Capita Survey Confirms Gamification holds the key to operational benefits

Capita Survey Confirms Gamification holds the key to operational benefits but less than half of organisations familiar with concept, survey finds.gamification.image.2015

96 per cent of organisations using ‘gamification’ to train and incentivise contact centre employees believe there are benefits to using the tool in their day-to-day operations, according to new research conducted by CCA Global Ltd and Capita Customer Management. However just 41 per cent of companies surveyed were familiar with the concept.

Gamification applies games-like thinking and strategy in everyday settings for companies to engage and motivate employees in a different way.

Simon Hunt, customer experience and insight director at Capita Customer Management, comments: “Gamification is still a relatively new concept for organisations. Its standards are set by leading electronic and computer companies and the latest game or app. It is an incredibly powerful tool and those who adopt it see significant rewards.”

Of the respondents who have applied gamification techniques, the key advantages (all scoring 64 per cent) were seen as:
• encouraging competition
• improving engagement
• improving individual performance, and
• improving team performance

Simon continues: “Our day to day lives are increasingly digitised. The presentation of data back to us, be it the number of steps we’ve taken, number of calories consumed or the quality of our sleep, is increasing in sophistication, and is leading to deeper engagement with others and a better understanding of our own lives.

“For today’s average employee, receiving historic performance data in spreadsheets just won’t cut it anymore. Companies need to invest in this updated way of thinking and reflect it in their technology systems or risk being left behind.”

The survey also found that 75 per cent think outdated technology systems are obstacles, preventing the motivation levels of customer service agents.

“We’ve been using gamification and sophisticated data visualisation techniques for some time now,” Simon notes. “By freely providing agent performance data, presenting it openly and in as near to real time as possible, we’ve been able to guarantee performance improvements and increased workforce engagement. This leads to customer satisfaction and ultimately, customer loyalty.

“We have consistently seen a 10 per cent uplift in customer satisfaction due to this approach.”


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capita-customer-management-logo.2015Capita plc is the UK’s leading provider of BPO and integrated professional support service solutions. With 64,000 people at over 400 sites, including 73 business centres across the UK, Europe, India and South Africa, the Group uses its expertise, infrastructure and scale benefits to transform its clients’ services, driving down costs and adding value. Capita is quoted on the London Stock Exchange (CPI.L), and is a constituent of the FTSE 100 with 2013 revenue of £3.9 billion. Further information on Capita plc can be found by viewing their Website


cca.logo.2014CCA Global Ltd is the leading independent authority on contact centre strategies and operations. Over 900 organisations currently subscribe to CCA Global Ltd services. This equates to a network of over 5,000 senior practitioners, employing between 35%-45% of the contact centre population in the UK. Around 20%-25% of people working in a contact centre in the UK are working in a centre accredited with CCA Global Standard©. For more information visit their Website


Survey Results: 73 CCA Global Ltd member organisations (public and private sector) were surveyed by Capita Customer Management between October 2014 and February 2015. They included outsourcing organisations and in-house contact centres.

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