Gamification and Learning

Oh boy, here comes that Gamification thing again…this time for learning.  If you are like me, you have been reading about Gamification for the last 4 years but see little of it in the enterprise.  For me, I always look to see if I can find examples and apply them to my work (learning) and my company.  And, without getting to in deep about Gamification (you can see some articles of Gamification in this little used community), I finally came across one that relates to our company.  But first, a little bit about gamification for those who are not that familiar:

Wikipedia defines it as the use of game thinking and game mechanics in non-game contexts to engage users in solving problems.  If we dive a little deeper, the Gamification of Learning is an educational approach to motivate students to learn by using video game design and game elements in learning environments.[1] The goal is to maximize enjoyment and engagement through capturing the interest of learners and inspiring them to continue learning. 

Ok, now that is out of the way, let me share an example I came across on-line for an insurance company call center.  This is from Vicki Kunkel, CEO/Director of Digital Content & eLearning in her article What are the most effective uses of Gamification in Learning? (bolding is mine)

For example, last year I designed a gamification platform for an insurance call center where the business challenge was customer retention, the goal was one-call resolution, and the desired behavior changes were to have call center agents stop putting customers on hold, stop transferring calls, and strategically question and actively listen to customers. (Surveys showed hold times and transfers were the top hot buttons for customers.) Agents were split into teams, and team members earned points for each time they did not transfer a call or place a customer on hold. Double points were given if a customer complaint was resolved with one call.

The company used data to track the performance of each agent and a leaderboard was automatically updated daily. Teams received “super powers” attached to each level they achieved on the leaderboard. One super power was “Super Speed”, where they could go right to the front of any line (such as the cafeteria line). Another was “Force Field,” where winners could park in the executive-only, temperature-controlled underground garage. (This was a coveted power in both the cold winter months and the hot summer months!) The top super power was “Invisibility” – which was a day off with pay for the ultimate top performers.

For agents who found themselves on the bottom of the leaderboard, the platform would automatically populate short, two-minute “Power Boosters” (video eLearning modules), which gave tips on strategic questioning and listening skills to help agents better identify and solve customer issues on one call.

Three months after the gamification project was implemented, call hold times decreased by 17%; transfers were reduced by 52%, and customer retention increased 31% over pre-gamification levels.

As you can see, the results after three months were impressive…though I would be interested in how this sustained after, say 12 months or more.  I also thought it was an interesting point of having the “bottom agents” take short 2 minute video eLearning modules instead of the traditional classroom refresher.   Anyway, this was a quick blog to talk about Gamification and learning.  Hope to have more in the near future.


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