Game-mechanism for more acceptance of business software in the car dealership: EASI’R launches Gamification for its lead-management solution
Chemnitz/Aarhus, March 2017 – The biggest challenge regarding the usage of lead-management software in a car dealership: Motivate the employees to really use the software. In order to make regular and gapless usage by the sales team as attractive as possible, the automotive IT company Loyalty Factory is now launching a “Gamification feature” for its lead-management solution EASI’R.
Future researcher and gamification expert Nora S. Stampfl from f/21, Büro für Zukunftsfragen (transl.: office for future questions), in Berlin, explains the concept: „The success of the usage of business software stands and falls with the participation of the employees. Since almost nothing attracts as much attention, and knows how to motivate people and elicits engagement and endurance like games do, a gamification approach of such a software seems to be natural. With this new approach, elements that we know from video games, e. g. points, badges or leaderboards, are being integrated into the software. With the help of such game mechanisms, can gamification create a motivation-accelerating system made of incentives, feedback and rewards, which moves the behaviour in a desired direction.”
This is how the EASI’R gamification feature works:
For every action that has been successfully executed with EASI’R during the lead processing work, the system awards the user with a certain amount of points. He who e. g. has accepted an online lead that has just come from a dealership website, has sent a marketing e-mail via the system or has registered an appointment for a test drive in his user dashboard, gets points. How many points are attributed to each action, can be determined individually by the sales managers in a car dealership.
The time factor is important as well. The idea behind this is: The faster a lead is being processed further, the more points the user will receive – because this trains the sales team to fulfil the customer expectations of quick follow-ups, especially to their online requests. Altogether, the users can play through 15 different levels by collecting points. If a user reaches a certain intermediate level, EASI’R will award them with badges, e.g. a virtual prize cup.
Rankings and Likes for a casual competition amongst colleagues in the car dealership
To ignite the sporty ambition in the team, EASI’R shows each employee on the right site of the lead-management dashboard, how many points and badges the other team members have already won. The colleagues can follow the actions of the other employees any time and can also give each other positive feedback, e. g. by “liking” when a colleague has registered an initial customer contact in EASI’R. A ranking of all team members shows each employee which position he/she is currently occupying.
EASI’R CEO Mikael Moeslund: „The user acceptance is very decisive. It is crucial that the daily usage of a lead-management software is fun and that the users get familiar with it in a playful way.”