Nine Steps To Introduce Gamification To Your Enterprise
Erika Blaney, Vice President, Marketing
With a predisposition to explore and a propensity for curiosity, humans are natural innovators. Without this instinctive urge, prehistoric humans wouldn’t have created spears to help them hunt, and they wouldn’t have learned to build campfires to avoid freezing to death. Innovation is paramount for survival, and yet . . .
In the business world, we’ve all experienced barriers to bringing new ideas to fruition. Sometimes there’s pushback (or even ridicule) from our “tribe.” Sometimes there’s a palpable fear of change. Often, the problem is simply not knowing where to start.
As an innovator in your company, you’re undoubtedly aware of how gamification—a proven strategy for engaging customers, employees and partners—is shaking up the business world. But you may be wondering exactly how to bring this data-driven motivational tool into your workplace.
Here are nine steps to get you moving in the right direction:
1. Do your homework.
Since knowledge is the seed of innovation, you’ll need to begin by developing a deep understanding of gamification –not only its benefits and costs, but also the best vendors out there. Gamification-focused websites are useful resources for basic information about how this technology works. From there, move on to case studies with specifics about how companies have successfully integrated gamification. Identify the vendors that have high-caliber customers and can best implement and support the technology within your business platform.
2. Align gamification goals with your business strategy.
What specific problem do you want to solve? What pressing issues face your company? Gamification can address a range of challenges, such as customer loyalty, employee retention and partner engagement. Once you’ve identified the core problem, consider the results you hope to achieve, the behaviors you’d like to improve and your key audience.
3. Select a method to measure results.
Any initiative needs a clear method for quantifying value: “Did my spear stop me from being eaten? Yes; it works!” Or, “Oops, the spear point was too dull; I lost an arm!” How will you know if your core issue has been solved? What data will you need? What beneficial “side effects” will you look for? It’s imperative at the outset to identify ways to evaluate your ROI.
4. Engage sponsors and promoters.
Once you have researched gamification, targeted the issues and identified how you will measure results, you’ll need buy-in from key members of your tribe. These internal advocates are invaluable! Woo them with a concise overview, including the problem, the way that gamification could address that problem, case studies and a cost analysis.
5. Find the money.
Use the internal support you garnered in Step 4 to help you locate the required funds. Since gamification programs usually extend across the organization, remember to look for funding from every department the program will touch.
6. Build a plan with a strong business case and present your vision to executive management.
Now it’s time for the ultimate test—to bring your concept to senior management, the figurative saber-toothed tiger. You must finely-sharpen your talking points and create a flawless presentation. If you can show how gamification can easily solve the issues you’ve identified, how it can be funded and how your initiative will positively impact your company’s bottom line, you’ll be a hero.
7. Bring in technical team for due diligence.
After your success with senior management, bring in your preferred vendor for due diligence. Invite your vendor to meet with your core team of advocates. First, help your vendor gain a clear understanding of your goals. Second, your vendor should articulate specifics about how they will design, implement and support your program.
8. Bring in digital strategy consultants and design advisors.
Following up, the vendor should present your core team and IT department with a customized digital strategy, as well as a flowchart that shows how data will be captured and delivered into the gamification platform and back again.
9. Extend consensus across the company.
Now that your ideas are in motion, the final barrier is to get the rest of your tribe excited! The modern day company “campfire” is often a webinar where everyone can gather and learn everything they need to know at the same time and place, cultivating a buzz of interest and curiosity.
There’s much more than I can cover in one short blog post. For complete details regarding each step, please download our white paper titled, Championing Gamification within Your Enterprise.