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Enterprise Gamification Strategy – 10 Key Steps for Successful Implementation

Karthik

Gamification is the application of Game Mechanics into Non-Gaming environments to improve “Engagement”, “Motivation” & meet “Desired Outcomes”

Gamification is the new “buzz” word in the enterprise world. This is a top emerging trend for 2013and beyond per many leading industry reports and articles.

Common questions….

  • How to leverage and use this for my business? Can this solve my business problem?
  • How to leverage this to drive more engagement & collaboration across the organization?
  • How to leverage this to drive more adoption and usage of key business applications and business processes?
  • How to leverage this to drive more motivation, innovation and creativity across the organization?
  • How to leverage or complement this improve recognition across the organization?

Good news!! Understand the core Gamification mechanics, principles, business benefits and value, learn how other organizations have leveraged Gamification to success and their use cases, follow and apply an effective Gamification strategy…. and you will be on your way to success as well.

Following is a detailed 10 Step plan to implement an effective Gamification Strategy based on my experience and interactions with many experts, thought leaders and practitioners.

 

KEY STRATEGY STEPS & ACTIVITIES

STEP 1: Understand Gamification

  • Understand the core concepts of Gamification mechanics and principles, especially around Game theory.
  • Why Gamification? What are the business benefits and value? Does this apply to business?
  • Learn how other organizations have adopted Gamification for their business.
  • Understand the use cases in detail.
  • Learn both the success and failure stories, lessons learned.
  • Follow experts and thought leaders in this space.
  • Attend Gamification webinars and conferences to get more perspectives from other customers and thought leaders.
  • Learn about the various technology/vendor options in the market.

 

Gamification Principles

  • Performance – Real-time feedback, Transparency, Goal Setting & Progress Paths
  • Achievement – Badges, Leveling Up, On Boarding & Mastery
  • Social Interaction – Competition & Teams

Gamification Mechanics

  • Challenges (business challenges, goals, objectives)
  • Points (attain points for each successful activity)
  • Levels (attain points and reach certain levels)
  • Badges (unlock new badges to show success and status)
  • Leader Boards (measure against the top users)
  • Rewards (recognition, incentives and redeem rewards)

STEP 2: Organization Readiness & Assessment

  • Assess the leadership support and paradigm. What type of support exists from the leadership teams to have a gamification platform in the organization?
  • Conduct surveys, interviews and focus group sessions with stakeholders to understand the challenges and issues they are currently facing with regards to engagement, motivation, satisfaction, information discovery, training and collaboration.
  • Assess how are employees adopting and using the various applications and business processes?
  • Assess how are employees engaging and collaborating with others?
  • Assess how are employees recognized and rewarded by management? What’s their motivation to succeed and perform better?
  • Assess how are customers and partners engaging and collaborating within their communities? How are they engaging with the organization? What’s their motivation to participate and contribute?
  • Assess how are sales teams engaging within their communities and adopting the sales processes and applications? How are they incentivized and recognized? What’s their motivation to perform better?
  • Assess are customer support teams engaging within their communities and customers? How are they adopting the customer support processes and applications? How are they incentivized and recognized? What’s their motivation to perform better?
  • Assess how are marketing teams engaging and collaborating with other teams? How are they adopting the customer support processes and applications? How are they incentivized and recognized? What’s their motivation to perform better?
  • Assess the overall readiness of Gamification in the organization. Are they ready?

STEP 3: Develop a Compelling Strategy

  • What’s the vision? Where do we want to go? Why do we want to go there?
  • How does it align with the organization’s strategy, goals, objectives & values?

STEP 4: Develop a Strong Business Case & Identify the Right Use Cases

  • What do you want to accomplish?
  • What are the key business objectives? In terms of engagement, motivation, recognition, innovation, collaboration, on-boarding, training, learning, adoption of new processes and technologies, ideation, innovation, creativity.
  • What are the key business drivers and KPIs?
  • Who are the key stakeholders and sponsors? Employees, Management, Customers, Partners?
  • Map the goals and objectives to the strategy and business drivers.
  • Identify the “right” use cases that maps to overalls goals, objectives, key drivers and metrics.
  • Document the benefits in terms of business benefits, outcomes and metrics
  • What challenges, issues or pain points does this address? If not addressed, what’s the impact?
  • How does it impact other business processes?
  • Investment required? Cost, time and effort?
  • What’s the ROI and ROE (Return on Engagement)? In this case, ROE should emphasize more on business outcomes, engagement rather than $$$$, Measure the progress.
  • Identify the key engagement metrics – adoption, usage, participation etc
  • What are the risks associated with this?

 

Sample Use Cases

 Use Case Sample 2Use Case Sample 2

STEP 5: Identity the Behaviors, Actions & Business Outcomes for each Use Case

  • What are the behaviors and actions users needs to take to attain the necessary business goals, objectives and outcomes? How are they driven today?
  • What are the potential benefits and value?
  • What are the key success metrics and measures? What are the baseline measures?
  • How to measure and monitor the success and progress?

For example, following is a use case on how can transform customer support operations and engagement.

 

Sample Model

STEP 6: Leverage the right Gamification Principles & Mechanics for each Use Case

  • How are users engaged and motivated today?
  • What’s their motivation and engagement factors to succeed, perform better and take the necessary actions?
  • What are the right Gamification principles and mechanics that can be applied to drive the necessary behaviors and actions? In the above example, map the right Gamification principles and mechanics that matters the most to the customer support teams.
  • How to keep or scale up the motivation and enthusiasm at all times?
  • What type of point systems needs to be established that aligns with the use case in terms user engagement and activities?
  • What type of levels needs to be established to keep the motivation and engagement active at all times?
  • What should be the “Level-Up” mechanism? What type of difficulty levels needs to be established to keep the momentum?
  • What type of badges needs to be created?
  • Map the badges to the overall goals, objectives and the business outcomes.
  • How can users unlock these badges and at what levels?
  • How can users view the unlocked badges and learn more about how to achieve those?
  • How can the users showcase their badges and levels? Employee profile pages (collaboration platforms), employee directory, and intranet?
  • What type of leader boards needs to be used to see the top achievers to drive and foster more competition?
  • How often should the leader boards be published to the larger community to drive more motivation and engagement?
  • What type of communication mediums (email, displays, collaboration platforms) needs to be used to communicate on the challenges, achievements, progress and leader boards?

 

STEP 7: Identify & Design the right Recognition & Reward Mechanism

  • How to recognize and reward users?
  • What rewards and recognition motivated users to drive more engagement & participation.
  • Identify the right rewards that align with user’s needs and motivation? Eg: Gift cards, Thank You Card, Lunch with CEO/SVP, Special parking spot, Time-off, Public recognition etc
  • When to reward users for their behaviors or actions? Levels and badges?
  • How can users redeem the rewards and incentives? Ease of use and integration to reward sites? (Eg: Amazon Gift Card for Businesshttp://tinyurl.com/ae59g7m )
  • What type of communication mediums (email, collaboration platforms) needs to be used to communicate on the rewards and user achievements?

 

STEP 8: Design the integration to Social, Collaboration & Mobile Platforms

  • Identify all the platforms (social channels, communities, mobile apps) that users can leverage to participate and take the necessary actions and experience the Gamification principles and mechanics fully.
  • Social interaction is key to success. It facilitates users to connect, communicate and collaborate on their actions, badges, rewards, successes and drive more motivation and engagement.
  • How can the Collaboration platform be leveraged to drive more collaboration & engagement? Identify the patterns and social communities?
  • Access from any device, location and time is key to long-term success and adoption.

 

STEP 9: Roll-out, Communication, Change & Adoption Management

  • What is the adoption goal, objectives, timeline and metrics?
  • What adoption strategies can be done to achieve maximum business benefit, value & immediate impact?
  • Identify the champions and ambassadors who will market and use the platform initially?
  • Develop and execute an adoption plan to ensure participation and usage that meets the business goals, objectives and outcomes.
  • Clearly define and document the communication, marketing, change management & training plan. These plans are critical to long-term success.
  • Conduct hands-on training and road shows.
  • Roll-out and communicate on the business benefits and value to the users.

 

STEP 10: Continuous Improvement & Vendor Relationship

  • Measure, monitor and make improvements on a continuous basis.
  • Measure against the key performance metrics & measures?
  • Implement a good support/help desk process & system for users to report issues, requests, suggestions & feedback.
  • Document the success stories and use cases and communicate to the user community to drive more adoption and usage.
  • Meet with users on a continuous basis to get their feedback and suggestions, show the new features and capabilities.
  • Release changes, new features and improvements on a periodic basis and not all at the same time.
  • Do data mining and analysis of user adoption and usage and analyze what’s working well and not – behaviors, actions, rewards, badges, activities, collaboration, business outcomes etc
  • Have a strong partnership with the vendor rather than a just a vendor-client relationship. You will need their support on a continuous basis. This will need to be a “Win-Win” relationship.
  • Be part of the customer council/community to hear more about new features, product road map, and strategy and to suggest new features & enhancements.
  • Do presentations and webinars at industry conferences & events. This is the best opportunity to showcase your solution/use cases and network with other customers/peers to learn more new approaches and use cases.

 

Contact Info

LinkedIn

Email: kchakkarapani@yahoo.com

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