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.