CASE STUDY : GAMIFICATION

One of our clients is a specialist in the fields of Architectural Visualization, 3D Walkthroughs, 2D Flash Presentations and Website Design. They’re a very reputed firm and have built a name for themselves in the industry as people who deliver quality work in a timely fashion. As they acquired more clients, work load shot up and employees began to feel the pressure. Gaps began to emerge between personal and organizational goals and productivity began to drop steadily.

Our Approach:
We began our study with an assessment which involved comprehensive discussions with both the management and individual employees. We followed this up with an employee engagement survey to measure aspects such as the employee’s faith in the organization’s vision, talent utility, opportunities to contribute to the decision making process and their perceived value in the organization.
We found that there was a need for

higher employee engagement,
realignment of corporate goals with individual ones,
addressing the gap in absorption of the organization’s culture, values and mission; and
long term implementation of a strong and dynamic performance management system.
We concluded that our focus area would be to build a dynamic performance management system that can address all these concerns. We chose the Gamification approach to achieve higher employee engagement and retention.

What Gamification Is:
In an increasingly virtual world, the big question that stands before business managers is how to increase engagement at both the customer’s end and the employee end. If surveys are anything to go by, nearly 70% of millennial workers feel disengaged from their jobs. That is just a diplomatic way of saying that they don’t enjoy coming to work every day. In the early 2000s, someone figured out that for people to spend time on something, they must find it engaging, fun, competitive and maybe even addictive. The reason that description sounds so familiar is because those very words could be used to describe games as well, and so the concept of gamification was born.
The implementation of the concept itself can be quite diverse and needs to be designed keeping in mind the problem that needs to be addressed. A children’s hospital used video games as a means of imparting physiotherapy to afflicted patients. Qualcomm designed its employee forums on the lines of game forums, complete with achievement badges and reward points. PwC Hungary went several steps further and designed a game for prospective employees to simulate their potential first year on the job.
Gamification to solve organizational problems is a highly specialized approach. Each organization is different, and so are the challenges it faces. For us, the first step was to understand our client’s organizational challenges inside out. We observed that employee engagement (or a lack thereof) is the key issue to be addressed, which helped us to design a customized module to suit their specific needs.

The Result:
We encouraged competition between teams and among individuals as motivators to do quality work in lesser time. We used a plus/ minus scoring methodology for each task successfully completed/ not done. We repeated the exercise on a monthly basis. At the end of each month, we published individual and team scorecards. These scorecards were taken very seriously and inspired more employees to participate in doing better each month.
Through this approach, we managed to provide business visibility to employees and helped in building a productivity oriented culture. The productivity scores helped the management in cultivating a fun, energy driven environment to work in.
A productivity increase of 40% was noted, a reflection of increased employee engagement and ruling out the need for more new employees to get on board.

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