A telecommunications client asked for help creating a single destination for employee understanding and confidence in company products, features, and benefits – a repository of foundational information on all products. They wanted to encourage engagement with a set of curated educational and experiential material, as well as measure understanding and retention of knowledge related to the products. To do this, the organization wanted to source content from across the organization, create a gamified experience with awards and track and report on engagement at an individual level.

Recognize and reward

BI WORLDWIDE (BIW) designed a gamification program that launched off of a well-adopted recognition platform to drive product education and confidence to increase sales across a 100,000-person audience. The initial program from concept to launch took three months, with results pouring in immediately.

Best-in-class results

• More than 75% of the eligible audience across 88 different channels logged activity in the program.
• Over 30,000 users are active monthly.
• Over 2.4 million activities have been completed in the program since its launch.

The results don’t stop there. Audience adoption continues to thrive as the program grows. After a staggered roll-out across all channels and divisions, the platform became eligible to the entire audience. Over 96,000 users have logged into the platform – an 85% adoption over the lifetime of the program. 90% of surveyed participants felt as though the platform positively impacted their sales conversations and improved their knowledge of products, allowing them to be better product ambassadors.

The practices were best-in-class as well, resulting in:

• 35% higher gamification engagement than the industry standard and gamification benchmark
• Over 40% of active audience engaging with content monthly, performing at the high end of gamification benchmarks

Users who are a part of the client’s Inbound Sales channel (front-line call centre employees) who have achieved the most in the program have sold significantly more mobile lines to customers than users in lower levels. As they go through content on sales tools and company initiatives, they earn progress towards new levels and reward points. A higher level means the user is more accomplished and better informed on all major company initiatives, products and updates. Users completing enough content to reach at least level 15 (over 75 missions
completed) are averaging nearly 70% more lines sold since the launch of gamification.

Going forward, the team wants to ride the wave of success by optimizing the program even further. They want to increase the personalization of the program by creating a more segmented and relevant experience across different job roles. They also want to utilize scarcity, exclusivity and unlocks that can create a new, fresh engagement strategy. Finally, the customer wants to leverage the success they’ve seen in their sales organization across other business units throughout the company.