The workshop I gave at Kana Connect, 24 september 2013 in the Netherlands. How to Gamify a contact center

1. Gamify a Contact Center!

2. Who is Chris?

3. 2006

4. 2008

5. 2008

6. 2012

7. Research Topic
Will Gamification work in a Contact Center?

8. 2013

9. Contact CenterGamification

11. Our Mission Today
We will Create a Contact Center Game with
the whole group…

12. But First: What is Gamification?

13. Gamification is the use of game design technique,
game thinking and game mechanics to enhance non-
game contexts.
Deterding. S, Dixon. D, Khaled, R. Nacke. L. From Game Design Elements to
Gamefulness: Defining “Gamification”. ACM, Finland, 2011, 9-14

14. Game Mechanism
Game Design Thinking
Non-game Context

16. Why Gamification?

17. According to Gartner, by 2015 more
than 50 percent of organizations that
manage innovation processes will
Gamify those processes.
Gartner (the world’s leading information technology research and
advisory company)By 2015, More Than 50 Percent of Organizations
That Manage Innovation Processes Will Gamify Those Processes
[http://www.gartner.com/it/page.jsp?id=1629214]

18. …the current generation has grown up
with technology, and especially video
Games, as a part of everyday life.
--M. Burke and T. Hiltbrand (2001)

19. “Suddenly, Gamification is the
hot new business concept with
many of the world’s most
admired companies signing on.”
-Fortune, Oct.17, 2011

20. Some Examples:

23. FoldIt
46,000 players solved problem of how to fold
proteins in 10 days
(scientists had failed 15 years to solve it)
Sources: http://fold.it
http://enterprise-gamification.com/index.php/en/facts

24. Bottle Bank Arcade
50x more usage than nearby bottle return
Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine
http://enterprise-gamification.com/index.php/en/facts

25. Sources: http://www.thefuntheory.com/worlds-deepest-bin
World’s Deepest Bin
41 KG more trash

26. Speed Camera Lottery
32 km -> dropped to 25 km
Sources: http://www.thefuntheory.com/speed-camera-lottery-

27. Experiment

28. Challenges of Caiway

29. CHALLENGES
Cherry Picking
SLA Improvement
First Time Fix
Knowledge base usages
Knowledge base articles delivery of agents

30. +

32. KANA Express PONY Platform

34. Points
SLA
Difficulty
Use of
Knowledge Base
First Try
Activity
Points

35. Badges

36. Level and Scores

37. Leaderboard
Leaderboard

38. Activities

39.  Less Cherry Picking
 SLA Improvement
 First time Fix +8%
 Higher knowledge base usage +12%
 More items for the knowledge base +17%
 More fun in the job / Competition
Outcome?

41. Psychology background

42. Pavlov Skinner Maslov Richard Ryan
& Edward Deci

43. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
Classical Conditioning

44. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
Operant Conditioning

45. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
The need for Self - Actualisation
Experience purpose, meaning
and realising all inner potentials
Esteem Need
The need to be a unique individual with self-
respect and to enjoy general esteem from
othersLove and Belonging Needs
The need for belonging, to receive and
give love, appreciation, friendship.
Security Need
The basic need for social security in a
family and a society that protects against
hunger and violence.
The Physiological Needs
The need for food, water, shelter and
clothing

46. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
`
Extrinsic MotivationAmotivation
Perceived non-
contingency
Low perceived
competence
Non-relevance
Non-intentionality
Intrinsic Motivation
Interest /
Enjoyment
Inherent
Satisfaction
Internal
Integration
Hierarchical
synthesis of goals
Congruence
Internal
Identification
Conscious
valuing of activity
Self-endorsement
of goals
Somewhat
Internal
Introjection
Ego involvement
Focus on
approval from
self or others
Somewhat
External
External
Regulation
Salience of
extrinsic rewards
or punishments
Compliance /
Reactance
ExternalImpersonal

47. Game Theory

48. MDA Framework
This framework is created by Robin Hunicke, Marc LeBlank and Robert Zubek.
Hunick, R., LeBlanc, M., Zubek, R., MDA: A Formal Approach to Game Design and
Game Research [http://www.cs.northwestern.edu/~hunicke/MDA.pdf]
Mechanics
Functioning components
Dynamics
Interactions
Aesthetics
Fun Parts

49. MDA Framework
The Most Commonly used elements
Leaderboard Badges Levels Points

54. Source: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test
Bartle Test

55. Defined by:
Killers
A focus on wining, rank,
and direct peer-to-peer
competition.
Engaged by:
Leaderboards, Ranks

56. Defined by:
Achiever
A focus on attaining status and
achieving preset goals quickly
and/or completely.
Engaged by:
Achievements

57. Defined by:
Socializer
A focus on socializing and a drive
to develop a network of friend
and contacts.
Engaged by:
Newsfeeds, Friend List, Chat

58. Defined by:
Explorer
A focus on exploring and a drive
to discover the unknown.
Engaged by:
Obfuscated Achievements

68. Adding the Fun Element

69. Questions? Contact me!
chris@engageit.co
http://www.engageit.co
http://twitter.com/chrisvdberg
http://www.chrisvdberg.com
Chris van den Berg