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4 out of 5 Current Gamified Applications Will Fail To Meet Business Objectives By 2014, Due To Poor Design

Gartner, Inc.That’s what Gartner analysts expressed in the context of the webinar “Gamification Trends and Strategies to Help Prepare for the Future” held on November 28.

In an effort to evaluate the importance of the current gamification trend, Brian Burke, research vice president at Gartner, indicated that “Poor game design is one of the key failings of many gamified applications today.”

The article posted by Gartner reminds us that the three broad business objectives that gamification can help achieve are: 1) to change behavior, 2) to develop skills, or 3) to enable innovation. The most common of them is the first one: gamification to encourage a change in behavior (such as we do with CRMGamified® to encourage MS Dynamics CRM adoption.)

Now, Burke believes that most applications have fundamental problems that prevent them from achieving these objectives. While current gamified applications do focus on game mechanics such as points, badges and leaderboards, they often miss more important game design elements, such as balancing competition and collaboration, or defining a meaningful game economy.

Brian Burke explains that “as a result, in many cases, organizations are simply counting points, slapping meaningless badges on activities and creating gamified applications that are simply not engaging for the target audience. Some organizations are already beginning to cast off poorly designed gamified applications.”

In this industry we should all pay close attention to Gartner predictions, but especially when they talk specifically about our category of product.

Collaboration is one of the pillars of CRMGamified®. We are sure that those of you that have already tried it will certainly agree. We carry features like: highlighted news on the homepage, commenting system, social interactions between users, awards by team. Oh, it’s all very social, believe us. We encourage a friendly and healthy competition. It’s all about having fun.

This is why it’s so important to get feedback and test over and over. By the way, have we mentioned our FREE Beta? 🙂

For more details, please click here an read the original article. As always, feel free to send us your comments.

Nucleus Research: 80% of the potential ROI from CRM is yet to be achieved.

Losing ROI from CRM

You know this CRM / Gamification connection we keep telling you about? The one that’s in the core of our business and justifies our very existence? 😉

We are still seeing it everywhere, and we are sure you are too!

We’ve already told you about that Gartner prediction of how gamification is expected to transform operations for 40% of top organizations by 2015.

And then, of course, came the unmistakably clear sentence about user adoption in Microsoft Dynamics CRM December 2012 Release Preview Guide:

“Our key focus is user adoption: building applications and experiences where users recognize value, opportunity and insight immediately — either on the road or in the office.”

Well, now we have even more data that validates our efforts in giving you the most complete gamification solution for MS Dynamics CRM. Believe us, we are not wrong about how important this is.

This time the data comes from Nucleus Research in the shape of a report that correlates CRM opportunities with Return On Investment… you know, as in “money you are not making because your CRM is not optimized”.

According to Nucleus findings 80% of the potential ROI from CRM is yet to be achieved and 50% of potential benefits are missed because of unrealized opportunities in the following 3 key areas:

Integration: Persistence of silos of information inside the organization.
Extension: CRM application is limited to a small number of users
Collaboration: Lack of user adoption and collaboration.

Social applications (such as our very own CRMGamified®) improve performance in all three of these areas, so you can imagine how happy we are to see that they are getting attention from the CRM community.

I hope you enjoy the original document here. It’s something we wanted to share. For us, it’s really reassuring. It makes us feel we are on the right path and that’s always good news.

As always, your feedback is welcome. Please, feel free to let us know what you think.