Call centers suffer from one of the highest employee turnover rates compared to other industries. Making cold calls or answering the phone as a front-line representative of a company is often exhausting, repetitive and boring. Disengaged call center agents will have more than just a negative effect on themselves, but also on company morale which leads to decreases in customer satisfaction and overall company financial health. How do you keep call center agents motivated with a repetitive job that easily can become less than engaging? Gamification might be the solution.
Gamification is the application of typical elements of gameplay, such as a point system or rules of play, to influence and motivate competitive behaviors and activities and to provide a way of skill measurement. Gamification is a great place to drive employee engagement because it appeals to people’s inherent desire for self-satisfaction, achievement, and self-expression.
Call centers can use gamification to reward improvements in productivity for certain individual call center metrics, such as:
Having an efficient tracking system in place is key to viewing those results. Ideally with the use of call center gamification, agents can be influenced to achieve a higher level of performance without sacrificing call quality and customer satisfaction. The goals set must be clearly communicated and consistent for all employees.
Not only can gamification be used to lower employee turnover, it also can be used for training purposes and collaboration. Employee onboarding is an expensive process and it takes a certain amount of time to train an effective new employee. Gamification can add incentives to increase the motivation to learn and add ‘levels’ to the training process. Having a leaderboard shows who the most successful agents are for other agents, both new and current, to glean advice from.
A big flaw in gamification is that it will not be right for every agent. Not everyone fulfills their need for self-satisfaction, achievement, and self-expression in a competitive manner. As a supervisor, gamification should be part of your arsenal of many ways to motivate your agents, but understand that every agent is different.
Gamification will also suffer from too lofty goals. While it is nice to have a goal to work towards, an unachievable goal will end up being demotivating. Gamification can lose its intrigue over time without updating goals and without adding personalization, transparency, and immediate feedback.
The Parrot Cloud Call Center leaderboard shows all agents and ranks them daily based on sales made or appointments set. It even includes their picture. The leaderboard helps motivate agents and can add another incentive like contests for the winners each day with prizes. The Parrot also includes various kinds of reports, including several different agents reports that makes tracking and analyzing your agents results easy.
One of the biggest difficulties of managing a call center is keeping employee satisfaction high which in turn keeps employee turnover low. Using call center gamification adds game-like elements for agents to draw motivation from to support employee onboarding, engagement and retention. One can also drive collaboration by encouraging top performing agents to share success stories. Gamification offers an effective way to keep employees happy through intrinsic and extrinsic motivation which in turn will lead to your agents producing better results in the most important metric-customer satisfaction. However it is not an end-all solution for employee motivation and instead should used as one of your many different motivators.
Publish Date: April 13, 2016 5:00 AM
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