E2.0 is characterized by the acceptance, adoption and application of the Social Media and Collaboration framework to foster engagement among employees with their partners and customers (and combinations thereof). Enterprise 3.0 is about Participation and will be realized with the application and deployment of game dynamics, also referred to as ‘Gamification’.
Driving Participation with Gamification
Gamification is not about ‘gaming’ and thereby establishing World ofWarcraft-like Guilds and Avatars in the workplace. It could -- fingerscrossed -- make work fun (the applicationsand processes we use);however, the intention is to integrate game dynamics into your website,business application, campaign, services and processes to drive greaterparticipation.
For example, how often do you search for a contact or information inthe CRM system only to find multiple instances of the same company,contacts who left years ago or at best, the right contact, but withoutdated contact information?Or how often do you need input andfeedback into the latest messaging, product design or sales proposalwithout issuing favors or some other form of incentive?
Gamification is about driving behavior and actions to achieve anintended outcome. Sales is a good example of how game mechanics can motivatebehavior: reps are compensated for closing business, often incentedthrough bonuses or spiffs to sell certain products/services and the topperformers are often rewarded with an annual sales retreat, “Club” tocelebrate their accomplishments.
While social and collaboration tools are at sales reps’ disposal toincrease sales effectiveness, it has not landed with this group in a waythat changes behavior in a truly meaningful way. Just check your CRMsystem for updated contacts, deal information, sales win/losscontributions or account plans.
From what I heard last week at theForrester Technology Sales Enablement conference in San Francisco, thistends to be the extent of collaboration and social networking onefrequently observes in a sales cycle:
Sales rep works on an opportunity by making some calls,collaborates with a few peers, does some online research and completesthe sales proposal (and/or RFx) in collaboration with a few others. Oncecompleted, he makes the pitch to the prospect, reaches an agreement,makes his commission and feels like a King.
How Gamification Works
What would happen if we applied a game layer tothis scenario? First, a quick look at Gamification and how it works.Game mechanics include:
- Earning Points
- Winning Challenges
- Levels -- or “leveling up”
How Gamification Transforms the Sales Process
By applying game dynamics, here’s a more detailedview of how the sales process -- support, education, enablement could betransformed.
From Engagement to Participation
To increase the participation ofusers, gamifying processes and associated applications to capitalize onbasic motivations can drive behavior and results. This evolution fromEngagement to Participation -- the Enterprise Collaboration, evenEnterprise 3.0 world -- will see the Social infrastructure leveraged todrive outcomes by applying a game layer.
This transformation obviouslyrequires new thinking and approaches to User Experience and overalldesign, but the reward of doing so could have significant benefits.
Editor's note: Additional articles on Gamification include: