Guest Post: How Gamification Can Improve the Customer Service Experience for the Modern Workforce

Enterprise Gamification: Communicate Business Goals, Include Narratives and Reinforce Learning Experiences

As e-learning becomes more prevalent, game-based learning is also growing. E-learning gamification introduces a variety of gaming elements —badges, leaderboards, scores and achievements — to e-courses, making it more enjoyable and engaging. This process helps address the diverse learning requirements of onboarding, soft skills training, customer service, product sales and marketing. Game-based learning motivates employees to participate in a learning program, complete tasks and receive recognition for their achievements. It also works in competitive scenarios when aligned with business goals.

Kahn’s Theory of Learner Engagement

Gamification is the use of gaming components in a non-game context to drive engagement and motivation. Modern learner behavior is influenced by the interactive gaming experience. Organizational goals can be achieved through intrinsic or extrinsic motivation. This is where the significance of gamification comes into existence by giving points comprised of intrinsic (collecting badges) and extrinsic (gaining recognition) components. Learner engagement is the expression of the ‘preferred self’ in tasks that support optimal work performances.

Kahn’s concept of engagement is related to motivation as it involves bringing personal resources to improve performance in the workplace. As a whole, learner engagement includes effort, flow and participation, so engagement during gamified e-learning is identical to autonomous motivation attained through utmost dedication and absorption.

Following Best Practices to Improve Your Gamification Experience

Optimum customer service is crucial for any business and enterprise. Making it a key element of their workplace training strategy assures positive results. Gamification is not merely playing; it’s using game mechanics to boost individual behavior. It imparts employees with increased levels of engagement, transparency, recognition and instant feedback.

Let’s discuss how gamified learning works in a customer service environment:

  1. Choosing the right game mechanics

Selecting the right game mechanics and best metrics to measure employee success is crucial. Game mechanics in e-learning should include:

  • Collection of points, scores and badges upon completion of specific levels.
  • Competition among peers with benchmarks and averages.
  • Karma points and certifications for knowledge collaboration.

Some of the key drivers for an engaging gamified learning experience should be:

  • Increasing employee job satisfaction, collaboration and retention.
  • Decreasing average handling time with increased first-call resolution.
  • Improving skills competency so that workforce can move across customer service channels(chat, email and phone).
  1. Using narratives

For gamified learning, engaging narratives impart an experience that adapts a storytelling approach to structured learning. A narrative framework can include badges, scripts, ‘how to play’ text and more. It helps learners engage and communicate more effectively. In some cases, learners choose their own game elements and do better in measuring metrics to achieve optimized training outcomes.

  1. Increasing scope of automation

In traditional classroom-based training, a marker is used to write scores on leaderboards, based on supervisors’ analysis of employees’ performance. There was no strong motivation and no process to provide immediate feedback. Using gamification tactics, automation helps enterprises in a number of ways:

  • Automated update system helps provide periodic leaderboards and other feedback mechanisms.
  • Recognition drives employee engagement and satisfaction. Gamification helps recognition of top talent, their progress as a team and more. This increases the feeling of appreciation and encouragement among the employees.
  • Games embedded with mobile apps enable on-the-go learning with immediate performance feedback.
  • Rather than asking modern workers to attend classroom sessions, gamification incorporated with on-the-job training imparted during times of performance deterioration adds improvement.
  1. Communicating gamification

During the gamified learning process, repeatedly connecting with employees on business goals, expectations and results is quite significant. By setting game rules with learners, organizations communicate the behavior expected of them. Not interacting with an enterprise gamification project may lead to increased risk from poor adoption.

  1. Implementing for onboarding process

The employee onboarding process is not merely the time taken by an employee to become proficient; it also affects turnover time and boosts engagement during the initial phase of the job. If the onboarding process includes video games, contests and more, it’s bound to be more engaging and effective.

  1. Fixing performance failure with training

Customer service employees may exhibit performance failure. Gamification can help refresh their training. They can play a game again and re-earn points, which motivates them to perform better while seeking improvement.

E-learning gamification for enterprise has a vast scope in the domain of customer service. Game mechanics can track individual performance and feedback to boost both corporate results and workforce efficiency. Gamification motivates users to actively participate and solve critical problems. Sales programs, onboarding and internal training sessions require a great deal of collaboration, so adding gamification elements make them challenging and rewarding for the new-age workforce.

Author: Anubha Goel, G-Cube

Anubha Goel is a content writer at G-Cube. She loves to write about new technologies in the eLearning industry and exploring fresh ideas for new-age learners.

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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.