Fascinating reports emerging from the US reveal gamification technology has boosted employee engagement at T-Mobile by a whopping 1,000 per cent.
The mobile phone giant introduced the Jive Advanced Gamification Module to motivate its customer care and retail staff across the USA – more than 30,000 frontline representatives.
The technology – powered by Bunchball Nitro – is aimed at making the online T-Mobile business community a one-stop shop for employees to find the answers to customers’ questions.
Staff can now earn rewards and recognition for using the redesigned T-Community, which is built on Jive, for posting and answering questions as well as liking content.
Krissy Espindola, T-Mobile’s director of knowledge management and social customer support, said the initiative “had taken off like wildfire”.
She told consumerelectricsnet.com: “We believe peer-to-peer communication and collaboration pushes T-Community to a new level and gamification is helping us move it there.
“Even in a disruptive environment where our frontline teams have to answer specific and often very difficult questions, they grasped the new platform and never missed a beat.
“We’re excited because customers in the store get their problems resolved on the spot, and customers on the phone get the answers they need on the first call.”
Six weeks after the launch of the gamification module, T-Mobile had seen the following results:
• Likes by colleagues to indicate helpful content had risen by 6,000 per cent.
• 187,000 achievement badges had been awarded.
• 15,000 frontline staff had completed the Getting Started missions in only the first two weeks.
There can be no doubt that gamification is now playing a key role in motivating US T-Mobile staff, which, in turn, boosts customer service.
And with more than 45 million customers, that’s a lot of questions incoming. Indeed, the company launches up to 40 devices each year with employees creating internal support threads every mobile device that firm carries.
Krissy added: “Each of those devices goes through three to five updates that completely change its functionality. This isn’t a problem you can solve by throwing staff at it.”