Customer Service Gamification
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Transcript of Customer Service Gamification
Customer Service Gamification Kelly McQuiston, Director Commercial Products
| Proprietary and Confidential to Kelly Services, Inc. 2 |
Why am I here?
Gamification Defined
Why Gamify?
“Aint Nothin New”
…a new spin on an old theme? Perhaps!
Kelly Journey
– Current Situation
– Objectives
– Set Parameters
– Vendors
To Game or Not To Game
Lasting Impressions
What we will cover…
Kelly Services & Contact Center StaffingBy the Numbers
Kelly puts an employee to work
16,000 Contact Center
employees hired last year
25,Nearly 25,000 contact center jobs filled
12MILLIONHOURS
Home-based agents
1,500+38
seconds
every
Kelly founded the staffing industry over
65 years ago
Proprietary and Confidential to Kelly Services, Inc. • 3
Worked in 2013 4,000 More than
Contact Center Clients
| Proprietary and Confidential to Kelly Services, Inc. 4 |
“The process of adding gaming elements to non-gaming activity to encourage action and participation”
Gamification borrows design principals inherent in games to drive behavior across non-game experiences
Operational strategy coupled with technology to improve business performance
The True Definition
| Proprietary and Confidential to Kelly Services, Inc. 5 |
Agent work is routine and repetitive
High job burnout = high attrition
“Am I getting better at this?”
Lack sense of accomplishment
Change behaviors to achieve better business results
Engaged Employees = Customer Satisfaction
Incentives & Recognition needs a facelift
World is Changing – Elise Olding, Gartner– 25% of all redesigned business processes will have gaming by 2015– Will grow from $100M (4Q12) to $2.6B by 2016– MMORPGs and Social Network are changing how we interact, play,
and gain social acceptance– Technology makes all things easier!
Why Gamify?Girls (and boys) just want to have fun!
Why Gamify?
| Proprietary and Confidential to Kelly Services, Inc. 6 |
Be prepared for skepticism
• S&H Green Stamps
• Fantasy Football
• Frequent Flyer Programs
• Boy Scouts, Girl Scouts and Merit Badges
• Game show popularity
• McDonalds – Monopoly game
• EDUCATION!!! E-learning
The excitement comes from meeting the goal, not just getting the reward
– Individual
– Team
Not just for Millennials
Becoming less art and more science
“Aint nothin new”, or is it?
| Proprietary and Confidential to Kelly Services, Inc. 7 |
HBA programs– Everything is virtual
– Incentive Pay – tied to customer KPIs (CSAT, FCR, QA)
• Effective measures that drive customer engagement
– Discretionary – impromptu recognition (un-planned)
– Non-Discretionary (planned)
• If you do this you will get that
• Calculation of Over Time
• Employee tax implications
– Traditional contests & awards
• Heavy Lifting to administer
• Manual posting of results & fulfillment
• Lacked visibility & benefit to program
Kelly Journey – Current Situation
| Proprietary and Confidential to Kelly Services, Inc. 8 |
Improve Agent Performance – rewards for achieving goals
Close the “virtual shock” gap
Reduce job burnout, lower attrition
Automate tracking & fulfillment
Gain greater visibility– Goals & Objectives
– Leader Boards
– Public Recognition
Strengthen Employee Engagement
Drive Passion & Knowledge
Increase Fun Factor!
Kelly Journey – Objectives
• Aligned to goals, not transactions
• Award tokens, play games, get points, redeem for cash and prizes
• Create games that target performance
• Don’t create games for something that is expected (i.e. arriving to work on time)
• Badges are earned for reaching certain levels/goals
not purchased, not related to games- “K Club Member” – 10 surveys with 100% CSAT
- “10K Club Member” – 100 Surveys with100% CSAT
• Timely completion of contests – daily, weekly, monthly
• Budget of 1-2 hours pay per month
• Individual and Team contests
• Allow peers to award tokens (5 tokens/Advisor)
• Leader boards – both Individual and Team
• Blogging – appropriate challenges and competitiveness,
healthy bantering & camaraderie
• Redemption for cash or prizes – PayPal, Amazon, etc…
• Tax-up awards
• FLSA – Award points to cover “Calc of OT”
Kelly Journey – Set Parameters
| Proprietary and Confidential to Kelly Services, Inc. 10 |
Cloud based SaaS providersSubscription based, minimal startup costsTechnology Integration
Kelly Journey – Vendors
Gamification• Snowfly• LevelEleven• Gameffective *• Badgeville • Bunchball• Big Door *• Gigya *• Hoopla ***• iActionable• PlayVox ***• CrowdTwist *
Employee Loyalty• Aimia• Maritz **• Tibco Loyalty Lab **• Epsilon **• BI Worldwide **• Bungee *• Rewards Network *
Ruled out for a number of reasons:* Vendor could not meet requirements** Vendor was in a larger market segment *** Vendor opted out due to high level requirements
Vendor reviews conducted
ProsPros:• Impressive call center knowledge and engaging new advisors•Fast, inexpensive to implement •Random reinforcement technology•Extensive research and analysis of data to understand what does and doesn’t work to motivate people in the call center
•Have a method of keeping you on budget with their token system. If you had a total dollar amount you were willing to spend in incentives, they had a means of doling out the token amounts so that you would stay within budget
•Fulfillment piece is built into the product•Month to month agreement, can cancel anytime•No per-user license fee. Cost based on a percentage of award given out•Nominal implementation fee•Kelly dictates format of data sent to Snowfly•Allow a 90 day pilot and test with the games and without to measure effectiveness of games (“Random intermittent Reinforcement”)
•Assist with goal /metric setting – break big goals into little steps
Cons
Cons:•The advisor interface lacks sophistication - wasn’t real jazzy•Contest setup requires vendor participation. This is both a pro and a con. They offer suggestions on how to administer contests to achieve optimal results, a con just because we don’t have complete control
•Concerns with the “corniness” of the games, but widely embraced by other company references
| Proprietary and Confidential to Kelly Services, Inc. 13 |
Kelly Journey – To game or not to game?
| Proprietary and Confidential to Kelly Services, Inc. 14 |
Gamification in Action
| Proprietary and Confidential to Kelly Services, Inc. 15 |
Employee Dashboard
| Proprietary and Confidential to Kelly Services, Inc. 16 |
Wall of Glory
| Proprietary and Confidential to Kelly Services, Inc. 17 |
Goals Profile
| Proprietary and Confidential to Kelly Services, Inc. 18 |
Game Room
| Proprietary and Confidential to Kelly Services, Inc. 19 |
Redeeming Points
| Proprietary and Confidential to Kelly Services, Inc. 20 |
Leader Portal
| Proprietary and Confidential to Kelly Services, Inc. 21 |
Reports
| Proprietary and Confidential to Kelly Services, Inc. 22 |
Gamification is Awards & Recognition rebranded Public Recognition is a must
Give Tokens for Performance – play games with tokenspeer Recognition - allow each peer to give tokens away
Cannot always be the same winners – “first sale on Friday morning” “most improved”Leader Boards Passionate Engagement Money isn’t everything!
Badges have intrinsic value and are perpetual Games should have levels “use what works with Gamers”Points are the Currency – redeem for Prizes
Employees are more concerned with team winning, than personal shortcoming
Engaged Employees create Engaged Customers
The excitement is in achieving the goal, not necessarily winning the prize
Lasting Impressions
Thank You!
Kelly McQuiston
Director, Commercial Products
Kelly Services, Inc
| Proprietary and Confidential to Kelly Services, Inc. 23 |