Gamification in the Workplace

Michael Fauscette, Group VP, Software Business Solutions

about.me: www.mfauscette.me @mfauscette

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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

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What is Gamification?

§  Business strategy

§  Application of game mechanics to drive or change behavior

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What behavior? Importance to Business Strategy? How Game Theory Can be Applied?

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Experiences

§ Employee – Customer – Partner

§  Fun

§  Engaging

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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

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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

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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

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The Goal of Business is to Create a Customer

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Peter Drucker

The Goal of The Customer is to Fill a Need (or want, desire, etc.)

Me

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Expectations Experience

Satisfaction

Getting it “right”

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Building an ongoing customer relationship

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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)

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Why?

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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

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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

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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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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

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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

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Community Best Practices

§  Communities are not a “field of dreams”

§  Professional management

§  Analytics drive engagement

§  Gamification §  Trust

§  Keep it Fresh

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Productivity Growth vs. Jobs Growth

Source: U.S. Customer Care BPO Services Survey, August 2011 22

Productivity Gap

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Enterprise Systems are Changing

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Automation Limit

Systematic support for ad hoc decisions

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Sense and Respond

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Collaborative and Connected Workforce?

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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”

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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.)

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And Remember…

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•  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

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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

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