Gamification in employee engagement - 10 compelling case studies - Manu Melwin Joy

10 Compelling Case StudiesGamification in Employee Engagement

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – [email protected]

Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.

10 Compelling Case Studies1. Plant Ville2. Omnicare3. Target stores4. The Wikipedia Adventure5. Blue Wolf6. DWP Case Study7. Kudos Badges8. Loyalty One Case Study9. Next Jump Case Study10. Siemens Success story

PLANTVILLEGamification in Engagement

SIEMENS• Plantville is an innovative,

educational and fun way for

Siemens to engage customers,

employees, prospects, students

and the general public while

driving awareness of Siemens

technologies and brand.

SIEMENS• The game enables players to

improve the health of their

plants by learning about and

applying industrial and

infrastructure products and

solutions from Siemens.

SIEMENS• Gamers will be measured on

a number of Key

Performance Indicators

(KPIs), including safety, on

time delivery, quality,

energy management and

employee satisfaction.

SIEMENS• Throughout the game,

players will be able to

interact with Pete the Plant

Manager, whose plant has

just won the "Plant of the

Year" award.

SIEMENS• Pete shares his best

practices throughout the

game to help players

achieve outstanding results

in plant performance.

SIEMENS• He will use webisodes, the

Plantville Cafe, Puzzlers, and

Facebook, LinkedIn and

Twitter accounts to dialogue

with gamers, provide hints to

playing the game, and host a

leader board for contestants.

SIEMENS• In Plantville, players can

select which of the three

virtual plants they would

like to manage first: – a

bottling plant, a vitamin

plant or a plant that builds

trains.

SIEMENS• At the start of the game,

each type of plant is faced

with different challenges.

The players must identify the

challenges facing their plant

and implement solutions to

improve the plant's KPIs.

SIEMENS• Gamers will compete with

one another on a number of

levels, including plant-to-plant

and on specific KPIs. Pete's

leader board will keep track of

which players are performing

the best on each of the levels.








OMNICAREGamification in Employee Engagement

OMNICARE• Omnicare is a more IT-

centric organization that

produces pharmacy

management software --

a kind of outsourced

helpdesk for pharmacies.

OMNICARE

• Omnicare was

experiencing long wait

times at its helpdesk.

OMNICARE• The employees were

experienced and

knowledgeable about the

service. The company

wanted to gamify a solution

to improve efficiency.

OMNICARE• It started by adding a

leaderboard and showing

the reps the board. They

also issued cash rewards

to employees with the

fastest times on the floor.

OMNICARE• However, the results weren't

what management expected.

Immediately wait times

increased and employee

turnover spiked; people were

quitting their jobs and customer

satisfaction plummeted.

OMNICARE• The difference here

versus the Target

example is that the

client didn't think about

what was motivating the

reps.

OMNICARE• These helpdesk employees

were high tech and,

according to Zichermann,

felt like they already had a

sense of control over their

own life.

OMNICARE• When Omnicare

introduced a scoring

system as it did, these

employees felt like Big

Brother was watching

them.

OMNICARE• "To a Target cashier, it's

positive feedback to a

high-end helpdesk rep,

it's Big Brother," says

Zichermann.

OMNICARE• So Omnicare iterated and

changed the design of the

system. Now instead of

being all about time and

motion, they set up a series

of achievements that reps

could reach.

OMNICARE• The reps are given a

challenge at the beginning

of every shift. For example, a

helpdesk support analyst

might receive a note like this

at the beginning of their

shift.

OMNICARE• "Today find three

customers who have a

specific problem with

billing and help them

with billing."

OMNICARE• As they progress through

these series of challenges,

they are given short-term

rewards that are

achievement and

recognition oriented (non-

cash incentives).

OMNICARE• "Time in their waiting

queue was halved,

customer satisfaction

went back up and

employee turnover was

down.

OMNICARE• It's a very different design,

but with the same core

premise and with wildly

different results," says

Zichermann. The bottom-

line is that there is no one-

size-fits-all answer.

The Wikipedia AdventureGamification in Employee Engagement

The Wikipedia Adventure• Wikipedia is the world’s

most popular online

encyclopedia and one of the

most visited sites on the

web, but for users, it also is

known for being complicated

and intimidating.

The Wikipedia Adventure• As a result, the number of

volunteer editors has

dropped since 2007,

prompting the company to

develop “The Wikipedia

Adventure”.

The Wikipedia Adventure• It is a seven-mission,

gamified interactive

onboarding tutorial to

teach people how to edit

Wikipedia in just a few

hours.

The Wikipedia Adventure• The program takes the

user through a simulated

quest to edit an article,

meeting challenges

along the way.

The Wikipedia Adventure• They can earn badges and

barnstars for personal

accomplishments such as

bringing a piece of content up to

a higher standard and diligent

copyediting. Users can then

display their badges publicly.

The Wikipedia Adventure• According to Jake Orlowitz,

administrator and editor at

Wikipedia, 89% of the

participants who complete the

game feel more confident as

editors, 77% want to edit more,

and they make 290% more edits

than non-participants.

Bluewolf Success StoryGamification in HR

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – [email protected]

Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.

Bluewolf

• Bluewolf has employed gamification as a method of increasing employee adoption and engagement, and they developed our own gamification program, called PRIME, to drive user behavior internally.

Bluewolf

• They awarded points for large

wins, like closing a deal or

speaking at a conference, and

smaller victories, like writing a

blog post (10 points!) or sharing

Bluewolf messaging on social

media.

Bluewolf

• By gamifying the process of

giving feedback, employees are

more likely to give formal

feedback to another user inside

of our HR platform instead of

just sharing it more casually.

Bluewolf

• Bluewolf has always been eager

to give a big thank you to those

who step in and help deliver

amazing customer moments.

Now with PRIME, they are

encouraged to deliver that same

recognition via badges in Chatter.

Bluewolf

• From the everyday tasks, like adding

contact roles to an opportunity, to the

more involved, like sharing an amazing

customer story on our monthly company-

wide All Hands Call, employees are

always looking for ways to go above and

beyond in my day-to-day tasks, driven by

the thrill of a job well done — and more

points.

Target Stores Case StudyGamification in Employee Engagement

Target Stores Case Study

• One of the most

classic examples of

gamification is

Target's approach.

Target Stores Case Study• Being a cashier can be a

disconnected job--the

only time you may get

feedback is when your

drawer count is off.

Target Stores Case Study• But what Target has done

is engage employees by

encouraging them to get in

the flow when checking

out customers by making it

more game-like.


• Target stores have

implemented a little

game cashiers play

when checking people

out.

Target Stores Case Study• It shows the cashier in

red and green based on

whether the item that

was just scanned was

done so in the optimum

time.


• Then they see their

immediate score on

screen and know how

"in-time" they are

with the ideal time.

Target Stores Case Study• This, according to

Zichermann, illustrates a

great point--that

gamification isn't about

turning everything into a

game.

Target Stores Case Study• It's about using the best

ideas from games, like

loyalty programs and

behavioral economics, to

drive the behavior that

businesses are looking for in

their employees.

Target Stores Case Study• "The bias that people

have to win something is

how achievement-

oriented people tend to

view the world," says

Zichermann.

Target Stores Case Study• People who are achievement-

oriented want some sort of pay-off

or prize, but people who aren't as

achievement- or winning-oriented--

which according to Zichermann, is

the majority of people--are

rewarded through a feeling that

they control their own destiny.

Target Stores Case Study• Before, as a cashier, you

didn't know how you were

doing. You just checked

people out and if you did

something wrong, your boss

would come and yell at you.

Target Stores Case Study• "The idea here is to bring

the feedback as close to the

action as possible and make

the feedback as

constructive and positive as

possible," says Zichermann.

DWP Case StudyGamification in Employee Engagement

DWP Case Study

• The United Kingdom’s

Department of Work

and Pensions created

an application called

Idea Street.

DWP Case Study

• The purpose was to

increase employee

collaboration and

facilitate the sharing

of new project ideas.

DWP Case Study• The satisfaction of contributing

ideas, getting quick feedback,

receiving badges, and moving

up on the leaderboard has

motivated the department’s

employees to use the

application.

DWP Case Study• Within the first 18

months, about 4,000

employees generated

1,400 new candidate

projects on Idea Street.

DWP Case Study

• From this, 63

projects have been

implemented by the

Department.

Kudos BadgesGamification in Employee Engagement

Kudos Badges• Kudos Badges are used by

the IBM Connections service.

As users gain likes of files

and information they share,

or as they approve and share

links to other files, they can

earn these badges.

Kudos Badges• They are displayed with files,

and other stats users have,

and is a good competitive

but non-dramatic way to

promote heavy, diverse use

of the system for exterior

means and exterior ends.

Kudos Badges• Kudos don’t incentivize

heavily, but they do seem to

work, which high Kudos

being a coveted stat on the

site.

Kudos Badges• Connections continues as

another example, where it

implements a gamification

package. This is a new concept,

gamification examples packages,

and Buncbhall’s Nitro is the one

of choice for Connections.

Kudos Badges• It’s a mission-oriented

system where a user is

assigned missions, which

are simple and common

tasks that can be performed

in Connections itself.

Kudos Badges• As missions are completed,

levels are earned, and the

standing of a user as an

expert in the community

will be higher.

Kudos Badges• This earns them higher

regard and higher respect

from others, and gives them

a strong and empowered

identity within the service.

LIVE OPS CASE STUDYGamification in Employee Engagement

LIVE OPS CASE STUDY• Live Ops, a call center

outsourcing firm with more

than 20,000 independent

agents from across the

nation who work from

home.

LIVE OPS CASE STUDY• It wanted to gamify its

employees’ activities in

order to engage them in

their work and decrease

their turnover rate.

LIVE OPS CASE STUDY

• Andre Bourque of Social

Media Today describes how

the employees interact with

their new gamified system.

LIVE OPS CASE STUDY• Employees earned points

based on their speed in

completing customer

service calls, the number of

calls they take, and the level

of customer satisfaction

they receive.

LIVE OPS CASE STUDY

• The new program

experienced an 80%

adoption rate in the

first week!

LIVE OPS CASE STUDY• Adopters outperformed

non-users by 23% in their

call metrics and their

length of employment

doubled the company’s

previous average.

Next Jump Case StudyGamification in Employee Engagement

Next Jump Case Study• NextJump, a provider of

loyalty and rewards

programs, wanted its

employees to be more

active in order to improve

their health and to lower

healthcare premium costs.

Next Jump Case Study

• So NextJump opened

a free office gym, but

only 5% of its

workforce was using it

on a regular basis.

Next Jump Case Study• It then set up a contest

where the top 4-5 gym-

using employees had a

chance to split a

$20,000 prize.

Next Jump Case Study• Then it established cross-

office, talent-balanced

teams and a live

leaderboard

application, FitRank, to

stimulate and track

competition.


• Also, it introduced

“WOWPoints” ─

virtual currency to

incent the behavior.


• This only led to

12% employee

participation.


• Now 80% of the

workforce exercises

there 2+ times per

week.

SIEMENS SUCCESSTORYGamification in Engagement

SIEMENS• Plantville is an innovative,

educational and fun way for

Siemens to engage customers,

employees, prospects, students

and the general public while

driving awareness of Siemens

technologies and brand.

SIEMENS• The game enables players to

improve the health of their

plants by learning about and

applying industrial and

infrastructure products and

solutions from Siemens.

SIEMENS• Gamers will be measured on

a number of Key

Performance Indicators

(KPIs), including safety, on

time delivery, quality,

energy management and

employee satisfaction.

SIEMENS• Throughout the game,

players will be able to

interact with Pete the Plant

Manager, whose plant has

just won the "Plant of the

Year" award.

SIEMENS• Pete shares his best

practices throughout the

game to help players

achieve outstanding results

in plant performance.

SIEMENS• He will use webisodes, the

Plantville Cafe, Puzzlers, and

Facebook, LinkedIn and

Twitter accounts to dialogue

with gamers, provide hints to

playing the game, and host a

leader board for contestants.

SIEMENS• In Plantville, players can

select which of the three

virtual plants they would

like to manage first: – a

bottling plant, a vitamin

plant or a plant that builds

trains.

SIEMENS• At the start of the game,

each type of plant is faced

with different challenges.

The players must identify the

challenges facing their plant

and implement solutions to

improve the plant's KPIs.















Education

Gamification in employee engagement - 10 compelling case studies - Manu Melwin Joy