Gaming Customer Service and Collections

Earlier this year, I wrote about the trend of gamification, where companies are using game techniques like rewards and treats to engage with an audience. I proposed at the time that it would be a great tool for lenders to interact with their customers. But there’s a flip side to that idea, too.

A new startup, called FreshDesk, is attempting to use gamification to improve a company’s customer service scores. Employees who close tickets fast or who can resolve an issue in a single phone call are rewarded with prizes and treats, and the information is shared with the rest of the office.

This type of strategy has applications on both the customer service and collections sides of the auto finance business. Customer service reps at finance companies can earn points for dealing with inquiries from customers, and collectors can earn points for extracting payments or promises to pay. Collection agencies have long had commission or financial incentives to reward its best collectors. Now, there’s an app for that.

Employees who use FreshDesk can see their rank and score increase and can grow from “Support Newbie” to “Support Guru.” This could actually help lenders steer calls to representatives or collectors who have earn proficiencies in different areas, thereby improving their overall customer satisfaction and collection rates.

Employees can also be given “quests” or challenges to complete, adding another motivational layer onto the gaming platform.

Knowing the score and who’s winning and who’s losing is embedded within our DNA as humans. The four-year-olds I coach in soccer want to know after practices and games if we won or lost. They don’t even know how winning or losing is determined yet, but they want to know where they stand relative to the four-year-olds on the other side of the field. Applying that same logic within the office can be a very effective tool for improving employee performance.