One of Gallop’s recent survey conducted in the United States shows why companies are increasing their interest in gamification. The study unveils that 69% of employees were dis-engaged in some degree. Moreover, when this survey was segmented by generation it pointed further lower results for the millennials. What’s going wrong here? The study also reveals that millennials say they do not have the right mediums to show their best work, ideas and suggestions. In the HRTech space, this is one of the most talked about concerns as millennials will reportedly make up 75% of the global workforce by 2025.
What is Gamification? and what it does to a human mind.
In essence, Gamification means ‘applying game mechanics to non-game context’. The essential use of gaming attributes such as fun, play, transparency, leaderboards, design, competition, ranking, scorecards and points, and of course addiction offers a great amount of psychological motivation to majority people. When this is applied to a wide range of real-world processes inside a business environment, this could drive them to perform their best and achieve personal and organizational goals.
Let's take a look at the following examples:
Fortune 500 companies using Gamification
Objective: One of the best examples to study are from SAP when they were having issues with their ˜2500 global sales team coping with the large sum of new information and new products that were developed.
Solution: A training program called SAP Roadwarrior was introduced, a gamified simulation of real-life activities that would prepare the sales representatives for the real tasks ahead. Roadwarrior is an interactive multi-player learning game which can be used from computers and mobile devices. The objective of the game was to win as many customers as possible by choosing the right strategy to win more deals. As players win customers, they are awarded points and achievement badges that show up on the global leaderboard.
Results: It was recorded that at the end of the simulation, the sales representatives were better prepared and knowledgeable for the real customer interaction. Bottom line, higher sales.
Another great example that infused gamification to up their safety is Walmart.
Warehouses and distribution centers are not only busy facilities with lots of moving parts but also come with the risk of physical injuries due to surroundings of stacked pallets and forklifts. Following uniform safety procedures is an important aspect for staff working in these centers.
Objective: To improve worker training and reduce workplace injury through gamification for staff at their distribution centers.
Solution: Walmart adopted a gamification software from Axonify and offered three-minutes games providing safety information and multiple choice questions on safety procedures. A combination of activity games, word puzzles, and memory sequencing was used as the core approach. Administrators could review test performance data to see the questions that are missed most often, which tells management which areas need reinforcement. The software also tracks individual performance, making it possible to track the progress of individual users.
Results: Though Walmart did not release any specific safety-related results, it did notify the software company used to develop this program that through their gamified software they observed a 54% decrease in incidents among the eight Walmart distribution centers. More importantly, the exercise achieved an emotional result by altering employee behavior and encouraged workers to talk more about safety protocol.
Conclusively, industries such as retail, media, entertainment, telecom, healthcare/wellness, consumer goods etc. all use some or the other form of gamification. This emerging use of gamification concepts is seen to have a productive effect in all departments of the company. Soon, we can expect the concepts of gamification to have massive dominance in organizational cultures.
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