Using Gamification to Improve CRM Engagement

Encouraging employees to adopt new technology within any organization can be challenging. As a result, companies invest a significant amount of time and money in a Customer Relationship Management (CRM) system since they can set it up specifically to meet their requirements. That is to say, CRM is a key sales tool for tracking potential and existing customers. So, it is crucial that data is entered accurately and in a timely manner in the CRM system since this data will be used in making key business decisions within the company.

Furthermore, 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. It is a fact that some approaches to encourage and motivate an employee are more effective than others. But, how do you choose which one is the best?

At CRMGamified, we have modernized an old approach by leveraging gamification mechanics and applying them to human behavior. Gamification’s design overcomes existing obstacles that prevent or hinder employees from adopting new technology. In other words, it promotes human behaviors that will lead to increasing the quantity and quality of customer data.

The Problem 

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.

Data Entry

After a CRM system is implemented, data needs to be added to the system to create the reports required to facilitate decisions. If you ask a user to add data and they don’t understand why they need to do it 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 to make a decision about a customer, there may not be sufficient data to make an informed one.

Lack of involvement 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.

Regular 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

The 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.

Hurrah! Leaderboards is a software program designed 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