Home > Collaboration, Emerging Technology, Enterprise Collaboration, Gamification, LinkedIn, Strategy, Uncategorized > Drive Business Transformation & Engagement Through Gamification – Part 1

Drive Business Transformation & Engagement Through Gamification – Part 1

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We as humans always like to have choices, overcome challenges, improve skills and be social with others. This is especially true for employees within organizations where employees need to be connected, collaborative, engaged and motivated to meet the necessary goals and objectives. Today less than one third of the workforce is engaged which results in $300B loss annually.

The consumer-oriented gamification platforms are transforming the way that people communicate, collaborate, engage and compete with others. These have the potential to transform the way employees can share, learn, collaborate, communicate and engage effectively and efficiently within an organization and with their customers and partners. Organizations are always looking for better ways to improve collaboration, motivate and engage employees, improve customer and partner engagement, achieve high performance, manage innovation better, facilitate employees to learn and master new skills & adopt new tools quickly.

According to recent studies done by Harvard Business Review, McKinsey, Workspace Research Foundation and others, organizations that manage disengaged employees resulted in the following

  • 32.7% decrease – Employee’s impact on operating income
  • 17% – Employees who say they know how to meet customer’s needs
  • 13% – Employees who would recommend their company’s products and services
  • 3% – Employees who actively advocate for their company
  • 3% – Employees who say their job brings out their creativity
  • 11% – Employees who say they are very often happy at work
  • 6.19 days – Average sick days taken per year
  • 84% – Managers who don’t know how to accurately measure their teams
  • 7% – Employees fully understand their company’s missions and what’s expected of them in order to help achieve these goals

See related post on ‘Drive Business Transformation Thru Enterprise Collaboration & Gamification Presentation – Enterprise 2.0 Conference, 2012’

See my collection of Gamification Infographs in Pinterest

Gamification has been generating a lot of buzz over the past 2 years and it’s high on the Gartner “Hype” curve as shown below. Per Constellation Research, by 2013 50%+ of all social business/collaboration initiatives will include an enterprise gamification component. Per Gartner, by 2014 70%+ of the 2000 largest global companies will use gamification for at least one aspect of their organization and by 2015 50% of companies that manage innovation processes will gamify those processes.

Many organizations have leveraged this emerging technology very successfully internally and externally with customers and partners to meet various goals and objectives.

I have developed a strong passion in Gamification second to Social Business/Collaboration and truly believe that Gamification will transform business and will lead to more engagement across the enterprise. Let’s start with some basics in this post and I will deep dive in to basics, myths, strategy, framework, methodologies, best practices, pitfalls and use cases in my future posts.

What’s Gamification?

Gamification is the application of Game Mechanics & Principles into Non-Gaming environments to improve “Engagement”, “Motivation” & meet “Desired Outcomes” by tapping inherent Human Motivations.

Following are some top business benefits and value:

  • Fosters and improves employee engagement, performance & motivation
  • Improves customer engagement & loyalty
  • Increases participation in key programs
  • Expedites learning & mastery of new skills
  • Facilitates and improves adoption of new technologies & business processes
  • Improves collaboration & innovation
  • Increases sales and services improvements

Gamification is about human motivation, engagement and changing behavior to meet the desired outcomes. By addressing the discretionary performance (shown below), organizations can achieve more productivity, engagement & performance. Gamification is one of solutions that can be applied successfully to address this gap.

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For example, check out the following 2 videos that specifically target the human motivation to get the desired outcomes.

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Following are some great examples of how organizations have successfully leveraged and applied Gamification to meet he desired business outcomes.

  • NTT Data Americas rolled out a collaboration platform and months later only a hundred or so employees were actively using it. To encourage better adoption, the company introduced the concept of karma points and badges, and soon enough, the collaboration platform shot up to 4K active participants. An extension of the collaboration effort was to encourage employees on the platform to assist each other in solving typical help desk problems instead of relying on IT. This has freed up IT department to work on bigger picture projects that it otherwise would not have gotten to. Click here to learn more about this use case.
  • Deloitte Leadership Academy launched an innovative digital executive training program for more than 10,000 senior executives in over 150 companies around the world. Deloitte leveraged and applied gamification to its leadership development programs to improve adoption, engagement and take learning to the next level so that participants feel a sense of accomplishment as they contributed, shared knowledge and completed learning programs.  Participants received badges, rewards and they shared these on their social networks. Click here to learn more about this use case.
  • Samsung launched an innovative customer loyalty program called Samsung Nation to engage with their customers, learn about their needs, gather ideas and feedback and most importantly connect with during and between their purchase cycles. Samsung leveraged and applied gamification successfully to its social loyalty programs where customers can earn badges, move up the ranks and have fun discovering everything Samsung.com has to offer. Customers can unlock badges and level up just by visiting, reviewing products, watching videos, participating in user-generated Q&As, and much more. Customers can also see what others are doing in real time and even uncover a few surprises along the way.

Appreciate your feedback!!

Contact Info

LinkedIn Pinterest kchakkarapani@yahoo.com

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