1) Gamification uses game design techniques and game mechanics to enhance non-game contexts like contact centers. It can motivate employees and improve performance. 2) The document discusses how gamification can address psychological needs and motivations through elements like badges, leaderboards, and levels. 3) It presents a gamification platform called PONY designed specifically for contact centers that tracks metrics like SLA, difficulty of calls, and knowledge base use to reward agents.

1. Gamify a Contact Center!

2. Who is Chris?

3. 2006

4. 2008

5. 2008

6. 2012

7. Research Topic
Will Gamification work in a contact center?

8. 2013

9. Contact CenterGamification

12. Designed for
Contact Centers
Customized
for Each Client
SAAS Platform
No Customer
Data Saved
Real-Time
Connection
CMS to Configure
the Rules

13. But First: What is Gamification?

14. Gamification is the use of game design technique,
game thinking and game mechanics to enhance non-
game contexts.
Deterding. S, Dixon. D, Khaled, R. Nacke. L. From Game Design Elements to
Gamefulness: Defining “Gamification”. ACM, Finland, 2011, 9-14

15. Game Mechanism
Game Design Thinking
Non-game Context

17. Deterding. S, Dixon. D, Khaled, R. Nacke. L. From Game Design Elements to
Gamefulness: Defining “Gamification”. ACM, Finland, 2011, 9-14

18. Why Gamification?

19. M2 research reported that Gamification
will be a 2.8B industry by 2016.
--M. Burke and T. Hiltbrand (2001)

20. According to Gartner, by 2015 more
than 50 percent of organizations that
manage innovation processes will
Gamify those processes.
Gartner (the world’s leading information technology research and
advisory company)By 2015, More Than 50 Percent of Organizations
That Manage Innovation Processes Will Gamify Those Processes
[http://www.gartner.com/it/page.jsp?id=1629214]

21. A research report by Colin Sebastian
registered the global Game industry
will generate 80 billion in revenue in
2014, the interest in games is very high.
Colin Sebastian http://bit.ly/o559s0

22. …the current generation has grown up
with technology, and especially video
Games, as a part of everyday life.
--M. Burke and T. Hiltbrand (2001)

23. “Suddenly, Gamification is the
hot new business concept with
many of the world’s most
admired companies signing on.”
-Fortune, Oct.17, 2011

24. Flight Control
one of the top 5 most stressful jobs

25. Flight Control Game
Apple’s Top Paid App of all time

27. Some Examples:

29. Link Movie: http://www.youtube.com/watch?v=Non7h41fFvY

31. FoldIt
46,000 players solved problem of how to fold
proteins in 10 days
(scientists had failed 15 years to solve it)
Sources: http://fold.it
http://enterprise-gamification.com/index.php/en/facts

32. Bottle Bank Arcade
50x more usage than nearby bottle return
Sources: http://www.thefuntheory.com/bottle-bank-arcade-machine
http://enterprise-gamification.com/index.php/en/facts

33. Call Center
15% call time reduced, 8-12% increased sales
Sources: http://online.wsj.com/article/SB10001424052970204294504576615371783795248.html
http://enterprise-gamification.com/index.php/en/facts

34. Speed Camera Lottery
32 km -> dropped to 25 km
Sources: http://www.thefuntheory.com/speed-camera-lottery-

35. Sources: http://www.thefuntheory.com/worlds-deepest-bin
World’s Deepest Bin
41 KG more trash

36. Sources: http://www.thefuntheory.com/piano-staircase
The Piano Staircase
66% more use the musical stairs

37. Chevrolet Volt
53% reduction in speeding cars
Sources: https://seogadget.co.uk/5-new-examples-of-gamification/
http://enterprise-gamification.com/index.php/en/facts

38. Why a Contact Center?

41. Coxen, A. Top 10 call center problems [http://www.callcentrehelper.com/the-
top-ten-call-centre-problems-12637.htm]

42. Psychology background

43. Pavlov Skinner Maslov Richard Ryan
& Edward Deci

44. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
Classical Conditioning

45. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
Operant Conditioning

46. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
The need for Self - Actualisation
Experience purpose, meaning
and realising all inner potentials
Esteem Need
The need to be a unique individual with self-
respect and to enjoy general esteem from
othersLove and Belonging Needs
The need for belonging, to receive and
give love, appreciation, friendship.
Security Need
The basic need for social security in a
family and a society that protects against
hunger and violence.
The Physiological Needs
The need for food, water, shelter and
clothing

47. Pavlov Skinner Maslov Richard Ryan
& Edward Deci
`
Extrinsic MotivationAmotivation
Perceived non-
contingency
Low perceived
competence
Non-relevance
Non-intentionality
Intrinsic Motivation
Interest /
Enjoyment
Inherent
Satisfaction
Internal
Integration
Hierarchical
synthesis of goals
Congruence
Internal
Identification
Conscious
valuing of activity
Self-endorsement
of goals
Somewhat
Internal
Introjection
Ego involvement
Focus on
approval from
self or others
Somewhat
External
External
Regulation
Salience of
extrinsic rewards
or punishments
Compliance /
Reactance
ExternalImpersonal

48. Game Theory

49. MDA Framework
This framework is created by Robin Hunicke, Marc LeBlank and Robert Zubek. Hunick, R.,
LeBlanc, M., Zubek, R., MDA: A Formal Approach to Game Design and Game Research
[http://www.cs.northwestern.edu/~hunicke/MDA.pdf]
Mechanics
Functioning components
Dynamics
Interactions
Aesthetics
Fun Parts

50. MDA Framework
The Most Commonly used elements
Leaderboard Badges Levels Points

51. Source: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test
Bartle Test

52. Defined by:
Killers
A focus on wining, rank,
and direct peer-to-peer
competition.
Engaged by:
Leaderboards, Ranks

53. Defined by:
Achiever
A focus on attaining status and
achieving preset goals quickly
and/or completely.
Engaged by:
Achievements

54. Defined by:
Socializer
A focus on socializing and a drive
to develop a network of friend
and contacts.
Engaged by:
Newsfeeds, Friend List, Chat

55. Defined by:
Explorer
A focus on exploring and a drive
to discover the unknown.
Engaged by:
Obfuscated Achievements

56. Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Dynamics
Mechanics
Components

57. Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Dynamics
Constraints
Emotions
Narrative
Progression
Relationships
Big – picture aspects;
“Grammar”

58. Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Challenges
Chance
Competition
Feedback
Resource Acquisition
Rewards
Transactions
Turns
Win states
Processes that drive action
forward; “verbs”
Mechanics

59. Pyramid of Gamification Elements
By Prof. Kevin Werbach
http://keepexploring.hubpages.com/hub/Elements-of-Gamification
Components
Achievements
Avatars
Badges
Boos Fights
Collections
Combat
Content Unlocking
Gifting
Specific instantiations of
mechanics and dynamics;
“nouns”
Leaderboards
Levels
Points
Quests
Social Graph
Teams
Virtual Goods

60. 2013

61. Contact CenterGamification

64. Designed for
Contact Centers
Customized for
Each Client
SAAS Platform
No Customer
Data Saved
Real-Time
Connection
CMS to Configure
the Rules

65. Own avatar
Options

70. Configuration Management
System

76. Platform Infrastructure

78. Some Examples:

79. +

81. Each PONY is Uniquely Designed
for Each Client
EXAMPLE

83. KANA Express PONY Platform

85. Points
SLA
Difficulty
Use of
Knowledge Base
First Try
Activity
Points

86. Badges

87. Level and Scores

88. Leaderboard
Leaderboard

89. Activities

104. Adding the Fun Element

105. Questions? Contact me!
chris@engageit.co
http://www.engageit.co
http://twitter.com/chrisvdberg
http://www.chrisvdberg.com
Chris van den Berg