Gamification for CRM
Applying game elements such as point scoring, competition with
others, rules, etc. in a business setting to encourage engagement with a
product or service. Gamification promotes competition, accountability,
strategic thinking, and most importantly - results. If done correctly,
it can be a powerful motivational tool. However, if you don’t set clear
objectives and pre-determine the right approach, it will fail. Here are
three reasons why we love the concept of gamification for CRM:
1. It’s based on our innate human motivations.
Gamification as a concept pulls its power from the most basic levels
of human psychology. Whether you believe Maslow’s idea that humans are
motivated (after the basic necessities of life are met) by a desire for
self-actualization, or Skinner’s belief that positive reinforcement of
behaviors is the motivator, we can draw from both concepts when we look
at gamification. When a point system is applied and levels must be met,
individuals naturally strive to reach them. They are motivated to
discover and to excel, and the positive reinforcement of excelling adds
to the motivation. It’s why gamification works! You might start by
assigning a point value system for certain actions – +1 point for
entering a new lead into your CRM, +5 if the lead has the title CEO.
Make sure the players are aware that points are only awarded for
verified, accurate data. If you offer +1 point for a new lead, part of
fulfilling that goal should include the lead’s phone number and email.
This sort of requirement may help you avoid bad data. There are many
variations for how you can assign each value. The main thing to
remember, though, is this: the “game” can never become stagnant. In
the long term, your players will become bored if you do not adapt the
gamification to their changing skill levels. Keep that front-of-mind
when designing your gamification strategy.
2. It gives sales people the determination to tackle harder customers.
The slam dunk customer is always a big draw. They’re responsive to
you right off the bat, they give verbal cues to indicate you’re on the
right path, and all you need to do is swoop in and seal the deal. Great.
Fabulous. But what about that prospect that just won’t call you back?
What about the customer who is consistently difficult to sell to? Our
natural instinct is to pull back from that kind of customer; but with
strategic gamification, that difficult sell may suddenly become a
desirable challenge. Sales people in particular are innately
competitive, so the concept of gamification plays to their natural
tendencies. The game keeper can set targets and track the achievements
with gamification in mind. The end goal is still closing the deal, but
the gamification can help monitor all the smaller steps that lead to
that success. Consider incorporating leaderboards, badges, and other
visual displays to encourage friendly competition. If you’re looking for
a more collaborative approach, create teams that compete against one
another for rankings.
3. It’s a great technique for CRM user adoption.
By moderating how your users are learning the system, you can
encourage the correct sequence of behaviors right from the start. As
Skinner might argue, the behaviors then become learned reactions to the
positive feedback. If your CRM is already in place, you can still use
this technique to get your users to utilize the program better, or in
new ways.
Sources: http://www.inc.com/4-reasons-sales-gamification-works.html https://en.wikipedia.org/wiki/Behaviorism https://community.lithium.com/t5/Science-of-Social-blog/Gamification-101...