National Association of Call Centers

May 2015: Playing The Gamification Game

 

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Playing The Gamification Game 

Paul Stockford, Research Director, NACC and Chief Analyst, Saddletree Research,[email protected]

I first learned of the concept of gamification in the contact center about ten years ago during the first Saddletree Forum organized by my company and held in Carefree, AZ.  The founder of the first gamification company I became aware of was a delegate to the conference. Looking back, I now wish I’d had him as a speaker because he was an early leader in a very promising contact center market segment.

Loosely defined, gamification is something nearly all of us are familiar with in one way or another.  Such common programs as frequent flyer and hotel frequent guest programs can be considered gamification because they recognize and reward people associated with the business.  In the contact center, gamification offers agents recognition and reward for exemplary performance. The recognition and rewards are often found in the form of leader boards and basic awards.  While these programs have found acceptance in the contact center over the past decade, changing demographics are forcing change in the way the industry thinks about the implementation of gamification.

As the millennial generation begins to comprise a greater percentage of the contact center workforce, joining previous generations of workers who also enjoy the challenge of gaming, management will have to find ways to keep these workers engaged while improving performance and optimizing the customer experience.

Last month Verint Systems, of Melville, NY, introduced a gamification solution that should be of interest to the gamers in the contact center.  Verint Gamification offers narratives that make the agent a participant in the game beyond just rankings and standings. Games can also be customized based upon corporate culture, geography and other factors.

I recently wrote a research note covering the growth of gamification in the contact center and providing an overview of this unique offering from Verint.  The research note is available to members to download from the NACC website, www.nationalcallcenters.org.  All you need is your member ID and password.  If you need a reminder just drop me an e-mail and I’ll refresh your memory.  If you’re not yet a member, definitely e-mail or call me and let’s talk about getting you involved as part of our community!

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