gamification in the contact center - your gateway to ... · microsoft –the first 30 days what...
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GAMIFICATION IN THE CONTACT CENTERBEST PRACTICES BENEFITS
AND USE CASES
WHO ARE YOU?
WHERE ARE YOU FROM?
WHY ARE YOU HERE TODAY?
TELL US ABOUT YOURSELVES
MEET OUR EXPERTS
DEE NILLES
• +20 YEARS EXPERIENCE – CONTACT CENTER STRATEGY AND INNOVATION
• FOCUS ON EMPLOYEE ENGAGEMENT AND UTILIZATION
• UNTIL RECENTLY, SENIOR BUSINESS PROGRAM MANAGER @ MICROSOFT CONSUMER SUPPORT SERVICES
DR. NICOLA BENEDETTO
• +15 YEARS EXPERIENCE – CONTACT CENTER OPERATIONS
• FOCUS ON PROCESSES OPTIMIZATION AND EMPLOYEE PRODUCTIVITY
• HEAD OF PROCESS ENGINEERING @ COMDATA
TODAY’S AGENDA
WHAT IS GAMIFICATION (AND WHAT IT’S NOT)
WHEN AND WHY GAMIFICATION
HOW TO PLAN AND IMPLEMENT GAMIFICATION PROJECTS
WHAT TO EXPECT
WHAT IS GAMIFICATION?
USING GAME-BASED MECHANICS, AESTHETICS AND GAME THINKING TO ENGAGE PEOPLE, MOTIVATE ACTION, PROMOTE LEARNING, AND SOLVE PROBLEMS
Prof. Karl Kapp
INCREASE EMPLOYEE VALUE THROUGHOUT THEIR TENURE
New Hire
10
8
6
4
2
0
-2
-4
-6
Onboarding
Productivity
Mastery Attrition
GAMIFICATION –WHEN AND WHY?
WHAT CHALLENGE?
WHY NOW?
WHY GAMIFICATION?
FOR MICROSOFT, THE CONTACT CENTER WAS GETTING MORE CHALLENGING
LessAutonomy
Choice
Emotional engagement
Meaningful
MoreChannels
Product knowledge
Self-help options
Results
INCENTIVES WERE JUST NOT ENOUGH ANYMORE!
COMDATA: FOLLOWING CUSTOMERS EVOLVING NEEDs MAKES MANAGMENET MORE COMPLEX
LessAgents managing entire process
Autonomy & empowerment
“Freedom of choice”
consolidatated knowledge
MorePressure to
• reduce service costs
• increase efficiency
Requirements for • Specialization
• work fragmentation
• flexibility across services and customers
GREATER EFFICIENCY THROUGH GREATER COMMITMENT
PLANNING YOUR GAMIFICATION PROJECT
WHAT PREPERATION WORK WAS NEEDED?
WHO WERE THE STAKEHOLDERS?
HOW DID YOU WORK WITH THEM?
MICROSOFT – THE JOURNEY BEGINS
WHAT RESULTS DO WE WANT TO IMPROVE?
IDENTIFY BUSINESS CASE
WHAT BEHAVIORS EFFECT DESIRED OUTCOMES
DESIRED OUTCOMES
WHO NEEDS TO BE INVOLVED?
CREATE PROJECT TEAM
DEFINE PROJECT ROLES AND MEETING TIMELINE
GOVERNANCE
• BUSINESS CASE
• PROJECT PLAN
• ROI ANALYSIS
• RISK ANALYSIS
• GENERATE EXCITEMENT
PROJECT BEGINS
COMDATA GROUP
A DIFFERENT APPROACH FOR BUSINESS PROCESSES OUTSOURCING INDUSTRY:
1) Understand business need or opportunity
2) Analyze data and identify solutions
3) Test it and measure results
4) Define a business case
5) Implement solutions
PROJECT PLANNING INITIATION
ContentBusiness Objectives
Setup
03DEFINE AND CREATE OR ADAPT CONTENT SUCH AS NOTIFICATIONS AND LEARNING ITEMS
02GATHER INFORMATION AND ALIGN WITH REGARDS TO BUSINESS OBJECTIVES, DESIRED BEHAVIORS AND TARGET AUDIENCES.
01IDENTIFY CORE PLATFORMS AND SYSTEMS WHICH WILL BE EFFECTED OR USED
04IDENTIFY RELEVANT GAME MECHANICS AND RECOGNITION TRIGGERS
Engagement
FIRST 30 DAYS
HOW DO THINGS PLAY OUT?
WHAT WERE THE CHALLENGES YOU DIDN’T THINK OF?
WHEN DID YOU START SEEING VALUE?
MICROSOFT – THE FIRST 30 DAYS
WHAT WENT WELL
• PRE- LAUNCH EXCITEMENT GENERATION
• INSTANT RESULTS
• RECOGNITION FOR EVERYONE
• IMMEDIATE INCREASE IN COMPLIANCE
• COMPLIANCE TO NEW CONTENT GREW 3X
• ENGAGEMENT WITH GAMEFFECTIVE
LESSON’S LEARNED
• INCONSISTANT ENGAGEMENT - FRONTLINE MANAGEMENT WHO MISSED READINESS MEETINGS HAD LOW USAGE AT FIRST.
• DEFINING CRITERIA FOR RECOGNITION ACROSS DIFFERENT SITES
• ONE SIZE DOESN’T FIT ALL
• LAUNCH FASTER = LAUNCH BETTER
• CONTENT: FOCUS ON BEHAVIOR –PRODUCT/SERVICE KNOWLEDGE IS NOT ENOUGH
COMDATA – THE FIRST 30 DAYS
WHAT WENT WELL
• HIGH CURIOSITY
• CUSTOMIZATION GAME CONTEST
• INDIVIDUAL PERFORMANCES VISIBILITY
• GREATER AWARNESS
• HIGH EFFICACY
• IMMEDIATE INCREASE IN COMPLIANCE
• ENGAGEMENT WITH GAMEFFECTIVE
LESSON’S LEARNED
• MIDDLE MANAGEMENT COMMITTMENT
• IDENTIFY SIMPLE SOLUTIONS FOR PERFORMANCES DATA COLLECTIONS (OFTEN THEY DEPEND ON CUSTOMERS SYSTEMS)
• BPO ENVIRONMENT IMPOSE TO IDENTIFY DIFFERENT SOLUTIONS FOR DIFFERENT CUSTOMERS
• NEED NEW PROFESSIONAL ROLES (DATA & CONTENT MANAGEMENT, GAMING STRATEGY MANAGER)
WHAT ABOUT RESULTS?
WHERE AND WHEN DID YOU START SEEING A RETURN ON YOUR PROJECT?
HOW DO YOU MEASURE SUCCESS?
WHAT DID GAMIFICATION CHANGE FOR YOUR EMPLOYEES?
WHAT REACTIONS DO YOU GET?
MICROSOFT DEPLOYMENT RESULTS
0 500 1000 1500 2000 2500
Agree
Totally agree
Neither agree or disagree
Totally Disagree
Disagree
78% : Empowered to perform better at work
Productivity
Upsell
Absenteeism
Knowledge and Compliance
+10%
Up to x2
-12%
x3.5
Tenure: Mastery
“Ongoing, voluntary, and self-motivated" pursuit of knowledge
Prevent tenured employees becoming disengaged. Refresh and build expertise
Continuous Learning: Growth
Ongoing learning for updated processes, programs, products, etc.
Improvement program for knowledge gaps, process adherence etc.
Onboarding: Time to
Competency
Interactive learning & content targeting
Common scenario simulations & quizzes
Step by step knowledge journey
EMPLOYEE LIFECYCLE: A JOURNEY OF KNOWLEDGE & ACHIEVEMENTS
COMDATAGROUP DEPLOYMENT RESULTS
Productivity
Quality
Total Sales
+ 3.3%
+1.7%
+3%
TELESALES RESULTS
FRONT END RESULTS
3 MONTHS POST DEPLOYMENT
CREATE A CONTROL GROUP TO SUBSTANTIATE RESULTS
MORE ACKNOWLEDGMENT OF AGENTS’ WORK: VISIBILITY AND UNDERSTANDING OF ONE'S INDIVIDUAL RESULT
STIMULATION OF POSITIVE COMPETITIONS BETWEEN INDIVIDUALS AND TEAMS
CONTACT US – OUR EXPERTS WILL SHOW YOU HOW TO IMPLEMENT THIS IN YOUR ORG