Aberdeen Group research shows that businesses incorporating elements of gamification within their contact center activities achieve annual growth in revenue, along with maximized operational efficiency. For the purposes of our recent research, Aberdeen defines gamification as a formal program where a contact center uses activities and technology tools, non-cash incentives, and rewards to drive desired behaviors and performance.
Incorporating such elements helps contact centers drive desired agent performance, such as minimizing average handle times, while also increasing customer satisfaction rates. However, data shows that using a gamification program also helps contact centers improve employee engagement, and hence agent retention rates. Indeed, findings reveal that 58% of businesses with elements of gamification embedded within their contact center activities improve agent retention rates year-over-year. This compares to a mere 16% by All Others.
Our analysis thus far provides a clear validation that when built and managed effectively, gamification helps contact centers maximize operational results. It’s important, however, to remember that using a gamification program to solely manage operational performance improvements is a recipe for failure. For example, an agent awarded based on reduced handle times can do so by minimizing the interaction time with a customer. This in turn means that the client issue might not be resolved by the end of the conversation, and a buyer that is frustrated with the business.
To learn more, read the full report: Gamification in the Contact Center: A Cost-Effective Approach for Better Results.