In a world where competition grows fiercer every day, companies are searching for new ways to attract and retain their employees. Gamification is precisely the tool that can transform an agent’s routine tasks into an exciting adventure.
In this article, we will explore how gamification can revolutionize the operations of a contact center or call center, the approaches to its implementation, and the results you can expect. Specifically, we will dive into the experience of Global Bilgi in organizing gamified events and provide simple tips to increase agent engagement in work processes. We promise, it’ll be interesting!
What Is “Gamification”?
Gamification is the use of game elements, mechanics, and principles in non-game contexts to enhance motivation, engagement, and productivity. In a business environment, gamification is applied to improve processes such as employee training, client interactions, or team management. The main elements of gamification include points, levels, leaderboards, as well as reward and achievement systems.
A Brief History of Gamification in Business Processes
The idea of gamification began to take shape in the early 2000s when companies realized that game elements could do more than entertain—they could motivate. The term “gamification” was first coined by British programmer Nick Pelling in 2002 to describe gaming aspects in technological interfaces.
The Growth of Gamification in Business
Gamification gained popularity in the corporate sector during the 2010s. The rise of digital platforms and mobile applications made it possible to integrate game mechanics into work processes. Marketing and HR were the first fields to adopt gamification, where it improved employee training and increased customer loyalty.
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Modern Trends
Gamification is being applied in a variety of industries, including call centers, retail, healthcare, and education. Artificial intelligence and big data technologies enable game mechanics to be tailored to individual demands, resulting in more personalized and effective gameplay.
Contact Centers and Call Centers Gamification
Gamification in contact centers and call centers has become a key element of business processes, particularly in outsourcing services. Its purpose is to motivate employees and increase their engagement through game elements that promote healthy competition and improve performance. Popular tools include point systems, leaderboards, internal rewards, and achievement recognition. These elements help employees feel part of a team, receive real-time feedback, and better understand their accomplishments within established KPIs.
Gamification is particularly effective in contact center environments where most employees belong to the Millennial and Gen Z generations. Individuals aged 20 to 35 are familiar with game mechanics, often encountered in their daily lives, such as in mobile apps or video games. This familiarity makes gamification relatable and intuitive, creating a comfortable and motivating work environment. As a result, it not only boosts productivity but also reduces staff turnover.
How Gamification Works in a Contact Center
Gamification taps into human tendencies toward competition, achievement, status, self-expression, and altruism. In a contact center, this translates into game mechanics that encourage employees to achieve high results. For instance, agents can earn points or rewards for exceeding key call center KPIs, such as call handling time, customer satisfaction scores (CSAT), or first call resolution (FCR).
At the team level, gamification fosters unity and mutual support. Team leaders can organize friendly competitions between groups, such as who can resolve the most inquiries successfully within a week. This helps enhance team efficiency, reduce stress levels, and create a collaborative atmosphere.
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Gamification is particularly effective for remote agents. In a remote setting, maintaining team spirit and motivation can be challenging, but game mechanics make daily tasks more engaging. For example, leaderboards or individual challenges allow employees to see their achievements in real time and feel connected to the company’s overall success.
Gamification Mechanics in Contact Centers and Call Centers
What is gamification at its core? It is the integration of game elements (whether computer-based or sports-related) into work processes. In other words, it involves completing specific tasks with defined checkpoints and rewards for their completion. To make this clearer, let’s provide examples of gamification mechanics in a contact center.
Individual Achievements and Rewards
This mechanic involves creating a rewards system for completing specific tasks. For example, agents earn points for achieving KPIs, resolving customer queries quickly, receiving positive feedback, or other productivity indicators. The points can be converted into virtual rewards or real-life gifts.
This approach motivates agents individually, as they see a direct link between their efforts and rewards. It fosters increased productivity, engagement, and job satisfaction, particularly among younger employees for whom personal recognition is important.
Team Competitions
In this mechanic, employees are divided into teams that compete for the best results in specific metrics. For example, which team provides the best customer service based on FCR, achieves the highest cross-selling rate, or receives the most positive feedback in a month.
The goal and effect: Group dynamics encourage increased employee cohesion and the formation of team spirit. This makes agents feel part of a shared goal, reducing stress levels, enhancing loyalty to the company, and creating a collaborative atmosphere.
Leaderboards
A leaderboard publicly displays the rankings of the best agents or teams over a specified period. For example, by sales volume, average call handling time, or customer satisfaction levels. The information is regularly updated to stay relevant. The leaderboard is accessible to all participants, for example, on the corporate web portal or through the company’s mobile app. Motivation for “top spots” is set by management.
Public recognition of achievements and established prizes motivate agents to provide better service and compete for a position at the top of the leaderboard. At the same time, this creates transparency in performance evaluation and allows agents to assess their progress compared to others.
Scenarios and Gamified Training
Gamified training involves simulations of real situations that agents face during their work. For example, a “game” for solving complex customer cases or conducting negotiations with customers in different formats.
Goal and effect: Gamified training allows agents to practice skills safely while receiving experience from colleagues and feedback from trainers. This boosts their confidence in their abilities and reduces stress when handling complex tasks.
Global Bilgi Experience in Organizing a Gamified Tournament for Employees
The outsourcing contact center Global Bilgi actively keeps up with trends and implements global practices into its work processes. Gamification in the contact center was no exception. The HR team regularly organizes events to boost motivation and engagement among remote agents in the life of the company. Virtual team days, online gaming tournaments, and quizzes with prizes all contribute to team cohesion and improve the psychological well-being and morale of employees. In October of this year, a team virtual tournament called GlobalLandia was developed and held at the request of project managers.
The goal of the tournament was to enhance factors such as agent engagement, team cohesion, the development of communication skills, and to reduce work-related stress.
Tournament Mechanics
The virtual tournament GlobalLandia took place in several rounds. Eleven teams, consisting of agents and team leaders, were formed, and throughout the competition, they completed various tasks and earned points for their performance. Employees had the opportunity to showcase creativity, unlock their potential, participate in online quiz competitions, and engage in debates.
Teams could earn additional points for social activities, such as donations for social causes, participation in donor programs, etc.
The tournament was judged by a competent jury, which included experts from different departments of the company as well as management representatives.
Tournament Results
During the tournament, video recordings were made. Fans could follow the progress of the event on the corporate portal. The final part of the tournament—a debate between the top three teams based on points—was broadcast live on the corporate YouTube channel.
According to the results of the tournament, all winners received pre-determined prizes, including gift boxes from the company and a cash prize for organizing a joint team day.
However, more important than the prizes was that the GlobalLandia tournament became a vivid example of how gamification in a contact center can be a powerful tool for achieving the company’s strategic goals. This project, which brought together all departments of Global Bilgi, became a true celebration for our employees, highlighting one of the company’s core values—”we are better together!” GlobalLandia not only enhanced our brand as an employer but also gave a strong boost to attracting new talent and retaining our best employees. Thanks to this event, we not only strengthened the team but also significantly increased work productivity.
7 Effective Tips for Engaging Agents Through Gamification
1. Create a Clear and Engaging Goal
Clearly define what you want to achieve through gamification. This can include increasing cross-selling, improving customer service metrics, or reducing average call handling time. When agents understand how their actions contribute to the overall goal, they feel more engaged and motivated.
2. Use Diverse Reward Systems
Don’t limit yourself to material rewards. Offer various bonuses such as extra days off, flexible schedules, special privileges, or public recognition of achievements. This allows each agent to find something valuable for themselves. Introduce team rewards for long-term results to help agents focus on a strategic approach and promote team cohesion.
3. Involve Agents in the Creation Process
Let agents feel like part of the team. Involve them in discussions about ideas for gamification. This not only boosts their engagement but also helps create a system that aligns with their interests and needs.
4. Regularly Update Gamification Elements
To avoid routine, regularly refresh the gaming elements and introduce new challenges. This will keep agents interested and prevent burnout. For example, integrate a progress concept: offer levels or titles like “Beginner,” “Expert,” “Master.” Employees will enjoy leveling up and seeing their professional growth.
5. Use Technology to Visualize Progress
Modern technologies allow the creation of interactive dashboards that show the progress of each agent and the entire team. This helps visualize goals and motivates agents to achieve better results.
6. Create a Competitive Atmosphere
Competition between agents or teams can significantly boost motivation. However, it’s important to maintain a friendly atmosphere and focus on teamwork.
7. Conduct Regular Analysis and Improvement
Collect feedback from agents and regularly analyze the results of gamification. This will help you understand what works and what doesn’t, and make necessary adjustments.
Remember, gamification is not just a game but a tool for achieving serious business goals. When implemented correctly, it can significantly enhance agent engagement, improve customer service quality, and increase productivity.
Conclusion
Gamification has already become an essential element in managing personnel in call centers. It not only helps motivate agents to achieve KPIs but also creates a more attractive work environment, which is particularly important for younger workers. Such approaches strengthen internal culture, reduce turnover, and improve employees’ emotional well-being.
In the context of contact center outsourcing, gamification can be a competitive advantage. By using game mechanics, companies create a comfortable environment for employees, improve customer service quality, and even boost productivity. This also positively affects the reputation of outsourcing contact centers in the market.
A quality employee experience is the foundation for improving customer experience. Gamification helps build this connection, as motivated and engaged agents resolve customer inquiries more quickly and effectively. As a result, the company gains loyal customers and increases its NPS score.
