Gamification in companies: How play at work can improve customer service.

The global gamification market has grown from $14.87 billion in 2022 to $18.63 billion in 2023 at a compound annual growth rate (CAGR) of 25.3% (Global Gamification Market Report 2023).

Gamification in companies is a new technological trend related to the use of games in the work environment. It involves using game mechanics in work contexts, combining fun elements with activities that can be tedious and routine but are likely necessary for the company to function.

More and more organizations are looking for ways to streamline their processes with a variety of technology tools in order to improve work standards while motivating and focusing their teams on achieving goals.

The digital transformation the world is going through has created some challenges for companies, especially as new generations of digital natives are entering the corporate workforce. Your virtual digital identity is completely intertwined with your daily life, and this applies to how you work, shop and communicate. We’re talking about Generation Z, who together with millennials make up 80% of the workforce present in areas like user interaction centers and are the age group that is redefining consumer and hiring trends.

What is gamification and why is it needed?

That’s where gamification (or gamification in English), a new technological trend that involves the use of ludic in work environments that are usually not. It’s about using game mechanics in a work context, combining the fun elements of games with things that are relatively boring and routine but probably very important to the company, so gamification is useful when motivation and behavioral actions are a key component of success. .

In what sectors is it being used and where can the benefits of gamification be taken?

“Overall, user experience (UX) areas in companies are the sector that can get the most out of this format.”explains Fernando Riedel, Voice and Collaboration Product Specialist at Cirion Technologies. “For example, in user interaction centers or contact centers (for patients, employees, beneficiaries or how they identify their users according to institution or company category) employees who visit them in a multi-channel way (via chat, mail, phone or video) , they deal with a high volume of interactions and stress, offering exceptional service and, in many cases, demanding and even irritable customers.”adds executive.

How to apply gamification in a company?

In this context, agent motivation is often put to the test, and prolonged lack of incentives can lead to high turnover and failed campaigns. “By using a gamification strategy in companies, we can increase employee satisfaction and improve workplace culture.”Riedel says. And adds: “According to a recent report by Qualtrics and ServiceNow, during the pandemic, three out of five customer service agents reported that customers have become more rude and aggressive. Because of this, one in five every week thought about leaving work. This is not sustainable for anyone or any business and is easier to address if employees are in a home/virtual office.”.

Organizations are moving towards creating a shared experience (TX). They are increasingly lining up for EX (Employee experience / Employee experience), with CX (Customer Experience / customer experience) and UX (User Experience / User Experience) to create a multiplier effect that will benefit both employees and customers, as well as improve business and brand performance. The most important step they are taking is the modernization of IT (information technology) platforms, which is very important since these platforms support these three experiences (EX + CX + UX) which, when added and properly organized, lead to a memorable brand experience (BX) . , Brand experience).

“For Cirion Technologies and our partner Collab, enterprise gamification is a breakthrough approach that challenges employees in their daily tasks through a series of interactive games to increase motivation, improve skills and optimize productivity.”Fernando Riedel says “Agents become players, rewarded for their progress and accomplishments, in an engaging and fun work environment to achieve their company’s goals”adds executive.

To achieve this, Collab has developed Gamification, a cloud-based tool offered by Cirion in Latin America that enables gamification to be applied in an organized and automated manner in user interaction centers. This is a user license (player/manager/administrator) that provides web access to the Gamification Portal, and the platform structure allows it to be integrated with KPIs obtained from Cirion’s own cloud contact center system or integrated into a third one. party products.

The system may include optional stories, questionnaires, and partner searches that allow you to customize the product at the topic level and allow you to choose your opponents. In terms of rewards, there is a virtual store with a currency that is used to redeem prizes called credit points.

There are different types of rewards in the store and each has a different value, such as a candy or a snack, an extra day of vacation, or an extra salary bonus. On a positive note, everything in the store is customizable so that platform administrators can create rewards. To do this, licenses are personalized (nominated) as they individually record the experience or credit scores of each agent.

In addition, Gamification by Cirion Technologies can be integrated with Contact Center from third parties, as well as other systems for creating games with key performance indicators generated in another service, such as HR applications, CRM sales and applications e-learningamong other things.

Thus, gamification leads to improved customer experience and increased value of work, as it increases employee motivation and retention, accelerates employee learning, and promotes positive competition and staff loyalty in the contact center. .

“By implementing a gamification strategy in a company, employees, and therefore the organization itself, benefit as it allows them to achieve goals and increase productivity, resulting in a better customer experience”concludes Fernando Riedel, Cirion Voice and Collaboration Product Specialist.

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