Customer service gamification

BEST PRACTICES:
CUSTOMER SERVICE
ENTERPRISE GAMIFICATION
ENGAGEMENT, BETTER SERVICE &
TRAINING

Good customer
service is at the
heart of any
business
© 2014 GamEffective. all rights reserved to BizEffective. Confidential 2

What is gamification for customer service?

Credit: http://buttersafe.com/

Hint:
it isn’t a video game and it’s not about fun

Gamification is the use of game thinking and game
mechanics in non-game contexts to engage users

In other words: use “human focused” design
(the drive & satisfaction we get from game
elements) to encourage certain behaviors

Clicking on screens or
answering calls
robotically is not
what we’re after

The goals of a good gamification program are
a sense of mastery, autonomy and meaning
• Mastery: I am good at what I do
• Autonomy: I can choose what I do
• Meaning: what I do matters

Job Function: the duties
or tasks associated with
the employee’s job roles
Job Essence: the
employee’s highest
priority at work

Job Function:
bring food & clear
tables
Job Essence:
make happy
patrons that
come back

Without the focus on job essence – both the
customer service rep and the customer
experience are stuck in a transactional service
experience… causing the customer service rep
to feel that work is repetitious and
unrewarding.

That’s why contact center gamification should
be about BOTH Job Essence and Job Function

Research insights from
neuroscience, cognitive
psychology, social
psychology and
behavioral economics:
small changes can have
BIG effects

Conventional call center wisdom?
• Prizes? But research shows that intrinsic rewards beat extrinsic
rewards
• Fiscal motivation can set expectations for constant rewards, reducing
productivity in the medium and long term.
• Competition?
• Overt competition can discourage the middle 60% and discriminate against
rookies

Tell stories about Job Essence
Adam Grant, a professor at the Wharton School of Business set out to
show what happens when employees are reminded of the significance
and meaning of their work.
Grant selected a university office that contacted alumni for donations
to scholarship funds.
Employees received “stories”. Some stories were about what they gain
from the job – salaries, hours worked, bonuses (“personal benefit”
stories). Another set of stories was about how students are enjoying
the scholarships and what that enabled them to achieve (“task
significance” stories).
.

Stories matter. A lot
Employees in the “task
significance” group managed to
get more than twice the number
of weekly pledges, doubling the
amount raised for scholarships

Gamify Job Essence:
If gamification measures it – for instance measuring
positive customer feedback – it matters.
You can gamify voluntary acts of kindness that
constitute great customer service – using “Karma
points”.

Gamifying Job Function
• Gamification of the job function provides service reps with powerful
feedback about their work and guidance how to do better
• All contact center activities can be broken down into three basic
elements:
• Measuring how quickly an issue is resolved (AHT + customer satisfaction)
• Measuring how accurate that resolution was (FCR + customer satisfaction)
• Ensuring self-reported customer satisfaction is high

Additional elements that can be gamified
• Using the right channel of communication
• On the job training and skill acquisition
• Accurate entries into ticketing system or any other core customer
service application
• Knowledge management system entries

Teach balance through
gamification
Balance handling times
while still resolving
customer issues (or else,
short AHT goals can be made
by “gaming” the system and
not trying to resolve
customer issues).

Make sure
game rules do
not incentivize
the wrong
behavior

Narratives provide an
important context

Use gamification for customer service
employee onboarding

Since new hires at call centers are vulnerable
– onboarding is a great solution for both
training and early engagement

Gamification is an excellent way to encourage
people to complete learning tasks – using
“completion satisfaction”

We’re not talking about
paper based elearning

Onboarding = elearning

99% of you experienced onboarding: it is the
easy first level in any game you’ve played

Each easy level teaches you something

But onboarding should never end
• Employees move across customer service channels
• On the job training – integrated into enterprise gamification – is a
great option as employees progress at work

Gamification has
additional benefits:
Communication
Blog post on employee
communication for enterprise
gamification

White paper on customer
service gamification
Click here

Customer service gamification

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