Post on 21-Mar-2017
OMNICAREGamification in Employee Engagement
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
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OMNICARE• Omnicare is a more IT-
centric organization that
produces pharmacy
management software --
a kind of outsourced
helpdesk for pharmacies.
OMNICARE
• Omnicare was
experiencing long wait
times at its helpdesk.
OMNICARE• The employees were
experienced and
knowledgeable about the
service. The company
wanted to gamify a solution
to improve efficiency.
OMNICARE• It started by adding a
leaderboard and showing
the reps the board. They
also issued cash rewards
to employees with the
fastest times on the floor.
OMNICARE• However, the results weren't
what management expected.
Immediately wait times
increased and employee
turnover spiked; people were
quitting their jobs and customer
satisfaction plummeted.
OMNICARE• The difference here
versus the Target
example is that the
client didn't think about
what was motivating the
reps.
OMNICARE• These helpdesk employees
were high tech and,
according to Zichermann,
felt like they already had a
sense of control over their
own life.
OMNICARE• When Omnicare
introduced a scoring
system as it did, these
employees felt like Big
Brother was watching
them.
OMNICARE• "To a Target cashier, it's
positive feedback to a
high-end helpdesk rep,
it's Big Brother," says
Zichermann.
OMNICARE• So Omnicare iterated and
changed the design of the
system. Now instead of
being all about time and
motion, they set up a series
of achievements that reps
could reach.
OMNICARE• The reps are given a
challenge at the beginning
of every shift. For example, a
helpdesk support analyst
might receive a note like this
at the beginning of their
shift.
OMNICARE• "Today find three
customers who have a
specific problem with
billing and help them
with billing."
OMNICARE• As they progress through
these series of challenges,
they are given short-term
rewards that are
achievement and
recognition oriented (non-
cash incentives).
OMNICARE• "Time in their waiting
queue was halved,
customer satisfaction
went back up and
employee turnover was
down.
OMNICARE• It's a very different design,
but with the same core
premise and with wildly
different results," says
Zichermann. The bottom-
line is that there is no one-
size-fits-all answer.