THE GAME CHANGING TO DRIVE CHANGE FOR FIELD SERVICE

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1 CHANGING THE GAME USING ACHIEVEMENTS TO DRIVE CHANGE FOR FIELD SERVICE Explore how using gamification can drive the change management process and deliver a better experience for your customers. SUPERIOR CUSTOMER SERVICE

2 READY PLAYER ONE? MY BUSINESS IS NOT A GAME You re absolutely right; your business is no game. But motivating your team to drive service excellence, or during tough periods of change is critical to success. What if you could take age old practices from gaming and use them to motivate your field team not only to deliver an excellent customer experience once; but every time. This means not just motivating them but compelling them and using positive reinforcement on a constant and consistent basis. This ebook explores the value of using gamification to drive superior customer service and how it can be used to successfully support the change management process and make it fun! Readers will also learn the how to add gamification to their existing ClickMobile deployment for free!

3 ENTER: GAMIFICATION WHAT IS GAMIFICATION? For years gaming has used leveling, special items, leaderboards and trophies to keep gamers playing and striving to not only just complete, but complete at the top. The concept of scoring predates video games, but developers needed something more than just displaying a number in order to keep users playing and thereby inserting more coins. It was the video game Sea Wolf in 1976 that first introduced the concept of a high score ; although it was a pre-determined score set by the development team. Two years later, Speed Race had a dynamic high score. Thanks to the medium, a high score could be recorded and displayed. This provided the gamer with the satisfaction of being the best, as well as in most cases being rewarded with a free game. This also gave other gamers something to aim for and added an element of competition in a world that was largely man vs. machine. A high score changed that creating a game that was man vs. machine and man vs. man. But high scores were just the beginning and over the years, more and more tactics were created to hook gamers giving them purpose and motivation NIMROD; a custom-built computer, was created to play one of the earliest known games Nim 1978 Taito s Space Invaders introduces a dynamic high score, a ranking system and leaderboards 1982 Twin Galaxies Scoreboard is published in the pages of various gaming magazines; ranking games such as Space Invaders, Pac-Man and Donkey Kong 1997 Fallout coins the modern term Perk for unlocked special abilities 1990 E-Motion becomes the first game with built in achievements called secret bonuses 2002 The term gamification is coined by Nick Pelling, even though it won t be popular for another eight years 2007 Value s Team Fortress 2 features unlockable in-game abilities and weapons for unlocking Achievements 2008 Microsoft launches custom avatars to visually represent gamers unique awards are made available through unlocking in-game achievements 1974 Taito s Speed Race users are rewarded with a free game when reaching a set score 1976 Midway s Sea Wolf coins the term high score 1979 Space Invaders II allows users to enter their initials 1986 Nintendo s Deadly Towers features permanent power-ups that are progressively unlocked 1993 Fatal Fury Special introduces the S-Rank grading system Gamers begin selling high-level characters from EverQuest over the internet 2005 Microsoft launches a Gamer Score system that tracks in-game Achievements 2008 Sony launches a similar achievement offering called PSN Trophies 2013 Turn 10 Studios opens up a website that catalogs players achievements across the Forza franchise of racing titles and offers an additional level of rewards

4 ACHIEVEMENTS IN GAMING ACHIEVEMENT UNLOCKED: BADGE OF HONOR Within gaming an achievement is unlocked or earned for completing various in-game tasks. These can be linked to difficult tasks like completing a certain level, or within a set time or with a set score. Game developers have been known to insert achievements that are also there just for fun and often use popular pop culture references. Get a 1982 DeLorean DMC-12 up to 88 miles per hour in a racing simulator and the achievement Outta Time will unlock. The concept of unlocking achievements in gaming can be traced back to the early 1990s where it was up to each developer to create a series of achievements, including how they worked, how many there were, what a gamer received for unlocking them and even how they worked. Achievements really didn t really catch on and go mainstream until Microsoft introduced the concept of a Gamer Score in On Microsoft s Xbox platform an entire system was built around the idea of achievements; including how they worked, how they looked and how many you could have per title. Most importantly this system was across the entire platform on every title; permanently linking unlocked achievements to the individual gamer s account. The team at Xbox also allocated a point system to achievements, with the sum of your collected points making up your Gamer Score. Kill 4 opponents within 4 seconds in Halo 2 and unlock the Killtacular achievement worth 20 points. Overnight the concept became wildly popular among gamers. For those that were completionists achievements offered another thing to unlock in order for them to say they had 100% completed a game. For others it offered bragging rights; I ve unlocked Seriously 3.0 ; what about you? Achievements kept gamers playing, urging them to reach the end, to hone their skills or become one of the select few to get that obscure reference. It has become a culture and for many an obsession.

5 CHANGE MANAGEMENT CHALLENGES THE CHALLENGES IN CHANGE We know where gamification has come from, the roots of its origins and how modern gaming achievements have come about. But how does this tie into your business goals? How can gaming concepts provide businesses with solutions to some of their most challenging tasks? Let s look at change management arguably one of the most critical aspects of any project or rollout and the challenges it represents: Planning How much planning is too much planning? Experts will debate how much planning is required or even feasible during any given change management project; but one thing they will agree on is that you must have a plan. Too Much, Too Fast Determine the right amount of change and at what speed. In larger projects incremental change allows for the fine-tuning of processes but extends the length of the project. Alternatively making massive changes in one quick motion limiting an extended and drawn out process could give users an opportunity to opt out. The Learning Curve Take into account the speed at which new processes can be learned by employees especially those that involve technology and/or a widerange of existing skills or knowledge base. Lack of a Clear Organizational Goal What are your business objectives for driving change? How can those best be communicated to your team? A clear and uniform goal is paramount. Organizational Structure Here the challenges range from political to procedural. Who needs to be looped in? Who are your stakeholders? And, who do you need buy in from and more importantly support if the project is to succeed? Time What is realistic? Manage your own expectations and the expectations of others to set a realistic time frame in which to achieve success. Document it and record it with milestones. Support It s not only about being there to support your team, but also what support you and the project team will need to be successful. " " Fear of Change One of the hardest challenges to overcome is the fear of change and of the unknown. This deep psychological challenge is one that shouldn t be ignored. Address fears quickly before they spread and mountains are made from mole hills.

6 SOLUTIONS FOR CHANGE BEAT THE CHANGE MANAGEMENT GAME So how can gamification help solve some of these challenges? Gamification elements; especially achievements can help motivate your team and direct them towards supporting business goals in addition to delivering a superior customer experience. Here are a few ways that Achievements can be used to drive the change management process: Measure your Success You have your short term project goals around the change management process, as well as longer term business goals. How will you know when you ve been successful? What quantifiable or unquantifiable criteria can be measured before and after? This isn t just about proving you ve done things right, but showing others that the change was for the better. Achievements can be used to not only reward your team for being successful, but also help provide a measurement as to where you are in reaching your goals. For example, you could report back that 50% of the field is half way to unlocking the Time Master achievement, which is linked to submitting time sheets on time and according to company policy. Use Positive Reinforcement There is a reason that parents, schools, video games and businesses use positive reinforcement: it works. Take the example above around completing timesheets. To encourage and reward the team you could treat them to an impromptu box of donuts, congratulating them on reaching 50%! Rewarding users that embrace the change will keep them doing so and will encourage others to join in and you can be creative with your rewards a free lunch, vouchers, a day off or even a bonus for your top performers. The rewards can be something token or significant depending on the level of the achievement. Turn Fear into Fun Achievements can be fun this isn t a negative big brother tactic, this is a fun way to reward team members for providing superior customer service on a frequent, consistent basis. Use achievements to turn the fear around a new project roll out, into something fun!

7 ACHIEVEMENTS CENTER OVERVIEW THE QUEST FOR SUPERIOR CUSTOMER SERVICE STARTS HERE Gamification isn t just for supporting the change management process. Field service organizations can apply these concepts to drive superior customer service through encouraging and rewarding behaviors that ultimately and directly impact your customer s level of satisfaction. Your field personnel are your most valuable players and are often the only physical representation your customer has. Using gamification needs to be just as much about encouraging compliance to new policies and procedures as it is about having fun. Having happy field personnel means increased productivity and a sense of pride that will in the end drive superior customer service. This is why ClickSoftware is happy to introduce the inclusion of gamification across their mobility platform in the form of the Achievements Center. The Achievements Center uses self-motivation to drive improved efficiencies in the field towards continuously delivering superior customer service.

8 EXAMPLE ACHIEVEMENTS WHAT CAN YOUR TEAM ACHIEVE? Here are a few example achievements:

9 NEXT STEPS DRIVE CHANGE WITH ACHIEVEMENTS Just like in gaming, achievements can be used to steer user behavior and drive change. Imagine using your own organization s goals to create configurable, correlating or even progressive achievements to: Drive the change management process and make it fun Improve productivity through motivation and emotionally engage your field workers Deliver a better experience for your customers Provide visibility and tangible results of the great work happening in the field Start Unlocking Achievements! The Achievements Center is coming soon for ClickMobile users for free. Download it today from the ClickSoftware s enterprise mobility app store ClickAppStore exclusively for ClickMobile. ClickMobile is all about empowering users with the tools to increase their productivity: Connect your field employees through communication and collaboration Improve decision-making by providing mobility users with the information they need at their fingertips Drive efficiency with context-aware notifications Offer on-demand training Now with Achievements Center we continue that mission by providing a mechanism to adopt, motivate, achieve and win the quest for superior customer service starts here, with Achievements from ClickSoftware! Not currently using ClickMobile? Learn more at: PLAYER 1 WINS View the Achievements Center Video

10 MOBILE WORKFORCE MANAGEMENT SOLUTIONS ABOUT CLICKSOFTWARE ClickSoftware (NasdaqGS: CKSW) is the leading provider of automated mobile workforce management and service optimization solutions for the enterprise, both for mobile and in-house resources. As pioneers of the service chain optimization concept, ClickSoftware solutions provide organizations with end-to-end visibility and control of the entire service management chain by optimizing forecasting, planning, shift and task scheduling, mobility, and real-time management of resource and customer communication. Available via the cloud or on-premise, ClickSoftware solutions incorporate best business practices and advanced decision-making algorithms to manage service operations more efficiently, in a scalable, integrated manner. ClickSoftware is the premier choice for delivering superb business performance to service sector organizations of all sizes. The company is headquartered in the United States and Israel, with offices across Europe, and Asia Pacific. For more information, please visit and follow us on Twitter.

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