As an emerging technology that has continued to gain traction, the gamification field as a whole has experienced rapid change. The collection of high, lows, hits, and misses that resulted from gamification’s explosive growth has led to a stabilization of successful use cases and lessons learned. Below are three key best practices that you should be aware of when tackling your engagement needs.
1) Taking advantage of data
Data is one of the most powerful tools in today’s technological age. When leveraged properly, collected data can be the determining factor for success or failure. As another hot topic that has permeated enterprises, the collection and analysis of massive amounts of data to better understand a particular population has emerged as one of the most significant aspects of a gamification strategy. In gamification, the data collected builds an understanding of user actions over time. This information helps to further evolve the gamification program itself, while simultaneously driving business objectives. In gamified communities, companies can see metrics for content contribution, commenting, and answering questions. In CRM, companies can see metrics for data hygiene, data accuracy and the timely entry of information.
2) Maintenance
Contrary to popular belief, gamification is an ongoing program. Wherever human behavior occurs, change inevitably follows, and the users of your program are no exception. Maintenance, and evolution, are essential for upholding a successful program, whether it be a gamified online community or a collaborative learning management platform. In addition to using the aforementioned collected data to your advantage, one of the most valuable assets at your fingertips is your gamification provider itself. As your users grow, your solution should adapt and grow as well. Many top-tier gamification companies will offer the services of their experts to ensure that your strategy not only succeeds, but also continues to improve.
3) Realistic expectations
As Gartner’s Hype Cycle points out, gamification has traveled past the Peak of Inflated Expectations and is currently moving through the Trough of Disillusion. Having inflated expectations can reduce the likelihood of building a successful solution. It may sound basic, but having realistic expectations about what your gamification program can or cannot drive is fundamental to success. Though gamification is a versatile business tool, it is not a catch-all solution and can only be used when certain parameters are met. Goals that are set must be realistic and achievable. Likewise, targeted behaviors must be trackable and, most importantly, influenceable.
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