In our last post on gamification, we talked about design elements that can increase your likelihood of success. These included building the ability to measure impact right into your gamification program. Six months from now, you don’t want to be struggling to justify your initiative; you need a compelling case at your fingertips.
To prove impact, start by running in silent mode. Simply put, collect data on the metrics that matter to your business over a period of time (weeks or months). Compile customer satisfaction, employee satisfaction and operational efficiency data, the baseline against which you will compare post-gamification results.
With that data in hand, launch your initiative and track its success using the following 3-Ds:
1. DRIVE Adoption
Your program is live, but have your employees picked it up?
Companies tend to look at these kinds of success indicators:
- Percentage of Active Users. Select a period of time, for example, one week. Over that period, divide the number of users who had accessed gamification at least once (active users), by the numbers of total users with access to gamification (population). Track this number over time to ensure adoption swells and stays high.
- Quests Started vs. Completed. Select a period of time, for example, one month. Build a histogram of the number of quests each individual has started and the number of quests each person has completed during that interval. This will show you whether people are diving in and sticking with it, or bailing out.
2. DELIGHT Users
Now that your employees have started to engage with gamification, is it part of their routine? Is it starting to permeate your culture?
Here, you should consider metrics like the following
- Percentage of Days Active. Select a period of time, for example, one week. Over that period, divide the total number of days that employees accessed gamification by the total number of days it could have been accessed. Track this number over time to ensure gamification is becoming a daily habit.
- Bottlenecks. Identify the quests that have the lowest completion rate. Within those quests, identify the component objectives (necessary to complete the quest) with the lowest completion rate. Revise or remove the objectives to eliminate the bottleneck. If your challenges are too difficult, you risk eroding usage.
3. DELIVER Results
How are you performing on KPIs versus initial baseline data?
Now it is time to compare your performance before and after implementing gamification. Here companies are looking at the metrics that are central to their operation, such as:
- Average handle time
- First call resolution
- Customer satisfaction
- Conversion rate
Note which metrics moved the most and identify which type of quests correlated to improvement. Create the next round of challenges with these insights in mind to amplify positive results.
We’ve spoken with a number of gamification early adopters who believe their efforts have had a positive impact, but can’t objectively prove it. That can put a program at risk of being cut. Don’t fall into the same trap. Set a baseline, and then be clear about what and how you are going to measure. Bring your program to life by measuring it according to the 3-Ds.