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Not All Fun and Games: One Call Center's Performance Success through Gamification
Posted on April 4th 2012
I've written a lot before about gamification, admittedly, one of my favorite topics. A lot of people think the strategy is all about games for consumers, but the application goes deeper than that. Developed correctly, a gamification platform deployed internally across an organization can deliver exceptional performance results. At the Sales 2.0 Conference here in San Francisco this week, industry pioneer Bunchball shared such a case study.
Internal Enterprise Gamification
Live Ops is a trusted partner for companies wanting to outsource their contact center activities to the cloud to provide better service and flexibility. The company's community of more than 20,000 independent call center agents are distributed all over the country, working independently, from home. This virtual distribution bodes well for overhead and scalability, but presents some challenges when it comes to process training and performance standardization. Enter: Bunchball .
Through the "My Work Community" portal, built on Bunchball's Nitro platform, Live Ops was able to train, incentivize, and grow its workforce with remarkable effectiveness. This community featured missions for people to complete around skills and how much time it takes to complete a call, as well as training and customer satisfaction. All this works with incentives, and the incentives are simple: People with more points get more jobs, and therefore make more money.
Just How Effective Is This?
Okay, so it's kinda' neat and interesting, but how many people actually engage with this type of thing? The metrics are astounding.
Introduction of the platform was met with an 80% adoption rate in the very first week. And these adopters were found to have outperformed non-users by 23%, with an average +9% higher rate of customer satisfaction. Further measurement proved that gamification reduced training from an average of four weeks, to 14 hours. That's over three-and-a-half weeks of earned productivity.
This all clearly means one thing: Gamification isn't all fun and games, it's big results.