Gamification – Incentivising Blue Collar Workforce
Using games to Drive Business Goals
The idea of competitive play has been an integral part of an individual’s evolutionary process. As quoted by the author of ‘Gamification by Design’, Gabe Zicherman, “Games are the only force in the known universe that can get people to take actions against their self-interest, in a predictable way, without using force.”
Initially, the term “gamification” got people talking when Gartner included it to its “Hype Cycle” list in 2011. Today, 8 years later, it is the buzzword and is widely used by organisations as an incentivisation strategy to enhance productivity and efficiency within the workplace. In fact, according to a survey conducted by TalentLMS, employees feel that gamification makes them more productive (87%), more engaged (84%) and happier (82%) at work. However, gamification is not synonymous to games. It simply seeks to introduce game design elements in the context of non-game scenarios.
Gamification is more than just a trending term du jour and can drive business goals if implemented in the right way. Organisational goals are aligned with individual player goals. Going top-down, the organization achieves its goals as a consequence of its workers achieving their individual goals.
Gamifying Last Mile Deliveries
With the supply chain industry making the most of the current technological boom, automation of end-to-end logistical processes is becoming increasingly popular. However, the final stage of last mile delivery process is still one aspect that unavoidably needs to be performed manually. This process is known to be quite repetitive and labour intensive, and hence requires more physical effort from the delivery agents. The typical delivery-pickup activities of a delivery agent involve combining items from orders, scanning consignments, delivering parcels to and fro doorsteps, all with minimal or no errors to ensure positive customer feedback. The monotonous fulfilment of such steady and recurring tasks can be quite tedious. Due to the nature of work and inadequate incentives, delivery agents consequently tend to slack at times and eventually lose motivation. To ensure productivity and a high level of motivation, gamifying tasks that involve rewarding individuals over the completion of milestones, prove to be a driving factor for riders. Through these implementations, delivery agents can be encouraged for healthy participation in challenges and furthermore feel motivated to complete tasks more efficiently.