Sales teams are often more familiar with the gamification concept than other departments. Motivational tools, such as contests and leaderboards, have been used in sales for decades. A gamified CRM system provides sales managers with new tools for driving particular kinds of sales behaviors by creating targeted incentives for specific goals. Objectives can include anything from winning new customers to making the most upsells.
Gamified CRMs can do more than drive sales behavior, creating powerful motivations for non-sales behavior, too. One of the biggest frustrations for sales managers is keeping their staff on top of their paperwork. By incentivizing the sales staff to update account details, log their sales calls, and other recordkeeping tasks, it becomes much easier to track overall performance.
Gamified CRMs truly shine in settings like customer service call centers. Call center jobs are composed of highly repetitive tasks — from looking up orders to logging customer complaints — making it hard for even motivated employees to remain engaged in their work. Worse, there is often little incentive for employees to go above-and-beyond in their job performance. Call centers provide multiple metrics that can gamification can improve, including reducing the average amount of time a ticket is open and increasing the total volume of tickets closed in a given timeframe. With the right incentives in place, workers have new reasons to improve their own efficiency. In large organizations, entire teams can compete to improve KPI results.
A gamified CRM greatly benefits the executive level in two significant ways. First, management can steer their teams toward specific behaviors and results. Second, they have new tools for boosting employee engagement, job satisfaction and retention. However, to effectively use the system, executives need to have a firm understanding of a gamified CRM’s potential. Managers need to grasp how a gamified CRM works, how it can motivate employees, and how to react when incentives don’t deliver the desired results.
While gamification has many uses in steering customer behaviors, it has limited value when used internally to incentivize a marketing team. The work done by marketers is complex, detail oriented, and highly varied, making “boredom” much less of a factor than it is for many other positions.
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