In a fast-growing company, the lack of employee engagement causes 70% of business transformation efforts to fail. If team members do not care enough about what they do, the chances that this team will succeed in a scaling business are very low.
According to Harvard Business Review, in businesses with highly engaged teams, profitability increased by 21 percent, sales productivity by 20 percent, and output quality by 40 percent.
Let’s admit, engagement is not a new challenge for customer service. This industry is known for repetitive work, the necessity to deal with negative customer feedback and unclear goals. Like anyone else, customer service experts want to know that their work is appreciated and really matters to the organization.
This is where gamification comes in. No, it does not turn work into a game ;). It uses game elements to create more engaging experiences for the team like:
- the presence of clear goals,
- motivation to improve skills,
- the feeling of accomplishment and ownership of your actions,
- sense of competition with yourself or with colleagues,
- motivation driven by the opportunity to get reward and recognition.
Why is this important? Because most employees in customer service are millenials who need more than basic employment to be engaged with their work.
Here are the key elements of successful customer service gamification:
Provides real-time feedback
Millennials want to know how they are doing. Right now, and frequently. Not because they need constant validation but for continuous self-improvement. Games instantly award points for “wins” or give you the option to replay the level.
Makes work more fun
Otherwise, it’s not proper gamification. What brings more fun to the game? It could be amusement from competition or cooperation, jokes, learning new skills, achieving a difficult goal, wanting to know what happens next and many more.
It is a fact, that the positive atmosphere in a team improves performance and reduces turnover at the company.
Gamification makes the processes like objectives, achievements, reward and gratification clearer.
So can gamification really engage people at work? Yes, it can. The growing number of industries and companies implement it into their working environment, and here are some simple ways for you to incorporate gamification elements in your customer support team:
1. Set clear goals
Like in any game, there should be an objective, a clear mission that you want to achieve together with your team. It can be performance goals, like improvement of customer satisfaction score, or learning goals that help your team improve and learn new skills. The mission should be clear, engaging enough, measurable and easy to be broken down into smaller goals. And be ready to help and coach your team on HOW to achieve it.
2. Define and communicate the game techniques
There are different techniques that you can use to make your game fun. Yu-kai Chou, author and, international keynote speaker on gamification and behavioral design, has spent more than a decade analyzing and building strategies around the various systems of gamification. He came up with an idea, called Octalysis Framework, that shows Core Drives that motivate people toward certain activities. He categorized types of motivation that drive certain game techniques:
Think about drives that could trigger motivation for your team members and choose relevant techniques. Don’t overcomplicate things, make it simple and transparent — everyone in your team should understand what they need to do and how to interact with the game.
One of the core drives for Ticketless team, while developing gamification-based tool Dojo, was the empowerment of people at customer support. So we made sure that agents and their managers get 24/7 real-time feedback and unlock new milestones by achieving goals and developing their skills.
4. Come up with a scoring system
Now it gets interesting :). Some companies introduce points as a virtual currency. This kind of virtual economy allows team members to collect points and exchange them for in-game goods or real-life perks.
5. Build it into the workflow
Gamification should engage agents more with their work instead of being a distraction. You might involve agents in the process from the beginning and test the game with a small group and then launch it for the whole team.
6. Be an ambassador
Lead by example and make the game part of the company life. Teams will follow suit!
With good planning and execution, you can achieve all of that.
If you decided to implement gamification and your customer service team happens to use Zendesk, look no further. Dojo by Ticketless was made to bring a gamified work environment to customer service teams to boost productivity through engagement. Start using our Dojo Master AI-powered gamification tool for Zendesk today. Or, build your own game manually with our free Dojo Classic mode: 35+ personal and real-time metrics and a 360 view of agent’s performance 24/7. To learn more, visit our website or contact us directly via firstname.lastname@example.org .