GamEffective Shows How to Make CX-focused Gamification Successful

Dec 12, 2016

Playing is not simply recreation or exercise. Most critically, it promotes learning, knowledge retention, problem-solving, socialization and teamwork, and motivation. Playing enables individuals of all ages to develop these skills through experimentation with their peers. Playing, then, provides the foundation for effective behaviors, for obtaining new skills, and for refreshing and sharpening existing talents.

The proven concepts of playing form the core of gamification. Games are organized play. Accordingly, gamification applications provide virtualized playgrounds through their system of engagements, challenges, and rewards. 

Frost & Sullivan defines gamification as “the use of game thinking and mechanics in real-life contexts to solve real-life problems. It is applied to non-game applications to encourage people for better engagement and adoption of processes.”

For these reasons, gamification is becoming a critically vital employee training, performance, and productivity management tool. By the same token, it addresses the issues of boredom, isolation, and lack of engagement with traditional training and performance management applications.

Understandably, gamification is proving itself effective and popular in customer contact centers. These business functions are characterized by stringent and evolving employee performance and productivity goals, ongoing coaching and training, as well as high stress and turnover situations. Contact centers are becoming collaborative as they handle more complex issues and sales opportunities. These matters may require the assistance of co-workers, supervisors, and subject matter experts.

The contact center environment is tailor-made for gamification. The center’s goals and metrics, in addition to agent performance, readily align with gamification programs. There is a strong push to provide an excellent and productive Customer Experience (CX) that gamification can be teed up to supply.  Its strong learning capabilities help ensures agent success when assisting customers.

To be effective, gamification applications must correspond and be relevant to specific work tasks.  In this case, they have to be adaptable for different contact center types, geographies, languages, and workplace cultures. Gamification has to provide relevant feedback that agents can use to correct poor practices and raise their performance accordingly and, like any game, the challenges must be kept fresh. Finally, gamification solutions must show their ability to improve the performance of large numbers of employees in order to demonstrate ROI.

GamEffective has impressed Frost & Sullivan for these reasons and has awarded it the top pick amongst gamification suppliers investigated in a new research paper about omnichannel agent productivity. GamEffective meshes contact center agent data with the software, which enables agents to take actions, such as shortening average handle times, or successfully taking courses to raise points.  Agents can race against targets, team averages, and previous period performance. Contact centers can have competitions on unit, team, and individual levels, with kudos communicated through internal social networks.

GamEffective aims to improve contact center productivity by encouraging the majority of agents to grow from average to better-than-average performers. This strategy is more effective than focusing on raising the performance of the small numbers of below-average agents, the company says.

GamEffective has had success with its application, particularly for some the world’s most demanding companies. It also has been OEMed by Verint, a leading global contact center workforce optimization supplier.

GamEffective won over Microsoft, which is very familiar with game mechanics (i.e., Xbox), following rigorous vendor shortlisting. Microsoft’s Consumer Support Services chose GamEffective to improve the performance of the thousands of agents who provide multilingual customer assistance for its global network of contact centers. Microsoft cited the company for having the best out-of-the-box solution tailored to driving the right behaviors.

Microsoft began rolling out GamEffective in 2016 and, as noted in a detailed case study, initial results are promising. There have been sustained improvements with specific issue types and processes, as well as in agent learning.  The rewards from the platform drove agents to boost their performances. GamEffective’s solution also permitted Microsoft to eliminate traditional off-desk training, which created time lapses between learning and executing that lowered lesson effectiveness.

Microsoft plans to expand GamEffective across more agent teams and languages. This is an appropriate reward for GamEffective for creating a successful CX-focused, performance and productivity enhancing gamification solution.

Brendan Read


Brendan Read is Senior Industry Analyst with over 25 years’ experience covering business, communications, staffing, and technology. He has worked in, prepared reports, and blogged on a wide range of topics including customer contact, CX, CRM, IoT, social media, supply chain, and BC/DR. He also has backgrounds in construction, manufacturing, materials, resource extraction, site selection, and transportation. He examines the broad economic, environmental, innovation, political, and social mega trends, and their impacts on businesses, markets, and society.

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