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Gamification in the Workplace
Michael Fauscette,
Group VP, Software Business Solutions
about.me: www.mfauscette.me
@mfauscette
@mfauscette
2
@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
@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?

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@mfauscette
Experiences
§  Employee – Customer – Partner
§  Fun
§  Engaging
5
@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
@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
@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

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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
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10
@mfauscette
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12
Expectations Experience
Satisfaction
Getting
it “right”

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Over the last 5-plus years, the high-tech industry has gone through a revolution - a customer revolution. While we've all felt the effects of enormous disruptions to the world's economy, we've also been lucky enough to have witnessed and contributed to an incredible transformation in how we communicate, share knowledge and work with one another. As a result, our prospects and customers have taken near-complete control of the sales cycle. Your prospects are actually 70% through the sales pipeline BEFORE ever talking to a sales rep.

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@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)
@mfauscette
14
@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
@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

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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
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@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
@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
@mfauscette
Community Best Practices
§  Communities are not a “field of dreams”
§  Professional management
§  Analytics drive engagement
§  Gamification
§  Trust
§  Keep it Fresh
20

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Productivity Growth vs. Jobs Growth
Source: U.S. Customer Care BPO Services Survey, August 2011
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Productivity
Gap
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Enterprise Systems are Changing
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Automation
Limit
Systematic
support for ad
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Sense and Respond
25
@mfauscette
Collaborative and Connected Workforce?
26
@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
@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

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Selon le fondateur de Grovo, start-up spécialisée dans le microlearning, quelques minutes d'attention valaient mieux qu'un long discours en matière de formation. «Comment et quand vous apprenez est en fait plus important que ce que vous apprenez».

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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
@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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2013 Gamification in the Workplace

  • 1. Gamification in the Workplace Michael Fauscette, Group VP, Software Business Solutions about.me: www.mfauscette.me @mfauscette
  • 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. @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. @mfauscette Experiences §  Employee – Customer – Partner §  Fun §  Engaging 5
  • 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. @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. @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. @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
  • 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)
  • 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. @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. @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. @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. @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. @mfauscette Community Best Practices §  Communities are not a “field of dreams” §  Professional management §  Analytics drive engagement §  Gamification §  Trust §  Keep it Fresh 20
  • 22. @mfauscette Productivity Growth vs. Jobs Growth Source: U.S. Customer Care BPO Services Survey, August 2011 22 Productivity Gap
  • 23. @mfauscette Enterprise Systems are Changing 23 Automation Limit Systematic support for ad hoc decisions
  • 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. @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. @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. @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