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: