Customer Service Gamification Kelly McQuiston, Director Commercial Products

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Why am I here?

Gamification Defined

Why Gamify?

“Aint Nothin New”

…a new spin on an old theme? Perhaps!

Kelly Journey

– Current Situation

– Objectives

– Set Parameters

– Vendors

To Game or Not To Game

Lasting Impressions

What we will cover…

Kelly Services & Contact Center StaffingBy the Numbers

Kelly puts an employee to work

16,000 Contact Center

employees hired last year

25,Nearly 25,000 contact center jobs filled

12MILLIONHOURS

Home-based agents

1,500+38

seconds

every

Kelly founded the staffing industry over

65 years ago

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Worked in 2013 4,000 More than

Contact Center Clients

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“The process of adding gaming elements to non-gaming activity to encourage action and participation”

Gamification borrows design principals inherent in games to drive behavior across non-game experiences

Operational strategy coupled with technology to improve business performance

The True Definition

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Agent work is routine and repetitive

High job burnout = high attrition

“Am I getting better at this?”

Lack sense of accomplishment

Change behaviors to achieve better business results

Engaged Employees = Customer Satisfaction

Incentives & Recognition needs a facelift

World is Changing – Elise Olding, Gartner– 25% of all redesigned business processes will have gaming by 2015– Will grow from $100M (4Q12) to $2.6B by 2016– MMORPGs and Social Network are changing how we interact, play,

and gain social acceptance– Technology makes all things easier!

Why Gamify?Girls (and boys) just want to have fun!

Why Gamify?

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Be prepared for skepticism

• S&H Green Stamps

• Fantasy Football

• Frequent Flyer Programs

• Boy Scouts, Girl Scouts and Merit Badges

• Game show popularity

• McDonalds – Monopoly game

• EDUCATION!!! E-learning

The excitement comes from meeting the goal, not just getting the reward

– Individual

– Team

Not just for Millennials

Becoming less art and more science

“Aint nothin new”, or is it?

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HBA programs– Everything is virtual

– Incentive Pay – tied to customer KPIs (CSAT, FCR, QA)

• Effective measures that drive customer engagement

– Discretionary – impromptu recognition (un-planned)

– Non-Discretionary (planned)

• If you do this you will get that

• Calculation of Over Time

• Employee tax implications

– Traditional contests & awards

• Heavy Lifting to administer

• Manual posting of results & fulfillment

• Lacked visibility & benefit to program

Kelly Journey – Current Situation

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Improve Agent Performance – rewards for achieving goals

Close the “virtual shock” gap

Reduce job burnout, lower attrition

Automate tracking & fulfillment

Gain greater visibility– Goals & Objectives

– Leader Boards

– Public Recognition

Strengthen Employee Engagement

Drive Passion & Knowledge

Increase Fun Factor!

Kelly Journey – Objectives

• Aligned to goals, not transactions

• Award tokens, play games, get points, redeem for cash and prizes

• Create games that target performance

• Don’t create games for something that is expected (i.e. arriving to work on time)

• Badges are earned for reaching certain levels/goals

not purchased, not related to games- “K Club Member” – 10 surveys with 100% CSAT

- “10K Club Member” – 100 Surveys with100% CSAT

• Timely completion of contests – daily, weekly, monthly

• Budget of 1-2 hours pay per month

• Individual and Team contests

• Allow peers to award tokens (5 tokens/Advisor)

• Leader boards – both Individual and Team

• Blogging – appropriate challenges and competitiveness,

healthy bantering & camaraderie

• Redemption for cash or prizes – PayPal, Amazon, etc…

• Tax-up awards

• FLSA – Award points to cover “Calc of OT”

Kelly Journey – Set Parameters

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Cloud based SaaS providersSubscription based, minimal startup costsTechnology Integration

Kelly Journey – Vendors

Gamification• Snowfly• LevelEleven• Gameffective *• Badgeville • Bunchball• Big Door *• Gigya *• Hoopla ***• iActionable• PlayVox ***• CrowdTwist *

Employee Loyalty• Aimia• Maritz **• Tibco Loyalty Lab **• Epsilon **• BI Worldwide **• Bungee *• Rewards Network *

Ruled out for a number of reasons:* Vendor could not meet requirements** Vendor was in a larger market segment *** Vendor opted out due to high level requirements

Vendor reviews conducted

ProsPros:• Impressive call center knowledge and engaging new advisors•Fast, inexpensive to implement •Random reinforcement technology•Extensive research and analysis of data to understand what does and doesn’t work to motivate people in the call center

•Have a method of keeping you on budget with their token system. If you had a total dollar amount you were willing to spend in incentives, they had a means of doling out the token amounts so that you would stay within budget

•Fulfillment piece is built into the product•Month to month agreement, can cancel anytime•No per-user license fee. Cost based on a percentage of award given out•Nominal implementation fee•Kelly dictates format of data sent to Snowfly•Allow a 90 day pilot and test with the games and without to measure effectiveness of games (“Random intermittent Reinforcement”)

•Assist with goal /metric setting – break big goals into little steps

Cons

Cons:•The advisor interface lacks sophistication - wasn’t real jazzy•Contest setup requires vendor participation. This is both a pro and a con. They offer suggestions on how to administer contests to achieve optimal results, a con just because we don’t have complete control

•Concerns with the “corniness” of the games, but widely embraced by other company references

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Kelly Journey – To game or not to game?

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Gamification in Action

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Employee Dashboard

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Wall of Glory

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Goals Profile

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Game Room

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Redeeming Points

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Leader Portal

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Reports

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Gamification is Awards & Recognition rebranded Public Recognition is a must

Give Tokens for Performance – play games with tokenspeer Recognition - allow each peer to give tokens away

Cannot always be the same winners – “first sale on Friday morning” “most improved”Leader Boards Passionate Engagement Money isn’t everything!

Badges have intrinsic value and are perpetual Games should have levels “use what works with Gamers”Points are the Currency – redeem for Prizes

Employees are more concerned with team winning, than personal shortcoming

Engaged Employees create Engaged Customers

The excitement is in achieving the goal, not necessarily winning the prize

Lasting Impressions

Thank You!

Kelly McQuiston

Director, Commercial Products

Kelly Services, Inc

Kelly.mcquiston@kellyservices.com

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