April 27, 2026
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January 14, 2013

Integrating Gamification into Customer Relationship Management

Kevin Shane24 mins

According to a recent CFO.com article, there is a big problem with customer relationship management (CRM) systems – getting salespeople to actually use them. CRM systems don’t always get the expected return on investment because users often don’t want to do the extra work involved; they want to get on to the next sales call.

The research group Forrester put it this way:

“The use of CRM apps is important to the whole sales process, but if salespeople aren’t using the technology, the ability to leverage the technology to generate deals is greatly diminished.”

Gamification can change that.

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Recent Retail Gamification Campaigns: Was it Worth it?

Sudarshan Gopaladesikan08 mins

Gartner has kept busy in the past few months with analyzing gamification’s current status and potential. A list of all of their research can be found here, but a recently published report by them states that by 2015, 40% of Global 1000 companies will use gamification as a primary tool to drive primary business goals. For these companies who wish to engage in increasing loyalty, virality, and engagement, they often host promotional offers through the popular social media platform Facebook. While most marketing campaigns are based around standard giveaways, three companies have been able to successfully implement some form of game elements and behavioral science to drive results. Taking a look at these retail gamification implementations from Rue La La, Dunkin Donuts, and Best Buy, the spirit of giving is mixed with the flair of games to promote cheer through the past holiday season.

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