Why Gamification is the Key to a Data-Driven Customer Support Team
Regardless of what industry you work in, it’s almost impossible to avoid the phrase “data-driven”. So what does it really mean? Being data-driven means that all decisions and processes by a company or individual are dictated by quantitative data rather than qualitative influences. Put simply, it means that you make business decisions based on numbers.
Why is this company culture so popular? Let’s take a data-driven approach to answer that question, shall we? Rather than making a generalized claim like, “it will help your business develop”, I will refer to a study conducted by the McKinsey Global Institute. The study found that data-driven organizations are 23 times more likely to acquire customers, six times as likely to retain those customers, and 19 times as likely to be profitable as a result.
That’s letting the numbers do the talking.
Customer support is an industry that is heavily focussed on data. Hence, properly understanding and using this data to achieve your company goals is of the utmost importance. That’s where gamification comes in. More than just making work fun, gamification is the key to making data meaningful and measurable in a way that motivates and engages agents’ performance.
Here are three ways in which gamification can lead your team to become more data-driven:
Simplifies data organization
More often than not, companies have an overload of data that can be overwhelming to organize and difficult to use effectively to make decisions. Gamification tools allow for this data to be simplified and displayed in a way that is understandable and actionable to all team members.
Say a customer support team lead wants to track their team’s average First Reply Time, analyze each agent’s performance and see where they can improve. Rather than spending hours copying these metrics into a spreadsheet, sifting through and calculating averages, gamification tools can automate this process and display the data in easy to read, comparable formats.
This idea of making data meaningful is of prime importance when being data-driven. Access to an extensive amount of metrics that allow for an in-depth analysis of an agent’s performance is important. However, what is equally important is trying not to overwhelm agents with too much data. Kaizo, a gamification and AI-based tool for customer support, uses gamification to organize 50 metrics into three main categories: speed, quality, and productivity. These are displayed as skill bars which agents can ‘level up’ on. This makes the data easy to ingest and engaging to improve on.
A data-driven culture
Once you have your numbers organized, it is important to include them as a vital aspect of your internal company culture. Conveying metrics as achievements is at the core of how gamifying your data can increase your team’s engagement with their work and motivate personal improvement.
To establish a culture within a team there has to be a sense of inclusiveness. Making agents’ metrics accessible to them will drive personal productivity. Kaizo uses the visual of an avatar ninja that grows as the agent improves to keep agents focused on performance. This allows them to hold a sense of pride in their achievements.
This pride and transparency within the team opens up a standardized way of discussing performance. Rather than doing the bare minimum, agents feel compelled to achieve results. This is due to the fact that their level of engagement with the game inevitably boosts their productivity.
That’s why we play games right? For the prize? I mean, playing the game itself is fun, but the promise of an incentive at the end of it all makes you all the more motivated to cross the finish line. Whilst many managers would like to believe that the betterment of the company is incentive enough for agents; personal or team rewards are more likely to promote agent productivity.
A study conducted by Globoforce found that only 14% of organizations provide managers with the necessary tools for rewards and recognition. Kaizo’s gamification element empowers managers to reward their agents’ performance. When deciding on what the rewards should be, make sure they are enticing. Unappealing prizes work against agent productivity and can lead to a skepticism of the entire gamification process. Rewards such as a remote workday, a day-off, and gift cards are favorites to increase agent motivation.
Incentivizing your agents’ hard work makes the process of being data-driven tangible and worthwhile. The fact that team members can physically see how far they are from receiving their reward, for example, 200 points from winning a day off, will be much more effective than the potential promise of a promotion. Rewards are the final step in making all of the hard work put forward by the agent seem worthwhile. This, in turn, perpetuates a strong data-driven culture amongst your team.
Want to start implementing gamification in your support team? Check out Kaizo to make your team data-driven today! Check out our product here for more information.