Throughout the years, employee disengagement and high turnover rates have been the top challenges facing businesses. However, these challenges have become harder to tackle with the growing expectations of employees, fierce competition and the widespread use of consumer technology.
This has compelled businesses of all sizes and industries to try to come up with innovative ideas and strategies to retain and engage their workforce.
Among these strategies is gamification. In simple terms, gamification is the deployment of game design elements within the use of applications to boost usage and engagement. Gamification programs started to gain momentum with mobile applications and e-learning platforms. We have all become addicted to an app at some point in our lives, whether it was a social media platform, a fitness app or a learning app. The mechanics and techniques used within each app are practically the same (leaderboards, badges, etc…). They are designed to trigger the user’s dopamine, or feel-good hormone, to make them emotionally attached to the app and come back for more.
Gamification programs progressively made their way to the workplace as employees became familiar with such programs and, more importantly, these programs seemed to be bearing results.
In previous blog posts, we discussed the benefits of gamification programs and how to successfully implement one. But as the saying goes: ‘If you can’t measure it, you can’t manage it.’ This is why, in this blog post, we will discover the key metrics for assessing the effectiveness of a gamification program.
But, first, let us discuss the key components of a gamification program. As discussed earlier, the concept of gamification is the same: layering game-like features to drive usage and engagement. The difference resides in the nature of the app and the target users. For example, gamification in the workplace often aims at inciting employees to use the software provided by the IT department. For that, the solution has to include features that will promote healthy competition and reward employees for certain activities. These features include: a leaderboard, badges, points, levels, etc…
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When you implement a gamification program, you need to set up key metrics and KPIs in order to assess the program and bring further improvements. Metrics differ depending on the project. Here is a list of the most common metrics to keep in mind.
Whenever a new program or feature is introduced, it is important to measure the adoption rate. This can be calculated by dividing the number of employees currently using the gamification program by the total number of users with access permissions. For example, if a gamification program is introduced for learning purposes, it would be useful to figure out how many employees are actually logged in and using the learning base.
This measure answers a very simple question: ‘How are employees using the solution?’ Say you introduce a gamification program similar to eXo’s gamification add-on that rewards a specific number of points to users based on their activities. Every time a user likes, comments or shares a piece of content, they receive points, get a badge detailing their level of engagement and contribution and get their name up there on the leaderboard.
A simple measurement of the activities before and after implementation of a gamification program helps to understand the behavioural level of engagement. This can be measured by the percentage of likes or comments, the number of posts shared and the levels achieved within the system (Level1, 2… or Beginner, Expert… depending on the system setup).
This measures how the gamification program affects productivity and business performance. As with engagement metrics, you measure the number of key activities performed by users in relation to business goals such as sales, customer service, etc.
For example, in the case of a gamification program targeting customer support agents, simple measures of the time spent responding to client requests, the number of support tickets and the quality of responses can be great indicators of the gamification program’s success.
Gamification programs are on the rise in recent years owing to their proven ability to engage and retain employees. As with any new workplace initiative, it is crucial to plan the implementation carefully, identifying the needs and determining realistic and measurable metrics for assessing the success of the program.
Gamification is a hot topic here at eXo since the introduction of our gamification add-on. This new add-on reflects our vision to provide our clients with a solution capable of empowering and rewarding employees and improving their overall work experience. If you are interested in knowing more about gamification in general as well as our gamification add-on and other related news, make sure to visit our blog and subscribe to our newsletters.