Customer Service made Fun by Gamification

Description: This traditional customer service experience is process-oriented, tedious, and it leaves customers frustrated and dissatisfied, says Girish Mathrubootham, founder and CEO, FreshDesk.


Date: March 3, 2014


FreshDesk uses gamification to incent employees to provide fast, effective and fun customer service for helpdesk ticketing, automation and customer forums, says Mathrubootham. The model for the solution was Apple’s Genius bar, he says.

“Our first thought was, ‘How do we make this more fun and more engaging for the people providing the support?'” Mathrubootham says. “Obviously we wanted happy customers, but what we realized from talking about models like Apple’s is that happiness is contagious.”

If the customer service agents are happy, engaged and invested in delivering quality support, then they will pass that onto customers. And gamification can be a great way to increase this engagement and satisfaction both from an agent and a customer standpoint,” Mathrubootham says.   READ REST OF STORY 

Questions for discussion:

1.  What is gamification and why is it important?

2.  What potential applications do you see for gamification and in what industries will this add the greatest value?


87 thoughts on “Customer Service made Fun by Gamification

  1. nmeurs

    Gamification is a new and innovative way which engages employees within the organization. It is a smart human resource practice as it is inviting young employees to strive to do their best and perform the best they personally can. It provides an incentive to work together, as well as individually. Gamification also allows employees to feel empowered as it allows them to set their own goals, while setting limits. Empowerment can also go wrong if employees do not feel supported by their supervisors or coworkers it can often produce negative effects on the level of job satisfaction. This negativity could be contagious. Gamification does the opposite and provides a fun positive atmosphere which employees look forward to going to work for. The only problem as stated in the article will be the buy in from the older generation, however I feel given time they will accept the change. It is a slower process for them to accept but I believe it will happen. I think this will add huge value as companies move online. Most companies are moving online, so I think it will be relevant within all industries eventually. Right now I think the industry this will be most effective in is the buying of technology online. There are so many options for consumers right now, so one wrong mistake when help is needed will result in the loss of that customer, possibly forever. I think gamification is a great new innovative way for human resources to implement and it will spread contagiously within the next few years.

  2. Kristen

    Gamification is a fun and more engaging way for employees to provide fast and effective customer service. In which the incentive in return for the customer relations personal is to be rewarded to the agent who accumulates the most points for the quickest issue resolution. Gamification is important to increase engagement and satisfaction from both agent and customer. The potential applications that I would see this technique be greatly needed is for cable and telephone billing companies, because yes these are very important companies to deal with over the phone but some of the agents can be extremely slow paced and very rude to deal with, so quality and integrity would be a large part of the delivery for these companies.

  3. Adrilynn Brobbel

    Gamification is a technique where they implement gaming ideas into customer service. This allows for a more fun way to address peoples needs. Customer service is usually associated with long waits, boring phone calls with automated voices, and frustration. Gamification is important because it opens a new, fun and educational way to satisfy customers needs and wants. It also allows for marketing and getting results as to whether of not a customer is satisfied and would like to come back and buy products. The gaming techniques also allow employees to receive points and awards thus making it competitive as who can give the best customer service. This way its fun and far less stressful for anyone involved. It also creates room for better productivity levels. Employees will strive to give the best customer service out there and it will be fun doing so.

    Gamification would be very beneficial in service industries such as cell phone companies and retails stores because the more enjoyable the customer service is, the happier people will be and people respond according to their moods and experiences.

  4. Sarah Pfeiffer

    Gamification can be described as the utilization of gaming techniques in the customer service sector of product and service firms. These techniques being quick, efficient, and effective response time that incorporates customer interaction with fun and exciting exchanges. In traditional customer service interactions, this idea of a gaming mindset is not present. On the consumer side, this idea brings new light to the once dreaded idea of having to deal with customer service. Rather than the experience customer service experience being painful and frustrating, consumers are more likely to come out as a satisfied customer and will remain committed to that company. Customer satisfaction is a main priority to the majority of business and if more customers are happy, agents and management will be happier! Not only does gamification result in happier and more satisfied customers, employees providing the customer service are more likely to be content as well. Employees are encouraged to get in the gaming mode and compete against their fellow colleagues. Who doesn’t love a little friendly competition, right? Agents or employees can strive to achieve different levels, gather points, and even win ‘trophies.’ Gamification encourages employees to perform better by offering incentives, which then results in greater productivity. Eliminating the boring, traditional aspects of customer service and replacing it with more engaging and interactive processes brings out the creative side of employees.
    I believe gamification can be incorporated into a wide variety of industries. Although this idea would have to be adjusted accordingly as each industry is vastly different, customer service is a key aspect of most firms. The one that I think it would add the greatest value is in the e-commerce world. As more companies are choosing to move their operations online, gamifying business transactions can encourage and entice customers to continue shopping or doing business with them via the web.

  5. Kaitlin

    This is really a great idea! Normally, when you think of customer service employees, you think of them to be annoyed, bored, and hating all of their customers. Working in retail, you realize that a lot of them employees complain about their customers and are constantly saying “I want to go home”.
    As mentioned in this article, Apple is a prime example of customer service employees that genuinely seem like they’re having a good time. I’ve only passed by their store a few times ever, but it always looks like everyone there is having a relatively good time. Whether this is because of better pay, benefits, or perhaps gamification, doesn’t matter so much.
    If gamification is something that can make employees happier, it creates a far better workplace and, therefore, makes the customers happier as well. Honestly, it makes me jealous! I wish my work offered forms of gamification, even though I already love my job. Just the thought of having “games” at the workplace is very appealing! After all, who doesn’t like games?
    I think it should be used it most workplaces, because it seems that it would improve the overall enjoyment of one’s job, which would increase their dedication to their work and job. Though, I think there are times when it’s not necessarily needed. Someone in a post above mine mentioned gamification being a good idea for the government, but I disagree. While they should like their job and work hard, I don’t really think they should be using gamification. After all, it’s a very serious atmosphere and should be taken very seriously. Another example would be doctors/nurses, as they should be working very hard and not trying to make their job “more enjoyable”.

    For most jobs, though, it would be nice! Retail workers, tech support, party planners, etc. would all be great positions where gamification would be very beneficial.

  6. Drew Elder

    Gamification is the use of rewards and recognition typically found in games as an incentive for employees to provide fast, effective, and fun customer service experiences. Through gamification employees can earn reward points, level up, and earn bonus points for the level of customer satisfaction and amount of customer transactions they handle giving themselves and other employees a quantifiable measure of their work. I think gamification is important because it provides an alternative to the traditionally tedious customer service experience. It gives employees the opportunity to strive for something more than just reading the prepared script and it allows them to provide the customer with a more rewarding and more enjoyable experience since the employees are more engaged and have more reason to provide the best service possible, from an employee standpoint it should also increase job satisfaction since it provides the employee with a fun and engaging workplace. The potential applications for gamification are practically limitless. It has easy, rewarding applications in various human resource applications. A company could use it to build a reward and recognition program off of or even base their compensation structure around it. For instance after accumulating enough points through customer interactions and transactions an employee may be eligible for a bonus of some sort or raises could be based on a minimum number of points or a requirement to obtain a preset number of points in a period of time. I think any industry has the opportunity to add value through the use of gamification but obviously any industry that is heavily reliant on customer service; such as hospitality or retail; would benefit most since the nature of the industry requires positive employee/customer interactions and gamification helps enforce that.

  7. Daniel Donkersgoed

    Never really heard of this idea before. Pretty cool stuff. Very true that customer service is an awful experience most of the time, and if there is a way to make it better, may as well try it. Gamification is important because it gives customers the opportunity to solve the issues themselves, or at least learn more about the issue. Gamification is an improvement in the customer service industry, and it is a way to make customer service fun.
    The ecommerce industry would benefit the most from gamification in the customer service department. The added enjoyment in customer service will give customers interest in returning to your website.

  8. Jacie

    Gamification is the use of “game thinking” in non-game contexts. In this case, gamification is used to engage customer service representatives to do their jobs even better in order to get ahead of other employees in terms of points, levels, or achievements in the “game”. At the same time, the employees are also offering the fastest and most effective service they can provide. The gamification of the job has incentivized employees to do their best in order to achieve personal goals, as well as organizational goals in the process. Gamification is important in today’s society because young people in the generation entering the job market are generally very interested in games, whether it be video games, card games, board games, etc. The fact that people can do well at their jobs and have fun at the same time is extremely effective to the organization’s goals. On top of all of this, it also makes the work environment a happy and fairly stress-free place by adding a bit of fun to the regular work routine.

    This idea of gamification could add value to numerous organizations, the main one clearly being the customer service industry. However, it could also be used in teaching for young children and military training. Young children could earn rewards and points in a game type environment for doing extra math problems or homework assignments, and military soldiers could do simulation testing and have some sort of reward system for extra training or better aim. Realistically, it could be used in almost any organization given the right motives and incentives that would allow for positive output.

  9. Jamie Van Maanen

    Gamification is a technique that companies are beginning to use to incent their employees to provide fast, effective, and fun customer service. It aims to create a gameful experience and allows employees to earn points, awards, and prizes. By offering awards, prizes, and so on it helps in getting more people to compete and engage and therefore made customer service much better.
    If a customer service agent is happy, engaged, and invested in their job and delivering the best quality service to the customer then they will pass it on to the customers. It is important because it makes the environment and the people better, happier, and the experience enjoyable.
    Gamification can increase a person’s attitude towards just about anything. I think that all companies and industries use some sort of customer service, so I think that gamification can be beneficial to just about any business. The only thing is that each business needs to tailor it to their business and to their employees.

  10. Maddison Siegl

    Gamification is a tool that companies are starting to use to help improve the customer service experience. Offering rewards to employee who compete against one another as though there jobs are a “game”. This untimely leaves the customer with the best service available to them. The customer service chain doesn’t become an endless game of telephone menus, ending with a customer service representative that is everything but helpful. But helps make the system more efficient and more enjoyable for the employee and customer. The customer service experience turns into a game for users, instead of the chore it was a few years ago.
    Gamification is perfect for call centers, customer service lines, and almost all phone related business. However this would also be a great system for universities to use. A professor can make or break a class for students. After taking a class with a professor students can reward points to professors knowing at that time they will not be marker harder for their input. They can give there honest grade for the educational experience that was provided to them. When students are paying for the classes they take they should have a way to see what teaching styles a professor uses, what past students have thought of the class, etc. This would allow students to make their learning styles with teachers that have similar teaching styles and avoid professors that they wouldn’t enjoy. This could also be a useful application in a job setting. To have the ability to rate the company you work for and award points on how they treat employees. Giving new graduates, as well as men and women changing jobs a good way to see what current and past employees really think of them.

  11. Suraj

    Gamification is a strategy that company such as FreshDesk is using to enhance their customer service. Basically what it does is, it gives an incentive to retrieve points and rewards based on their performance in helping customers with questions and queries. In that way employee remains happy as well as customers do to. This is a new approach to many companies, and it looks like an effective one as long as it keeps its employees engaged in such rewarding games. It’s great to see that people today are finding new way to enhance their life better and make customer service even better with such clever strategies. We can tell how annoying it was few years back when we had to wait on the line for customer service concerns or go thru a whole lot of operated systems “press 1 for billing concerns, press 2 for technical support.” Instead companies today are finding new ways to get closer to customers such as social media, online IM’s and many more. And now gamification is a new way. This gives employees to compete against each other, which makes work fun and interesting, taking it to a whole new level. If the employees are not motivated enough to provide a pleasant service during customer service, then of course the customer will feel discouraged to keep in contact with the product/service from the certain company. That will eventually cause the company to collapse. This is why gamification is important. More than ever, it will keep customers, employees and bosses happy.

  12. Adam Virgo

    Gamification Is a really great tool that can be used by both the workplace and even in our educational system. Gamification is essentially making tasks fun or game oriented to engage the participant and make that task feel like less of a chore. Recently in class we had a guest Anil Perrera come in to speak, he discussed how some technology companies are now creating products for kids in which they learn math or even coding skills simply by playing what only appears to be a video game. This is a great tool created in the gamification mindset that will allow for further development of our children’s education. Gamification in the buissness place not only works to make the employee more satisfied and engaged but also the customer. As customers feel more important and customer service for your customers will also tend to be better. Using this technique would be most successful in the e-commerce business world, as it allows for companies to use interactive tools as well as reward and rating systems for their customers to use. Companies like eBay already implement such things and it is clear to see how the system has payed off for them, this is because of the mutual benifits for both buyers and sellers that act as the motivation for both parties. By implementing gamification in our society and business place it is an extremely effective tool to help us grow as a business and society and create success.

  13. Sylar Wang

    Gamification is aiming to make employees job fun. By gamelizing their jobs, employees gain more pleasure, more joy from their jobs. In this case, employees will have better engagement and enthusiasm to their jobs. The more devoting to their jobs the more productive they will be. It is important since it makes employees literally playing their jobs. By doing this, there will be strong competition among employees since they all want to win against each other in a game and this competition is healthy. Also, playing with their jobs will help them to relax from pressure since they have the concept of this is just playing a game. They will burden less if they think their work is just a game.
    Gamification has great potential is when employees begin to feel boring or lack of incentive from competition. That usually happens in fields that offer formulized and unchangeable work. For example, gamification can be used in factory. Gamification will put more joy into repetitive work. Usually, it happens more on old workers that the repetitive work makes them feel boring. They then to have less enthusiasm on their jobs. Gamification can help solving this problem by giving them a new and fresh look on their current jobs. Instead of repeating same procedures every day, they begin to look at their jobs at a different vision, playing with their job. Working is no longer following the same orders every day, they have their self-willingness to work now. Gamification makes them to enjoy their job, competition and they can be more productive.

  14. Taylor Grantham

    Gamification is essentially a motivation tool used as an incentive for performance for employees. Having been both a customer and an employee involved in customer relations for TELUS I believe the application of gamification is not an incredibly revolutionary, but is a valuable motivational tool. If used to its full potential it has the potential to revolutionize the way that customer service is provided to many frustrated customers by often tired and disgruntled employees. Having worked at TELIS I experienced many situations in which providing customer service was exhausting, repetitive and frustrating for myself and the customer alike, a lot of the time due in large part to company policies out of my control as an employee.
    The addition of this process in the already interconnected and outsourced customer service world may allow companies to build a competitive advantage in places such as improved service to customers and increased employee morale. By doing this companies are essentially increasing their profits by implementing a relatively simple technique. The use of this process in ecommerce industries is important because customer service at a distance is integrally important to the success of any ecommerce company.
    To me however, I question the effectiveness of this method. Although increasing employee morale and making service agents happier and approachable makes the overall call experience more enjoyable, in my experience customers always call upset or frustrated and the simplest resolution to solving their problem is actually solving it, if this method statistically serves to improve that it is great, but if the competition leads to a haste approach and lack of attention among employees I don’t believe that it is incredibly valuable. However, I do believe that it does carry with it great merit in theory, businesses and ecommerce businesses must remember that their overall performance is the deciding factor on whether this is effective or not.

  15. Anderson

    Gamification is an application that uses a fun activities in real life context where points are alloted based of specified performance setting and it is competitive where people involved strive to get higher point than others. The application is important in various way;it makes customers agent’s job more interesting and thereby making customers happy and satisfied. Moreover, every business is striving to make profit and survive and customers are the key to this survival, therefore, any device and/or application that will make a firm to sustain their customers by attracting new and retaining old customers is highly recommended and gamification provides these opportunities.
    The potential application for gamification includes online services or business transactions like e-commerce and e-business. Gamification can be use in any industry where customer relations and services are key tothe business. The telecommunication companies, government agencies providing services to the public, banks, insurance compqnies etc. the importance of gamification cannot be overemphasized. However,the older generations of customer service professional are finding it hard to tang along with this new paradigm shift in customer service. But with better training and information, the application will become to all and sundry. The younger generations are receptive to the applicationas this will make customer service a whole new experience. What customer service need is a paradigm shift for better customer relationship and satisfaction.

  16. Kayla Wurzer

    Gamification seems like a very interesting way to problem solve. Essentially, it is incentive for employees to create a funner and more engaging client experience and in the long run increases effectiveness and efficiency. With the incentive being things such as level “upping” I am curious if employees would get bored of it eventually. Although the main goal of faster and more efficient customer service is absolutely a respectable goal that not enough organizations seek.

    Obviously customer service, call centres, help lines any industry along those would benefit the most from this approach. Again I feel like the end incentive may need to be increased in time but if it’s successful for now why change it. I could see this shifting gears to a consumer application. Specifically and literally an app available on all devices where consumers can rate and grade businesses from their point of view as opposed to the business deciding what is fast and efficient. Creating a network were people are essentially creating reviews of businesses customer service but it’s more “cutting edge” than a typical review site. This way, businesses can get the real idea from consumers themselves about what kind of customer service is fast, what is fun, and most importantly what’s going to ensure the consumer doesn’t have to call back. This way, both sides win. Businesses get the information they usually pay for in google analytics etc. and consumers get to voice their real opinions.


    Gamification is essentially the use of game thinking and mechanics in non-game contexts to engage users in solving problems and is meant to increase user contribution. In the case of FreshDesk, the company uses gamification to incent employees. No only does this make customer supports job more fun and competitive. It also increases customer satisfaction because they are receiving fast and useful information in a timely manner. Gamification is important because it engages the customer and the employee, making standard work that can become mindless and boring into something that is not only useful but also fun. This in turn creates a competitive edge for the company, while increases customer satisfaction and employee satisfaction. The employees can compete and “play,” while the customers receive the most useful information they can get in a short period of time. I think gamification could be utilized in the computer industry as well and the education system. Tech support using gamification to respond to a customer’s needs will increase incentives to provided quick and effective support. In the education system gamification could create healthy, fun competition among peers. Students, for every homework task they complete, could receive points, which could in time earn them different rewards and prizes. As a student I think I would be much more motivated to complete a task or assignment if it was fun and I could gain something from it. Even if it’s just a virtual game, people seem to be much more motivated by doing something competitive, yet fun. Overall, gamification is a smart system to get people to accomplish more.

  18. Daniel

    Gamification is the application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity seen within the business world. Within this article, it is being applied to customer services. It is important because it takes a relatively boring job, and makes it fun, competitive, and improves the overall work environment. It raises efficiency for customer service employees, and allows them to excel in a more enjoyable manner. When the customer service employee is happy and enjoying their work, it will give the customer a positive experience. With the inclusion of rewards, incentives, and competition, productivity has improved. Those who aren’t engaging, or leave the customer without a satisfying experience, will not be acknowledged and will not receive and points/incentives. The use of gamification will inspire the employees to excel at their job and thrive in their work environment. I can see gamification being incorporated into many industries, with that being said I believe the sales industries would benefit the most from gamification. Even though commission is often used to motivate and entice workers to succeed, the application of gamification could further the motivation of the sales industry. The addition of point scoring, competition, incentives would create an even more competitive industry and increase productivity and efficiency. Overall two thumbs up for gamification!

  19. Jennifer Jenkins

    Gamification is the process of making tasks, whicha are usually boring or simple, into a game or activity by using a points system for rewards and incentives. In terms of customer service, it gives the employees an opportunity to excel in their line of work, and give the customers outstanding service. By adding in rewards and incentives, the employees become engaged in their work and therefore they are truly engaged with the customers. This increases customer satisfaction by having them not have to dread dealing with the service end of the company, and they can know for sure that the service they receive will be top of the line. I feel that gamification is a process that can be beneficial to multiple outlets in the world. Whether it be in education or in a retail outlet, gamification can increase the productivity in your employees and the satisfaction among your consumers. In terms of education, I think gamification would be really beneficial to students, as it provides an incentive for getting their work done. For every homework task they complete, they could receive points which could, in time, earn different rewards and prizes. I think overall, gamification is a smart system to get people to accomplish anything. In my opinion, I would be much more inclined to finish a task if there was something to work for, or something to be rewarded with. I think that the more companies integrate this system into their business model, they will see a greater return as far as customer satisfaction and overall employee productivity.

  20. Warren Shymko

    Gamification in general just means adding a game like feature and game techniques to engage and to motivate people to achieve their goals. It makes a slower more boring job interesting. It really entices an employee to create a fun environment and to make their workspace more enjoyable and relaxed then without having gamification. Gamification helps make every customers experience more enjoyable and assists them in feeling they are being paid attention to or feel engaged with. It really eliminates the traditional boring time of being kept on hold for long periods of time which in turn makes the customer frustrated and annoyed more than anything. Companies now a days need to gain that competitive edge on others in the business world in order to maintain their customer basis and to gain a new customer base at the same time. By adding this creativity to their customer service aspect of the company it shows advancement and their will to improve the experience for their well respected customers. It’s a positive for both ends because it improves the employees working life and at the same time improves the experience for the consumer as well. All in all this increases the satisfaction and attitude of employees and because of that it increases productivity and is a positive contribution to the life of your customers. To me it seems that gamification can actually fit any industry and as long as it suits that industry and makes sense than having gamification is a great idea for any business. It would obviously work the best in a technological company because it is related with one another.

    1. Nicole M

      Gamification is a revolutionary approach to customer service. By using a reward system, that is identical to that used in video games, Gamification attempts to motivate customer service representatives to have high levels of speed, efficiency, customer satisfaction, and low instances of repeated problems; different metrics are used to measure each customer service representative’s performance and points are awarded accordingly. The main principle behind the gamificiation of customer service is that customers will be pleased if those who they are assisted by are also pleased with their work. Through the reward system, workers are able to receive somewhat of an instant gratification for their efforts. According to FreshDesk, a company that utilizes gamification in its customer service operations, it has proven to be successful based on reviews from a growing portion of their customers who sign up for the optional solution. Concerns of Gamification arise for those who have lengthy experience in customer service; there is the belief that Gamification takes away from the professional aspect of customer service.

      With e-commerce growing at a fast pace, I believe gamification of these services would lead to greater efficiency. Arguably, this is something that is already used in e-commerce to a minimal degree. For example, when something is purchased on ebay, the buyer can rate the seller on different criteria which earns the buyer points. Future buyers also have ability to find sellers based on their ratings from past buyers. The buyers with the most buyers fall under the “top seller” category.
      Overall gamification is a simple, modern and cost-effective tool for motivation.

  21. Chelsea M

    Gamification is the process of making something that is generally mundane, whether that is a task, activity, or idea, into something more fun or enjoyable. An example of this is demonstrated in this article; customer service agents get “points”, “trophies”, and “awards” for dealing with customer service issues in a timely manner. It is important because it generally keeps the employees of the organization in a good mood, which in turn raises the organization’s overall morale. The organization from the article states that “happiness is contagious”; I completely agree! I myself, have worked in service industry (retail and hospitality), and some sort of system like this would have definitely increased employee satisfaction. Although, there may be some downfalls to gamification. Employees may think that the “game” of it is more important than actually helping the customer out. Another thing would be that some individuals may not enjoy virtual rewards; perhaps maybe physical awards, such as cash, gift cards, or even time off, may be a better approach. In the future I see this concept blowing up, probably to the point where it would be weird for an organization not to have some sort or gamification. Potential applications for this (that I can for see), would be retail, tech support, hotels and hospitality, and maybe even restaurants. I myself, see the tech support and the hospitality industries benefiting the most from gamification.

  22. Kevin

    Gamification utilizes the method of providing incentives to employees in order to engage them in the act of brilliant customer service. This arises from many things, one of which is the issue of dealing with service representatives that aren’t engaged and express a lack of care towards the issue as well as the customer at hand. This doesn’t reflect well on the organization, nor does it leave customers with extreme satisfaction, two extremely important factors. This also arises from the increasing number of methods in which consumers are looking for support. As a result of the internet and social networking activities, people are increasingly looking for solutions in methods that are through text, videos etc. Consumers will utilize the internet in a very big way in order to find this information. Some rewards in gamification, are also given in recognition of representatives who provide support through these methods as well. This is extremely important, as it allows for an organization to serve customers through the medium that the customer prefers, further enhancing the experience the customer receives. Gamification provides incentives for employees that are further enhances the customer experiences, from the representative to of course, the customer. Gamification has a large number of applications and industries that could utilize it. One particular market that may find it appealing is cellular service providers. There are plenty of customers who are looking for a quick, easy, and understandable solution from someone who is very willing and happy to assist them. In reference to other methods of interaction, service providers can also use websites to provide easy-to-use documents as well as social networks to interact with customers, which is a method that has become more popular in recent times.

  23. Morgan J

    Gamification is a customer service strategy that integrates a gaming aspect to make work more enjoyable to employees and gives them a competitive incentive to perform to their best ability. This strategy not only keeps the employees happy, it increases customer satisfaction because the positivity of the employees influences the behaviour of the customers. I believe this is a very important and effective way of creating an otherwise boring job more enjoyable for both employees and customers. When an individual is working in a job that is very repetitive they don’t feel motivated to do their best in the job, however; when you add a gaming element to the job it gives the employee drive to do well because they have a specific goal to work towards whether that be employees points, trophies or awards, it makes the overall work environment more positive. Gaming adds the sense of achievement when the work has been completed effectively and successfully. I do understand where the older and more traditional employees are coming from when they say that the job should be taken more seriously and creating a game out of the job makes it seem less professional and important, however; the use of gamification has been proved with FreshDesk and many other companies to be a positive and highly effective solution to a typical problem in the customer service industry. I have experienced gamification first hand in my job at the University of Lethbridge call centre. Its a very boring repetitive job that can get very frustrating at times, but with the integration of games such as scavenger hunts, bingo, and hot potato, it makes the job much more enjoyable and it makes a huge difference on my attitude at work and interacting with customers.

  24. Darryl Trautman

    I found this very intriguing as I continually deal with customer service every month dealing with phone companies, internet, and other service companies. I think that customer service is a very difficult position to work in as you deal with many different personalities and moods change from individual to individual. As upset as you are, the person on the other end of phone or computer is trying to please you and I find that the nicer you are, the easier it is for you to get your problem resolved. Another point to bring up is that with gamification is the increase in satisfaction and engagement brought to the customer and the agent. I feel the key to gamification is rewards and motivation. The use of gamifcation can increase motivation and more importantly engage the customer and also the agent.

    One key point that I found was interesting was the talk about the older generation vs. the newer generation. The adoption of different ways are more acceptable for those in the younger generation as I feel they are more susceptible to change compared to those in the older generation. A major difference between my parents and myself is the communication mediums we use. Being very traditional, my parents feel that the use of phone is the easiest and barely use email. I feel that there are many different mediums that can be used and for different situations different mediums are used. Overall engagement and excitement is the key to using gamification and to increase the most enticement in both the agent and the customer.

  25. Bray Gregoraschuk

    After reading this article, I find there to be a couple of strong points and faults in Gamification. Customer service is one of the most important parts when it comes to a business. Having a solid customer service team can definitely make or break a business and having reoccurring customers in general. By using Gamification in a business, it provides a motivation for customer service agents to reach for a goal and compete against other agents. I find this to be both an advantage and disadvantage to customer service. I think it would be an advantage because it definitely provides a lot of motivation for agents and employees to try and attain new levels of customer service and achieve goals. This is beneficial for both the employee and the employer as it is positive reinforcement and shows the employer that the agent is really pushing to do a good job and reach goals for the business. But I also find this as a disadvantage because it seems like a very competitive type of “race” between employees. Some customer service agents may get discouraged if they are far behind in getting certain “trophies”. This could severely demotivate employees and lead to a serious turnover problem in the business. I think in order to implement this kind of customer service incentive, it needs to be thought out very carefully in order to not make a huge gap between employees and in turn ultimately causing some employees to up and quit because of this intense competition.

  26. Silvia Fraccaroli

    Gamification, the use of game to engage users in solving problems and have a better performance in non-game contexts, is probably one of the most interesting solutions I have ever heard to increase organization efficiency. In the specific case of FreshDesk, it consists in creating a sort of a game between employees: the more the performance is better, the more points one can get. Moreover there are also some levels employees can reach if they work harder and faster than others colleagues. On one side this technique is based on creating a funny daily experience for workers, on the other side it motivate them to be more efficient and competitive toward the other people in the organization. It is simply a brilliant solution, since it is known that everyone is more productive and efficient if he/she is enjoying the experience. Obviously organizations already use different motivational options, the wage for example is one of the most powerful motivational gun among employees. Even though one has a high wage, but on the other side the task he/she has to do is really boring and repetitive, the result will be for sure not as successful as if the employee would have fun. Moreover I completely agree with the statement of Mathrubootham, that happiness is contagious, that means that happy employees make customers happier as well. So with a simple solution, a game, this business was able to enhance the organizational efficiency and improve the customer satisfaction on the same time. Happiness was the key of its success!.

  27. Patrick Adair

    I had a biased opinion on this article. Even the opening paragraph made me laugh. I have had several bad experiences with customer service and ordering things or perhaps explaining problems. Gamification would seem like a good way for the operators to provide better service. However, why should these people see rewards for doing their job correctly and efficiently ? I understand that people should have some work incentives but just doing your job should not qualify you for receiving one. They need to look at people who go out and beyond the norm to help serve the customer and reward them for, perhaps a christmas bonus. But not and everyday incentive for doing a just above average job.

  28. Kyle Link

    Gamification is the application of enabling game elements to an activity. This can be done through the addition of point systems, teams, scores, prizes to a previous work flow process. Ultimately the end result is the make the activity more engaging with its users.

    With the increase acceptance of the gaming culture, younger audiences are likely to be the most willing demographic to accept gamification. With that being said, any process that young people have a significant portion of the process work force are prime candidates for adding gamification. Some examples include: elearning, education or the service industry.

    Gamification has the potential to improve morale around any activity that can be considered dry or inconvenient. If the process permits, gamification will add new elements to the process which make the process more engaging for any of its users. Again this primarily relates to processes in the service industry. Many different jobs in the service industry require extremely formal and dull engagement usually between the employees and the customers. Gamification can be a suitable solution if there is a concern with customer satisfaction or employee happiness.

  29. yeji.lee

    Gaminification is the method to induce customer participation through using concept of game in web site and application. Being combined with smartphone, this strategy becomes popular as a method of marketing in company. Smartphone allows company to collect customers’ information and fast interaction with them. I felt that it is really good strategy of company marketing and management. As an aspect of marketing, it can attract people because of uniqueness. What is important in marketing is uniqueness to survive in modern society. This marketing method allows to increasing interaction between company and customer through increasing participation of customers. So, it can give good image of company to customers. Also, as a manager part, it can motivate employ and increasing efficiency.
    Nowadays, this strategy is used not only in company but also in environment and health field. For example, it can be combined in trashcan and used in rehabilitation treatment. As science is developed, it allows apply to many field of daily life. So, the potentiality of Gaminification is large. In the near future, it can be used many industries.

  30. Laren Michel

    After reading this article, I strongly believe that the gamification is a good technique when it comes to customer service. It is good for the marketing aspect as well. Gamification will assist the business and customer in a positive way. It will have the employee to be with the company longer because they will have a fun working environment. In that case, they will do their best to work very hard and make sure that they are doing there job efficient. Customer service is the face of the business. Meaning, customer service assists the customer and company. If a customer is pleased with the customer service, they will want to go back. Gamification will increase motivation and encouragement for the employee. It gives the employee the opportunity to enjoy work and make customers happy. The employee will be spreading there happiness to others. A customer service representative will want to get as much points as possible to receive the “reward”. The higher score you get, the more you will want to help.
    This goes for all game applications. The higher you score, the more you will not want someone to catch up. Gamification will add value in educating and training employees. It will help increase the business in any way. It can gain customer loyalty.

  31. James Bradshaw

    Gamification is a fun way to keep both the customer and customer service representative engaged in a positive manner to effectively deal with the problem at hand. Gamification even goes as far as leveling up by keeping score and creating incentives to deal with the problem quicker and/or more efficiently. Everyone enjoys a game and friendly competition so I think Gamification is a great way to get the best out of employees while dealing with concerned customers. It is very important for employees to have a positive attitude when dealing with customers and that transfer of enthusiasm will be picked up immediately. Gamification will also be popular with the new generation of employees because younger males and females in our current society have been subjected to video games so it is not foreign to them at all.
    An industry where Gamification would be utilized in a positive manner would be the computer industry. When people call in to fix there computers Gamification would be a great way to trouble shoot the potential problems and have the employees have more incentive to complete the task in a quick and efficient manner. I would be a lot more inclined to deal with a positive person that wants to help me on the other end of the line instead of someone you can tell doesn’t want to be there and could care less. I think if they continue to develop Gamification it could be something that is a huge motivator for employees and a huge relief to customers. Now only if we could get something similar in the car impound lot in your town or city!

  32. Lilly Rangsikriangkrai

    I really appreciate this topic as I’m a fan of farmville. From my understanding, Gamification is a new dimension for marketing. It is a concept of games getting more attention withing marketing and focusing more on customer services as it is one of the most important parts of any company. However, it is not the games. Mechanics from games can involve in marketing, especially mobile marketing. Besides Gamification is used in application of games playing, it also has application in education, particular in problem solving. In some cases, Gamification includes the use of badges and points to promote learning and recognize competencies. The popular website called “Khan Academy” also has a badging system. I recognize that gamification is very important because it can monitor the performance of Game mechanics to ensure that you are getting the best result and users are happy with it. Moreover, techniques is mainly used to encourage people to involve in bahavior they might find it boring. Though games mechanics like adding levels, points or rewards have been used in customer loyalty for many years. It is only now with data explosions, that we can really begin to harness the power of games effectively.

    1. Hesham Elkadri MGT 3061

      this article irritates me in the sense that it reminds me of all the times I have had issues with customer service online or over the phone. So I don’t see where the fun is being made. That being said working customer service is irritating because its almost impossible to please the customer.he always tries to get a deal or some sort of satisfaction for his trouble. What he dosent realize is the supporter is probably going through a harder time making him happy. This is really off topic but that’s all that runs through my head when customer service approaches are being mentioned.

  33. Maddy Snidal

    Gamification is the developing of a process into various different tasks with rewards and essentially creating a game to enhance interaction and increase participation out of a task that was thought of to be tedious. Gamification is definitely an important aspect in today’s development. It can make participants much more engaged and willing to participate in said task if the creators or enforcers of the task make it so that the participants want to. It can bring a staff closer together but also make them strive to work their hardest. I believe that gamification could be used for quite a bit of the office tasks. Like it was said in the article that FreshDesk was using gamification to engage their employees as well as their customers, it could also be used to increase the “quality of life” of the employees of who possess a simple office job. This makes the day to day work more engaging and exciting for the worker and in turn can increase productivity. However I definitely think that this could have the greatest influence in the customer service industry where the customer is key to the success of the company, but the employees who may have to deal with difficult customers on a regular basis may feel less stressed overall from their job if the employer lightens up the mood from time to time with such a model. This will not only make the employee less stressed, but also increase workplace productivity, increase positive attitude in the workplace and create a sense of community among the staff.

  34. Craig Lyon

    Gamification is a fun way of providing helpful service to clients. Old processes using automated voice packages to guide customers through branches of the company have been proven to be not very helpful to the customers. With frustration and difficult help desks it makes it hard for a consumer to get benefit out of the product as easy as possible. Having ease in connecting to company’s customer service makes product development run a lot more smoothly. Gamification is a reward system within FreshDesk that allows customer service agents to be rewarded with the progress they make. Engaging employees in providing this service results in better communication between the company and the consumers. Having goals and achievements that agents are able to look at and strive to achieve gives a good idea of where they would like to end up after certain increments of time. Feedback is crucial on products since it provides ideas for new models in the future.

    The competitive aspect to Gamification creates an atmosphere where customer service agents are never really satisfied. Employees are always trying to provide more user-friendly techniques in helping customers. In a way the process is very innovative and flexible. Giving employees the flexibility of using their own personality traits to relate to customers and their problems creates a strong relationship between the company and customers, but also the employees within the company. Employees are able to look at other co-workers achievements and compare it to their own to see where they stand.

  35. Alexa

    From my understanding I believe gamification is a technique that uses gaming methods in business settings to encourage a more interactive and enthusiastic work environment for employees. It is important because it practices a more contemporary business strategy which caters to the younger generations that are entering the business world.

    As there is an aspect of customer service in just about every industry, I think gamification can be applied and be beneficial to any company. Obviously gamification will add more value to the companies that operate at a customer service level as their key success factor. So retail operations, the hospitality industry, educational settings, etc., are all industries that have an extensive involvement in customer service. An increased level of interaction and enthusiasm between customers and employees through gamification practices will benefit companies in those industries the most.

  36. Cedrine

    Gamification from my understanding is a method used by companies to make employees have fun while working especially customer service. It incorporated the principle of gaming into work place to make employees more engaged in their work. It is based on the principle that happiness is contagious, a happy employee will result to a happy customer. Metrics are used to measure the success of the gamification process. Employees can compete with each other and even level up.
    Gamification is important because it increases employee involvement. It makes workers enjoy their job increases job satisfaction and therefore productivity and efficiency. It increases employee engagement in the work place.
    It can also be used to educate and train employees fast. Since the training process will involve playing employees will learn faster and easily. These will reduce company cost and increase productivity.
    Gamification will also increase company turnover. Since employees are more involved in the company they will thrive to meet the company’s objectives.
    Gamification can improve 3 main areas of a business. It can improve Marketing, education and work floor.
    Any company can use gamification. The gamification model will vary from one company to another the army can used simulated war front to train soldiers, aviation companies uses simulated flight, Educational institutions can also use gamification to improve learning and student engagement in class.

  37. Brendon H.

    Customer service is extremely important when it comes to the success of a business. It may actually be the single most important thing because if a customer feels dissatisfied or unpleased with their experience with a certain service or product then they will most likely not return to that company. Gaining customers for life and holding on to them is much easier than constantly trying to find new customers to appeal to. The value that a lifetime customer will give your company exponentially exceeds the value that is given from a one-time customer. This is why it is extremely important for businesses to have a strong customer service team to provide customers with everything they need to feel welcome and valued as a customer. Using game-like strategies to encourage employees to be more exciting and personal with customer service issues is a great idea. When employees feel a sense of purpose and importance it can really help to increase their work ethic. Employees will be more excited, happier, and feel a stronger sense of worth when they know they are doing a good job and helping the company. Dealing with customer complaints or issues can be very tough sometimes if you have to deal with a person who is very upset, and finding new ways to deal with these issues will benefit both the consumer and the employee. Both parties leave in a better mood and both parties can more efficiently come to a resolution if there is clear and positive communication.

  38. Lucifer

    Ah yes. Useless internet points. Does anyone really care about these fake incentive points? My xbox live gamer score is upwards of 30,000. I drop a hundo likes on the regular with my instagram posts. I once made a status on facebook that got 138 likes without even getting engaged or conceiving a child. I once heard someone say being famous on twitter is like being rich in monopoly. Who cares about such incentives if there is no monetary value behind it? Probably everyone. Let me explain everyone is looking to feel accepted and important and getting likes from your peers on any platform is a way to do that. Feeling validated may be just as important when it comes to job satisfaction of getting paid. Would anyone do a job they felt was useless? Probably for enough money, just ask a dentist, but if the pay is similar and one job brings the validation of others that job is going to win 10 times out of 10. What I’m saying is validation is important, people want to feel important even if it is for a fake purpose. If I have something that lets me know I do my job better then other people then that incentivises me to work. Not only that it incentivises me to work harder without even having to pay me more. It’s a win win for everyone! Long story short I am a heavy advocate for fake internet points.

  39. Curtis

    Customer service can be a very frustrating process or it can be quick and useful. The system being used for customer service plays an important role. Gamification is a system based on competition and reward for the employee providing customer service to improve quality of service. Humans are competitive by nature, making the system applicable to almost any job. Humans also strive for meaningful achievement. By using gamification companies give a stronger sense of pride for employees. Trying to receive help from voice automated systems is often slow and inefficient. Gamification eliminates voice automated systems and replaces them with live callers who are motivated to help. Often callers that are on support help lines are already frustrated and a happy service employee makes the process much smoother. Gamification offers a trophy and skill level system for service employees based on customer satisfaction and success rate. This system engages employees to work harder and faster while making work more fun and enjoyable. An employee who enjoys work and ha fun at work often is a stronger and faster worker. The gamification system is affordable and quick way to boost team moral at the wok place. The gamification system has been used indirectly for salesmen on commission rates. Another work place I think the gamification system would wok well is for cashiers at grocery stores. Keeping track of thing such as number of products scanned through and speed of products scanned through. Combined with a possible customer satisfaction rating scale, this system could speed up wait times in lines at grocery stores and motivate workers greatly

  40. naser

    After reading this article, I must say I dis agree with the Gamification system because I don’t believe that it has anything to do with increasing better customer service rates. In fact when anything that is incentive based for selling u loose that care merit and the value, of empathy. through my experience in the hospitality industry I can tell you the best method is training the staff to be more empathetic and empowered and know there jobs very well to be able to solve any disputes. now on the other hand having an incentive game to improve relations with staff isn’t a bad idea, but that can be done by a staff party maybe every quarter(for costs purposes) to show appreciation and give staff time with each other. Last but not least a great customer service experience entails a system that is structured to be transparent for both staff and customers. So of course in a business perspective in this new technology era having a information system in what ever business your in . ie FedEx a tracking system can help lower phone calls about delayed packages and such and that was just an example of many.

  41. ethan lauscher

    Typically empoyees are more productive when they find joy in there work. Gamification is a strategy that makes everyday work more enjoyable which will hopefully boost productivity. Customer service is an area where productivity may be hard to measure. Customer service can also be a very frustrating area to work in. One thing i wished the article would have talked more about is exactly how gamification motivates employees. Sure it is nice to have some friendly competition with in the work place and perhaps awards for fastest worker or most over all customers problems solved is a good way to earn some respect from your coworkers. My big question is how does that differ from things like employee of the month? unless there is major incentives i can’t see any change in an organization being long lasting. I do know of companies that offer extra monitory awards for performance. For example companies like Vivint will offer there sales reps extra money for making the first sale of the day. they will also offer them extra money for making the most sales in any one day. So perhaps this is a type of gamification in the sales industry which seams to work really well, however the only real reason it works is because of the money behind each award. Unless Gamification offers some sort of real benefit i have a hard time believing that it would make any long term benefit to a company.

  42. Bret Tasker

    Gamification is the adding of fun incentives to increase customer service representatives into a happy and excited mood to help customers. I work in a call centre and we are told to smile when we talk on the phones to update information and to ask for donations. At first this seemed strange to me but after making calls and not smiling left me without any donations and very few people updated information. I decided to try smiling one call and it worked I had a great conversation and got a donation and I couldn’t believe it worked. This idea of gamification is to add that excitement and enthusiasm that will create a better interaction between customers and the customer services. The importance of better customer services comes from the customer is always right and once customers have a better interaction that leaves them more satisfied. This satisfaction can lead to repeat customers and a better rep among consumers.
    The potential applications could be seen in aspect of the value chain like sales and marketing which would increase sales. The gamification would allow for improved excitement in all facets of the value chain another example would be logistics trying to keep costs down. As far as industries it could be any computer company or technology company as they are usually made up of younger employees who would be more accepting of a new techniques opposed to older employees who would have a hard time adapting and full implementing the essence of gamification.

  43. Jummy

    From this article, Gamification can be seen as a customer service technique that provides the best customer attention in a friendly environment. Gamification can also be seen as a creative marketing strategy. Gamification makes every customer feel like his or her issues are being paid attention to and addressed promptly. It provides them with a pleasurable experience and allows both the customer and employee to feel engaged in a fun-style productive way, rather than offering the boredom of being kept on hold for a long time and making the customer become cranky even though the needs are addressed. Such customer still feels less satisfied because of the time wasted. Although, gamification seems like a fun strategy, but it also means that every customer is taken seriously in customer service. Many companies strive to come up with various creative ways for offering better customer service, but most of them are stuck with the traditional methods of phone calls and surveys which can be interrupting and sometimes annoying. Gamification is obviously a two-way satisfaction process, while offering pleasure to the customers; it also means work will be fun for employees. This translates to job satisfaction, which automatically lead to increase in productivity and ultimately, it can be said to contribute positively to the bottom line. Besides the fun aspect gamification creates, it also contributes to cognitive growth by sharpening the problem solving skills of employees. Gamification can be used in manufacturing, retail, and service industries. The methods just need to suit the industry. Apparently, it seems to only appeal to the tech savvy generations.

  44. Sarah

    Gamification is the application of elements such as in game playing. It could also be in the form of scoring points under rules of play. It is also an online marketing technique in order to encourage peoples to engage with a product or service. It refers to the integration of game dynamics into a service, community, content or campaign in order to drive engagement. Its importance can be incorporated into the revolutionization of the marketing method toward consumers. In many ways, gamification is everywhere. There are many potential applications to see gamification infiltrate some industries. Some potential applications could be to the gaming industry. The gaming industry and many sub-industries such as game mechanics and game features. Gamification can also be applied into the education which could enhance the teaching methods into more unique and new-thought approaches. It can be designed to be a method of engaging learners. In terms of gamification in the business market, could be the incorporation of methods into marketing in order to increase engagement with customers and influence their behaviours. Completing surveys has always been a hassle for customers/consumers and so, the gamification approach can encourage customers to engage in such a behaviour without feeling like it is a burden. In the gaming industry, gamification can increase the amount of levels one can achieve and therefore leading to consumer loyalty. By making consumers work for their gaining, they are more likely to be familiar with the company/business and it ultimately increases consumer loyalty.

  45. Shayla Mysek

    To me, gamification is a way to entice employees while creating a fun environment for them to work in. Employees enjoy their work days, which makes them happy and this happiness is then applied to their customer service. When employees give customers their answers or solutions in a speedy time, they are rewarded, thus enticing them to do it more often. All while remaining friendly and bubbly on the phone. This is important because, the customer service industry is seriously lacking in friendly, quality service. This gamification model changes that completely, transforming it into a pleasant experience on both the employee’s and customer’s ends. When customers are satisfied, they are more likely to purchase more products and or services. Also, they won’t have to dread the customer service phone calls when something does go wrong with their product or service. The older employees may not be happy with the change, as they see it as unprofessional, but the positive response from customers does not lie. If the customers are happy, the employees have done their job.

    Gamification can be applied everywhere, from restaurants to general retail stores, to fortune 500 companies, and even schools. Everyone can benefit from this kind of customer service, employees and customers alike. It is hard to say who will benefit the greatest because there are so many variables, but in restaurants for example, it can be used for customer complaints and requests. If a customer is unsatisfied with their food, keeping a positive attitude and solving their problem in an efficient manner will greatly increase their level of satisfaction.

  46. kjoy15

    I see gamificiation as basically increasing customer support by making work more fun and engaging for those customer support employees. As someone who is in the customer service industry I find this very interesting. We have the standard policies on customer service at my place of work but I find some days it is very difficult to put on that fake smile and deal with grumpy customers, however I am also a competitive person and think that gamification would make work a lot more fun for me, and I know I am a lot better at my job when I am in a good mood. I think this is important because customer support and customers being helped efficiently is directly correlated to return customers and customer satisfaction, which is so important in the sales industry. I feel like gamification will have the most impact on the sales industry, perhaps that is because that is the field that I currently work in so I relate and see where this would really benefit. If there is a competition involved, like the Speed Racer idea, each customer becomes important because you want to as mentioned gain respect of your peers, which then results in satisfied customers. I find that older customer support employees that do not agree with the gamification idea perhaps will come around once they see it will work, but that really depends on the type of person. I know I work with people who thrive off of their superiority and would never involve themselves in gamification and those are also the employees that get many customer complaints, interesting….

  47. Tim MacDonald

    Gamification is important in the way that it allows us to interact and help ourselves through problems and issuers ourselves. It makes cases like me not being on hold for hours just to hear someone say did you try unplugging it, after the obvious yes, then that didn’t work and they had to send someone a week later to figure out while my connection sucked and i was on the wrong transponder when if they would have had online resources like apple that could have been avoided. I have been able to figure out all my problems with apple thought their discussions and typical problems and have never had to make a phone call besides when my MacBook’s hardware failed. This is really working and loved by the young generation like me, most people would rather text or email then to pick up the phone and call someone. The older generations like my parents would much rather call and talk to someone to get their problems figure out. I think that it is very important to moving forward an gamification can be used in any aspect like education and school, it could help students to have more fun and enjoyable by having a gamification interaction. Ebay uses a gamification aspect as buys and sellers leave feedback as a reputation and you can see what everyone’s said about them and gain or lose credibility based on their feedback. This can lead to actual benefits if two sellers are selling the same product within a few dollars and one has bad feedback the other one would be sought even if that seller was a few dollars more.

  48. Minju Lee

    Gamification is the application of typical elements of game playing to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service. In this article, the given example mainly focuses on customer service related field. It is important because newer generation’s taste is changing. Typical script oriented phone conversation dose not interact the customer’s interest anymore. As well, an organization loses productivity of employee with continuing old-fashioned way when performing services to customers. With gamification, it can bring customer’s attention and gives employees incentive to perform more effectively.

    Such as E-bay or already have gamification oriented rating system for their users. The users, such as traders or sellers, have enough incentive to participate the system quite seriously because they could gain enormous reputation, which is creditability, through the system. The gained reputation is not empty hollow name in real life, it can actually generate actual benefits, and so it is intangible asset for the participating users. By observing this phenomenon, the most effective gamification could be formed when e-commerce market is involved.

    In my opinion, gamification could be very effective tool for the government officials. It could be very effective tool when delivering public messages or educating people. However, some form of reward must be given for the participants. Similarly, political party could also use gamification as a tool for their campaign or recruiting volunteers or so.

    I think it is another form of the “carrot and stick” approach. Most people do not act on behalf of some else without any compensation. With appearance of the Internet, it may be just more sophisticated looking “carrot”. However, if gamification can be used for mutual benefits for all joining parties, there is no reason not to take the carrot.

  49. dreiter2014

    Customer service has always been one of the most important parts of the value chain of any company, since it is the service provided to the customers after their purchase which can decide about the customer satisfaction and willingness to come back and purchase again. Especially in the e-commerce sector, in which no or rarely a retail store for complaints or customer concerns exists, customer service represents an even more crucial part of the whole value adding process a company should provide to the customer.
    Gamification changes basically the way customer service is provided, by modifying the whole paradigm from what used to be a one-to-one conversation between a customer and a company to interactions with multiple touch points. Gamification wants to make customer service ‘fun’, but the hard part is to getting everyone on board and have a methodology to do that. Since customer service has been connected for years with mainly negative experiences, it seems hard to believe to some customer service providers that it could be fun.
    However, the idea behind this new type of service provision is to have customer service agents who are happy, engaged and invested in delivering quality support, since happiness spreads over and they will pass it onto customers. Obviously a lot of companies want to engage their customers, make them more satisfied and increase interaction. Because of that, Gamification can be seen as a great way to increase this engagement and satisfaction both from an agent and a customer standpoint and can be used mainly in the e-commerce and e-business industries to add great value in the customer service provision.

  50. Virtual Medicine

    I love this! As Gamification becomes more and more common in education (still not common enough in my opinion) it’s cool to see its applications outside the education world. Sitting at a desk all day would definitely be more motivating in my eyes if the experience was somehow gamified.


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