Gamify the experience

A telecommunications client asked for help creating a single destination for employee understanding and confidence in company products, features, and benefits – a repository of foundational information on all products. They wanted to encourage engagement with a set of curated educational and experiential material, as well as measure understanding and retention of knowledge related to the products. To do this, the organisation wanted to source content from across the organisation, create a gamified experience with awards and track and report on engagement at an individual level.

Recognise and reward

BIW designed a gamification programme that launched off of a well adopted recognition platform to drive product education and confidence to increase sales across a 100,000-person audience. The initial programme from concept to launch took three months with results pouring in immediately.

Best-in-class results

• More than 75% of the eligible audience across 88 different channels logged activity in the programme.
• Over 30,000 users are active monthly.
• Over 2.4 million activities have been completed in the programme since launch.

The results don’t stop there. Audience adoption continues to thrive as the programme grows. After a staggered roll-out across all channels and divisions, the platform became eligible to the entire audience. Over 96,000 users have logged into the platform – an 85% adoption over the lifetime of the programme. 90% of surveyed participants felt as though the platform positively impacted their sales conversations and improved their knowledge of products, allowing them to be better product ambassadors.

The practices were best-in-class as well, resulting in:

• 35% higher gamification engagement than the industry standard and gamification benchmark
• Over 40% of active audience engaging with content monthly, performing at the high end of gamification benchmarks

Users who are a part of the client’s Inbound Sales channel (front-line call centre employees) who have achieved the most in the program have sold significantly higher mobile lines to customers than users in lower levels. As they go through content on sales tools and company initiatives, they earn progress towards new levels and reward points. A higher level means the user is more accomplished and better informed on all major company initiatives, products and updates. Users completing enough content to reach at least level 15 (over 75 missions
completed) are averaging nearly 70% more lines sold since the launch of gamification.

Going forward, the team wants to ride the wave of success by optimising the programme even further. They want to increase personalisation of the programme by creating a more segmented and relevant experience across different job roles. They also want to utilise scarcity, exclusivity and unlocks that can create a new, fresh engagement strategy. Finally, the customer wants to leverage the success they’ve seen in their sales organisation across other business units throughout the company.