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Opinion CX on Social

The Key to Gamification ROI

Last week, Entrepreneur magazine featured a gamification example that we recommend. It’s definitely worth a read if your company is at any stage of the gamification process. (Link is below this article).

There are a lot of components of a strong gamification effort, but there is one that we want to get people focusing on: targeting critical behaviors

Knowing Your Business End to End

Gamification only works when you already know your internal process challenges really well

Having seen gamification applied in many business situations, it’s become obvious that it only works when there’s a strong understanding of how the business works and the biggest roadblocks to key processes.

That understanding is a critical precursor to a successful gamification program. It takes deep analysis of insightful data from your key business processes. The outcome should be a clear target list of behaviors to gamify.

Targeting the right behaviors

Gamification is only effective when there’s a learned connection between better behaviors and valued rewards.

That only works when there’s a targeted approach and a real impact from the changed behaviors.

That’s why it becomes very important to target behaviors that are critical success factors in your business success. In the linked article, the company improved sales by focusing specifically on generating and completing product demos. The reason they chose that particular behavior is its criticality to driving sales activity. Other activities weren’t as critical roadblocks.

The motivation goes beyond just getting demos, but creating an overall momentum in the business and that only happens when key factors are impacted. That’s when gamification delivers genuine business impact.

Feb 20, 2014 | Original Link

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