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市場調查報告書

客服中心遊戲化產品、市場報告

2014 Contact Center Gamification Product and Market Report

出版商 DMG Consulting LLC 商品編碼 310318
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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客服中心遊戲化產品、市場報告 2014 Contact Center Gamification Product and Market Report
出版日期: 2014年09月17日 內容資訊: 英文
簡介

本報告提供遊戲化市場上企業、打入市場策略、產品和服務、基礎技術、功能的能力、關於費用及計劃中的創新詳細調查、市場趨勢、課題與競爭情形分析、市場活動和實行的最佳業務實踐相關的洞察等彙整資料,為您概述為以下內容。

第1章 摘要整理

第2章 簡介

第3章 DMG Consulting 調查手法

第4章 遊戲化是什麼?

  • 遊戲化定義
  • 供應商的遊戲化方法
  • 遊戲化解決方案核心,附加價值及選擇零組件

第5章 客服中心生態系統的遊戲化

第6章 遊戲化服務提供模式

第7章 遊戲化趨勢、課題

第8章 遊戲化市場創新

第9章 千禧新生代、社群媒體及客戶參與的新規則

  • 千禧新生代及新人力資源統計
  • 遊戲的開始

第10章 達成、未達成遊戲化

  • 進行、不進行遊戲化的人
  • 遊戲化決策的組成架構

第11章 遊戲化市場活動

第12章 遊戲化的競爭情形

第13章 遊戲化供應商、解決方案

  • 高標準企業摘要
  • 供應商策略
  • 供應商服務、產品
  • 高標準產品資訊

第14章 遊戲化詳細功能分析

  • 遊戲化功能
  • 利潤、認證
  • 設計,設定及結構
  • 整合
  • 匯報,儀表板及分析

第15章 遊戲化的利用,優點及投資收益率(ROI)

  • 遊戲化的利用
  • 遊戲化的優點
  • ROI優點的類別

第16章 實行分析

  • 實行流程
  • 訓練、研討會及支援服務
  • 實行的最佳業務實踐

第17章 費用

  • 雲端型費用

第18章 企業報告

  • Badgeville
  • Bunchball
  • ClearView
  • nGUVU
  • PlayVox
  • Snowfly

附錄

圖表清單

目錄

DMG Consulting's inaugural edition of the Contact Center Gamification Product and Market Report is the only publication that provides an in-depth look at this key IT sector. The Report explores the companies, go-to-market strategies, products and services, underlying technology, functional capabilities, pricing and planned innovations in the gamification market. It also analyzes market trends and challenges and the competitive landscape, and provides insight into market activity and implementation best practices, to help users understand the market so they can acquire the right gamification capabilities for their organization.

The concept and practice of using challenges and reward levels to engage people has been around for years. Many customer-facing organizations like airlines, retailers and credit card companies use reward programs to build brand loyalty and incentivize repeat business. Now the market is taking this a step further by packaging gamification solutions, giving companies a framework, development environment and tools to create custom programs that differentiate the organization for employees and customers alike.

The emerging gamification solutions are being designed to engage employees and customers using game mechanics, intrinsic and extrinsic rewards, and recognition rooted in the principles of behavioral science to drive desired outcomes. These new applications are growing in popularity and are being incorporated into internal production environments and customer-facing websites to engage and retain personnel and customers.

Gamification in the contact center

Gamification solutions empower employees by giving them visibility into their performance, with tools and the means to make self-directed improvements and sustainable changes (thereby improving the experience they deliver to customers). Gamification is ideal for staff-intensive environments and operating areas in both front- and back-offices, and it's especially valuable for helping to capture and retain an increasingly Millennial workforce. Challenges, tasks, activities and quests are designed to motivate staff, "level-up" performance and tie into important key performance indicators (KPIs). Many of these solutions come with internal social media communities that promote collaboration and friendly competition while also providing a welcome diversion that supports departmental goals and enhances the customer experience.

A growing number of contact center requests for proposals (RFPs) for workforce optimization (WFO) solutions are asking vendors if they offer gamification functionality. These capabilities are a logical fit for WFO suites, and many of the leading and contending WFO suite providers have already incorporated, or are planning to incorporate, gamification modules into their solutions. Ultimately, gamification tools will be used to make findings from performance management, quality assurance, workforce management and surveying solutions more actionable for contact center leadership.

Gamification for customers

Building on today's ubiquitous game addictions (think: Angry Birds and Candy Crush), customer-focused companies are employing game mechanics to promote customer engagement, driving participation in online community sites and encouraging active ("out loud") brand loyalty. By making routine customer activities fun and even competitive, companies can not only improve customer satisfaction, but also get customers to take certain actions themselves without requiring assistance from costly agents and employees. Gamification is being used for things like on-boarding, product registration, assembly instructions, tutorials, frequently asked questions, and more. By rewarding customers for handling these actions on their own, companies are seeing growing traffic in the self-service portions of their websites as customers look for additional ways to earn points and achieve higher status levels in the game.

Over the next 18-24 months, DMG expects to see substantial research and development (R&D) investments in the area of gamification. During this period of active innovation, prospects should take the opportunity to share their specific requirements with vendors. When a market is new, vendors often race to get their solutions to market, but welcome ideas to enhance them.

Although most of the demand is currently being seen in the US, DMG expects interest in gamification functionality to grow quickly across other geographies. Contact center vendors will continue to incorporate gaming techniques into their solutions through internal development, partnerships and/or acquisitions. As the gamification sector matures and the applications themselves become more robust and easier to use, DMG anticipates they will generate data and analytics that will be used to develop more personalized motivational tools for employees and customers.

DMG covers emerging contact center trends and IT sectors that are likely to have a lasting impact on the market. Coverage is initiated early to help end-user organizations understand emerging solutions and provide information that aids proper solution identification and acquisition. The 2014 - 2015 Gamification Product and Market Report is the only in-depth analysis of the gamification market. This timely and thorough guide analyzes six vendors that provide gamification solutions to contact centers, although a few of these solutions are designed for broader use. The five vendors covered in detail are: Badgeville, Bunchball, ClearView, PlayVox and Snowfly. nGUVU, with a solution expected to be released in January 2015, is covered at a higher level..

Report Highlights

  • Gamification has the potential to take employee and customer loyalty to a whole new level: The concept of earning points and status with customer-facing brands has existed for quite some time. For the first time, vendors are offering packaged gaming solutions that provide a framework, development environment and tools that allow companies to truly differentiate themselves to both their own employees and their customers.
  • Gamification solutions empower employees and reduce churn: Rooted in behavioral science, gaming tools promote collaboration and friendly competition among workers through creative challenges and quests. These applications empower employees with tools to improve performance, enhance the customer experience they deliver, gain recognition and better meet KPIs - all of which leads to higher job satisfaction, reduced operating costs and an improved bottom line.
  • Customers love a good challenge: Gaming is rampant. Companies are leveraging this gaming addiction to drive increased engagement and brand loyalty through contests and rewards. Although gamification is still in its early stage, all signs indicate user companies are experiencing the desired outcomes these solutions purport to provide.
  • This market is new and will grow quickly: Gamification solutions are in their infancy, and interest is mainly being seen in the US. DMG expects interest to grow around the globe, and for WFO suite providers and many other vendor categories to incorporate this helpful and practical functionality into their solutions as demand increases.

Key Reasons to Buy this Report

  • Definition of gamification and the various approaches being used by vendors to deliver these solutions
  • Overview of gamification, including service delivery models and the functional components that comprise these solutions
  • Analysis of the trends and challenges that are driving interest and adoption
  • Review of product enhancements that are on the vendors' short-term roadmaps
  • Discussion of the how the Millennial workforce is driving changes in corporate culture and business practices
  • Best practices for succeeding with a gamification initiative
  • Market activity analysis
  • Review of the gamification competitive landscape
  • In-depth review and side-by-side comparative analyses of gamification vendors and products, including key functional capabilities of the five featured solutions
  • Examination of gamification uses and benefits
  • Detailed pricing comparison for cloud-based gamification solutions
  • Company reports for the six featured vendors, analyzing their products, functionality and future product development plans
  • Gamification Vendor Directory

Sample Figure

Table of Contents

1. Executive Summary

2. Introduction

3. DMG Consulting Research Methodology

  • 3.1. Report Participation Criteria

4. What is Gamification?

  • 4.1. Gamification Defined
  • 4.2. Vendor Gamification Approach
  • 4.3. Core, Value-Added and Optional Components of Gamification Solutions

5. Gamification in the Contact Center Ecosystem

6. Gamification Service Delivery Models

7. Gamification Trends and Challenges

8. Gamification Market Innovation

9. Millennials, Social Media and the New Rules of Customer Engagement

  • 9.1. Millennials and the New Workforce Demographic
  • 9.2. Let the Games Begin

10. What Gamification Does and Does Not Accomplish

  • 10.1. Do's and Don'ts of Gamification
  • 10.2. Gamification Decision Framework

11. Gamification Market Activity

12. Gamification Competitive Landscape

13. Gamification Vendors and Solutions

  • 13.1. High-Level Company Summary
  • 13.2. Vendor Strategies
  • 13.3. Vendor Offerings and Products
  • 13.4. High-Level Product Information

14. Gamification Detailed Functional Analysis

  • 14.1. Gamification Features
  • 14.2. Rewards and Recognition
  • 14.3. Design, Set-Up and Configuration
  • 14.4. Integration
  • 14.5. Reporting, Dashboards and Analytics

15. Gamification Uses, Benefits and Return on Investment (ROI)

  • 15.1. Uses of Gamification
  • 15.2. Benefits of Gamification
  • 15.3. ROI Benefit Categories

16. Implementation Analysis

  • 16.1. Implementation Process
  • 16.2. Training, Workshops and Support Services
  • 16.3. Implementation Best Practices

17. Pricing

  • 17.1. Cloud-Based Pricing

18. Company Reports

  • 18.1. Badgeville
  • 18.2. Bunchball
  • 18.3. ClearView
  • 18.4. nGUVU
  • 18.5. PlayVox
  • 18.6. Snowfly

Appendix: Contact Center Gamification Vendor Directory

Table of Figures

  • Figure 1: Vendor Definition of Gamification
  • Figure 2: Vendor Gamification Approach
  • Figure 3: Gamification Functional Building Blocks
  • Figure 4: Gamification Trends
  • Figure 5: Gamification Challenges
  • Figure 6: Future Enhancements
  • Figure 7: Millennial Generation Workforce Profile
  • Figure 8: Providing Timely Feedback is Essential for Motivating a Millennial Workforce
  • Figure 9: Gamification Features to Support the Millennial Workforce Challenge
  • Figure 10: Gamification Do's and Don'ts
  • Figure 11: Gamification Decision Framework
  • Figure 12: Market Activity
  • Figure 13: Company Information
  • Figure 14: Vendor Gamification Strategy
  • Figure 15: Gamification Products
  • Figure 16: High-Level Product Information
  • Figure 17: Gamification Features
  • Figure 18: Rewards and Recognition
  • Figure 19: Design, Set-Up and Configuration
  • Figure 20: Integration
  • Figure 21: Reporting, Analytics and Dashboards
  • Figure 22: Gamification Uses
  • Figure 23: Benefits of Gamification
  • Figure 24: Vendor Benefit Categories Used to Calculate ROI
  • Figure 25: Vendor Implementation Process
  • Figure 26: Training, Workshops and Support Services
  • Figure 27: Implementation Best Practices
  • Figure 28: Gamification Costs - Cloud-Based (for a 250-seat contact center)
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