CRM Adoption and Gamification: Tips for Success

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Why Gamifying Might Be the Answer

So how does gamifying a CRM program work?

A recent article on eLearningindustry.com breaks it down chemically. When our bodies receive a reward for a behavior, a neurotransmitter chemical in our brains called dopamine is released. There is a correlation between many highly addictive drugs and dopamine production. While gamifying a CRM solution or a training program at work certainly won't create addiction problems - the real-life, reward-based chemistry to encourage us to "adopt" it is absolutely there.

According to a survey conducted by TalentLMS, 79 percent of the participants (both corporate learners and university students) said that they would be more productive and motivated if their learning environment was more like a game. CRM publishers and partners are recognizing this. Microsoft Dynamics CRM, for example, now offers gamification features via its acquisition of Incent Games, Inc., a provider of a sales gamification platform.

According to a report from consulting firm Capterra, the customer relationship management (CRM) market is on pace to surpass enterprise resource planning (ERP) as the largest grossing enterprise software sub-segment. That growth statistic shouldn't be surprising – if your business has customers, chances are you've either implemented a CRM solution or you're thinking about it.

CRM isn't just a sales tool. The finance and IT departments, customer service representatives, even executives who want to analyze data captured through the solution need to know how to utilize its various components. How does a company that has invested in CRM make sure that various internal audiences are using the CRM solution correctly and accurately? Gamification could be the answer for many.

In this slideshow, Chuck Ingram, director of CRM at Tribridge, a technology services firm, provides his thoughts on gamification as a way to ensure that companies are making the most of their CRM investment.

 

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