Gamification: The Game-Changer

Digital CRM is the need of the hour for businesses today to remain recognized in a competitive market which is undergoing a digital transformation. Studies have shown that while organizations have increased their investments in digitalizing their platforms, two-thirds of digital transformation projects fail mainly due to workforce behavioral issues and lack of customer engagement. Gamification, here, can come to the rescue by improving employees’ engagement and help them adapt to the central theme of a “digital enterprise”. Businesses can look forward to a more engaged employee and customer ecosystem, with improved loyalty and crowd-source innovation.

Although, gamification is considered among emerging technologies, in the recent days it has gained a lot of momentum in virtually every industry. A leading global research company predicts that the ‘Gamification sector’ will cross few billion dollars’ worth by 2018. Analysts have predicted that more than two-thirds of large organizations will have at least one ‘Gamified’ application, and that gamification is slated to become a significant trend in the next decade. However, they also caution that, due to lack of proper design techniques, a bulk of gamified applications will fail to meet business objectives.

Having said that, there are numerous opportunities that gamification presents in a CRM environment. These opportunities can broadly be centered on the following:

Fun, play, challenges and engagement are the key aspects of Gamification. The diagram below summarizes the various areas where you can gamify CRM:

A study shows that less than 30% of workers today are committed to and satisfied with their work. Organizations are compelled to adopt new ways of improving engagement, and creating a gamified employee experience. Exploration games like treasure hunts, trivia, etc. increase engagement and the urge to learn about products and teams. Gamification also presents unique solutions to increase services engagement, to resolve customer issues faster. There are various arenas in the CRM space wherein you can delight customers with gamification techniques and increase brand loyalty. Analysts predict, in a few years, gamification in marketing and customer retention will become indispensable.

Gamification imbibes metrics-oriented behavioral changes in players. Organizations are now more compelled to ride gamification to bring about a radical change in employee, vendor, and customer experience. In the decade to come, several emerging technologies, including gesture control, head-mounted displays and augmented reality will mature. This will further enable the use of gamification in many domains by seamlessly integrating technology into our daily lives. Will gamification trend? What do you think?

About the Author

Nagesh Deshpande is a Lead Consultant in the SaaS Center of Excellence, Advanced Technologies and Solutions at Wipro. Nagesh has over 12 years of extensive IT experience architecting and delivering Enterprise Client Server, Multi-Tier web based solutions across cloud and on-premise. He has a deep vested interest in evaluating and adopting niche technologies spanning human-machine interactions with Gamification as core. At present, he is driving creation of multiple integrated solutions and frameworks across SaaS platforms within Wipro's SaaS CoE.

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