What if gamification was an adapted response to the employee engagement crisis? The point of view of MASLO, a recognized expert in sales gamification
In a context where the commitment of French employees is reaching historic low levels, companies are looking for innovative solutions to re-motivate their teams and consolidate fragile relationships. Gamification, the application of game mechanisms to the professional world, is emerging as a promising response to this crisis. We take stock of the issue and offer you our vision on the matter...
The commitment crisis in France: an economic and societal challenge
An edifying Gallup study on employee engagement in France
Employee engagement, well-being at work, lThe Gallup 2024 study published recently offers a fairly alarming overview of the situation, and especially in France, where only 7% of French employees say they are committed to their work. A problematic score that places French employees at the... 38th and last place in terms of professional commitment in Europe. And that sounds like a warning message for businesses, revealing a profound malaise in French society.
The economic and social impact of professional disengagement
The reality is as follows: the real cost of disengagement in France is in the billions of euros each year. The national survey that we carried out at the end of 2023 with a panel of 930 salespeople reveals that The disengagement of a single employee costs an average of €14,580 per year to the company. A staggering figure that speaks for itself and reflects, beyond the strict financial aspect, a state of affairs with significant social repercussions that are more difficult to measure accurately. But we are talking about social issues rooted in the reality of the field and which are called quality of life, well-being at work or mental health of employees.
At the roots of disengagement: a multifactorial crisis
The Maslo survey also reveals that 7 out of 10 salespeople feel that they do not have access to the tools and resources they need to succeed in their missions. A number behind which complex human realities are hidden. But this lack of resources, combined with a lack of recognition and prospects for development, creates fertile ground for disengagement, or at least the lack of commitment. In this context, it is impossible not to mention the impact of the Covid crisis as a catalyst for a certain collective awareness: confinement and forced teleworking have led many employees to question the meaning or usefulness of their work. With the direct consequence of a major wave of resignations after the pandemic, especially in the USA (the phenomenon of “Great Resignation”), as well as a massive rural exodus of employees in the tertiary sector, facilitated by the democratization of teleworking...
Gamification: a response that makes sense
A brief history of the concept of gamification
As a reminder, gamification (or gamification), is a strategic approach that consists in transposing mechanisms and principles from the game world to non-fun contexts, such as the professional environment. This method, theorized by Gabe Zichermann (an American-Canadian entrepreneur and speaker) in the early 2010s, aims to stimulate the engagement, motivation and performance of individuals by exploiting the psychological, emotional and social levers specific to games.
It is based on 4 fundamental pillars : the meaning (or the reason for being), the feedback, the challenge and the reward and integrates elements such as point systems, badges, levels to overcome, rankings, challenges, and rewards. All within a narrative framework consistent with the objectives sought. In short, a truly disruptive approach to the world of work, more stimulating, more interactive and responding directly to the fundamental needs for recognition and achievement, which are essential for professional commitment.
Increased relevance in a context of disengagement
Even if the rise of the phenomenon predates the 2020s, the activation of a gamification strategy in the context of the commitment crisis mentioned above actually seems to be a doubly relevant response. And while it would be simplistic to say that gamification is the solution to all the professional ills of the time, it is a highly effective antidote... Provided it is well deployed (we will come back to this...).
So, according to a study by Gallup, Businesses that incorporate gamification elements into their practices see a significant improvement in morale and a 20% higher employee retention rate. However, to be effective, gamification must be thoughtfully designed, in alignment with corporate culture and organizational goals, while maintaining a balance between stimulation and excessive pressure.
Case studies: when gamification transforms engagement
The effectiveness and overall relevance (employee satisfaction, increased sales) of a well-designed gamification strategy is uncontested, as evidenced by the following 3 examples:
- The Kobia case - In 2022, this sales manager (considered “underperforming” by his management) saw his commercial results increase considerably via an innovative gamification strategy, based on a mobile application that puts his agents in competition, with the sending of automated messages and the payment of rewards.
- Nike Run Club - Launched in 2006, Nike Run Club is a fitness app that uses gamification to motivate users. It offers personalized challenges, virtual rewards, and social rankings. Users earn “NikeFuel points” based on their physical activity. The app led to a 30% increase in user engagement and significant growth in running shoe sales.
- Salesforce Trailhead - Trailhead is a gamified learning platform for Salesforce users and developers. She uses a metaphor for hiking with “trails” to follow and badges to collect. Users earn points by completing modules and quizzes. With over 2 million users collectively earning over 20 million badges, Salesforce has seen a significant increase in product adoption and a reduction in training costs.
Social and psychological benefits of gamification at work
Another advantage in favor of gamification in the context that interests us: gamification generates measurable psychological benefits. A decisive positive point that goes beyond the sole factor of performance. It thus meets fundamental needs such as: recognition, a sense of achievement and belonging to a group. The survey we carried out on this subject reveals that 73% of users of their platform feel a strong sense of belonging to their company, compared to only 60% for non-users. A result that is anything but anecdotal.
Overall, it turns out that by creating a more stimulating and engaging work environment, gamification promotes collaboration, reduces work-related stress and anxiety. It also plays a crucial role in learning and developing skills, encouraging continuous self-improvement and reinforcing a sense of competence and autonomy, key factors in intrinsic motivation. In summary: gamification works!
Implementation of an “ethical” gamification strategy
Through the design of challenges that combine performance and employee well-being
It works... When it's done right. Indeed, in terms of gamification as in any transformation process, nothing is written in advance. Improvisation or unpreparation generally do not give convincing results. It is crucial to distill the right challenge to the right place, at the right time and to the right people.. Implementing an effective and ethical gamification strategy requires a thoughtful and structured approach.
It is not simply a question of creating competition, but of designing challenges that stimulate performance while maintaining the well-being of employees. The Maslo survey shows that 73% of users of their platform believe that their work environment is conducive to their success, compared to only 43% for non-users. These figures highlight the importance of a carefully thought-out implementation that is adapted to the specific needs of each company and its employees.
... And “embed” the factors of personalization and inclusiveness
No universal solution, no magic formula, gamification does not work the same for all. Each employee is unique, with their own motivations, goals, and preferences. An effective gamification strategy must therefore be customizable and inclusive, allowing everyone to find their place and progress at their own pace. This tailored approach takes into account individual differences, whether in terms of learning styles, skills, or career aspirations.
Personalization can take place in a variety of ways: by offering a choice of challenges adapted to each individual's skills, by offering varied rewards that meet individual preferences, or by adjusting the difficulty level of the objectives according to the abilities of each employee. As for inclusiveness, it must ensure that all team members, regardless of seniority, hierarchy, or abilities, can participate in and benefit from the gamification system.
Thus, an approach that favors personalization and inclusiveness not only promotes individual commitment, but also strengthens team cohesion by valuing the diversity of talents and contributions. It creates an environment where everyone feels recognized and valued for their unique efforts, while contributing to the common goal of the company. And This is precisely where solutions like the ones offered by Maslo come into their own. : by offering tools that can be adapted to the specific needs of each company and each employee, Maslo makes it possible to design tailor-made gamification experiences, which can be adjusted in real time according to user feedback and performance, thus ensuring the continued relevance and efficiency of the system.
Measuring the impact of gamification with engagement and performance KPIs
To ensure the effectiveness of gamification, it is crucial to set up relevant performance indicators (KPIs). These KPIs must measure not only commercial performance, but also user engagement and satisfaction. Maslo offers analysis tools to monitor these indicators in real time., thus offering a clear vision of the impact of gamification on engagement and performance. These cover both sales performance (turnover, conversion rate) and employee engagement (rate of participation in challenges, feeling of belonging). In this case, it is essential to correlate these KPIs with broader business goals, such as reducing turnover or improving the employer brand.
Overall, a controlled “data-driven” approach makes it possible not only to justify the investment in gamification, but also to optimize its long-term effectiveness, by promoting close collaboration between HR, marketing and sales teams.
The Maslo method, a personalized and ambitious approach
Combining technology and social responsibility
La Maslo method relies on a thorough understanding of the fundamental needs of salespeople, inspired by the Maslow's Pyramid. This personalized approach starts with security, by offering total transparency on variable remuneration. Maslo displays bonuses and commissions in real time, eliminating the common problem where 90% of salespeople are not fully informed of their potential earnings.. This financial clarity is crucial, especially for salespeople whose income depends largely on commissions. By providing this visibility, Maslo is laying the foundations for a safe and motivating work environment.
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Cultivate a sense of belonging and recognition
By cultivating a strong sense of belonging, our approach goes beyond simple remuneration. The platform offers team challenges, social recognition, virtual events, and discussion space, thus meeting the need for sales representatives to belong. These elements promote collaboration, provide emotional support in times of stress, stimulate motivation and healthy competitiveness, and facilitate the recognition of successes. In addition, Maslo encourages the sharing of experiences, strengthening collective learning and professional development. A community dimension that reaffirms the importance of each salesperson within the organization, creating an engaging and supportive work environment.
Foster self-esteem and personal achievement
The Maslo method culminates in the satisfaction of the needs for esteem and achievement.. The challenges offered allow salespeople to demonstrate their skills and strengthen their confidence. The varied rewards system, including variable compensation, gifts and team building activities, encourages success and builds self-esteem. Recognition badges, visible to everyone, promote mutual respect and peer recognition. Taking on fun challenges, receiving rewarding rewards for the efforts made, measuring progress: all factors of personal and professional achievement for sustainably committed employees, aligning individual goals with those of the company.
Conclusion: towards gamification in the service of social progress?
Without any doubt, a well-implemented gamification strategy appears to be a real driver of commitment and growth for companies undergoing a profound (and undoubtedly lasting) evolution in the expectations and motivations of their employees. Maslo is fully convinced of this, through the feedback, testimonies and results of our customers. These are all signs that reinforce our ambition to make gamification a real lever for social progress., extending it to areas other than commercial performance alone. Continuing education, well-being at work, CSR: the possibilities are vast and promising. Much more than a simple “performative” tool, it can become a virtuous vector of positive business transformation.
Today, the adoption of an ethical and responsible gamification strategy is not only a strategic choice, it is an investment that resonates with the aspirations of a society in search of sustainable landmarks. By taking up the challenge of commitment, French companies have the opportunity to create a more motivating, more efficient and more human work environment. Gamification, when properly implemented, can be the key to unlocking this potential and sustainably transforming the world of work.
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