Gamification in Service Management

After having had the pleasure of speaking to students of IUBH School of Business and Management, I would like to give my readers the possibility to learn more about Gamification in the Service Management Industry.

Over the last decade, Gamification became a real alternative to classical procedures for many companies. In contrast, my opinion is that it is the best choice for many business functions. And I would like to explain you why.

The psychological tool kit for Gamification

Looking at Maslow’s pyramid of needs, it becomes obvious how Gamification triggers motivation within the targeted group(s) of people. It also help you understand that motivation can have various sources – from the physiological need of food & water to fulfilling self-actualisation. Furthermore, Herzberg’s motivation-hygiene theory helps you to understand that motivators and hygiene factors both play a crucial role – especially when trying to motive the company’s staff (HR in general). And since studies have proven that intrinsic motivators have a long lasting effect on the behaviour, opinion and engagement of customer respectively employees, I recommend to focus on those instead of extrinsic motivators.

To complete the body of behavioural psychology, classical and operant condition have to be considered when setting up a Gamification design. The effect of those can been seen in the role research of Milgram and Zimbardo, which show the dark side of triggering motivation. This is the reason why I recommend to ask an expert before implementing a Gamification design on your own – and eventually causing negative effects for your company.

Gamification in the Service Management Industry

Based on my definition of Gamification, keep in mind that Gamification doesn’t mean to play games all day long. We’re implementing game-like mechanics and methods to come up with a strategy to trigger the targets’ motivation. The outcome is depending on the mechanisms and methods chosen as well as the interplay of those. So we always have to keep in mind what we want to achieve and then choose a strategy that serves this purpose best. Due to the nature of Gamification, a set up design has to be developed continuously. Therefore, every company has to keep in mind that there will be continuous investments in development, monitoring and evaluation of the Gamification implementations.

Looking at some of my clients, I can say that our designs helped each of them. The objectives and the industry of the client vary widely, but looking at the service management industry, my team and I helped them in the areas of customer loyalty, lead conversion rate as well as HR objectives. The respective measurement often recorded an increase of +500% or more. Of course an under-performing measurement has a lot of growing potential, but nevertheless the alternatives to Gamification never showed these numbers – especially not on a long-term perspective.

We have implemented online as well as offline strategies depending on the client, its target groups, the objective and needs we wanted to focus on. There is no need for a digital solution and sometimes it might even make things worse. Consequently, the analysis of what the actual issue is and how to tackle it is key to setting up the Gamification in the right way.

For further information on my talks or Gamification, please write me an E-Mail.

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