What is Gamification?
What is Gamification
Gamification is the application of game mechanics and elements to non-game activities. It can be applied in numerous environments such as customer service, marketing, sales, and educational content.
Effects of Gamification in Customer Service
Using gamification in customer service can provide the following benefits:
- Improved Engagement: Motivates agents (representatives)
- Promotes Healthy Competition: Positive competition between teams and individuals
- Enhanced Productivity: Strengthens motivation for goal achievement
- Promotes Collaboration: Teamwork for achieving common goals
Since customer service is repetitive and challenging work, agents need motivation, recognition, and evaluation to maintain high performance. Gamification leverages people’s natural tendency toward competition to improve performance.
LiveAgent’s Gamification Features
LiveAgent’s gamification features are designed to promote recognition, motivation, entertainment, productivity improvement, and collaboration within teams.
1. Reward & Badge System
Specific badges can be awarded based on agent actions and achievements.
Badge Examples:
- Speedy Gonzales: Achieved fastest response
- Hard Worker: Processed the most tickets
- Helpful: High customer satisfaction rating
Badges are updated daily and can be customized. They can also be used for recognition and performance evaluation, leading to improved agent retention and performance.
2. Level System
Agents advance to higher levels as they achieve certain milestones.
Level Examples:
- Novice
- Professional
- Expert
- King of Customer Support
Achieved levels are permanent and serve as proof of accomplishment and skill improvement. Administrators can flexibly set level names and conditions to match company culture and HR policies.
3. Benchmarks and Leaderboards
Real-time visualization of agent performance.
- Leaderboards: Ranking display within teams
- Benchmarks: Comparison with target values
- Statistical Data: Response volume, response time, customer satisfaction, etc.
Practical Benefits of Gamification
Productivity Improvement
Clear goals and feedback improve agent productivity.
- Increased response volume
- Reduced response time
- Improved first-call resolution rate
Motivation Enhancement
Achievement and recognition maintain agent motivation.
- Adding fun to daily tasks
- Accumulation of small success experiences
- Recognition and praise within teams
Service Quality Improvement
Competition and goal setting naturally improve service quality.
- Improved customer satisfaction
- Standardized response quality
- Sharing of best practices
Reduced Turnover Rate
A rewarding work environment improves agent retention.
- Increased job satisfaction
- Visualization of career growth
- Sense of belonging to the team
Implementation Points
Key points for effective gamification implementation:
- Goal Setting: Set achievable and meaningful goals
- Fairness: Fair evaluation criteria for all agents
- Feedback: Real-time progress monitoring
- Rewards: Appropriate rewards and recognition for achievements
- Sustainability: Systems for maintaining long-term motivation
Summary
Gamification features represent an innovative approach that draws out “intrinsic motivation,” which is difficult to achieve with traditional management methods, and realizes improved performance across entire teams.
By utilizing the gamification features built into SmartWeb’s LiveAgent, you can motivate agents while achieving improved customer support quality.
