I like these 3 case studies from Bob Marsh at SalesContestBuilder.com of how a bit of gamification at work, in the form of competitions, can result in business outcomes:
1. Software Training
Pandora used a leaderboard to train users in Salesforce.com. Some users complained that their sales weren’t appearing on the public leaderboard. They looked into it and discovered that some of the users were entering their sales entries incorrectly. They were able to train these users and improve the quality of their data and the use of the Salesforce software as a result.
2. Improving Data Collection
Stewart Agency (in New York) wanted to get sales operatives to collect email addresses when talking to leads. They incentivised this with a competition. Principal Greg Stewart explained:
I launched a really simple contest called ‘Get That Email!’ which awarded salespeople based on how many emails they could collect over the course of a couple months. I launched the contest and the impact was immediate.
I had one employee who went from getting no emails from clients to getting 83 in 2 days. In less than 2 months we almost DOUBLED the number of emails we had collected over 3 years.
3. Improving Data Entry
Eprize couldn’t get sales people to fill in the industry field on their contact database so they ran a competition with a public leaderboard. VP of Marketing, Jen Gray, said
We decided to launch a 2-week contest called ‘Industry Quest’. Every time someone completed the industry field they would get a point. The sales region with the most points would get $10 Starbucks gift cards for everyone (20-25 people/region).
In the first 2 hours we got over 100 accounts updated. Then the automatic leaderboard email went out the next morning and it really took off – almost 400 were updated by the end of day 2. By the end of the contest, over 1,400 accounts got updated and about 90% of all the accounts had the industry field defined
So with these three case studies we have some small but specific examples of where enterprise gamification has actually worked. Here is gamification being used via a leaderboard game mechanic to drive change.
I particularly like the last two, because they are finite (time based) competitions aimed at incentivising a preferred behaviour. It would be very interesting to check in with Stewart Agency and Eprize in 6 months time. I’d like to know whether email addresses are still being collected and whether the industry field is still being defined in 90% of accounts. Have the competitions permanently improved behaviour or were they a flash in the pan? I would expect the former – in my experience, once you get a sales person doing something and they know its the right thing to do, they will just keep on doing it….