NASSCOM ILF 2016: Day2: The Gamification of Business

The Gamification of BusinessRajat PahariaFounder & Chief Product Officer - Bunchball, Inc.

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

gamificationunproductivity

entertainment

funx

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@rajatrocks

#gamification

@bunchball

gamificationperformance

motivation

ROI

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@rajatrocks

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LearningCollaborationService

Technology Enabled

Experiences

BIG DATA on User Activity

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@rajatrocks

#gamification

@bunchball

Motivating Better

Performance


Technology Enabled

Experiences


#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

Motivating Better

Performance


Technology Enabled

Experiences


#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

Motivating Better

Performance


Technology Enabled

Experiences


A Thermometer measures

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

Motivating Better

Performance


Technology Enabled

Experiences


A Thermometer measures

A Thermostat regulates

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

gamification

Gamification systems capture the BIG DATA that: • Consumers• Partners• Employees generate as they interact with online experiences, and uses that data to create a more engaging experience and drive: • Better Performance• Better Business Results• Competitive Advantage

Motivating Better

Performance


Technology Enabled

Experiences


#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

• Reward and Recognize• Measure and Motivate• Reputation• Loyalty• Guiding & Amplifying High

Value Activity

gamification

Motivating Better

Performance


Technology Enabled

Experiences


#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

PERFORMANCE ENHANCING

DATA

INEVITABLE

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Sales Service Collab. Learning Consumer

Spending

Success

Revenue

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Revenue Spending

Increase training efficacy Accelerate onboarding Increase self-driven learning Increase LMS utilization Drive collaboration Increase employee retention Increase revenue per employee Accelerate rollout of new policy Drive process compliance

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Revenue Spending

Agent CSAT Scores First Call Resolution Willingness to Recommend Handled in Timely Manner Billable Utilization % Onboard New Hires Faster Retain Talent Longer Focus Agents on the Right Behaviors

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Revenue Spending

Accelerate onboarding Recognize expertise and valued

contributions Facilitate self-service Encourage sharing and cooperation Recognize achievement Uncover cross-functional resources Establish reputation and expertise

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Revenue Spending

Increase training efficacy Accelerate onboarding Increase self-driven learning Increase LMS utilization Drive collaboration Increase employee retention Increase revenue per employee Accelerate rollout of new policy Drive process compliance

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Revenue Spending

Increase Unique Visitors Increase Page Views Increase Actions per User Increase Repeat Visits Increase Advertising Revenue Increase Customer Lifetime Value Improve Loyalty Gain Behavioral Insight

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

Gamification Drives Results

• When gamification is used with Employees (PERFORMANCE):– Sales: +20% revenue– Onboarding: Reduced from 4 weeks to 14 hours– Collaboration: +1,000% ESN utilization– Service: +10% customer satisfaction, -15% average handle time– Training: +417% LMS utilization

• When gamification is used with Consumers (LOYALTY):– Customer Community: +40% call deflection– Trial to Paid: 4x increase in conversion– Email Newsletter: +825% signups– Web: +77% page views, +125% mnthly visits, +57% time on site– Mobile: +159% app downloads

COLLABORATION & SERVICET-Mobile

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

Engage more than 30,000 frontline representatives so they can effectively respond to customers’ queries, even as the devices they sell and support grow more complex.

• Goals: • To provide superior customer support and expedite

resolution rates• To motivate customer care and retail store

representatives to make T-Mobile’s online social business community their go-to resource for answering customer questions.

T-Mobile – T-Community

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

• Participation increased 1,000 percent in the first six weeks.• More than 15,000 of frontline employees completed different

Getting Started missions in the first two weeks — a radical departure from the typically low adoption to self-guided learnings.

• Members were so active and so quick to adopt the platform that T-Community awarded 187,000 badges in the first six weeks.

• “Likes” — those assessments of the helpfulness or accuracy of a response — increased a staggering 6,000 percent.

• Most importantly, this vibrant community facilitated superior customer support. Resolution rates and customer satisfaction scores have steadily improved each month since implementing gamification.

T-Mobile – T-Community Results

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

• Millions in support cost savings• 100+ new ideas that customers drove• 6x more customer champions• 100+ testimonials for SolarWinds “saving our customer’s bacon”

B2B - SolarWinds Customer Community Results

TRAINING, SERVICE & SALESLiveOps

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@rajatrocks

#gamification

@bunchball

• Onboard, train, and motivate 20,000+ distributed contact center workers

• Gamification Elements: • Earn points by hitting performance goals, completing

certifications, and interacting with the community• Apply for certain opportunities, choice of shift, etc.• Badges signify accomplished training and performance goals• Profile pages and leaderboards show agents where they

stand

LiveOps – My Work Community

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

• 80% of agents opted in to the gamification program, with 75% of them returning on a bi-weekly basis

• 72% of agents completed certifications that weren’t required, motivated only by gamification mechanics (volunteer learning)

• The onboarding process for a new client decreased from 4 weeks of classroom training to 14 hours

• Service levels improved by about 10%

• Average time to handle a customer inquiry decreased by almost 15%

• Sales performance improved 8-12%

LiveOps – My Work Community Results

SALES & SERVICE TRAININGFord of Canada

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

• Train sales and service reps across 450 dealerships

• Goals: • Drive site traffic• Combat under-utilization of valuable resources• Encourage informal and formal learning• From “have to” to “want to” use p2p Cup

Ford of Canada – The Ford p2p Cup

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@rajatrocks

#gamification

@bunchball

• Motivate learning, watching informational videos, downloading and consuming the latest product information, and taking web courses.

• Participants can earn RPMs (points) and Gear Up (level up), work toward individual goals, earn badges that are visible in a trophy case, compete with their peers on leaderboards, work together to accomplish team goals, compete against other dealerships, and receive real-time feedback as they engage in desired behavior.

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

• A 417% increase in site usage vs. the same period the previous year

• Within the first three months of the program the site exceeded the traffic volume of the entire previous year

• A positive correlation between engagement in the Ford p2p Cup and key performance measures including sales and customer satisfaction

• Increased engagement by younger audiences, which represented 40% of the total audience, in the Ford p2p Cup

• An increase in volunteer learning – participants completing courses above and beyond what they were required to do for their annual certification requirements

• A month over month increase in engagement with their program as word of mouth spread among the sales and service community

Ford of Canada – The Ford p2p Cup Results

The Gamification of BusinessRajat PahariaFounder & Chief Product Officer - Bunchball, Inc.@rajatrocks

#NASSCOM_ILF

@rajatrocks

#gamification

@bunchball

Customer loyalty drives profitability and growth

Customer satisfaction drives customer loyalty

Value drives customer satisfaction

Employee productivity drives value

Employee loyalty drives productivity

Employee satisfaction drives loyalty

Employee engagement drives employee satisfaction

Putting the Service-Profit Chain to WorkHBR OnPoint, 2000