Customer Relationship Management (CRM) has been shown a lot of love by gamification lately. Microsoft Partner, Cole Systems, has become the latest to link CRM results to intrinsic rewards. The gamification system comes in the form of a brand new add-on, called Spark, for Microsoft Dynamics CRM 2011.
Spark has defined motivation for its users to become the best CRM user that the individual can be. Spark will allow employees to earn badges, acquire points, and win rewards around a number of CRM-related tasks. Managers can set goals for for users to meet, like closing a specific number of sales opportunities or successfully resolving a certain amount of customer issues. Spark uses badges as a currency system, which allows employees to redeem them for gift certificates. The badges also serve as progress markers to allow employees to compare their score with other employees. Leaderboards are not explicitly mentioned by Cole, so how these comparisons are being made are unclear.
Told beautifully by Cole’s senior CRM consultant, Jen Mroczek: “[Employees] enjoy Spark because it’s fun and exciting to earn badges and watch points add up. Their hard work will be on display for all to see.” Watching the points “rack up” is additive feedback, which helps foster growth in a gamified environment.
As Cole is the latest to jump on the gamification bandwagon for CRM, other firms have already created their own CRM solutions. Badgeville, Bunchball, and Zurmo are three of such firms that provide the service. Their implementation techniques are listed in the related article, but I can’t wait to see what is next!