Feature
In a world where technology has gamified dating, working out and learning in classrooms, Badgeville wants to transform motivation in the workplace.
Gartner predicted in its Gamification 2020 report that gamification will be a key way for brands to build customer marketing and loyalty, by way of rankings, points or other achievements.
Gamification, the idea of applying game mechanics and design to push people to achieve goals in an engaging way, fuels popular consumer products and applications like FitBit or Coffee Meets Bagel.
But now Badgeville offers a more comprehensive way for people to concentrate on internal motivation — in an attempt to increase productivity and happiness in a company.
4 Areas of Focus
Today, Redwood City, Calif.-based Badgeville launches MotivationMetrics, a workplace digital motivation platform that works in conjunction with their enterprise platform tracking data from customer systems. Karen Hsu, VP of marketing at Badgeville, demoed MotivationMetrics with CMSWire in her Redwood City office yesterday.
The new tool uses employee data to help companies improve and reward their teams, organizations and programs, with the objective of maximizing ROI and impact in the long run.
MotivationMetrics focuses on four areas: advanced engagement engines, digital reputation, TrustIQ gamification and audience analytics.
In Badgeville’s external Reputation Center, a company and its employees can track activities, performance and value (in points). In what it calls a “guided journey,” Badgeville follows an employee through their career track, from onboarding to successes and growths.
Different aspects of the platform appeal to different employees. Sales staff, for instance, may find greater motivation through the leaderships board, where they can gauge points and compete with their colleagues.
Engineers may prefer looking at measurements of growth and progression to measure their work. Others will prefer measuring their work by how much social value they drive.
Designed for Scale
With a flexible API, Soc II Type II certification and experience working with large organizations, Badgeville’s tools are designed to handle full scalability.
Whereas other digital motivation services may rely more on badging and monetary rewards, the team at Badgeville claims its platform can promote lasting behavioral changes that can result in bigger impacts. Taking the money away usually means the behavior goes away as well, Hsu says.
“There are a lot of solutions out there that are gamification-related that are just about badging,” Hsu said. “You do this, you get this reward, but that’s not actually what lasts. We found with a lot of our customers who said, ‘Yeah, well, we tried this for a while and worked for about two months, and then everyone got bored and moved on.’”
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“The sophistication around our engines is really critical,” Hsu said. “So the ability to not only provide rewards for simple activities … [but] we also track and motivate engagement, getting people to come back.”
Sports Meets Gamification
Melbourne Storm, the Australian rugby team, was looking for a way to engage their fans to return and, ultimately, buy more Melbourne Storm products.
The organization learned what drives people to buy team products and figured out with Badgeville that most of that buying behavior resulted from time on their website, whether it was responding to social media or reading an article on melbournestorm.com.au.
Melbourne Storm’s page impressions increased by 31 percent, which translated to $280,000 in profit, the company reported. They also said they increased the spending per head by 80 percent.
‘Most Promising Company’
Founded in 2010, Badgeville provides Software-as-a-Service (SaaS) technology for web and mobile platforms to measure user influence. Its major customers include American Express, Oracle, Booz Allen Hamilton and Samsung. Forbes ranked Badgeville at 92 in its “America’s Most Promising Companies” list in 2011.
In the case of consulting firm Booz Allen Hamilton, Hsu says the group wanted to improve learning development by encouraging people to take classes. Integrating Badgeville on top of Yammer, the firm was able to achieve a 70 percent increase in courses completed on time. According to Hsu, other organizations saw 1,000 percent increase in course completion.
As the workforce keeps becomes increasingly digital, businesses will need ways to understand productivity and engagement in the workplace, Hsu suggested. The next generation of workforce will be even more mobile and dispersed, which can make it hard for a company to capture how their employees are all doing.
In that whole journey that you take throughout your worklife or as a customer, there are myriad touchpoints, she continued.
“Getting people to stay together along each of those touch points is hard, [and] our aspiration is what we call that golden thread that ties together all these different systems and groups … so that you have this wall-to-wall experience and motivation to do things.”
