Digital Trophies and Competition Drive Results: Improving our Performance Through Gamification

Tom WenglerDynamics CRM

Gamification used to make me roll my eyes. We’re adults doing a job – could cartoon characters and a digital badge really motivate me?

For the first 45 days after I received it, I used my FitBit regularly: tracking food, water, and exercise until the novelty wore off. It was untouched for a year until last week. Struggling with tiredness, I considered that energy begets energy and started walking.

In FitBit’s app I found the Challenges and Trophies section – a friend had six trophies while I had none. I was instantly motivated and the challenges began.

It isn’t just the digital trophies that motivate me, it’s the peer pressure. I don’t receive any Taunts from my friends, but when I started the evening at 5 p.m. with 516 steps and ended the day with 10,000, I received Cheers. And I want to win – nightly I take my kids on a walk or pace the driveway while they ride bikes to ensure I reach my goal.

While I dove into fitness gamification, my team began discussing CRM sales enhancement through gamification. DestinationCRM.com suggests using gamification for sales training, to reduce support costs, and to foster and sustain a change in employee behaviors.

User adoption of a new CRM system can be positively impacted thru gamification and it is a path I must explore further.

Gamification also intersects three areas where I am interested:

  1. Sales and Marketing Effectiveness Through the Use of a CRM Tool
  2. Psychology, and
  3. Organizational Change Management.

The case studies are impressive:

  • In a Service Corporation International pilot with 130 sales reps, those using Microsoft’s FantasySalesTeam closed 88 percent more deals at 213 percent the average contract value.
  • In the first month they ran FantasySalesTeam, Wireless Zone saw a 176 percent increase in total sales, 35 percent increase in specific product sales and a 9 percent increase in profit.

 

Maybe it’s the cartoon characters in FantasySalesTeam, but even with the data to back it up, gamification seems too high school. I’m hoping there is a rebrand in the near future to make FantasySalesTeam feel more professional and accessible to company culture.