Gamification of Customer Satisfaction
As we consult on Customer Experience (CX) 2.0 strategies for brands today, we focus on four primary behavioral drivers: Ego, Compensation, Competition, and Accountability. We also focus on two types of individuals: the autonomous route-to-market employee and the hourly employee. Finally, we think about each deployment as a campaign and work to maximize the outcomes from each campaign.
Engagement is everything. When asking employees to improve NPS scores, they won’t be engaged in that outcome. They will likely say that they are already doing a great job, and the NPS scores have nothing to do with them. Instead, create a method for collecting qualitative data at the employee level, and change the way you pay the employee based on individual scores.
“Get better” doesn’t simply come from reading a dashboard, report or an AI interface. It comes from engaging employees and putting them in control of the outcome. We call this the behavioral deck of cards. The deck shuffles depending on the situation. In one campaign, ego is the primary driver, in another it’s compensation. But in every case, these four will engage employees, create better customer experiences and power business improvement outcomes.
- Ego — Everyone gets a confidence boost when receiving praise of a job well done. But you what’s better than one-on-one words of affirmation? One-to-many words of affirmation. It’s great when someone affirms us personally, but we really love it when someone affirms us publicly. Reviews can be great way to focus on an individual and amplify that message socially and on third-party review sites, creating a positive ego response that drives behavior.
- Compensation — If you want people to show up on time, measure and reward them for showing up on time. With the right CX 2.0 strategy, compensating staff for delivering great customer experiences always works. If you want them more engaged with the survey, pay them for minimum response rates. If you want to clean up your customer’s contact data, put delivery and bounce rates into their scorecard and your data will be nearly perfect.
- Competition — Winning is fun. When an employee logs into their experience dashboard, the first thing they should see is their results and how they stack up against others doing the same job. If a location manager logs in, they should see how their location and employees are ranking. Companies should offer monthly leader awards and annual top performers awards. Creating fun competition will have significant lift on the results. Also, it will reveal who the leaders are, the ones that can train others in best practices. It will also reveal who may have to be let go, if they can’t or won’t improve.
- Accountability — Send the survey immediately after service delivery. If the customer is upset, escalate it. Call the customer, fix the problem and make them a promoter. This creates better employee behavior, and happier customers.
At SocialSurvey, we are firm believers in driving engagement and behavior into the strategy and making the “Get Better” an automated piece of the puzzle. Reporting and AI play a role in the strategy, but the goal for those reports is to show great we are doing and who should be rewarded, celebrated and promoted. If they say something else, then there may be a need to adjust the strategy to drive another business outcome with automation. Always build your CX 2.0 strategy with the outcomes in mind, using automation, and make your “Get Better” focus the engine, not the caboose, of your CX train.