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Gamification in employee engagement - 10 compelling case studies - Manu Melwin Joy

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Apple Bee Case Study
Aspire
DWP Case Study
Idea Street
KEAS Success Story
Kudos Badges
LIVE OPS Case Study
Loyalty One Case Study
Microsoft Case Study
Next Jump Case Study

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Gamification in employee engagement - 10 compelling case studies - Manu Melwin Joy

  1. 1. 10 Compelling Case Studies Gamification in Employee Engagement
  2. 2. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
  3. 3. 10 Compelling Case Studies 1. Apple Bee Case Study 2. Aspire 3. DWP Case Study 4. Idea Street 5. KEAS Success Story 6. Kudos Badges 7. LIVE OPS Case Study 8. Loyalty One Case Study 9. Microsoft Case Study 10. Next Jump Case Study
  4. 4. Apple Bee Case Study • With an employee turnover rate of 135%, the restaurant industry must invest significant sums to cover the cost of repeat employee recruiting and onboarding.
  5. 5. Apple Bee Case Study • To increase employee retention and “combat churn,” RMH Franchise Corp., one of the largest franchisees in the Applebee’s system, turned to gamification.
  6. 6. Apple Bee Case Study • The franchise launched Bee Block, a website operated by Bunchball, to foster employee engagement and loyalty.
  7. 7. Apple Bee Case Study • Designed to improve punctuality, sales and service, the game provides each employee an online profile and trophy case.
  8. 8. Apple Bee Case Study • Leaderboards track the activities Applebee’s wants to reinforce, including clocking in on time or selling brownie bites, and issues “Bee Block Missions” such as upselling appetizers or growing check averages.
  9. 9. Apple Bee Case Study • Participation is encouraged by “Bee TV” – televisions in each restaurant where employees can view real- time data on themselves and their peers.
  10. 10. Apple Bee Case Study • “Seventy three percent of our employees are under 31 years old, making them a prime target for gamification,” noted Robin Jenkins, regional marketing manager for RMH.
  11. 11. Apple Bee Case Study • Since the program was launched in December 2013, more than 3,000 users have generated 30,000 sessions, Jenkins said.
  12. 12. Apple Bee Case Study • Check averages have gone up and employee turnover has dropped by more than 20% – all without the use of any tangible rewards.
  13. 13. Apple Bee Case Study • The company does plan to add rewards in the next iteration but, according to Jenkins, they will be “status and reputation building” such as offering kitchen staff different-colored chef jackets to denote their higher status within the game.
  14. 14. Apple Bee Case Study • RMH also plans to integrate social media into the program so that users can share the badges they’ve earned or get rewarded for using company hashtags.
  15. 15. ASPIRE Gamification in Employee Engagement
  16. 16. CISCO • Cisco use gamification across a number of key programs. One program where they have extensively incorporated gamification techniques is their Social Media Training Program.
  17. 17. CISCO • This program offers a unique opportunity for employees and contractors at Cisco to build their social media skillset. And the opportunity to leverage the skills they learn is manifold.
  18. 18. CISCO • For example, sales account managers learn to use Twitter to reach their customers and human resources representatives learn to use LinkedIn to reach potential candidates.
  19. 19. CISCO • And, there are many other job roles that benefit through social media, such as marketing (of course!) and product development.
  20. 20. Progression Levels • The Social Media Training Program includes three levels of certification: – Specialist – Strategist and – Master.
  21. 21. Progression Levels • Each level of certification requires players to show increasing levels of social media expertise.
  22. 22. Progression Levels • At the Specialist level, players are required to take 15 courses. At the Strategist level, players are required to take an additional 13 courses and author a blog post.
  23. 23. Progression Levels • And, at the Master level, players are required to 10 courses and create case study illustrating an integrated social media initiative or create a social media strategy.
  24. 24. Progression Levels • In addition, there are also four sub-specializations available: – Social Media for HR – Social Media for Sales – Social Media for Executive Communication Managers – Social Media for Internal Partner Teams
  25. 25. Bring Fun into the Mix with Team Challenges • In addition, the program incorporates team challenges where players can join together in small teams or participate as an entire organization to complete the certification.
  26. 26. Bring Fun into the Mix with Team Challenges • This is an effective way for individuals in an organization to grow new skills together. And players earn badges for completing team challenges.
  27. 27. Firing up Motivation • Learning is often an intrinsically motivated activity. Individuals enjoy the challenge of learning new skills. And, learning new professional skills can help them advance in their careers.
  28. 28. Firing up Motivation • And, when you combine the intrinsic motivation with gamification techniques, this further encourages participation and engagement. The Social Media Training program and the use of gamification drive engagement through various techniques.
  29. 29. Firing up Motivation • Exploration – Players have fun exploring social media topics. There are many courses available, and participants can learn about the different aspects of social media through the courses.
  30. 30. Firing up Motivation • Progression Loops – With three levels of certification, four sub- specializations, and mid-way level accomplishments, players can progress through multiple levels of learning. Each class completed is a small challenge achieved. And, each level of certification is the larger challenge. The goal of the game is to get from Specialist to Master for the core learning track.
  31. 31. Firing up Motivation • Teamwork – Humans are social animals. And, the team challenges allow players to collaborate and compete with each other. Working together as a team to achieve a goal can be fun.
  32. 32. Firing up Motivation • Over 650 individuals have been certified with more than 13,000 courses taken. And, this number continues to grow every day.
  33. 33. DWP Case Study Gamification in Employee Engagement
  34. 34. DWP Case Study • The United Kingdom’s Department of Work and Pensions created an application called Idea Street.
  35. 35. DWP Case Study • The purpose was to increase employee collaboration and facilitate the sharing of new project ideas.
  36. 36. DWP Case Study • The satisfaction of contributing ideas, getting quick feedback, receiving badges, and moving up on the leaderboard has motivated the department’s employees to use the application.
  37. 37. DWP Case Study • Within the first 18 months, about 4,000 employees generated 1,400 new candidate projects on Idea Street.
  38. 38. DWP Case Study • From this, 63 projects have been implemented by the Department.
  39. 39. Idea Street Gamification in Employee Engagement
  40. 40. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
  41. 41. Idea Street • The United Kingdom’s Department of Work and Pensions created an application called Idea Street.
  42. 42. Idea Street • The purpose was to increase employee collaboration and facilitate the sharing of new project ideas.
  43. 43. Idea Street • The satisfaction of contributing ideas, getting quick feedback, receiving badges, and moving up on the leaderboard has motivated the department’s employees to use the application.
  44. 44. Idea Street • Within the first 18 months, about 4,000 employees generated 1,400 new candidate projects on Idea Street.
  45. 45. Idea Street • From this, 63 projects have been implemented by the Department.
  46. 46. KEAS Success Story Gamification in Employee Engagement
  47. 47. KEAS • Keas is an employee wellness platform used by enterprises to maintain lower group health insurance costs and reduce expenses such as unnecessary sick days.
  48. 48. KEAS • Keas employs gamification within its platform, enabling employees from client companies to log in to a personal dashboard to view stats, earn awards for achievements for completing tasks, and even support co-workers for progress towards their goals.
  49. 49. KEAS • CEO Josh Stevens believes what sets Keas apart from other employee wellness platforms is guaranteed engagement -- the company claims its users check in to the platform 10 times per month -- and the social aspect.
  50. 50. KEAS • Employees on the network can compete in team health challenges for rewards such as a reduction of their deductible.
  51. 51. KEAS • "The user sets goals individually that they can report in on every day or their wearable computer can update. You can participate individually or on a team to win prizes. When you're on a team you're eligible for greater prizes. This is by design, because people on teams are more likely to participate."
  52. 52. KEAS • Keas has also published some great data to supplement their platform. Their results include: – Keas users access the platform an average of 10 times per month. – 85% of users say they will use Keas again. – Incapital, a Keas client, saw an average weight loss of 4.4lbs per user after 79% of their employees signed up for Keas.
  53. 53. Kudos Badges Gamification in Employee Engagement
  54. 54. Kudos Badges • Kudos Badges are used by the IBM Connections service. As users gain likes of files and information they share, or as they approve and share links to other files, they can earn these badges.
  55. 55. Kudos Badges • They are displayed with files, and other stats users have, and is a good competitive but non-dramatic way to promote heavy, diverse use of the system for exterior means and exterior ends.
  56. 56. Kudos Badges • Kudos don’t incentivize heavily, but they do seem to work, which high Kudos being a coveted stat on the site.
  57. 57. Kudos Badges • Connections continues as another example, where it implements a gamification package. This is a new concept, gamification examples packages, and Buncbhall’s Nitro is the one of choice for Connections.
  58. 58. Kudos Badges • It’s a mission-oriented system where a user is assigned missions, which are simple and common tasks that can be performed in Connections itself.
  59. 59. Kudos Badges • As missions are completed, levels are earned, and the standing of a user as an expert in the community will be higher.
  60. 60. Kudos Badges • This earns them higher regard and higher respect from others, and gives them a strong and empowered identity within the service.
  61. 61. LIVE OPS CASE STUDY Gamification in Employee Engagement
  62. 62. LIVE OPS CASE STUDY • Live Ops, a call center outsourcing firm with more than 20,000 independent agents from across the nation who work from home.
  63. 63. LIVE OPS CASE STUDY • It wanted to gamify its employees’ activities in order to engage them in their work and decrease their turnover rate.
  64. 64. LIVE OPS CASE STUDY • Andre Bourque of Social Media Today describes how the employees interact with their new gamified system.
  65. 65. LIVE OPS CASE STUDY • Employees earned points based on their speed in completing customer service calls, the number of calls they take, and the level of customer satisfaction they receive.
  66. 66. LIVE OPS CASE STUDY • The new program experienced an 80% adoption rate in the first week!
  67. 67. LIVE OPS CASE STUDY • Adopters outperformed non-users by 23% in their call metrics and their length of employment doubled the company’s previous average.
  68. 68. Loyalty One Case Study Gamification in Employee Engagement
  69. 69. Loyalty One Case Study • COLLOQUY Research Director Jeff Berry shared results of two gamificiation initiatives that Toronto- based LoyaltyOne uses to engage its 1,600 employees.
  70. 70. Loyalty One Case Study • The first, LoyaltyOne’s Pass It On program, is an interactive initiative through which every associate is given a bank of points that they can use to reward their peers. Associates can also recognize and thank their peers without awarding points.
  71. 71. Loyalty One Case Study • Leaderboards show how often a player is a recognizer or being recognized. To date, 97% of 1,500 associates are active in the program, and 40% of the recognitions come with no points, “which shows that we’re creating a culture of recognizing as well as rewarding,” Berry said.
  72. 72. Loyalty One Case Study • The second initiative took place in December 2013, when LoyaltyOne launched the Move and Earn program.
  73. 73. Loyalty One Case Study • The company gave all employees a FitBit device through which they could set their own goals for number of steps per day.
  74. 74. Loyalty One Case Study • To date, 59% of employees are participating in the program (up from an industry average of 30%) and they’ve increased the number of steps they take on a daily basis by 27%, Berry said.
  75. 75. Loyalty One Case Study • Both of these programs have contributed to high associate engagement scores with 88% of associates stating that they are proud to work for the company.
  76. 76. Microsoft Case Study Gamification in Employee Engagement
  77. 77. Microsoft • The Challenge: Microsoft has myriad language localization needs for its many products, and ensuring that translations were accurate and made sense was a huge challenge for just one team.
  78. 78. Microsoft • Gamified Solution: Microsoft built a “Language Quality" game, which involved a very simple Silverlight application that let users view screens to check for language accuracy. Microsoft included intentionally poor translations to make sure its employees were actually paying attention.
  79. 79. Microsoft • Results: 4,500 users reviewed 500,000 screens to correct or improve translations based on their native languages. Microsoft Japan actually took a company-wide day off to play the game and ended up winning the leaderboard.
  80. 80. Microsoft • The Windows Language Quality Game is a serious game to ensure the translation quality of software.
  81. 81. Microsoft • Players help verify and correct the translations of software into their own language. The game not only encouraged people to contribute to it by making it fun, but also channeled civic engagement by allowing everyone to help make Windows a better product.
  82. 82. Microsoft • Ross Smith is the Director of Test at Microsoft, and he has been in the software industry for over 20 years. He has 5 software patents, and he is one of the authors of, “The Practical Guide to Defect Prevention.”
  83. 83. Microsoft • He is currently researching the impact of games and social networking tools on management education and requisite skills for new managers. His work led to the creation of 42projects, which is an experiment that uses trust as the basis for promoting individual confidence, risk-taking, and creativity.
  84. 84. Microsoft • His work on productivity gaming for next-generation employees and management initiatives is a great example of how gamification has changed the professional landscape. Such an example is the Windows Language Quality Game, which was a successful initiative to find a cost- effective and fun way to increase the quality of the native language versions of Windows.
  85. 85. How Microsoft Leads with Gamification • Ross understands the shifting demographics of the workforce and believes that companies need to redefine how work “works”. The future generation of employees, Gen Y, has grown up with technology integrated into their daily lives, effectively changing the way today’s world communicates, prioritizes, and produces.
  86. 86. How Microsoft Leads with Gamification • Gen X managers need to understand how to bring out the creativity of Gen Y’s unique talents rather than inhibiting possible risk-taking. To improve upon management and innovation, Ross Smith created productivity games.
  87. 87. How Microsoft Leads with Gamification • Productivity games are a subset of serious games, and they incorporate using game elements to boost engagement and creativity of otherwise dull or difficult tasks. Ross believes that games and collaborative play help motivate and make work fun.
  88. 88. How Microsoft Leads with Gamification • His theory is that collaborative play builds trust among the players, and that trust leads to greater experimentation. A higher degree of experimentation leads to creativity, innovation, and increased personal satisfaction.
  89. 89. How Microsoft Leads with Gamification • In a highly competitive business environment, composure is needed at all levels to ensure a high quality product and quality of life for employees. Composure starts with trust, and trust can be built with productivity games.
  90. 90. Next Jump Case Study Gamification in Employee Engagement
  91. 91. Next Jump Case Study • NextJump, a provider of loyalty and rewards programs, wanted its employees to be more active in order to improve their health and to lower healthcare premium costs.
  92. 92. Next Jump Case Study • So NextJump opened a free office gym, but only 5% of its workforce was using it on a regular basis.
  93. 93. Next Jump Case Study • It then set up a contest where the top 4-5 gym- using employees had a chance to split a $20,000 prize.
  94. 94. Next Jump Case Study • Then it established cross- office, talent-balanced teams and a live leaderboard application, FitRank, to stimulate and track competition.
  95. 95. Next Jump Case Study • Also, it introduced “WOWPoints” ─ virtual currency to incent the behavior.
  96. 96. Next Jump Case Study • This only led to 12% employee participation.
  97. 97. Next Jump Case Study • Now 80% of the workforce exercises there 2+ times per week.

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