Delivering added value to customers is extremely important nowadays. Businesses are starting to get on the bandwagon by aligning their efforts with this undeniable reality.

Certain companies from around the world have adopted gamification as a means to enhance value for customers.

What is gamification?

Gamification is the application of game concepts to a non-game environment.

Why should you gamify?

As you can imagine from its upsurge in popularity, gamification provides many benefits in the long run for companies willing to invest time and money. In fact, organizations that exploit this new tactic boost their engagement by 48 per cent and lower turnover by 36 per cent, according to a survey done by the Aberdeen Group.

When making the switch to gamification, the main incentive is to create an entertaining environment that will motivate the field staff. The potential increase in effectiveness, scalability and differentiation when applying this concept also helps convince organizations to make the switch.

How can field service organisations gamify?

When used properly, gamification can encourage desirable behaviours and motivate your field staff. Indeed, each member of the field service staff has a list of achievements related to the company’s core values. When they accomplish a certain number of achievements and accumulate the associated points, they get a new title and new targets to aim for.

This not only motivates employees to accomplish tasks and achieve goals to gain experience points, it also promotes the company culture.

Gamification will help you…

  • Clearly establish goals and metrics. In a gamified environment, there’s no guesswork. All participating employees understand the organizational, team and/or individual goals, how results are measured and what’s required to be successful.
  • Improve long-term performance. Traditional motivation programs might change behaviour in the short-term, but they do little to inspire on-going improvements.
  • Onboard new team members rapidly. Gamification help new employees quickly assimilate into the company. Because the process goes beyond typical trainings, it actually jumpstarts engagement, reduces turnover and increases the likelihood of individual and team success.
  • Provide individualized motivation. With gamification, each employee can receive a unique experience mapped to his/her previous behaviours, as well as formal training and coaching in terms of technology, management and people skills. In addition, gamification allows you to customize challenges. They can be easy, multi-faceted, triggered by completion of other challenges, etc.
  • Improve resource adoption and utilization. Gamification can be used to motivate employees to contribute and leverage knowledge management systems effectively and efficiently.
  • Create healthy competition within the organization. Rather than focusing on a “star” culture that centers on a few high achievers and pits team members against one another, successful gamification recognizes individuals while also rewarding teamwork. Gamification provides incentives for sharing and helps employees establish valuable reputations, expertise and recognition.
  • Move away from monetary rewards. Often, it’s not a monetary reward that truly motivates sales reps. People also value status, recognition and appreciation. Gamification provides recognition systems that enable managers and peers to recognize and appreciate each other with both social and monetary rewards.
  • Deliver real-time feedback. Monitoring and tracking results are part of gamification; your employees receive real-time feedback, rather than having to wait for bi-annual or annual reviews.
  • Offer a better customer experience. Motivated employees who are well-trained, knowledgeable and engaged are more likely to deliver an exceptional customer experience.
  • Evolve as your business grows. A valuable gamification solution incorporates data from a variety of systems and grows with your business.

What could be the possible targets for field staff?

Targets for the field staff would depend on the organizational vision and the principles it lives by. A few examples of trackable parameters include:

  • Punctuality – Number of days technicians arrive to work on time (Start of the Day)
  • Experience – To value the experienced employees and reduce the resource churn (Number of jobs completed)
  • Task Completion Rate – To complete 90 per cent of their assigned work or more (Number of days when over 90 per cent of the assigned jobs were completed by the engineer)
  • Employee of the Month – Technician who completes over 90 per cent of the assigned jobs for 18 days in a month
  • End of the Day Tasks – Technician who accepts jobs scheduled in his last work hour of the day
  • Installation Tasks – Number of installation jobs a technician has completed
  • Night Shift Tasks – Number of night shift tasks the technician has completed
  • Punctual Worker of the Year – The technician who arrives to work 220 days in a year or more on time
  • Timesheets – Number of days the technician submits the timesheets on time
  • Customer Delight – Numeric Value that customer assigns based to the customer service experience provided