Gamification of Siebel Part Two
So this is the second part of our mini-series – the Gamification of Siebel Part Two. As we discussed in the previous post, you need a clearly defined framework (did someone say, “an eRoadmap?”) for gamification, and we are using the one proposed in the class by Professor Werbach. We already described the first two steps. Now for the rest.
The next element is to describe your players. Within the context of Siebel, you might be tempted to say “this is easy – the users!”. But some would argue, that since the customers have to provide the Customer Satisfaction survey, and will probably go out on the Social networks of their choice and speak about the service they have had, that the customer is ultimately playing as well. So our gamification example of Siebel CRM for example, will need to consider the Social Network side too – it must be easy for our customers to talk to us, and about us, on Facebook and other sites like Twitter. This is where the integration between Siebel CRM and Buzzient Social CRM will come in handy. We will be able to include visualizations of the exchanges with the customer on the web, and trigger Siebel to do interesting things..but we are getting ahead of ourselves.
Next comes Devise Activity Loops. For the purposes of simplicity, let us say that most games have multiple levels of activity loops – some are really low level, like saya user is motivated to enter the Assessment data for a Service Request, user takes the action, then gets some feedback – “Hey, nice job, here is a nice badge for you!” and rinse, and repeat. On a higher level, most games have different levels of achievement, and as you go up the ladder you get bigger bosses to fight, new challenges. And of course you get “rest” periods in games, easy levels in between the big stuff. So how on earth can we translate that to Siebel CRM? Firstly, we need to realize that just writing a workflow to pump out points and badges when certain conditions are met, is only going to get us so far. In the example we have, much of the activity loop will include the “manager” – experience tells us that a badge, or a “thank you” given to you by your manager is going to be worth a lot more to you than:
And similarly, what are the levels, the ultimate goal might be to get “Zen Mastery” but then what – how do you motivate people to stay in Siebel after they reach that level? And is this really going to light the fire of passion in their hearts?
Don’t forget the fun! The next element in the framework is looking harder and harder now. Porting Angry Birds Friends to run as a multi-threaded Siebel Server Component is not an option (damn!) so how do we get some fun back into the “game” of Service Request Management? Well, some things are fun just because of human psychology. We learned in our class that the LinkedIn Profile Progress Bar was a big hit with users – because getting to “100% profile complete” is just one of those things online people like doing. So let us say we will have a progress bar with some nice graphics, that is fun, right? What else – we can put the customer in charge and let them distribute points to our agents by clicking on an email link. That will be, er, fun.
And let us say the users can give “kudos” to other users if they see a colleague doing a good job. Peer rewards are a great way to foster kudos. In the world of gamification, we have the intrinsic motivators (doing a good job in and of itself, self improvement, mastery, competence) and the extrinsic motivators (badges, bitcoins, credits, kudos, money).
Finally, deploy the tools! In our case of course it might be deploy the Siebel Tools! But there are so many more ways to make this happen – live updates on your iPhone app – Internal Website for rewards redemption (anyone remember the Siebel Shop – for getting rewards after doing your 10 online training sessions per quarter!) – your “Roll of Honor”. There are so many ways to do this but let us just close by thinking about all the tools that Siebel CRM, OBI EE and Buzzient Social CRM together will let us leverage!
That was the Gamification of Siebel Part Two. In the next post let us look at some of the different elements in Siebel that might let us take this to the next step. Hopefully you are, by now, realising that the question here is not the “how” we could gamify Siebel, but “why” and “what for?”. Doing this just for the sake of seeing some badges in Siebel would be, er, the wrong thing to do.