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Industry Research : Games, Rewards, And Operator Productivity

The overall effectiveness of using "game based" recognition and reward programs in call centers to motivate, recognize and reward operators has been the focus of an ongoing study by Snowfly Performance Incentives. Based on the "performance" data, agents who met their goals were automatically awarded internet gaming "e-tokens". Using games to motivate and reward employees in combination with offering the right "type" of prizes/awards is proving to be an effective and sustainable way to optimize operator performance in call center environments.


Introduction
The overall effectiveness of using a "game based" recognition and reward program in call centers motivate, recognize and reward operators has been the focus of an ongoing study by Snowfly Performance Incentives (SPI), an incentive company.

Purpose Of Study
The purpose of this case study was to determine the following:

  • The impact of a game based reward and recognition (R & R) program on call center performance metrics.

  • If a game based R & R program in call center would be sustainable over a long period of time.

  • What call center operators actually want when it comes to R & R program prizes.

  • What the call center operators thought about a game based R & R program

Background
Several USA call centers, both large are small are now using workplace productivity games as an employee motivational tool. At first glance, games and motivation would intuitively seem to be in opposition to each other. However, this is clearly an emerging field.

  • The Wall Street Journal recently reported in an article: "It's OK to let your employees play games at work."

  • The BBC News reports: "Playing simple computer games at the office could improve productivity and job satisfaction."

  • The most current issue (May 2005) of Incentives Magazine states: "Frequent spot rewards (games) to keep the whole workforce revived year-round are gaining in popularity."

  • Perhaps the ultimate validation of workplace games is that there is now an academic society, The Digital Games Research Association that is devoted to the study of games at work.

We have known for many years about the potential of letting people mix work and play. Why are workplace games just now gaining in wide spread popularity? The answer is that the internet has made all this possible. Without the internet, the complexity of thousands of people playing games, keeping track of points, winnings and rewards was just simply impossible.

Methodology
All 12 call centers involved in this study utilized an internet based r & r program that used randomized – internet games to reward operators who met their specific goals and objectives.

In the initial development of the game based r & r program, several types of games of both skill and chance were considered. In all cases it was decided to implement games of chance (spin the wheel, slots, electronic scratch card) as opposed to games of skill. The main reason being, that games of chance put everybody on a level playing field whereas games of skill, although alluring, offer a chance at mastery. For example, a young operator could possibly master a video game easier than an older co-worker who might become discouraged and lose interest in the program.

Call center management set numerous goals/tasks for their call center operators in key areas such as (included but not limited to) attendance, training, and tenure. However, for the purpose of this study, the improvement (reduction) of the AHT (Average Handle Time - the amount of time an operator spends on incoming/outgoing calls) while staying within the parameters of acceptable call quality requirements. AHT "Performance" data, was uploaded into the online – game based R & R program on a consistent basis.

Based on the "performance" data, operators who met their goals were automatically awarded internet gaming "e-tokens". They could then go to their individual online accounts and use the "e-tokens" to play games of chance and win anywhere from 2 to 5000 redeemable prize points per play. (Important note: To avoid gambling issues, points were only accumulated and could not be replayed; thus, nothing was at risk on the part of the employee).

When the operators accumulated enough points in their individual internet accounts they could redeem them for a variety of prizes. Among the redemption options available was a R & R Program "facilitated" conversion of points to PayPal Dollars which allowed operators to buy exactly what they wanted on eBay (and 42,000 web locations that accept PayPal currency) at the very best price available. Call center operators could also redeem their points for time off, work privileges, parking places and company logoed merchandise items.

Results
Results were very similar for all call centers involved in this study.

Performance Metrics:As you can see from the following graph, Average Handle Time (AHT) has steadily declined at this particular call center since the implementation of the game based R & R program. This was felt to be primarily due to the clear connection between achievement of a specific goal and the reward of playing a randomized game(s) for achieving that specific goal.

Sustainability: Active participation of the game based R & R program continues to been maintained. In some cases a game based r & r program has been in use for over 5 years. This is remarkable considering the prevalent criticism that most incentive programs are short-lived due to the fact that participants lose interest in them. The sustained interest is most likely due to the randomized element of the games. Las Vegas visitors do not lose interest in games of chance, and apparently, neither do call center operators.

Prize Redemptions:One of the biggest surprises of the study is that the vast majority of call center operators redeemed their points for basic commodities such as food and gas. This is a manifestation of Maslow's Hierarchy of Needs which maintains that people are motivated by a variety of needs, depending on where they are in their life cycle. Apparently, most call center operators are at the bottom of the needs hierarchy and thus are more interested/motivated by the most basic commodities as opposed to the higher end prizes such as vacations and consumer electronics.

Employee Feedback: Do call center operators enjoy being rewarded via random based games? From the following graph, the answer comes overwhelmingly….yes! Interestingly enough, the results depicted in this graph were gathered using the game based r & r program which allowed the call center operators to complete a survey on-line and immediately be awarded e-tokens.

Conclusion
Using games to motivate and reward employees in combination with offering the right "type" of prizes/awards is an effective and sustainable way to optimize operator performance in a call center environment.


About Brooks Mitchell:
Dr. Brooks Mitchell is a Professor of Management at the University of Wyoming and the founder of two software companies, Aspen Tree Software and Snowfly Performance Incentives (SPI). He now devotes his full time efforts to SPI, his students, and classes at the University of Wyoming.

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Published: Tuesday, June 28, 2005

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