On August 26, 2014, SOCAP Florida hosted a Luncheon on "Customer Service Gamification" at the NAP of the Americas in Downtown Miami. Our gracious and thought provoking keynote speaker was Kelly McQuiston, Director Commercial Products at Kelly Services. In the presentation, Kelly dives into what is Customer Service Gamification, how it is defined, and why we should gamify the agent experience for customer service professionals.

1. Customer Service Gamification
Kelly McQuiston, Director Commercial Products

2. | Proprietary and Confidential to Kelly Services, Inc. 2 |
What we will cover…
Why am I here?
Gamification Defined
Why Gamify?
“Aint Nothin New”
…a new spin on an old theme? Perhaps!
Kelly Journey
– Current Situation
– Objectives
– Set Parameters
– Vendors
To Game or Not To Game
Lasting Impressions

3. Kelly Services & Contact Center Staffing
By the Numbers
Kelly founded the staffing
industry over 65 years ago
every
Kelly puts an
Worked in 2013
16,000
employee to work
Contact Center employees
hired last year
MILLION
HOURS
Nearly 25,000 contact center jobs filled
Home-based agents
38
seconds
Proprietary and Confidential to Kelly Services, Inc. • 3
More than
Contact Center Clients

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The True Definition
“The process of adding gaming elements
to non-gaming activity to encourage
action and participation”
Gamification borrows design principals inherent in
games to drive behavior across non-game experiences
Operational strategy coupled with technology to
improve business performance

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Why Gamify?
Agent work is routine and repetitive
High job burnout = high attrition
“Am I getting better at this?”
Lack sense of accomplishment
Change behaviors to achieve better business results
Engaged Employees = Customer Satisfaction
Incentives & Recognition needs a facelift
World is Changing – Elise Olding, Gartner
– 25% of all redesigned business processes will have gaming by
2015
– Will grow from $100M (4Q12) to $2.6B by 2016
– MMORPGs and Social Network are changing how we interact,
play, and gain social acceptance
– Technology makes all things easier!
Why Gamify?
Girls (and boys) just want to have fun!

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“Aint nothin new”, or is it?
Be prepared for skepticism
• S&H Green Stamps
• Fantasy Football
• Frequent Flyer Programs
• Boy Scouts, Girl Scouts and Merit Badges
• Game show popularity
• McDonalds – Monopoly game
• EDUCATION!!! E-learning
The excitement comes from meeting the goal, not
just getting the reward
– Individual
– Team
Not just for Millennials
Becoming less art and more science

7. | Proprietary and Confidential to Kelly Services, Inc. 7 |
Kelly Journey – Current Situation
HBA programs
– Everything is virtual
– Incentive Pay – tied to customer KPIs (CSAT, FCR, QA)
• Effective measures that drive customer engagement
– Discretionary – impromptu recognition (un-planned)
– Non-Discretionary (planned)
• If you do this you will get that
• Calculation of Over Time
• Employee tax implications
– Traditional contests & awards
• Heavy Lifting to administer
• Manual posting of results & fulfillment
• Lacked visibility & benefit to program

8. Kelly Journey – Objectives
Improve Agent Performance – rewards for achieving goals
Close the “virtual shock” gap
Reduce job burnout, lower attrition
Automate tracking & fulfillment
Gain greater visibility
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– Goals & Objectives
– Leader Boards
– Public Recognition
Strengthen Employee Engagement
Drive Passion & Knowledge
Increase Fun Factor!

9. Kelly Journey – Set Parameters
• Aligned to goals, not transactions
• Award tokens, play games, get points, redeem for cash and prizes
• Create games that target performance
• Don’t create games for something that is expected (i.e. arriving to work on time)
• Badges are earned for reaching certain levels/goals
not purchased, not related to games
- “K Club Member” – 10 surveys with 100% CSAT
- “10K Club Member” – 100 Surveys with100% CSAT
• Timely completion of contests – daily, weekly, monthly
• Budget of 1-2 hours pay per month
• Individual and Team contests
• Allow peers to award tokens (5 tokens/Advisor)
• Leader boards – both Individual and Team
• Blogging – appropriate challenges and competitiveness,
healthy bantering & camaraderie
• Redemption for cash or prizes – PayPal, Amazon, etc…
• Tax-up awards
• FLSA – Award points to cover “Calc of OT”

10. | Proprietary and Confidential to Kelly Services, Inc. 10 |
Kelly Journey – Vendors
Gamification
• Snowfly
• LevelEleven
• Gameffective *
• Badgeville
• Bunchball
• Big Door *
• Gigya *
• Hoopla ***
• iActionable
• PlayVox ***
• CrowdTwist *
Employee Loyalty
• Aimia
• Maritz **
• Tibco Loyalty Lab **
• Epsilon **
• BI Worldwide **
• Bungee *
• Rewards Network *
Ruled out for a number of reasons:
* Vendor could not meet requirements
** Vendor was in a larger market segment
*** Vendor opted out due to high level requirements
Vendor reviews conducted

11. Pros
Pros:
•Impressive call center knowledge and engaging new advisors
•Fast, inexpensive to implement
•Random reinforcement technology
• Extensive research and analysis of data to understand what does and doesn’t
work to motivate people in the call center
•Have a method of keeping you on budget with their token system. If you had
a total dollar amount you were willing to spend in incentives, they had a
means of doling out the token amounts so that you would stay within budget
•Fulfillment piece is built into the product
•Month to month agreement, can cancel anytime
•No per-user license fee. Cost based on a percentage of award given out
•Nominal implementation fee
•Kelly dictates format of data sent to Snowfly
•Allow a 90 day pilot and test with the games and without to measure
effectiveness of games (“Random intermittent Reinforcement”)
•Assist with goal /metric setting – break big goals into little steps

12. Cons
Cons:
•The advisor interface lacks sophistication - wasn’t real jazzy
•Contest setup requires vendor participation. This is both a pro
and a con. They offer suggestions on how to administer contests
to achieve optimal results, a con just because we don’t have
complete control
•Concerns with the “corniness” of the games, but widely
embraced by other company references

13. | Proprietary and Confidential to Kelly Services, Inc. 13 |
Kelly Journey – To game or not to game?

14. Gamification in Action
| Proprietary and Confidential to Kelly Services, Inc. 14 |

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Employee Dashboard

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Wall of Glory

17. | Proprietary and Confidential to Kelly Services, Inc. 17 |
Goals Profile

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Game Room

19. | Proprietary and Confidential to Kelly Services, Inc. 19 |
Redeeming Points

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Leader Portal

21. | Proprietary and Confidential to Kelly Services, Inc. 21 |
Reports

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Lasting Impressions
Gamification is Awards & Recognition rebranded
Public Recognition is a must
Give Tokens for Performance – play games with tokens
peer Recognition - allow each peer to give tokens away
Cannot always be the same winners – “first sale on Friday
morning” “most improved”
Leader Boards Passionate Engagement Money isn’t everything!
Badges have intrinsic value and are perpetual
Games should have levels “use what works with Gamers”
Points are the Currency – redeem for Prizes
Employees are more concerned with team winning, than personal shortcoming
Engaged Employees create Engaged Customers
The excitement is in achieving the goal, not necessarily winning the prize

23. Thank You!
Kelly McQuiston
Director, Commercial Products
Kelly Services, Inc
Kelly.mcquiston@kellyservices.com
| Proprietary and Confidential to Kelly Services, Inc. 23 |