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3 Questions to Help You Determine If Gamification Could Transform Your Call Center

3 Questions to Help You Determine If Gamification Could Transform Your Call Center

Molly Kittle

06/12/2015

By Molly Kittle, Vice President, Digital Strategy, Bunchball
@MolKittle

Call Center Week 2015 is right around the corner, June 15-19, in Las Vegas, so today, I'm putting the finishing touches on my presentation, which is scheduled for Tuesday, June 16, at 11:15 a.m. - 2:15 p.m. in Workshop J. I'll be talking about how companies are using gamification to engage, influence and motivate their call center agents. My goal is to help conference attendees truly appreciate the potential of gamification, better understand exactly what it is and why it's so powerful and then take the first steps in planning their gamification strategy, including communicating internally.

Have you been considering a gamification solution? Are you wondering if a gamification platform could improve essential KPIs like first call resolution, average handle time and customer satisfaction?

Here are three key questions that can help you gauge where you stand:

  1. Is your current training effective?
    First things first. You can't better call center performance unless your agents are knowledgeable. Do your teams have the training they need to be successful? Do they retain the information you provide and work to keep their knowledge up-to-date? Gamification can help improve self-driven learning and knowledge sharing so new hires can be onboarded quickly and cost-effectively, while veteran call center reps are inspired to keep their skills sharp, even as the business expands and the challenges they encounter change.
     
  2. How well does your team perform?
    Even though many call center metrics are well-defined (AHT [average handle time], FCR [first call resolution], agent customer satisfaction scores, etc.), customer service and support functions are becoming more and more decentralized and the nature of calls are becoming longer and more complex. That means it's increasingly essential to periodically review performance across the entire scorecard. Be sure to consider not only operational costs, but also impacts based on customer satisfaction, total lifetime value and retention. Gamification can improve transparency around the behaviors important to your organization and inspire your teams to become more self-driven to achieve these metrics. How? By tapping into intrinsic motivation and changing "have to do" behaviors into "want to do" behaviors.
     
  3. Are your agents motivated to deliver a great customer experience?
    Call center managers constantly struggle to manage low morale, burnout and high turnover. Keeping agents engaged in their work is critical, but traditional motivational tools (SPIFFs, contests, etc.) just don't rise to the task. Studies about human behavior have repeatedly shown that short-term contests create nothing more than short-term behavior changes. What's more, SPIFFs and contests reward the individual rather than "team," and they lose motivational power over time. Gamification is different. Because gamification uses big data analytics, personalization and transparency, it provides not only goals to accomplish, but also recognition, real-time feedback about progress and rewards that matter. With gamification, you can cultivate community collaboration, improve engagement and drive the long-term behavior changes that become the foundation of improved business performance.

Gamification is a proven, data-driven strategy for engaging, influencing and motivating people – which makes it a perfect topic for Call Center Week 2015. If would like to learn more, please watch my presentation, "Gamification — Transforming the Call Center."

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