As the retail landscape gets more competitive, industry players find it more challenging to fill vacant positions or to up-staff segments of their workforce with talent from elsewhere within the organisation.
Turning Retail Reality into Games
Organisations are now using gamification in unique ways, from onboarding and upskilling staff to cross-training and motivating retail staff to address those challenges. And they are doing it at every level, from front-line customer-facing reps and back-office admin staff to sales teams and executive talent.
Thanks to significant technological improvements, and strides made in designing and developing gaming elements, the retail industry can now leverage gamification across a broad spectrum of training. Here are four unique ways the retail industry has brought gamification to bear in its training programs.
According to one study, 66% of consumers experienced problems with a product or service provided by a retailer – that’s up from 56% in earlier surveys. And while complainants seemed more satisfied in 2020 (32% versus 21% earlier), there’s still a matter of addressing the root cause of complaints: The need to train and motivate customer service reps (CSRs) so they are better able to engage and empathise with disgruntled customers.
One tool that sales-oriented retailers can leverage is LiveAgent. In a gamified environment, using live performance data to analyse and assess CSR strengths and weaknesses is a great way to train and help agents overcome their shortcomings through specific and actionable recommendations.
Once CSRs know where they fall short, they can address those problem areas. The software uses typical gaming interface features, such as Badges, Benchmarks, Leaderboards, Levels, and Rewards, to recognise and show appreciation to high performers, motivate laggards to do better, and stir up inter-team competition among groups of CSRs.
The consequences of not investing in better training for CSRs are real. According to Microsoft’s data, 58% of Americans won’t hesitate to ditch a retailer if they’re unhappy with customer service. Gamified Customer Service can help customer retention through better trained CSRs.
2. Gamified Sales Training
With social media a vital tool for salesforces, it’s challenging to train sales teams to keep up with how to leverage the multitude of social media platforms to drive sales. But global tech giant Cisco uses gamification to do just that!
The company combines three gaming characteristics, Exploration, Progression, and Teamwork, to bring fun into the sales training process.
3. Gamifying Employee Engagement with New Technology
Here’s a sombre statistic: 70% of all Customer Relationship Management (CRM) project implementations fail! A large part of that failure is due to poor employee adoption of the platforms – and that is precisely the challenge that cloud technology giant Salesforce faced. Salesforce turned to gamification solutions developer Badgeville (now part of CallidusCloud CX) to turn things around.
Badgeville created a game titled “Big Game Hunter” for Cisco that the company leveraged to increase employee engagement and usage of their CRM system. The solution identified employee attitudes towards the system and then created rules to recognise and reward staff using the platform. At the “Chicken Hunter” level, the team gradually progressed to a more prominent “game hunter” status, as they used more of the platform’s features more frequently.
As more employees gravitated to the gamified environment, training and compliance efficiency increased, as did overall productivity from greater engagement with the enterprise platform.
4. Gamifying Till Training
Before global fast-food retailer, McDonald’s implemented a new till system, they wanted to create a safe environment where learners could practice and fail – and learn from their mistakes – before transferring those skills to a customer-facing environment. Partnering with developer Kineo, the company implemented a training game that made using the new till system – albeit in simulated mode – both fun and addictive.
The app tested learners’ ability to accept and process customer orders and rated each associate on their knowledge and ability to deliver a great customer experience. Time-based processes simulate customer conversations as staff engages with a customer in real-time. Other gaming elements, such as Lifelines, Panel elements, Badges, and Bonuses, are also included.
The result: Increased accuracy with customer order processing, reduced customer wait times, quicker turnaround times…and lots of fun for employees as they learned the new system. Despite not being mandated, the training game saw 145,000 visits in the first year, with 85% of the crew attributing their enhanced knowledge of the new till system to the gamified training environment they practised in.
Mitigating Risk in Retail
Because of its high-risk potential to impact their bottom line, most retailers aren’t comfortable bringing “fresh” talent immediately into customer-facing roles. Unfortunately, unless retail-oriented staff – be they sales associates or regional management – aren’t exposed to the realities of their customers’ world, they lack the skills and expertise to deal with those clients.
Now, retailers across every industry segment and all facets of a business can provide life-like training to their staff. It’s a novel way to de-risk their training process. By gamifying the training environment, retailers aren’t just making training fun – which increases engagement. They’re also exposing staff to simulated real-world retail scenarios without exposing themselves to risks of customer blowback.
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How Visuer Can Help
The use of gamification yields big rewards for retailers. By working with organisations to integrate gamification into custom eLearning courses, VisuerLab helps them increase sales team engagement and supports salespeople hone their soft skills.
Customised gamification-based eLearning can also encourage positive competitiveness among groups of teams/individual associates, spur productivity, and promote team collaboration to accomplish sales targets. Gamifying the retail environment can also result in greater engagement (and heightened interest) with customers and consumers.