Gamification: Maximizing CRM Success through Employee

Engagement

Intelestream• Chicago-based CRM consulting

firm • SugarCRM Elite Partner • Founded in 2007 by former

SugarCRM employees • Specializes in manufacturing,

transportation, and logistics

Session is Gamified!• Answer questions: get tickets

• Win team challenges: get more tickets

• Stay in the game!

• Lack of participation = negative tickets

• Members of team challenge receive a prize• Top 2 ticket winners get gift cards!

Why Do CRM Project Fail?

“No one used the system”

Holy Grail: 100% User Adoption

Low Adoption

Stale Data

Inaccurate reports

Lost Interest

Lost sponsorship

Why is Adoption so Important?

Everyone Grows Frustrated

CRM Maturity: Why is it important?

1. What is CRM Maturity?2. Why is it important?3. CRM Maturity Framework4. How mature is your organization?

Ad Hoc Captured Managed Optimized

Activity Management

Pen & PaperIn memoryOutlook/Phone

Some activity tracking in CRM, Opp Mgt.

Archived from Outlook

Connected with ERP and Marketing

Process Individually defined. Siloed

Some stages in CRM

Fully defined in CRM

Connected with workflow

Reporting None/Excel Some run from CRM

Dashboards and complex reports

Predictive

Where you want to be heading

CRM Maturity Framework

CRM Maturity

What level is your organization?

Spectrum of Outcomes

Epic Fail Nirvana

Excuses

“People claim they are too busy to enter data”

Rollout Complete

“The old way is faster”

Riot!

“Our users say the system is not easy enough to use”

Missed Quotas

“We couldn’t use the CRM properly”

Team Challenge

What is the best excuse you have ever heard?

How Can We Fix This!?

“Please help!"

Improving User Adoption

• Structured User Acceptance Testing• Voice of the Customer• Focus on simple UI and UX• Running meetings from CRM• Gamifying the system

How Do We Target Behavior?

Humans Love Games

We Play as Kids

We Play as Adults

We Play When We Get Old

All Kinds of Games…

Driving Human Behavior

Gamification is All Around Us

Impact of Gamifying

• Sales and Service Teams• Higher adoption• Better employee engagement• More collaboration

Team Challenge

How would you gamify CRM?

Three Pillars of Gamification

ImproveUser Adoption

EngageEmployees

DriveMeasurable Results

Broadcast Leaderboards

Splash CRM Gamification Engine

Company Specific Game Elements

• Custom label manufacturer• Service team enters orders and responds to

customer inquiries• Using gamification to motivate service team• Resulted in reduced response times• Better employee engagement

• Large Midwest roofing company

• Heavy mobile use-case

• Difficulty getting users to enter data

• Multiple offices

• Using gamification to increase engagement

Team Challenge

What gamification strategies have

you tried in other parts of your

business?

Beyond CRM

• Customer Interaction and Loyalty• Channel Management• Employee Training, Review, and Motivation

Team Challenge

What program would you put in place to gamify another aspect of your business?

Review

• User Adoption is critical• Target Behavior• Gamification is a strategy• Implement in your CRM with Splash• Better CRM Success

And the Winner is...

Any Questions?

Jason GreenJason@Intelestream.net312-244-3767www.Intelestream.net