GAMIFICATION IN THE CONTACT CENTERBEST PRACTICES BENEFITS

AND USE CASES

WHO ARE YOU?

WHERE ARE YOU FROM?

WHY ARE YOU HERE TODAY?

TELL US ABOUT YOURSELVES

MEET OUR EXPERTS

DEE NILLES

• +20 YEARS EXPERIENCE – CONTACT CENTER STRATEGY AND INNOVATION

• FOCUS ON EMPLOYEE ENGAGEMENT AND UTILIZATION

• UNTIL RECENTLY, SENIOR BUSINESS PROGRAM MANAGER @ MICROSOFT CONSUMER SUPPORT SERVICES

DR. NICOLA BENEDETTO

• +15 YEARS EXPERIENCE – CONTACT CENTER OPERATIONS

• FOCUS ON PROCESSES OPTIMIZATION AND EMPLOYEE PRODUCTIVITY

• HEAD OF PROCESS ENGINEERING @ COMDATA

TODAY’S AGENDA

WHAT IS GAMIFICATION (AND WHAT IT’S NOT)

WHEN AND WHY GAMIFICATION

HOW TO PLAN AND IMPLEMENT GAMIFICATION PROJECTS

WHAT TO EXPECT

WHAT IS GAMIFICATION?

USING GAME-BASED MECHANICS, AESTHETICS AND GAME THINKING TO ENGAGE PEOPLE, MOTIVATE ACTION, PROMOTE LEARNING, AND SOLVE PROBLEMS

Prof. Karl Kapp

INCREASE EMPLOYEE VALUE THROUGHOUT THEIR TENURE

New Hire

10

8

6

4

2

0

-2

-4

-6

Onboarding

Productivity

Mastery Attrition

GAMIFICATION –WHEN AND WHY?

WHAT CHALLENGE?

WHY NOW?

WHY GAMIFICATION?

FOR MICROSOFT, THE CONTACT CENTER WAS GETTING MORE CHALLENGING

LessAutonomy

Choice

Emotional engagement

Meaningful

MoreChannels

Product knowledge

Self-help options

Results

INCENTIVES WERE JUST NOT ENOUGH ANYMORE!

COMDATA: FOLLOWING CUSTOMERS EVOLVING NEEDs MAKES MANAGMENET MORE COMPLEX

LessAgents managing entire process

Autonomy & empowerment

“Freedom of choice”

consolidatated knowledge

MorePressure to

• reduce service costs

• increase efficiency

Requirements for • Specialization

• work fragmentation

• flexibility across services and customers

GREATER EFFICIENCY THROUGH GREATER COMMITMENT

PLANNING YOUR GAMIFICATION PROJECT

WHAT PREPERATION WORK WAS NEEDED?

WHO WERE THE STAKEHOLDERS?

HOW DID YOU WORK WITH THEM?

MICROSOFT – THE JOURNEY BEGINS

WHAT RESULTS DO WE WANT TO IMPROVE?

IDENTIFY BUSINESS CASE

WHAT BEHAVIORS EFFECT DESIRED OUTCOMES

DESIRED OUTCOMES

WHO NEEDS TO BE INVOLVED?

CREATE PROJECT TEAM

DEFINE PROJECT ROLES AND MEETING TIMELINE

GOVERNANCE

• BUSINESS CASE

• PROJECT PLAN

• ROI ANALYSIS

• RISK ANALYSIS

• GENERATE EXCITEMENT

PROJECT BEGINS

COMDATA GROUP

A DIFFERENT APPROACH FOR BUSINESS PROCESSES OUTSOURCING INDUSTRY:

1) Understand business need or opportunity

2) Analyze data and identify solutions

3) Test it and measure results

4) Define a business case

5) Implement solutions

PROJECT PLANNING INITIATION

ContentBusiness Objectives

Setup

03DEFINE AND CREATE OR ADAPT CONTENT SUCH AS NOTIFICATIONS AND LEARNING ITEMS

02GATHER INFORMATION AND ALIGN WITH REGARDS TO BUSINESS OBJECTIVES, DESIRED BEHAVIORS AND TARGET AUDIENCES.

01IDENTIFY CORE PLATFORMS AND SYSTEMS WHICH WILL BE EFFECTED OR USED

04IDENTIFY RELEVANT GAME MECHANICS AND RECOGNITION TRIGGERS

Engagement

FIRST 30 DAYS

HOW DO THINGS PLAY OUT?

WHAT WERE THE CHALLENGES YOU DIDN’T THINK OF?

WHEN DID YOU START SEEING VALUE?

MICROSOFT – THE FIRST 30 DAYS

WHAT WENT WELL

• PRE- LAUNCH EXCITEMENT GENERATION

• INSTANT RESULTS

• RECOGNITION FOR EVERYONE

• IMMEDIATE INCREASE IN COMPLIANCE

• COMPLIANCE TO NEW CONTENT GREW 3X

• ENGAGEMENT WITH GAMEFFECTIVE

LESSON’S LEARNED

• INCONSISTANT ENGAGEMENT - FRONTLINE MANAGEMENT WHO MISSED READINESS MEETINGS HAD LOW USAGE AT FIRST.

• DEFINING CRITERIA FOR RECOGNITION ACROSS DIFFERENT SITES

• ONE SIZE DOESN’T FIT ALL

• LAUNCH FASTER = LAUNCH BETTER

• CONTENT: FOCUS ON BEHAVIOR –PRODUCT/SERVICE KNOWLEDGE IS NOT ENOUGH

COMDATA – THE FIRST 30 DAYS

WHAT WENT WELL

• HIGH CURIOSITY

• CUSTOMIZATION GAME CONTEST

• INDIVIDUAL PERFORMANCES VISIBILITY

• GREATER AWARNESS

• HIGH EFFICACY

• IMMEDIATE INCREASE IN COMPLIANCE

• ENGAGEMENT WITH GAMEFFECTIVE

LESSON’S LEARNED

• MIDDLE MANAGEMENT COMMITTMENT

• IDENTIFY SIMPLE SOLUTIONS FOR PERFORMANCES DATA COLLECTIONS (OFTEN THEY DEPEND ON CUSTOMERS SYSTEMS)

• BPO ENVIRONMENT IMPOSE TO IDENTIFY DIFFERENT SOLUTIONS FOR DIFFERENT CUSTOMERS

• NEED NEW PROFESSIONAL ROLES (DATA & CONTENT MANAGEMENT, GAMING STRATEGY MANAGER)

WHAT ABOUT RESULTS?

WHERE AND WHEN DID YOU START SEEING A RETURN ON YOUR PROJECT?

HOW DO YOU MEASURE SUCCESS?

WHAT DID GAMIFICATION CHANGE FOR YOUR EMPLOYEES?

WHAT REACTIONS DO YOU GET?

MICROSOFT DEPLOYMENT RESULTS

0 500 1000 1500 2000 2500

Agree

Totally agree

Neither agree or disagree

Totally Disagree

Disagree

78% : Empowered to perform better at work

Productivity

Upsell

Absenteeism

Knowledge and Compliance

+10%

Up to x2

-12%

x3.5

Tenure: Mastery

“Ongoing, voluntary, and self-motivated" pursuit of knowledge

Prevent tenured employees becoming disengaged. Refresh and build expertise

Continuous Learning: Growth

Ongoing learning for updated processes, programs, products, etc.

Improvement program for knowledge gaps, process adherence etc.

Onboarding: Time to

Competency

Interactive learning & content targeting

Common scenario simulations & quizzes

Step by step knowledge journey

EMPLOYEE LIFECYCLE: A JOURNEY OF KNOWLEDGE & ACHIEVEMENTS

COMDATAGROUP DEPLOYMENT RESULTS

Productivity

Quality

Total Sales

+ 3.3%

+1.7%

+3%

TELESALES RESULTS

FRONT END RESULTS

3 MONTHS POST DEPLOYMENT

CREATE A CONTROL GROUP TO SUBSTANTIATE RESULTS

MORE ACKNOWLEDGMENT OF AGENTS’ WORK: VISIBILITY AND UNDERSTANDING OF ONE'S INDIVIDUAL RESULT

STIMULATION OF POSITIVE COMPETITIONS BETWEEN INDIVIDUALS AND TEAMS

CONTACT US – OUR EXPERTS WILL SHOW YOU HOW TO IMPLEMENT THIS IN YOUR ORG