Thought leaders Brian Weimer of Bunchball and Natasha Oxenburgh of Bluewolf share practical tips and advice on how to get your employees engaged around the customer experience:
-How collaborative sales teams drive more revenue
-How gamification recognizes individuals and rewards teamwork -- rather than focusing on only a few top achievers
-Innovative Change Management strategies
-How Bluewolf turned employees into brand ambassadors while growing inbound Marketing efforts
Thanks Dan, Thanks you everyone for joining us today, My name is Brian Weimer and I am a sales Director at Bunchball-The industry leader in Gamification, which means for the last 5 years we've successfully using game mechanics to drive digital loyalty on the consumer web and improving things like employee performance and adoption and usage on the enterprise application side. And more specifically today we are going to share how we can gain greater sales peformarnce through gamification..And since were all on a webcast together I think it’s safe to assume you’ve got some curiosity in this in this area and you may even be far enough down the line that you’re using these types of engagement programs in some form in your own work place but I think a good place to start for everyone is to standardize on a definition of Gamification because that term gets thrown around fairly liberaly and it’s come mean a different things to different people. So lets beginwithtalking about whatgaimificationis…and maybe more importantly to whatitisn’t
And let’s start by debunking or dispelling some myths about gamification right out of the gate.Making games and goofing off in the workplace-www of warcraftetc, (joke)And its also not about slappping badges or any simple game mechanic on to situation or business objective and hoping for sustained engagement because throwing something like a virtual award (like badging at a business problem is not what gamification is for at least todays conversationSo with those two things in mind let’s talk about what gamification is…
Applying game mechanics (like points, levels competion, and rewards)To non game situatuions, specifically today to enterprise applications like salesforce.com in order to drive XXXXAnd that could be any behavior in any digital experience, we are going to talk specifically about sales and change mgt today but don’t let that limit you because digital engagement programs like this ones we’ll could be used for channel mgt, or parnter enablement, they could drive better performance in our customer service centers they could provide motivation to your customers to be more loyal or active in communities or our customer portalsBut I’m are going to focus on sales today because there are a couple big problems or challenges that all sales leaders face
(desrcibe two challenges) because it’s of a foregone conclusion that effective use of sales force automation tools like CRM really do drive performance And how at the end of the day do we make our investment successful
and the first step down that path is landing on the right definition of succcess of our enterprise apps And as we look at those defining characterics I’ll think you’ll see some of the usual suspects things like….But the overwhelming contributers to success are High levels of usage and getting the desired business results and in case of the most of folks here that desired business result from implementing CRM means revenue generation or increased sales productivity. And so how we do make sure that the applications are mapping to the desired business result...
Well most important factor in getting that desired result is gaining buy in and and usage, so it’s less about XXXXX and more about adoption, and sustained usage. And it may seem fairly elementary that usage and and adoption of sales productivity tools are going to leads us to greater sales performance but it’s also fairly clear that this a people issue not a technology issue so we need to look at who has done a really great job of engaging people in different types of behaviors
And the good news is there are esixitng examples of people and companies that have figured out adoption and usage. So, the game designers have figured it out. More than 500M people spend an 1hr a day playing games. The social networks have figured it out. On Facebook alone, more than 750M people are sharing and commenting for more than 4 hours every day.But there are other business that have figured out engagement and loyalty as well - like the travel industry. They’ve figured out how to get 120M people to choose a vendor to earn over 500B miles per yearWhat could games, social networks, and the travel industry have in common? What’s their secret?
It’s simple. They’re tapping into some very basic human motivators that have always existed.Achievement. People have always loved a sense a progress. Most business travelers know exactly how many miles they have and how many more they need to get to the next level. We love to check things off our to-do list. The “profile completeness” bar is one of the most powerful drivers of profile completeness on LinkedInStatus. Whether it’s the number of likes a piece of content generates, whether it’s your job title, or whether it’s belts in karate – a sense of status is a key human motivatorRewards. Access to exclusive content, early boarding privileges, discounts & incentives.In other words, these businesses are using game mechanics to drive engagement and loyalty.
And because we are tapping into existing motivators and people are starting to realize how effective they can be in the enterprise application space, what we are seeing is gamification is sweeping in to the enterprise application space in a pretty big wayList anaylstsBut despite some these insights my sense is there’s probably some resistance or skeptisicm to the notion of game mechanic from some sectors of your business and maybe even from you…so I thought it was important that we
And that’s why I think its important to share a bit about the history of our customer base because just like other disruptive technologies in the past we really took our cues from the consumer web side and that’s where we started by putting game mechanics into the consumer facing web sites and then we and our customers realized the application of digital engagement tactics could be used in driving employee performance, and if you want to draw a line to some other disruptiovetechnoloies or where this has happened in the past think about how ease of use web based consumer app/sites like amazon ended up driving the a lot of the look and feel and personlization of apps like salesforce.com and the collabroivenatrue of facebook and other social networks ended up the driving the creation of apps like yammer, chatter and jive. So this idea of taking things that are successful on the consumer we side into the eneterprise is a well worn path to success.And you’ll prpobalynotis just looking at some those logos on the employee engement side those are some fairly traditional companies or maybe even conservatie in how they might approach new technologies and the reason that they’ve adopted these gamifictiaon so readily or quickly is because these ideas around sales performace at least aren’t necessisarliy new
The dilemma has been that these programs are difficult and tedious to administer
But I would like to let everyone know as part of our follow up process we will be reaching out to everyone to offer a live demonstration in the most appropriate environment to youSo What I would like to do is talk about the key concepts for a a successful gamified sales environment and give everyone a sense of what that would look like and what are the core mechanics involved
Having something like a persistent side so game mechanics are front and center through out the digital experieinceProgress bar-real time feedbackFeaured challenges keeping people on task
We talked the importance of progress in motivation o driving types of behavior so the best practice here would be makes sure create the measurable instant feedback loop like a progress bar
And as we talked about
Team leaderboard to foster and encourage competition
Webinar: Driving greater sales performance through gamification
Engaging Your Enterprise:Driving Greater Sales PerformanceThrough Gamification
GAMIFICATION IS NOT:Making Games & Slapping Badges on Goofing Off Everything
GAMIFICATION IS: Applying Game Mechanics to Non-Game ExperiencesTo Drive Sustainable Adoption, Usage & Behavior. Any Behavior, Any Digital Experience.
Two Big Problems for Today’s Sales Leaders How do I getHow do I effectively people to use our and efficiently CRM andmotivate and retain productivity tools? my sales team?
Success = Business Results & Usage How do you define success of an enterprise software solution? Results 75.4%(Revenue Generation, Lower Costs, etc) High levels of usage 62.0% Software is deployed 45.3% On time, on budget implementation 43.6% Source: “Achieving Enterprise Software Success, 2009”, Neochange, SandHill & Technology Services Association
User adoption and usage are key to realizing the promise of enterprise software What’s the most important factor for success?Gaining user buy-in & usage 71.7% Software functionality 15.9%Organizational change mgmt 6.5% Process alignment 5.9% Source: “Achieving Enterprise Software Success, 2009”, Neochange, SandHill & Technology Services Association
Who Has Figured Out Adoption & Engagement? Game Designers Social Networks Airlines & Hotels 500M People 850M+ People 120M Peopleplaying games at least sharing & commenting choosing vendors to earn 1hr per day 4 hours every day 500B points per year
These Businesses Use Game Mechanics that Satisfy Basic Human Needs and Motivators Progress Status RewardsLevels in games Standings & leaderboards Access to exclusives & perks Miles & points Likes & Follows Early boarding/upgrades Progress bars Communities, Groups, Teams Recognition / Acknowledgement
Enterprise Gamification Becoming Pervasive 50%+ 70%+ 50% Of all social business Of the 2,000 largest Of companies thatinitiatives will include global companies will manage innovation an enterprise use gamification for at processes will gamify gamification least one aspect of those processes component their organization Constellation Research Gartner Gartner 2013 2013 2014 2014 2015 2015
Sales Managers Have Always Relied on Proven Techniques for Motivating Salespeople
But managing these programs has been a tedious, manual choreClunky spreadsheets Or worse
POWERFUL TECHNOLOGY IS NEEDED TO IMPLEMENT GAMIFICATION PROGRAMS Rules engine • to manage missions, levels & points APIs • to track behaviors within and across platforms Widgets • for leaderboards, profiles, redemption Admin console • to easily optimize programs Real time analytics • to understand behaviors and results Easy to deploy • and manage in real-time Secure & scalable • to handle massive amounts of data
Engage your sales teamA persistent sidebar displays:
Engage your sales teamA persistent sidebar displays:Progress Bar: shows them how they’re doingand how close they are to the next level
Engage your sales teamA persistent sidebar displays:Progress Bar: shows them how they’re doingand how close they are to the next levelFeatured Challenge: what their manager wantsthem focused on and who’s already completed it
Engage your sales teamA persistent sidebar displays:Progress Bar: shows them how they’re doingand how close they are to the next levelFeatured Challenge: what their manager wantsthem focused on and who’s already completed itTeam Leaderboard displaying who’s on top –and who’s not
A dynamic newsfeed informs your team and helps them spread your marketing messages Manager Newsfeed: Share key messages, accolades, and new rewards Leader Showcase: Highlight your top-performers Marketing Booster Box: Give each salesperson their own URL, and they earn points when their connections click on it
The Profile Pages keeps your team focused on the activities that matter most to your business My Points: How many have I earned and how many do I need Featured Challenge: What should I be focused on achieving? Chatter Newsfeed: A chronological story of what I’ve accomplished
The Profile Page keeps your team focused on the activities that matter most to your business My Trophies: How many have I earned and how many do I need Trophy Detail: The more important the activity, the more points I earn Progress Bar: How close am I to completing this task?
Unlock your sales team’s competitive spirit with Team Standings and Profiles Team Standings: Which teams are crushing it? Chatter Stream: who are the most active contributors to the team competitions?
Incentivize your team with rewards that are available right in Salesforce Real or virtual rewards: Provide real prizes or virtual gifts, with a running total of how many are available One-click buy: once the salesperson chooses their gift and clicks “buy,” an email is delivered to the individual responsible for fulfillment
A simple pre-configured admin console will get you up and running in no time. Pre-configured: Spark Sales comes with hooks into all of the key Salesforce actions, and it’s easy to create new ones for Custom Objects.
A simple pre-configured admin console will get you up and running in no time. Pre-configured: Spark Sales comes with hooks into all of the key Salesforce actions, and it’s easy to create new ones for Custom Objects. Default challenges: Out of the box, Spark Sales comes with a package of default challenges related to winning deals, creating leads, and beating quotas. And you can use the New Challenge Wizard to create your own.
Q&A Please submit any questions for Brian or Natasha using the “Submit Questions” box on the right side of your presentation console. Or contact us after the webinar with questions at the coordinates below:Brian Weimer Natasha Oxenburgh• firstname.lastname@example.org • email@example.com• (408) 703-2618 • 415-813-3171• @bunchball • @njoxen