After successful experiences, Senior, one of the main Brazilian suppliers of management software, started to invest in the gamification methodology, based on game concepts in the corporate environment, to increase the productivity and engagement of the teams, in addition to increasing new business opportunities. In practice, in just five months, the company increased the number of qualified leads (business opportunities) by 58% and significantly improved the organizational climate of the Demand Generation team.
The gamification campaign was called “Folia do GDólar” and aimed to ensure that the Demand Generation team reached 100% of the monthly qualified leads target. For this, Senior created colored coins, named GDólar, which were given to employees whenever they generated a lead. At the same time, he set up a board with a team progress bar and installed a bell in the area, which was rung whenever someone created a new opportunity.
“We created motivating posters and plaques within the department, creating an environment and an experience very close to that of a game, to encourage people to engage with the action”, points out Anabela de Lucca, Demand Generation Coordinator at Senior. She says that another important factor of the project was the creation of a Stock Exchange for the action, in which the value of coins received for generating leads varied throughout the day according to the number of qualified demands.
At the end of each week, professionals could use the coins to buy items such as park and movie tickets, spa vouchers, baskets of food products, among others, at an auction; in addition to using the GDollars to buy books, pens, sweets, etc., in a store created especially for the action. In addition, professionals received points, badges and progress status, which generated great engagement with the initiative, as well as recognition from other areas of Senior.
keeping the motivation
Excited by the results of the gamification action, Senior opted to promote a second stage of the project with the Demand Generation team, recycling part of the activities, with the aim of keeping professionals even more motivated.
“Gamification stimulates characteristics that are important for people's success in the workplace: competitiveness, cooperation and the search for recognition”, says Senior's Demand Generation Coordinator. “By encouraging these behaviors in the game, the results came naturally. And, most importantly, we were able to maintain significant growth in lead generation, even in a time of unfavorable economy”, he adds.
Among the novelties of this new stage of the gamification project is the use of a board, on which it is possible to see the individual evolution of team members.
“The GDollar (currencies), the fluctuation of the Exchange, the prizes and the auction motivated the search for the result beyond the target. Another idea I found interesting was the actual board game. As I am a very competitive person, I felt even more motivated to come first. I came from companies where these things did not exist and I can say that this makes my day much more pleasant”, says Leandro Kniss, CRM Assistant at Senior.
In addition to the Demand Generation area, the gamification methodology has also been previously adopted in other sectors at Senior. The company had already used the Coding Dojo, a new training format based on martial arts, to encourage the technical evolution of its Software Development and Quality teams. Another area that also adopted the methodology was the Senior Corporate University, a learning center aimed at professionals who work with the company's solutions, to engage the company's Consultants in their Technical Certification.
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