Piow piow! Gamification is so hot right now. In fact it’s probably too hot, with many online services adding badges and a leader-board to their sites without always thinking about the business value. Its popularity means there are also a lot of misconceptions about gamification (How can I make my accounting app more like World Of Warcraft? Can I bring Angry Birds into my sales pipeline?).
So what is gamification? Gamification is about bringing elements of what make games fun, addictive and rewarding in to every-day business applications. Why? Because if you can harness even a part of the energy users put in to games like Plants vs Zombies (yes really), you can super-charge your customer activity and employee performance.
Recently I’ve been working with a team at Tquila on some exciting new gamification features aimed at driving specific user behaviours within Salesforce. We’re not just adding trophies, we’re starting from business goals and working up from there. We’ve pinpointed different behaviours we want to encourage (initially around capturing quality contact data) and have built a bespoke engine to help our clients change their focus over time.
Why didn’t we use one of the myriad of gamification add-ons currently available? Because we spent time understanding our client, and nothing out-of-the-box was going to get them where they wanted to go. Cost was also a factor: why pay a monthly fee per user for something quite generic? Instead, we created a bespoke gamification engine that’s easy for the client to manage – and we’re all really excited with the results.
We’ll continue the rollout in the coming months, and we’re looking forward to sharing the lessons we’ve learned. My colleague Dario has driven the technical design, and is keen to share information on the engine itself. If you’re interested in learning more about gamification, this book by Kevin Werbach came out in October last year, and is an excellent start.