Gamification: why it’s worth bringing an element of fun to your CRM system

25th October 2019

Gamification; it’s a relatively new buzzword in the business world, but certainly one that’s worth your attention. Put simply, it’s the art of making tasks and processes seem more like a game. Far from the child-like image that it may conjure up, it’s a highly effective tool which, when used correctly, can assist in achieving your business goals.

The concept draws on human nature and our natural desire for reward and competitive play, helping get the most out of staff and increasing that all-important bottom line. And it’s been proven to work – the use of gamification at Hewlett-Packard led to an increase in revenue of up to 44%.

Gamification can be incorporated within CRM systems – providing the perfect platform to utilise the concept within the workplace – as well as having a huge impact on the success of the CRM system itself.  The systems can be customized, allowing staff to work towards points, badges, progress bars or rankings through completing certain tasks – which may otherwise be rather mundane.

The adoption of gamification within your CRM system can be incredibly beneficial to your company for many reasons; read on for 3 of the biggest advantages.

Increased adoption of CRM

Without employees that are motivated to use your CRM system, your system won’t reach its full potential. And as success of CRM relies in as much data input as possible, the more it’s used, the greater the benefits. The key is that your staff want to use it. As useful a tool as CRM may be, it can quite easily become a dull experience for users. Gamification is a great solutionmaking the use of CRM fun means that employees are far more likely to do so of their own accord. In fact, as a technique for increasing CRM adoption, it’s incredibly successful. In many ways this is unsurprising; not only does gamification draw on the human need to seek reward through competition, but people are naturally drawn to doing what they enjoy.

Improved staff engagement & performance

Employees that experience an element of fun in their everyday work, are inherently more likely to be happy – and happy employees perform better and are more engaged.

Gamification improves engagement and performance in other ways too. Staff are kept focused – after all, bored minds tend to wander off. The gamification method – encouraging desired behaviours in exchange for ‘points’ or similar, inspires staff to build on their performance. The element of friendly competition that’s introduced also increases motivation, and the higher performing members of the workforce become an inspiration to others.

The game-like methods of recording and displaying goals – and progress made towards them – are very clear and user-friendly. This makes it easier for staff to identify what to focus on. The performance of each staff member and team can also be quantified easily – making progress easier to track.

Team spirit

A gamified environment can really help foster team spirit too. Points can be accumulated in teams, bringing staff closer together and building on their collaborative skills. Staff will be encouraged to share tips with the rest of their teams in order to achieve a successful outcome, which has a positive effect on company culture, whilst also increasing the performance of the organisation as a whole.

Gamification of your CRM system may seem like a gimmick – albeit a fun one – but implemented correctly, it can be incredibly beneficial to your business. Naturally, it’s important that it’s thought through as part of a wider strategy – as in order to be successful, the results of the ‘game’ mustn’t take over, otherwise your staff are likely to neglect other responsibilities. But done right, gamified CRM is another powerful tool to help you on the way to achieving your business goals, and your staff to achieving theirs – one point at a time.

To find out more about customised CRM systems, including the option of gamification, contact us here.

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