Motivating Your Staff: Not Just Fun and Games
Kevin Akeroyd, SVP Field Operations at Badgeville
Incentive management is bribery. It doesn’t modify behavior. Spiffs are ineffective. Incentives don’t work because they’re short term, not habitual, social, or rewarding.
[BOOM. What a concept. Spiffs have been used for decades to motivate a sales team to perform. Guess what? They don’t work long term. If you’re running contests with prizes such as iPads, TVs, weekend trips, etc., just stop following short sighted strategy.]
2.0 Leadership Issues
- On boarding
- Low motivation
- 5, 25,70 (5% keepers, 25% ok, 70% want to fire)
- Low tool utilization, adoption.
- Repeatability and predictability are tough
Typical Responses to Those Problems
- Add software/tools to do the job
- Additional training
- Add more people
- Use incentives (which don’t work)
- Add process and measurement (metrics)
- Add threats and performance plans
The end result is always the same, VALUABLE MONEY IS WASTED.
Why Don’t They Work?
- They don’t motivate. Teams need to perform at their highest level, and strive for more
- They don’t encourage long term habitual behavior.
- They are short term focused, without long term rewards
- Not social. Does not foster collaborative, recognition-centric environment.
3 components are Personal, Friends/Peers and Across Groups. Personal is related to achievements and goals. Now that I accomplished X, what steps are needed to accomplish Y? Identity, progress toward success, a sense of entitlement and growth are integral to the Personal.
Friends/Peers is related to how do I rate among my group? What is my place in the community, and what do my peers think of me? Central to Community is sharing, and working with others towards common goals.
Groups is related to recognition across team/community as a leader. It is recognition I have achieved Thought Leadership status, mastery of the domain, and can influence direction and decisions.
Recognition is worth more than Spiffs or VIP Access.
Keys to Success
- Gamification enables Behavior Management
- Should be integrated across all silos, apps, devices, and groups
- Needs to be habitual, not just sometimes behavior
- Provides a sense of progress towards a goal
- Is Visual/Social – leaders recognized for achievement and status
- Gamification isn’t a game, the result is a more rewarding desired business process
Who are the Leading Innovators Using Behavior Management?
IBM, Deloitte, EMC, CA, Marketo, Engine Yard, Avivia Health
Aren’t you surprised?
These companies embraced behavior management principles to change how their employees work, and implement long term habits.
- 500% increase in comments in employee communities, forums, collaboration tools
(Side benefit: a substantial decrease of email, which isn’t social or collaborative)
- 140% increase in time spent in-app, on-site / mobile
- 60% increase in voluntary employee engagement
- 22% Improvement in first-time certification, on boarding
(better quality training results, shorter ramp up to productivity)
- 17% increase in Customer Satisfaction
- 31% improvement in process adherence, quality metrics
(higher performance across the group)
An Integrated Platform Approach captures, rewards, and visualizes all behaviors whether customer or employer facing.
Design is Everything
Have clear business objectives. Define Behaviors and Rewards. Define Social Elements. Configure the user experience. Deploy with integration through your site, and track engagement analytics to measure progress.
This really is a Science, not an Art. Kevin advised attendees to create a unique model to drive desired activity through all phases of the user life cycle.
Show progress, and how you got there, how you’ll get to the next step. Who is ahead, who is behind you? Make is visual using leader boards, achievement showcases, badges, levels, and point. Make it a habitual process. Use analytics, metrics, measurements, optimizations to generate a Behavioral Health Report.