The Role of Intrinsic Motivation in Agent Engagement

Chris Mounce at EvaluAgent explores gamification and the role of intrinsic motivation in agent engagement.

In the dynamic world of contact centres, agent engagement is a persistent challenge. A lack of engagement not only affects performance but also leads to attrition.

But what if there was a way to turn this challenge into an opportunity? Enter gamification, a strategy that’s making waves in the contact centre industry.

The Challenge: Agent Engagement

Agent engagement is at the heart of a contact centre’s success. Engaged agents are more productive, provide better customer service, and are less likely to leave their jobs.

However, the repetitive nature of contact centre work can lead to a lack of motivation and engagement. This lack of engagement can have far-reaching consequences, affecting customer satisfaction, team morale, and the overall success of the contact centre.

A Success Story: Custom Badges for Engagement

Consider a contact centre for a gaming company that faced this very challenge. They turned to gamification and introduced custom badges as rewards.

These badges, resonating with the gaming industry, acted as a powerful motivator for agents. The result? Agents were more engaged with the quality assurance process, and performance soared.

This example illustrates how a well-thought-out gamification strategy can transform the work environment.

Understanding Intrinsic Motivation

Intrinsic motivation is about doing something because it’s enjoyable or satisfying. In a contact centre, this could mean the joy of helping a customer or the thrill of meeting a target.

Gamification taps into this intrinsic motivation by introducing game-like elements into the work environment. By aligning work tasks with intrinsic rewards, gamification can create a more engaging and fulfilling work experience.

Making Gamification Work

Gamification isn’t a one-size-fits-all solution. It requires understanding your agents’ interests and tailoring the rewards to resonate with them, just like the custom badges for the gaming company’s agents.

Here’s four ways you can make gamification work in your contact centre:

1. Identify What Motivates Your Agents: Understand what drives your agents and design rewards that align with their interests.
2. Create Fair and Inclusive Mechanics: Ensure that all agents have an equal chance to win and that the game elements cater to different skill levels.
3. Monitor and Adjust: Regularly review the effectiveness of your gamification strategy and make necessary adjustments to keep it engaging.
4. Integrate with Existing Processes: Seamlessly integrate gamification into your existing workflows and processes to ensure a smooth transition.

The Impact of Gamification

When implemented effectively, gamification can have a profound impact on agent engagement. It can make work more enjoyable, boost morale, and foster a sense of community among agents.

This can lead to higher levels of productivity, improved customer service, and a more positive work environment. The benefits of gamification extend beyond mere entertainment; it’s a strategic tool that can drive real business results.

Conclusion: Turning Challenges Into Opportunities

Agent engagement is a complex challenge, but it’s not insurmountable. By understanding your agents’ intrinsic motivation and leveraging gamification, you can turn this challenge into an opportunity.

The success story of the gaming company’s contact centre shows that gamification can be a powerful tool when tailored to resonate with agents. It’s not just about playing games; it’s about creating a work environment that’s engaging, rewarding, and aligned with your agents’ interests.

The game is on, and the opportunity is yours to seize. Embrace gamification, and watch your contact centre thrive!