maximizing crm success through employee engagement€¦ · impact of gamifying •sales and service...
TRANSCRIPT
Gamification: Maximizing CRM Success through Employee
Engagement
Intelestream• Chicago-based CRM consulting
firm • SugarCRM Elite Partner • Founded in 2007 by former
SugarCRM employees • Specializes in manufacturing,
transportation, and logistics
Session is Gamified!• Answer questions: get tickets
• Win team challenges: get more tickets
• Stay in the game!
• Lack of participation = negative tickets
• Members of team challenge receive a prize• Top 2 ticket winners get gift cards!
Why Do CRM Project Fail?
“No one used the system”
Holy Grail: 100% User Adoption
Low Adoption
Stale Data
Inaccurate reports
Lost Interest
Lost sponsorship
Why is Adoption so Important?
Everyone Grows Frustrated
CRM Maturity: Why is it important?
1. What is CRM Maturity?2. Why is it important?3. CRM Maturity Framework4. How mature is your organization?
Ad Hoc Captured Managed Optimized
Activity Management
Pen & PaperIn memoryOutlook/Phone
Some activity tracking in CRM, Opp Mgt.
Archived from Outlook
Connected with ERP and Marketing
Process Individually defined. Siloed
Some stages in CRM
Fully defined in CRM
Connected with workflow
Reporting None/Excel Some run from CRM
Dashboards and complex reports
Predictive
Where you want to be heading
CRM Maturity Framework
CRM Maturity
What level is your organization?
Spectrum of Outcomes
Epic Fail Nirvana
Excuses
“People claim they are too busy to enter data”
Rollout Complete
“The old way is faster”
Riot!
“Our users say the system is not easy enough to use”
Missed Quotas
“We couldn’t use the CRM properly”
Team Challenge
What is the best excuse you have ever heard?
How Can We Fix This!?
“Please help!"
Improving User Adoption
• Structured User Acceptance Testing• Voice of the Customer• Focus on simple UI and UX• Running meetings from CRM• Gamifying the system
How Do We Target Behavior?
Humans Love Games
We Play as Kids
We Play as Adults
We Play When We Get Old
All Kinds of Games…
Driving Human Behavior
Gamification is All Around Us
Impact of Gamifying
• Sales and Service Teams• Higher adoption• Better employee engagement• More collaboration
Team Challenge
How would you gamify CRM?
Three Pillars of Gamification
ImproveUser Adoption
EngageEmployees
DriveMeasurable Results
Broadcast Leaderboards
Splash CRM Gamification Engine
Company Specific Game Elements
• Custom label manufacturer• Service team enters orders and responds to
customer inquiries• Using gamification to motivate service team• Resulted in reduced response times• Better employee engagement
• Large Midwest roofing company
• Heavy mobile use-case
• Difficulty getting users to enter data
• Multiple offices
• Using gamification to increase engagement
Team Challenge
What gamification strategies have
you tried in other parts of your
business?
Beyond CRM
• Customer Interaction and Loyalty• Channel Management• Employee Training, Review, and Motivation
Team Challenge
What program would you put in place to gamify another aspect of your business?
Review
• User Adoption is critical• Target Behavior• Gamification is a strategy• Implement in your CRM with Splash• Better CRM Success
And the Winner is...
