & trophies for obfuscated tasks; i.e. a badge for logging in two
Tuesdays in a row
Appropriate Tools
Dynamic Use Mechanics Components
Emotional
reinforcement
Encourage LO satisfaction with
Salesforce
 Feedback
 Win states
 Content unlocking
 Badges
 Achievements
Motiviation
ActionFeedback
Upon login, loan officer will be
prompted with a message asking
them if they would like to compete
today
Salesforce will then suggest an easy task
for them to complete to earn some points
After the task has been completed, Salesforce
will direct them to the Leaderboard page &
show their rank

6. Relationships
Encourage discussion between players
about Salesforce and how they can
use it in business plan
 Cooperation
 Competition
 Transactions
 Avatars
 Social graph
 Gifting
 Teams
 Leaderboards
Progression
Encourage continued engagement
from LO in game system
 Challenges
 Rewards
 Quests
 Points
 Levels
 Achievements
Sources
https://cdu.edu.au/olt/ltresources/downloads/whitepaper-
introductiontogamification-130726103056-phpapp02.pdf
https://www.interaction-design.org/literature/article/bartle-s-player-types-for-
gamification