Enterprises are increasingly operating in a dynamically changing and fluid environment. They are constantly changing gears just to keep pace. CXOs are constantly looking for ways to overcome or create disruptions in a world becoming increasingly complex. Infosys Consulting Blog gathers a community of subject matter experts who are driving pragmatic conversations around that which is changing and that which needs to be rethought, redefined and redesigned for enterprises to achieve market-leading performance roadmaps.

« December 2014 | Main | April 2015 »

February 20, 2015

What is Enterprise Gamification?

IEGP 7.jpg

Enterprise Gamification - No, it's not the next social game like Angry Bird or Candy Crush or Words with Friends that you would play on your smartphone or tablet.  However, Enterprise Gamification does borrow from these social games their design features and game mechanics (i.e. awarding points, badges, levels of achievement and leader boards) which are used to keep gamers motivated and engaged, as well as reward their behavior, activities and continued play or engagement. Enterprise Gamification is the application of game design principles in the context of the enterprise to improve user engagement. Now, I know what your are thinking: "these 'game mechanics', as you call them, will only distract my customers, employees and business partners from what I really want them to be doing, like shopping on my online commerce site, or entering data into my customer relationship management application in a timely and accurate manner, or sharing information on my raw material fulfillment orders properly." Actually, you are partially right in that these are exactly the type of business behaviors, activities, metrics and key performance indicators that enterprise gamification is designed to address. 

Enterprise Gamification taps into people's natural desires for competition, achievement, gratification, social value, fun, and external gains. It not only improves engagement and adoption, but also improves productivity, retention, customer engagement and satisfaction, employee morale, as well as reduces costs and drives up revenues.

 

We use Enterprise Gamification to drive up engagement, reward positive behavior, generate excitement and fun, and create a sense of accomplishment.  When applied to targeted user groups of employee-focused, customer-focused and/or partner-focused enterprise applications, the goal is to positively impact business metrics and key performance indicators such as those listed in the image below:

 

IEGP 1.jpg

   

So, what is Enterprise Gamification? 

 

Enterprise Gamification is a custom defined gamification strategy & design configured into an enterprise gamification platform that is integrated into a host application (B2E, B2B, B2C) using a set of robust gamification API services and UI-widgets, and monitored using gamification analytics to fine tune the user experience.

 IEGP 2.jpg

 

   

Our MCS Gamification Practice

 

Our MCS Gamification Practice, in partnership with Infosys Labs, is bringing our Infosys Enterprise Gamification Platform and gamification services to our clients.  We do this by collaborating with our clients in "Gamification Art of the Possible Workshops" where we explore how gamification can be applied to their employee-focused, customer-focused and/or partner-focused enterprise applications.   From there, we work with our clients through a simple 4-Step process, called our "Infosys Gamification Framework".

 

IEGP 4.jpg

Step 1:  Identify an application and set of business processes to gamify and identify business metrics to monitor and measure. For example, they might identify the need to attract prospective users and convert them into buyers.

Step 2:  Define key personas and use cases, along with supporting user activities and behaviors to be gamified, and define an engagement index to reward the users for their positive performance. Then, configure our gamification platform based on the defined gamification strategy & design.

Step 3: Consume & Display Gamification Platform APIs and UI-widgets into the application to be gamified, such as awarding points and badges and displaying leaderboards, and converting points to rewards.

Step 4:  Monitor performance and engagement through our gamification analytics and reporting engine in order to fine tune the gamification strategy.

 

 

Infosys Enterprise Gamification Platform in Action

 

To see our gamification strategy/designs and Infosys Enterprise Gamification Platforms in action, check out these two YouTube videos:

   

                   IEGP 5.jpg     IEGP 6.jpg

                               Infosys Finacle Youth Banking                                          Allstate Star Driver

 

 

 

For more information or to schedule a "Gamification Art of the Possible Workshop", contact:

Michael Hendrix

Partner - Gamification Practice Lead

Management Consulting Services

Infosys

Michael_Hendrix@infosys.com

210-462-6091

 

 

 

 

February 8, 2015

Digital Matchmaking with PRESTIGE

"What's your PRESTIGE?", asked the Chief Digital Officer of a fortune 100 bank, who was charted with building digital products and services. The next 30 minutes went into explaining how I can bring 'magic' to his digital journey.

As Michael Caine defined in the movie 'Prestige', there are three (3) steps of magic - simplicity (The Pledge), authenticity (The Turn) and delight (The Prestige). Today, building an attention economy around a digital service is nothing less than a magic.

Like falling in love with a romantic partner, falling in love with a digital product or a service is something that happens gradually. We need to explore three stages of engagement that users pass through on their way to falling in love with a service.

Digital Matchmaking.jpgThe first is Matchmaking: when services must feel real and relevant to genuine human needs and emotions.

The next stage is Dating. It's all about designing in a way that appeals to the heart and encourages people to engage. The service design courtship has to create exceptional experiences that make complex systems simple, yet captivating.

Finally, True Love is the way to explore how to design a service that adds value and is relevant over long periods of time. This fosters loyal users and a service that becomes a life companion. Just as with a human partner, users need to feel they can rely on the service.

Of course, then there are always exceptional cases where users gets a crush on the service at the get go aka Nordstrom, where entire company and its stores are built around service.

In order to build a perfect digital matchmaking service, three (3) key principals need to be followed:

Elegant Simplicity: This means we need to understand the bigger picture, with an eye for the details, in order to create digital interactions that build a strong emotional bond with the end-user. Example: Amazon's '1-click' commerce went through years of refining and re-defining its payment designs to finally arrive at this concept.

Ruthless Authenticity: All service touch points should have an opportunity to express, in subtle and overt ways, how it is unique and what it stands for. The service needs to clearly demonstrate the promised value both materialistically and emotionally, to build trust. Example: Zappos has a reputation for putting customer service ahead of profits. When a woman called to inquire about the company's return policy explaining that the merchandise never reached her husband as he was killed in an accident, the customer service representative ordered flowers to be sent to her in condolence for her loss.

Unbelievable Delight: According to Dr. Noriaki Kano (Kano Model), delight is a measure of experiencing unexpected. Products and services that consistently generate renewed excitement for users, stand out to build long-term relationship and retention. Example: Walt Disney's magical experience, where the 'magic' is created by optimizing the mundane. From assertively friendly staff to highest degree of commitment fulfillment, leave customers excited with every visit to DisneyLand.

Lastly, digital transformation is a combination of digitizing customer engagement channels and optimizing enterprise processes and operations. Customer focus innovation helps with identifying new business opportunities with regulated and non-regulated 'digital' products generating cross and up-sell revenue and high degree of customer retention. Infosys applies a robust set of innovation, governance, and change management accelerators to guide Insurers through the transformation journey.