Monday, November 25, 2013

Should companies be making more of gamification?

Gamification has been driven by novelty and hype

There are multiple potential benefits from gamification that a company may be able to realise when engaging with their customers or improving their workforce.
These include, but are not limited to:
  • Improving customer engagement and satisfaction.
  • Collecting data from consumers.
  • Creating behaviours from customers that increase revenue and margins and decrease costs .
  • Customer acquisition through gamified sharing (i.e. providing rewards and incentives to get other customers to sign up).

However, it should not be seen as a panacea. In 2012, research vice president Brian Burke at Gartner said:
Gamification is currently being driven by novelty and hype. Gartner predicts that by 2014, 80 percent of current gamified applications will fail to meet business objectives primarily because of poor design.
Some say gamification is currently at a state of inflated expectations. If pursuing gamification solutions, their recommendations are:
  • Organizations must understand the potential of gamification to design behaviours, develop skills, enable innovation and begin to deploy low-risk applications.
  • Gamification project managers must engage game designers or organizations with experience in gamification in early implementations. (One well-respected UK provider is Matmi.)
  • Strategic planners must learn how gamification is being applied in their industries and how their organizations can leverage gamification to engage employees or customers.
  • Business managers must assess the impact of the longer-term discontinuities that gamification will cause and begin to position their organizations to capitalize on the trend.
Any design with gamification in mind must have business objectives clearly defined in order to design an experience that does not disappoint. 

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