As a tech-first company, you’ve decided to give gamification a try. Maybe you want to see if it works or how it impacts your workforce’s performance. Which metrics should you look out for? Zooming in and out of your gamification KPIs, how do they apply to engagement and retention?
This article highlights the essential metrics you should track on your gamified platform.[ez-toc]
What are KPIs?
KPIs, or Key Performance Indicators, reflect the performance of your employees or business. While traditional KPIs measure business metrics such as leads or revenue, gamification KPIs are tied to employee engagement.
Why do you need to measure your Gamification KPIs?
It’s simply to help you measure your progress (or lack thereof) and decide if gamification is the right retention strategy for your business.
Tracking these KPIs can help you identify metrics such as user participation, challenge level, points accumulated, and social status for reward and recognition. Employees will likely be more engaged when they know their gamified metrics count.
Employee Gamification Metrics
Zooming in at the employee level can help you understand how gamification influences employee happiness and motivation. When looking at their metrics, you try to find patterns in behavior. For example, if some employees spend less time on the platform, perhaps they aren’t as engaged. If some employees have more badges at a high margin, maybe others don’t find the contests fun or challenging.
Here’re some employee metrics to consider on your gamification platform. Keep in mind that they may not be applicable to or provided by your existing provider.
1. Individual Metrics (PBLs)
Points, badges, and leaderboards (PBLs) tell you how well an employee performs based on specific tasks. For example, you could measure how much an agent has collected compared to the previous month.
At a glance, you know your best and least performing employees. With these metrics, you can identify which employees experienced a boost in performance since you adopted gamification for your company. The KPI for reward and recognition is set.
2. Time on App
This metric helps you determine which employees are doing their work efficiently and who needs support. Also, it helps to know which contests or tournaments are more engaging.
With a gamification platform, you can measure the average time spent per session, average time spent per day, and average time spent per week.
3. On-time Completion
When you have a gamification platform, you can expect to have healthy competition between employees. During contests, you can measure the on-time completion of minor and major tasks.
For example, if 2 out of 10 tasks were completed after the allotted time, the on-time rate is 80%. This metric allows you to drill down into specific issues related to each task (such as why tasks are complicated or delayed).
4. Rank Level
The rank level is excellent for understanding how many of your employees are progressing based on the milestones you set. You can see which levels are most challenging (also known as dropoff points) and find ways to modify them to suit an employee or department.
5. Task Success Rate
This metric is calculated by dividing the number of completed tasks by the total number of tasks undertaken during a specified time.
For example, if a call agent made 50 calls during a week and was able to convert ten customers, then their task success rate would be 20%. It’s also an indication of the difficulty of the tasks.
Business Gamification Metrics
Zooming out at the business level can help to analyze your company’s performance and progress. There are two major types of business metrics – financial and non-financial.
Financial metrics represent the results of your business activity, such as revenue, expenses, profits, CAC, CLV, and more. Non-financial metrics measure abstract aspects of the company, such as employee engagement, team productivity, and customer satisfaction.
Here’re some business metrics to consider on your gamification platform:
1. Engagement Rate
The percentage of employees engaged with your gamification platform. It can be measured by the number of points earned, badges earned, or achievements unlocked within a period. If your employees are engaged, they’re more likely to be happy at work and productive.
High employee engagement can help reduce attrition and generate growth opportunities for your company.
2. Return Rate
The return rate measures how many employees are interested in specific tasks or contests. If your retention rate is low, you may need to adjust the game’s rules or incentives so that employees feel more motivated to keep trying again. High return doesn’t necessarily mean high engagement but translates to increased output.
3. Conversion Rate
The conversion rate, similar to the task completion rate, measures how many employees complete the desired action on a task. You could have a contest where users must upsell customers to win extra points and badges. If 5 out of every 20 employees upsell a customer daily, the conversion rate would be 25%.
4. Average Session Length
While engagement rate is a universal metric on a gamification platform, the average session length shows the average time employees spend on a particular task before jumping onto others. It’s a valuable metric to know how enjoyable a gamification system is at every step.
5. Fun & Behavioral Metrics
They are non-business metrics that indicate how much certain employees are proud of their achievements. From sharing badges on the team group to announcing a friendly challenge on the floor, you can already discern that your gamification system is effective.
Where to go from here
The famous business management quote “you can’t manage what you can’t measure” holds true in today’s workplace. No conversation about employee engagement would be complete without discussing the KPIs that help you make better decisions. This is only a short list of KPIs, but the main takeaway here is that gamification has the potential to breed high-performing teams.
If you’re looking for a reliable gamification platform for your company, try ZIZO.