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Apple bee case study - Gamification in employee engagement - Manu Melwin Joy

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Apple bee case study - Gamification in employee engagement - Manu Melwin Joy

  1. 1. Apple Bee Case Study Gamification in Employee Engagement
  2. 2. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
  3. 3. Apple Bee Case Study • With an employee turnover rate of 135%, the restaurant industry must invest significant sums to cover the cost of repeat employee recruiting and onboarding.
  4. 4. Apple Bee Case Study • To increase employee retention and “combat churn,” RMH Franchise Corp., one of the largest franchisees in the Applebee’s system, turned to gamification.
  5. 5. Apple Bee Case Study • The franchise launched Bee Block, a website operated by Bunchball, to foster employee engagement and loyalty.
  6. 6. Apple Bee Case Study • Designed to improve punctuality, sales and service, the game provides each employee an online profile and trophy case.
  7. 7. Apple Bee Case Study • Leaderboards track the activities Applebee’s wants to reinforce, including clocking in on time or selling brownie bites, and issues “Bee Block Missions” such as upselling appetizers or growing check averages.
  8. 8. Apple Bee Case Study • Participation is encouraged by “Bee TV” – televisions in each restaurant where employees can view real- time data on themselves and their peers.
  9. 9. Apple Bee Case Study • “Seventy three percent of our employees are under 31 years old, making them a prime target for gamification,” noted Robin Jenkins, regional marketing manager for RMH.
  10. 10. Apple Bee Case Study • Since the program was launched in December 2013, more than 3,000 users have generated 30,000 sessions, Jenkins said.
  11. 11. Apple Bee Case Study • Check averages have gone up and employee turnover has dropped by more than 20% – all without the use of any tangible rewards.
  12. 12. Apple Bee Case Study • The company does plan to add rewards in the next iteration but, according to Jenkins, they will be “status and reputation building” such as offering kitchen staff different-colored chef jackets to denote their higher status within the game.
  13. 13. Apple Bee Case Study • RMH also plans to integrate social media into the program so that users can share the badges they’ve earned or get rewarded for using company hashtags.

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