Valerse de la gamificación para mejorar la satisfacción con el cliente

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Claves:

  • Gamificar el desempeño de equipos de ventas y de apoyo puede ser una forma de traer de vuelta la emoción de hacer negocios. 
  • Un entorno empresarial gamificado no es sólo un medio para medir el rendimiento, es un medio para motivar a la gente a trabajar aún mejor.
  • Un ambiente gamificado puede estimular el aprendizaje, con el fin de que los participantes salgan adelante, en términos de logros.
  • Una encuesta reciente demostró que el 99% de las empresas utiliza algún tipo de programa de incentivos a corto plazo.

Automatizar la fuerza de venta puede ser redundante y tedioso. Para los departamentos de ventas, los objetivos son a menudo cuantitativos. Para los departamentos de servicio al cliente, las metas implican generalmente la velocidad a la que se resuelven las quejas y preocupaciones de los clientes. Con otros indicadores, como los indicadores clave de rendimiento (KPI) y retorno de la inversión (ROI), los empleados de la empresa a veces se encuentran con un trabajo soso y aburrido. Ir tras cifras y métricas para conseguir mejorar las métricas cuantitativas podría significar perder de vista lo que es importante: la satisfacción del cliente.

Gamificar el desempeño de equipos de ventas y de apoyo puede ser una forma maravillosa de traer de vuelta la emoción de hacer negocios.La gamificación en el lugar de trabajo va en contra del pensamiento convencional de proporcionar beneficios al negocio, incluyendo el desarrollo de habilidades, innovación y transparencia” dice Gal Rimon, co-fundador y CEO de GamEffective, una plataforma de gamificación. Sin embargo, Rimon dice que no todo es diversión y juego. “La mecánica del juego por sí sola no hace surgir la motivación humana – lo que importa es la capacidad de empatar en la mecánica del juego dentro de un método para modificar el comportamiento y el aumento del sentido de compromiso en el lugar de trabajo“.

Por lo tanto, un entorno empresarial gamificado no es sólo un medio para medir el rendimiento, sino que es un medio para motivar a la gente a trabajar aún mejor. Sin embargo, no trata únicamente de números y logros. Es un proceso continuo que permite a las personas aprender, innovar y tomar nuevas perspectivas en su trabajo. Un ambiente gamificado también conduce a la innovación e incluso ideación – algo que funciona de acuerdo a la sabiduría y poder de las multitudes.

Desarrollo de habilidades

Como seres humanos, estamos constantemente aprendiendo. Para mantener la competitividad en el panorama actual del empleo, sin importar la industria, aprender más habilidades y continuar perfeccionando el conjunto de las mismas es crítico. La gamificación aborda el comportamiento humano básico: que todos nos esforzamos por satisfacer. Un ambiente gamificado puede estimular el aprendizaje, con el fin de que los participantes salgan adelante, en términos de logros.

Mejora la capacidad de innovación

Mientras que la inteligencia del individuo es digna de celebración, la sabiduría de la multitud está haciendo a la gente mejor y más inteligente cada día. Las investigaciones indican que a finales de la Segunda Guerra Mundial, el conocimiento se duplicó cada 25 años. En promedio, el conocimiento humano ahora se duplica cada 13 meses, e IBM dice que el Internet de las Cosas (IoT) con el tiempo dará lugar a que el conocimiento se duplique cada 12 horas.

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La gamificación se basa en la popularidad de muchas plataformas, como Kickstarter, Quora y CrowdMed de hacer la sabiduría del grupo colectivo más fuerte, con lo que se mejora al individuo. “La gamificación puede proporcionar a los objetivos comunes y sencillas reglas que guiarán a un grupo de personas hacia la acción colectiva” dice Gartner Brian Burke. “Aplicado a la innovación, la gamificación puede motivar a la gente a compartir sus ideas dentro de una comunidad, votar por las mejores y animar a la gente a construir sobre las ideas de los demás“.

La innovación también conduce a la ideación. Un ejemplo que Burke cita es peculiar, anima a los usuarios a presentar ideas para productos de consumo. Las que se seleccionen como mejores se convierten finalmente en mercancías reales para la venta. Aún mejor, la gente colabora para determinar el nombre del producto y el precio. La recompensa viene en forma de “puntos de influencia” dados a los usuarios que participan en el proceso. Incluso Starbucks ha utilizado un concepto “My Starbucks Idea”, en el que se anima a los clientes a presentar, votar y comentar sobre las ideas de productos.

Mejora de la Transparencia

Una encuesta reciente demostró que el 99% de las empresas utiliza algún tipo de programa de incentivos a corto plazo, mientras que sólo el 28% dice que usan los incentivos del equipo. Los incentivos basados en el equipo funcionan mejor porque la gente es más propensa a tomarlos en serio. Cuando la gamificación entra en juego, todos los miembros del equipo pueden verse entre sí para trabajar hacia el objetivo final común. Por lo tanto, los poderes sociales necesarios para cambiar el comportamiento son más eficaces. Cuando un empleado ve que su compañero trabaja duro y bien, él o ella es más probable que quiera hacerlo también.

Gamificar el lugar de trabajo puede ser malinterpretado como una competencia innecesaria, sin embargo puede fomentar el trabajo en equipo. “Lo más impresionante no son sólo los rápidos resultados y el trabajo en equipo” dice el Vicepresidente de Experiencia con el Cliente de Yahoo, Vikram Subramaniam, citando cómo el compromiso de su equipo sigue siendo alto, incluso después de un año de la introducción de una plataforma de gamificación.

Largos períodos de atención

En todo caso, la gamificación proporciona una forma sólida de dirigir nuestra cada vez menor capacidad de atención. Los smartphones, las redes sociales y la conectividad a Internet han cambiado la forma en la que accedemos y demandamos contenido. Esto, lamentablemente, ha resultado en cortos lapsos de atención. La gamificación puede estimular el micro-aprendizaje positivo.

Para las empresas, el mayor impacto de la gamificación implica la productividad. Al hacer su trabajo mejor y con más motivación, los empleados también extenderán el mismo deseo a la satisfacción del cliente. Esto beneficia a la empresa, añadiendo valor a la marca y ayudando a construir el negocio con ventas motivadas y apoyo del personal.

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