Gamification is everywhere now. It is a concept widely being used now by businesses by integrating game mechanics into their functioning to motivate participation, engagement, and loyalty. Over the last couple of years, the gig economy workforce has significantly seen gamification transforming the way they interact, work and more importantly feel about their jobs.
Gamification is backed up by science that to accomplish an action more often, we can simply give people a chance at a reward instead of promising people a guaranteed reward which would turn more profitable for the business.
How is gamification playing a part in the gig economy?
- User Rating – This has brought up good competition among the workers and results have shown that people went out of their way and provided a better quality service to achieve a better rating or comments for their particular work. Every customer can give feedback which would, in turn, change the worker’s rating has improved customer satisfaction and experience.
- Reward Program – If a customer is presented with opportunities to maximize their loyalty rewards and receives smart, targeted communication based on their lifecycle milestones, their individual needs, and preferences, they are more likely to continue to support the company. This includes not only with money, but referrals, repeat purchases, and even social media and public brand retention and advocacy among their communities, thus bringing in new customers.
- Referral Program – Most of the businesses have a referral program because nothing sells better than the mouth of word advertising and incentive-based approach makes it a win-win situation where a user gets a particular reward and customer acquisition becomes easier.
- Leaderboard – This is a great way of increasing healthy competition among the workers and compete with each other to serve the customer better, and thus, increases customer retention and experience.
- Virtual Currency – It makes gamification easier if the business has it’s own virtual currency where it can reward their own currency/points for particular milestones or tasks and can later redeem the points for something.
Hence, gamification delivers an instantaneous, visceral experience of success and reward, and they are increasingly used in the workplace to promote emotional engagement with the work process, to increase workers’ psychological investment in completing otherwise uninspiring tasks, and to influence, or “nudge,” workers’ behaviour. It would be fair to say that the gamification is bringing out the best both for the employee and customer as well, and everyday businesses are exploring different ways to level up faster.