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Using Gamification to Improve CRM Engagement

2137737248_318e717653_oEncouraging employees to adopt a new technology within any organization can be challenging. Significant time and money are invested in a Customer Relationship Management (CRM) system to be set up specifically to meet a company’s requirements. Also, the CRM is a key sales tool for tracking potential and existing customers. It is crucial that data is entered accurately and in a timely manner in the CRM system. This data will be used in making key business decisions within the company.

 

An organization knows that in order to see the returns on their investment in a CRM system, a variety of measurements and ways to encourage and motivate the employees to use the system need to be in place. Some approaches to encourage and motivate an employee are more effective than others, but how is one supposed to choose which approach is the best.

CRMGamified has modernized an old approach by leveraging gamification mechanics and applying it to human behavior. Gamification’s design overcomes existing obstacles that prevent or hinder employees from adopting a new technology. It promotes human behaviors that will lead to increasing the quantity and quality of customer data.

Problem Statement

More than ever, companies are implementing CRM systems. The gathering of customer data can be a key deciding factor in a company’s initiatives and the direction it takes in developing and selling its products. The data needs to be entered by employees who have customer facing roles accurately and in a timely manner.

Problems start when data is not being entered or it is not entered accurately. There are many reasons why a user does not enter the data. The following is a summary of some of the challenges a company has when trying to encourage an employee to adopt and use the CRM.

6914441342_775b4ab9a7_oData Entry

After a CRM system is implemented, data needs to be added to the system to create the reports required to facilitate decisions. If a user is asked to add data and they do not understand why this data is being entered or how it will be used to make corporate decisions, the data entry will get de-prioritized over other work that is perceived as more important.

The accuracy of the information

Data is being entered into the CRM system, but what is the quality of the data being inputted. Perhaps there is some uncertainty among the salespeople as to the type of information that should be entered or the information is too general. When the time comes for a decision to be made about a customer, there may not be sufficient data to make an informed decision.

Lack of involvement of in the CRM project,

When the key users of the system are not involved in the initial stages of the CRM project, the CRM may not properly take into account the work processes in place. The CRM is supposed to facilitate work and decisions not hinder them. Certain decisions may have been made that the user may not understand. The end result is resistance to using the CRM or feeling that the CRM creates more work for them by not incorporating their feedback into the project, a great way to get their buy-in is from the start of the CRM implementation.

wipe-97583_960_720Regular cleanup of the data to remove redundancy

Poorly entered data could generate redundant data and create inaccuracies in the CRM reports. Data needs to be reviewed periodically to remove any redundant records. Regularly cleaning up the data ensures the quality of the data.

Training

Training is essential for the adoption of the CRM. If a user does not know how to use the CRM, he probably will enter the data incorrectly. Follow up training is necessary to cover any new or revised work processes. Users may feel attending the training not necessary and may want to focus their efforts on selling. This type of thinking impacts the quantity and quality of data.

There are many tactics that can be utilized to encourage and motivate employees to use a CRM system. This white paper explores the use of gamification as one tactic to motivate a user and improve the quality and quantity of data entry in a CRM system.”

The CRM Gamification Solution

iconFooterThe implementation of a recognition and reward system encourages and motivates employees to use the CRM system. Ultimately you want to reward and recognize desirable behaviors. Achievement and recognition are the top two motivation factors. These factors need to be in place for an employee to have satisfaction at work. The reward system can use points, badges, rankings, leaderboards, levels, missions, and real-time feedback to motivate and reward employees for their efforts.

What is Gamification

This is where the use of gamification tactics come in. Gamification takes an action that your team perceives as dull and uninteresting and injects some fun into it. Gamification uses game design techniques to motivate people to achieve their goals. It is about taking an application and applying game mechanics to make it engaging. Gamification will help you to reward users for their contributions.

Where to Apply Gamification in CRM

Gamification’s main objective is to encourage behaviors that you want users to adopt. So, include gamification in your sales methodology. To give you an example, if a sales person makes a new contact, this person receives 1 point. If making a new contact in one of your target accounts, obtain 2 points. If a person makes X number of sales calls, as a result, this person receives three points.

Create some healthy competition by using a leaderboard. Post the names of salespeople and their sales by highest sales first. The people with the lower sales numbers will want to catch up and even surpass the leader.

Create levels, for example, Bronze, Silver, and Gold. You can establish different rewards at each level.

Why Gamification Works

Gamification works because it motivates employees to embrace CRM as a tool to facilitate their daily work. People like to play and compete in games. Gamification to CRM systems does just that. The more badges and points that a user has, this user is perceived as the guru of the CRM system. This user becomes the go-to person. Gamification creates that award system to recognize a person for their achievements

Having accurate data entered in a timely manner is crucial to a company’s CRM system. The CRM system is a key tool to facilitate decisions for customers. Without good data, you cannot make effective decisions.

Gamification is one tactic to ensuring that the necessary data is entered and is an effective means to motivate users by rewarding and encouraging specific behaviors to generate sales success.

Gamification takes advantage of human nature such as the desire to be acknowledged and rewarded for achievements. It plays on an individual’s competitive side by motivating them to try and be the best.

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Hurrah

Hurrah! and Motivation Engine are software programs to help sales managers effectively use gamification within their companies to encourage effective data entry and the best behaviors to achieve sales success.

For more information Contact Us

Tired of updating leaderboards manually? Welcome to the new era of Real Time Leaderboards!

It is well known that monitoring operations based on “Activity and Results” KPI’s is essential for any Call Center or Telemarketing team. In the end, choosing those vital metrics and monitoring them, is what makes them succeed or not.

Some time ago, this important procedure was done poorly with a delay in showing reports, sometimes waiting weeks or even months. Nowadays the cutting edge call centers can monitor their key metrics in real time, allowing faster interaction and instant feedback. This finally streamlines their operations and improves the motivation of the people involved.

A variety of leaderboards and reporting solutions are available in the market, but the ones that actually work are the ones able to show instant updates automatically. Usually they are directly connected to the original data sources: such as CRM Systems, Data Warehouses, Sales Datamarts, Phone Systems, etc.

Non-real time solutions

There are also some solutions (even with a fancy front end) that require in-between files such as Excel spreadsheets or .txt files. We call that type of technology: a “non-real time” solution.

These types of tools are usually much easier to configure and they can start operating in a matter of minutes, however there are some important disadvantages:

 

15988-female-hands-typing-on-a-laptop-keyboard-pv 1) Someone is required to manually update the Excel/txt files, increasing the risk of mistakes or errors that may lead to unwanted actions… What happen if that person has a day-off at work?

 

 

2) It represents an additional non insignificant cost. Let’s suppose the person needs 15 minutes 4 times a day to upload this data. He will be wasting 1 productive hour a day in this particular task. Considering an average cost/time of $30 an hour per person….in a month the investment will be $600, which means $7.200 by year.

 

64368770_7bce91daf6_o (1)3) In Call Centers and Telemarketing, the operations are so intense that measuring the streamline of the business must be done more often. If we use a Monitor/Leaderboard system updated by hand, an employee would have to do this tedious task at least 8 to 10 times a day resulting in personal fatigue and discouragement.

 

4) Tracking live scores make people feel more excited, no instant feedback is possible using Excel files. We prefer to celebrate specific outstanding actions (or results) at the same moment they occur.
For instance if someone calls 50 clients in a week or closes a $50k deal, a REAL TIME solution catches the event and shares the action with everybody at the same moment the person accomplishes the goal.
There is a huge difference between having that information LIVE, than waiting 24 hours until the data can be refreshed by someone editing an Excel file. Something similar happens if someone wins 2 or 3 positions in a leaderboard or if someone climbs to the 1st position. People want to see the changes in the metrics and in the leaderboard immediately, right at the moment it happens.

Leaderboard/Reporting Solutions help companies to track KPI’s and make them visible for everybody. They also aid companies to design tournaments and contests among their people invoking an intense sense of competition and self-improvement.

But… which group of Reporting/Leaderboard solutions is less risky and cheaper? Which one represents a more powerful solution to motivate teams?

Those that, even being easier to deploy, require in-between files updated by people? Or those that take the data directly from the source showing it clearly to anyone in the office?

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Alejandro Morales
CEO CRMGamified

10 deadly sins in User Adoption

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Everyday companies try to find the best way of engaging employees to achieve better results in user adoption. Most companies are not aware of certain mistakes that can compromise the expected results. Pablo Peralta wraps up 10 ponderous common errors to avoid.

Download this Whitepaper now and find out if your company has a seamless strategy.

 

POOR ADOPTION & ENGAGEMENT WILL COST YOU

This is what’s been on my mind lately, as I speak with existing and potential clients about the issues they face getting employees to work in CRM.

 
1. Importance of an Adoption Plan
Along with an Implementation Plan, an Adoption Plan – that is a plan to make sure employees use what has been bought and paid for- is essential, no matter whether you are starting fresh or upgrading.  Many organizations simply put everything on hold while they focus on the upgrade process.  However, I’ve learned from highly productive Dynamic CRM clients, both plans should be crafted with End Users in mind.  By doing so, the project remains focused on how the CRM will support employees in their work and achieve overall company goals.  Many times we get lost in the “technology for technology’s sake” weeds.

If you look into the elements of a good Adoption Plan, you will read much about end user motivation and “What’s in it for me?”.  Explaining the Good News of CRM may not be enough and it is considered a best practice to explore and incorporate other motivations that may work within the culture of your organization.  Some motivations to consider as part of your Adoption Plan are:

 

• Appreciation from leadership
• Public Recognition before peers
• Rewards
• Peer pressure
• Competition
• Accountability

 

Finally, as with any plan, milestones, measurement and ability to adapt quickly will increase the chances of success.  Transparency and timeliness of data as spoken about by Satya Nadella at Convergence is everything.  Up to the minute reports – pictured below from CRMGamified’s Motivation Engine – easily accessed by all, will allow for decisions to be made immediately. Managers can see what is working, employees can see their progress and improve. Implementing an adoption plan with a motivation engine that measures and shares data as employees work in CRM should add to success for all!

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2.  More next time on Employee Engagement and what it means to the bottom line.  You may consider reading this NYTIMES article “When Employee Engagement turns into Employee Burnout”  about how high employee engagement, as it has been traditionally defined, is no longer sufficient to fuel the highest levels of performance

 

Debbie Rea

What do Sales Managers hope to find when implementing a CRM platform?

Implementing a CRM system in an organization has two clear purposes: One: increased actionable data, and Two: insight into successful business processes. With CRM, managers are able to measure and evaluate actions that take place in the sales process and then do something about those actions to increase sales and motivate key behaviors. Here are some changes Sales Managers hope to find when they implement a CRM System:

Stronger Alignment with overall Sales Strategy

When sales, marketing and customer service share a common CRM platform, Sales Managers hope they’ll speak the same language. Departments across the organization would be able to work towards the common sales goals. Having a common CRM platform should improve the successful cohesion between all these groups.

Improved Customer Interactions

Customers respond positively to a personalized experience. CRM platforms have to allow you to quickly find customer information, recall their needs and provide them excellent and efficient service. With improved customer interactions new and repeat sales become easier.

Fast Response to change because of actionable data

Sales Managers gain access to accurate and timely data, and can make changes quickly, except the data isn’t always uploaded correctly, CRM platforms must have an easy and friendly way to enter data, but that’s not always the case.

So, what next?

These purposes are not always easily achieved. Sales Managers face a big challenge when they don’t find or can’t get what they expected from their new implemented CRM platform.

So, how do they really get the most out of their CRM platform? Why are these goals not achieved? Usually Sales Managers come across a wall, and that’s the fact their team is not adapting to the system, it is not entering data regularly, still uses spreadsheets and therefore data in CRM is outdated, departments don’t seem to speak the same language as expected, repeat sales are still hard to achieve, and Managers are still wondering if their CRM platform will have a fast and effective ROI.

The answer is yes! it will. This is where gamification add-ons will help Sales Managers like you finally get the most out of your CRM. The simple fact of adding some Gamification key elements will radically change the way users see CRM, your team will not see it like something that is dull and, at an individual level, pointless, anymore. Rewards and recognition will be key at aligning the goals you have as a Sales Manager to the individual goals of team members and global goals of the organization.

With proper design, gamification can tackle business process challenges such as creating a culture of continuous improvement, sharing best practices and having process visibility. Furthermore, gamification provides continuous public measurements for process activities which in turn provides timely feedback for both employees and management. Last but not least, gamification can stand as a comprehensive strategy to achieve desired business outcomes.”

Debbie Rea, Global Account Manager from her Whitepaper Gamification for Executives, you can download it here.

The solutions we offer at CRMGamified: Hurrah! Leaderboard and our Motivation Engine will help you in applying these key elements from gamification to get what you expected from your CRM, increase and speed ROI and improve CRM user adoption:

  • Hurrah! delivers performance data in near real time and displays results in your preferred format: leaderboards, dashboards or dynamic values. You can choose to trigger key events and showcase them. More information on why others have chosen Hurrah! in our “Top 9 reasons to choose Hurrah! Leaderboard
  • Our Motivation Engine is an easy to install add-on designed especially for Microsoft Dynamics CRM, aimed at inspiring the key behaviors that drive more sales, generating actual business results, better CRM data quality and CRM user engagement. Learn more about CRMGamified Motivation Engine.

What challenges do you think Sales Managers face when adopting a CRM platform? Leave your comments below.

Top 7 Reasons For Choosing Hurrah! Sales Leaderboards

When faced with the decision to buy a modern leaderboard to solve problems like CRM adoption and engagement, you may wonder, what has driven companies to choose Hurrah! Leaderboards for their organization? Here are the top 7 reasons why you should choose Hurrah! for your company:

1. Increase Achievement Recognition

Team members’ achievements need to be recognized. However, the main point is: how do we recognize each one of them? After all, every team member has diverse abilities.

By displaying different metrics to the entire team, you will be able to touch on each individual aspect of the group overall.

This is a great way to motivate team members and a fundamental strategy to increase individual and organization success.

2. Achieve Company Goals

Aligning team members with company goals is essential in any business.

When seeing the data displayed on Hurrah!, reps get a full picture of the business’ goals. Even more: they are able to see exactly how their actions are going to help them achieve these goals. This allows them to feel the value they bring, increasing engagement and aligning their own goals with those of the company.

3. Increase CRM Adoption

Here is the process: the cleaner data that users put into CRM, the better they will be seen on the Leaderboards.

We believe that one of the best ways to increase the CRM User Adoption is recognition and visibility. In the same way that you encourage your users to better use CRM, you will recognize their achievements!

People are going to want to see their faces up on that screen, to do this, they’ll need to enter quality information in CRM.

You can learn more about this topic with our eBook 10 Deadly Sins in CRM User Adoption.

4. Increased Speed of Data Sharing

This is something that naturally happens with Hurrah!. At the same moment that the information is updated in the CRM, it will be displayed to the representatives.

One of our customers’ favorite feature is what we call the “Big Event”. It shares with the entire team the very moment a big sale comes into the system. What makes the reps incredibly motivated, in addition to recognizing the one who is responsible for the big sale.

You don’t have to use that whiteboard or spreadsheet anymore, Hurrah! will do it for you. Make your KPI’s visible, you can see why this is a great advantage from our Whitepaper Visible KPI’s Advantages: Why Make Them Part of Your Team?

 

5. Boost: Competitive and Collaborative Spirit

The TV’s displaying real-time information in different spaces of the workplace immediately results in one thing: team dynamics.

The visibility will increase and everyone will always know what the other teammates are achieving. This, In addition to stimulating a healthy competitiveness, also unites the members of the team.

When team members view the changing statistics on the leaderboard, they naturally work to improve their standings or the standing of their team by competing harder or collaborating more intelligently.

6. Improve Communication

Beyond important metrics, Hurrah! can help you communicate important events, deadlines with countdowns, congratulations and more!

Leaderboards are an incredible communication tool when it comes to bringing your team together and getting everyone on the same page! The possibilities are endless.

Likewise, when the work environment is connected it becomes much more enjoyable. The idea is that your representatives do not feel bored rather they feel motivated and willing to share with other co-workers.

7. Gain Valuable Time

When we automate processes, the consequence is immediate: we gain time. Our Sales Leaderboards are designed exactly for this.

Hurrah! is extremely easy to use! The Administration Console is simple. You can easily set-up and display data rather than re-enter information manually in reporting programs, laboring intensively to create reports and email.

 

Check out what our clients are saying and why they chose Hurrah! Leaderboards for their organization.

Feel free to check out all these features and more by testing Hurrah!

I want a Free Trial!

CRM systems: The data entry nightmare

When it comes to adopting CRM systems, organizations face one big challenge or what we like to call the data entry nightmare.

The main purpose of installing a CRM system is to have all the critical information that comes from the customer interactions stored in a database, in order to improve many key business activities and outcomes, like product, customer service, revenue and profitability to name a few.

To do so entering that information into the database system is essential. That´s where the data entry nightmare begins: Without timely, complete and accurate information the system is useless. However, the job of those who are expected to provide the input is not data entry and they will resist doing so as they believe it slows down their work process and breaks their rhythm.

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So first of all, everyone using the CRM needs to have a clear idea of why the company decided to use the system and most important, what information is needed to achieve that goal.

Once that is clear, you will be able to identify Key Performance Indicators and evaluate those measures as well as make changes necessary to improve processes.

But going straight to the point, what will you measure, and improve if your people are not entering data in the CRM?

The answer is obvious: Nothing. You will measure nothing or at least nothing significant. However there is something you can do to encourage adoption of your CRM and kill the data entry nightmare.

You can incorporate a set of game mechanics in your CRM. What does this mean? It means you can create achievements and challenges with rules to reward your people for keeping CRM records up to date.

You can include levels, point, badges and rankings as real time feedback. You can create a one day challenge or monthly missions. Why would this work? Because people like having a goal and immediate feedback and recognition for their work. It’s human nature.

CONTACT US

Learn how you can kill the data entry nightmare with Hurrah! and our Motivation Engine!

 

Miami Dolphins Accelerate Sales with Hurrah! Leaderboard®

Increasing sales, achieving goals and motivating sales people is the fundamental challenge faced by all sales & marketing organizations. 

The Dolphins Management team wanted to do so while also gathering actionable data to use in decision making. They already had a CRM in place and used by Sales, but did not want it to become a stumbling block as they pushed harder and harder to exceed goals.

Vice President of Sales, Nick Forro and his Sales Managers sought an easy to use motivational tool that would drive successful sales behaviors while maintaining an upbeat atmosphere and culture of success.

The challenge then- to achieve higher ticket sales than ever before without forsaking CRM.

Walls, Roller and Forro agreed that a tool to engage and motivate sales people tied to Dynamics CRM would be ideal.  They chose Hurrah! Leaderboard®.

Download the Case Study for details!

Miami Dolphins accelerates Sales with Hurrah! Leaderboard®
 

Why talk about KPIs?

As a Sales Manager or VP of Sales who leads a team, you know it is a real challenge to help your sales force achieve their goals.. Your sales team needs to be focused on performing activities that actually lead to results. But what are those activities, how do you identify them and why are they important?

Well, let´s start with the Outcome (real or desired)This is a set of numbers that are pretty clear in your mind, i.e. close rates, weekly or monthly revenue, etc. These numbers are indicators, they can be measured and represent results. They are a numerical representation of your sales teams’ efforts. But as was stated earlier, those numbers are the results, the “final score” and won´t tell you anything about the performance of your sales team or how to improve it.

That´s when KPIs come in. Key Performance Indicators are essential to your organization´ success, in other words they are key to achieve the desired outcomes. KPIs are related to that portion of your team´s performance that can be measured and have a clear influence on the results.

Simply put, KPIs are the activities sales teams need to focus on to make sales happen.

Do you want to learn more?

Download our paper “Visible KPIs advantages: why make them part of your team?

From CRM systems to CRM playgrounds by The Octalysis Group

The Client Relationship Management (CRM) industry has been one of the first to embrace Gamification and one of the first to become somewhat disillusioned by it. While many Gamification cases delivered great short term results (high initial  user interest, sign-up and participation rates), they still failed to achieve the long term user engagement desired. Why did this happen and how do we keep CRM Gamification on the right track? Let’s explore the pitfalls and how to avoid them.

 

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One size does not fit all

Early adopters of CRM Gamification products opted for systems that were heavily based on motivation through letting users gain experience points, badges and leaderboards. Often these systems were one-size-fits-all off-the-shelf products that can be slapped on to your existing CRM product.

However, such a buckshot approach crucially forgets to acknowledge that different users have different preferences and motivational drives that trigger them into action. The majority of people won’t crave collecting badges and points forever just for the sake of it. We need to focus also on giving users autonomous choices and showing them how their choices worked out. Or making them feel that they are part of something bigger, more meaningful, a sense of purpose. Create some suspense, design for curiosity.

 

This is difficult to design for, and you cannot apply a one-size-fits-all approach here, but is necessary for long term user engagement (what we call the end-game, which caters for longer term users). For more on this check out the leading Gamification Framework Octalysis and how The Octalysis Group designs for long term engagement with the 8 Core drives of Motivation: www.octalysisgroup.com

 

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Take your user on a journey

Many Gamified CRM systems fail to recognize that we need to slowly build up the experience for the user. The first time someone uses the system is very different from the 100th time they interact with it. Look for example at how you have changed using Facebook since you started using it. Over time, user knowledge has increased and expectations are different. We say: using a product is not static, it’s an evolving journey!

 

In Octalysis, we recognize 4 Experiences Phases of a User’s Journey: Discovery, Onboarding, Scaffolding, and Endgame. Different phases should focus on different sets of Gamification features and appeal to different Core Drives. Just as it is not ideal to put a five-year-old on a streamlined superbike over using a small bike with training wheels, CRM systems also shouldn’t open up all 50+ features to a beginning user. Our brains hate it when we don’t have any options, but we also hate it when we have too many options. It confuses us, paralyzes us, and ultimately makes us feel stupid and overwhelmed. It is better to first discover and understand what features are the most valuable to the beginning user and just offer those. After that, allow users to slowly unlock new ones as they become familiar with the early features. Each new feature will then become a delight that users will appreciate and learn to use.

 

Collaboration wins the race, not Competition

In CRM systems there is often an emphasis on creating competition in order to get people to interact and make them productive. However, when it comes to long-term engagement metrics, collaboration is much preferable over competition. Both competition and collaboration draw their motivational pull from people feeling a sense of Social Influence & Relatedness (Octalysis Core Drive 5).  But there is a fundamental difference: competition creates urgency, stress, and short bursts of activities, but often leads to user burnout. In addition: competitions may create short term spikes to engagement but may in time stifle cooperation and decrease the quality of the work floor culture.

 

Collaboration on the other hand doesn’t push users as much, but users feel more empowered and will sustainably continue to commit to the Desired Actions within the CRM System, leading to more productivity in the long run. When we design for collaboration we design for users helping co-workers, group quests, mentoring, group recognition and enabling knowledge sharing.

 

Often we use a mix of competition and tangible rewards at the beginning of a CRM user experience (Discovery and Onboarding), and design more towards collaboration and creating autonomous choices in later phases of the experience (Scaffolding and End Game). If Gamified CRM products would take these lessons onboard, we are pretty sure the enthusiasm for Gamification will continue to grow as it does in other business areas.

 

To learn more about the 8 Core Drives and how to balance short and long term motivation in Gamification, read Yu-kai Chou’s book: Actionable Gamification – Beyond Points, Badges, and Leaderboards