Magazine article CRM Magazine
Turning Business into Pleasure: As Enterprises Turn to Gamification, Measurable Action, Reputation, and Incentives Are All Part of the Equation
By 2013, it's estimated that more than half of all enterprises will include gamification as part of their social business initiatives, according to a report by Constellation Research, a specialty research and advisory firm, which surveyed 55 early adopters of the strategy.
Gamification, the use of game design techniques and mechanics to engage audiences and make mundane tasks (such as completing surveys, filling out forms, filing taxes, or reading content on Web sites) more engaging, has strong potential in the business world, according to the report, titled "Demystifying Enterprise Gamification for Business."
The report outlines six key elements that drive engagement by individuals, groups, and communities: intrigue, reward, fun, challenge, community, and status. Gamification, in a sense, is the lens through which an enterprise can see "what people are interested in and what do you want them to do?" says Ray Wang, principal analyst and CEO of Constellation Research.
Gamification can help you understand "lineage," Wang explains, or the context surrounding a particular action or outcome, which can help with "decision support."
Within the enterprise environment, monetary incentives could serve as attractors and ignite early interest, but this might not necessarily contribute to long-term, sustainable outcomes. …