When the individual contributor came to talk with us about her product, she instantly made us feel engaged but we found that she didn’t really know a lot about us - the people on the other side of the table. After the meeting, I suggested I’d go back to their company to chat about CRM and its benefits so that the next time she went to a meeting she’d know to contact the decision makers directly and to be able to come up with a solid plan. Her response was “I think we have CRM, management talked about it a lot around six months ago but luckily they have stopped. I don’t think I would ever use something like that. I learned to use the computer by myself!”
The Sales Director is an old friend of mine, who each time we meet complains about how difficult their CRM system is to use. So, naturally I reply with yet another pitch about how great Salesforce.com CRM is and how the ease of use is key to adoption and success. However, it is apparent that adoption is not an issue for them. They follow one simple rule (regardless of how awful the system is for the user): if it is not in the system, it doesn’t exist! If you can’t get your head around it over there, you should be looking for another job.
Issues with these examples
In the first example the company is lacking complete visibility of their prospects and customers other than the orders they get. Without possibility for lead nurturing and marketing automation the cost of sales goes up and as the sales reps leave, the only contacts they have are from the sales orders. No protection of their important asset - the data about customers and prospects.
In the second example they get what they want, but with grinding teeth. Or do they? In these types of organisations what you get is the absolute minimum. As users get bad user experience without fun elements, they quickly learn to adapt their entries to minimize the time they need to deal with the “boring stuff”.
Will gamification change this?
We have recently come across gamification opportunities that can help companies resolve issues experienced in both of these cases in not only driving adoption, but also creating addiction in a positive sense. The things you do drive your score and with the help of tailored tools you are able to measure your own behavior versus that of your peers. This creates a healthy motivational environment that drives success.
With gamification you can align employee behavior to your corporate goals. This helps you implement the strategies and at the same time guides your team towards the right way of working.
Here is an example of how a simple Lead to Won Opportunity process would work:
- Get points on lead quality: with your current field values entered you gain three points. Add the billing address and get another three.
- Lead with knowledge: convert the lead to a new account get five points. Add the white space analysis and gain another ten.
- Win by doing it right: in addition to converting the account, your newly qualified opportunity gives you ten points. Add the key stakeholders to the opportunity get another ten.
You get the idea: from 18 points doing the bare minimum to 41 by doing it right. We as a company got the billing address, competitive landscape and the key stakeholders. The employee had fun increasing their score. Behaviours change and quality rises, enabling more efficient approaches to market, sell and service.
The internet is full of resources on gamification and as most of the readers here are salesforce.com customers, Appexchange also has many possibilities to enable this within your team. Fluido has chosen SuMo for Salesforce as the application to take gamification forward for ourselves and with our customers. We are looking forward to not only implementing gamification but also we believe this process will help us understand what we are trying to achieve and why.
Here is a video that explains gamification, the SuMo way.
Photo by Nikolaos Bogioglou