All Companies want to influence and drive both customer as well as employee behaviors to increase profits, cut down risks and enhance brand image.One of the most recent promising approach, which is gaining popularity, is the use of game design techniques and game thinking to enhance non-game applications and processes and make them engaging in order to encourage users to adopt them and it is called “gamification.”
Well-designed games can engage users on an emotional level. The top brands and biggest marketers have realized this, and over the past few years, gamification has shown significant promise in connecting customers with brands in new and exciting ways.
Needless to say that in recent years, more companies are learning that gaming is not just a whimsical marketing play; but a powerful tool that can be leveraged to drive behaviors, while allowing the gamer to take desired decisions and subsequently, act on them.
For example, Starbucks, an American global coffee company and coffeehouse chain, started mobile loyalty app, My Starbucks Rewards, which uses progress bars, levels, and rewards to encourage more customer visits and payments through the app. Customers receive special privileges and even custom Foursquare badges for using the app and checking in at various Starbucks locations across the globe.
Applying gamification has worked wonders for many companies and it can it be easily be leveraged in IT Service Management as well.
Understanding how gamification works is one thing, making it a viable option that works in a real-life business environment is something quite different. Here is a pragmatic and simple methodology that will put you on the road to successful gamification as the basis of Service Management is to align IT Services with business needs.
- Start simple
- Ensure to use familiar customer service stories.
- Ensure to include gaming in the online or ITIL training; provide hints to increase interest and encourage exploration of ITSM.
- Develop story lines (from real life or from sample ITIL tests) for identifying and planning improvement efforts.
- Align gaming scenarios with business objectives to keep them real and meaningful – after all, gamification is all about supporting the business.
- Figure out basic ability to resolve a simple problem, then add increasing more thought providing problems.
- Make sure to evaluate ability to choose appropriate solutions.
- Apply “word puzzles” to teach and drive familiarity with new terminology.
- Promote sessions with “learning maps” that create a visual impact of the organizational change management impact.
In a nutshell, the use of gaming techniques enables the leveraging of intrinsic rewards to motivate long term job performance and satisfaction. These same techniques can be incorporated to IT Service Management practices to increase adoption, augment training and education and boost consistency and quality while rewarding changes in organizational behavior. The ultimate goal is to identify the desired actions and behaviors and then decoding them into gaming features that can be applied to day-to-day work situations.