Agent Engagement & Gamification

Agent Engagement & Gamification
Agent Engagement & Gamification2018-07-15T00:16:26+10:00

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Motivating and keeping good agents in a working environment that is often stressful, sometimes repetitive and usually not well-paid is a challenge the contact centers have had to face since their inception.

As the nature of contact center work becomes increasingly complex, and customers’ expectations of what constitutes good quality service becomes ever higher, the agent’s job is now rarely just reading something off the screen: they have to be empathetic to the customer, consider what has happened in other channels previously, use their initiative to solve the issue and remain focused on answering the next call just as effectively.

Respondents believe that their methods by which they reward agents – thus motivating and engaging them – are generally effective. Five methods of reward were presented within the survey, with an employee recognition program being the most widely used (90% of respondents), and cash bonus the least (72% of respondents).
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Beyond an initial look at how the industry motivates employees, the study considered the effectiveness of reward programs in terms of attrition and absence. Generally, there is a lack of proof that most agent rewards have a positive effect.

Higher salaries consistently correlate with lower attrition; however, this poses a challenge for managers who often do not have authority to provide significant increases. Obtaining budget for reward and incentive programs is also somewhat or very difficult for the majority of respondents.

The types of behaviours and performance rewarded were also examined to discover what characteristics and achievements tend to be encouraged. Interestingly, operational metrics are often rewarded over service metrics, which can be at odds with the value an organisation places on service.

“For 38% of respondents to say that vital customer-focused service such as first contact resolution rate does not play a part in rewarding agents is in our opinion very short-sighted, particularly when put into a context were operation performance metrics such as handle time are taken far more into account, despite not aligning with businesses’ own stated requirement of the characteristics and achievements that agents should have.”

“Elsewhere, the report finds that first contact resolution is one of the major drivers of high CSAT, so this should be looked at closely by those operations that currently do not reward agents based on FCR.”

Given the unique challenges of motivating agents with budgetary constraints and the opportunity to better align behaviours and rewards that drive the business – gamification is highlighted as a potential solution.

Gamification is an approach taken to improving agent engagement, aligning behaviors and
characteristics with those of the contact center and wider enterprise: at the most basic level, it involves
making work tasks into games. The contact center is a particularly rich potential environment for this
approach, as it contains many of the factors that can make gamification successful:

  • opportunity for achievement, reward and recognition at an individual level
  • the possibility of team-based and goal-based quantified success
  • a large pool of competitors and team members, that can be segmented appropriately to make
  • competition and teamwork more manageable
  • clearly defined tasks and metrics that can enable direct comparison between individuals and teams, over time, with measurable improvements possible.

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Explore the full report 300+ report below and get in touch for more guidance or to request a demo.
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To learn more about how Serenova and CloudWave can help you deliver a great customer experience and achieve operational excellence, contact us via the form below.
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