LET THE GAMES BEGIN!
Client Profile:
A digital services company with more than 5,000 employees in 35 offices nationwide was working with Smart Track by DCR. They were having
difficulty enticing their end user to use the Vendor Management System (VMS) effectively and completely.
Challenges:
The client was already running Smart Track by DCR as their VMS for more than two years with overall success. However, one of their challenges
was getting their end users to fully incorporate the all of the components. The end users thought that it was a boring chore to log in to the
VMS, complete the tasks and input additional information.
This resistance to utilizing the system in its entirety led to incomplete requisitions, delays in processes such as resume feedback as well as
many alerts and reminders sent from the system on a daily basis which only added aggravation. Additionally, there was an inconsistency of
quality – some records were more complete than others and key data or assets were completely missing.
This frustrated many stakeholders including suppliers, Managed Service Providers (MSPs) and the procurement department - especially
because they knew that they could derive more value from the complete use of all the functionality the system had to offer if only it was used
completely.
For example, job requisitions that were submitted without detailed descriptions and defined skills required led to a smaller pool of qualified
candidates and a longer time-to-fill or even a higher turnover rate. Similarly, a delay in hiring managers providing feedback on resumes
submitted resulted in a longer time-to-hire and the increased possibility of missing deadlines. So many improvements and efficiencies as well
as selecting from a larger candidate pool with the best skillset hinged on getting the data entered, but the end users were aggravated, bored
or frustrated. It was time to abolish aggravation, banish boredom and finish off frustrations.
The Path:
DCR realized that the true challenge was one of inclusion and adoption. The solution lay in finding a way to increase end user motivation
and engagement, so that they’d be excited to log into the system every day to complete tasks and fill out important fields completely.
The thought behind this was that engagement is about utilization – if the end users were engaged and using a system, a process or tool,
the organization would better be able to measure the utility, value and metrics of them. It was time to let the games begin!
DCR decided to implement gamification as an innovative concept to drive and influence end user adoption based on the principles of
game mechanics and social computing. A complete gamification solution was built into Smart Track.
Through point systems, users such as hiring managers could earn points by completing simple tasks and activities – the points were used
as motivators for filling out fields and performing tasks that might be overlooked. For example, providing pre-screening questions or
enhancing the required job description are all value-added tasks that present opportunities to earn points.
Leaderboards were used to instill the feeling of constructive competition and accomplishment. Smart Track’s transparent leaderboards
allowed users to immediately see how they stacked up against their peers, creating a motivator to earn more points and achieve a higher
rank.
To further maximize engagement, the DCR team worked with the client to build in specific incentives and rewards that met organizational
requirements and needs. These rewards were then used to help end users not only become engaged, but also keep their attention and
maintain continuous interaction with the system.
By using tools such as point systems, leaderboards and community-driven recognition, usage of the system became goal-oriented and
generally incited a stronger emotional investment into the activity of using the VMS thoroughly. And like any good game, it was just plain
fun.
Impact:
Points and rewards made Smart Track entertaining. The original opposition to using the system daily subsided. Use of the complete
VMS increased.
Gamification was used to help shape preferred end user behavior by rewarding individuals through recognition for following the right
steps, completing activities on time and filling out requisitions completely.
In a span of only two months, end results included:
• Increased feedback on resumes from 7% to 24%, and the interval of providing it shrunk to within 24 hours of submission to
the system
• Reduced number of reminders being sent for timecard approvals by 22%
• Increased number of requisitions with detailed descriptions and skills by 34%
But what really earned DCR points, aside from taking something boring and turning it into something to look forward to, was that the
client now had much better insights into their entire contingent workforce process. Game on!
Gamification rewarded end users for following the right steps, completing activities
on time and filling out requisitions completely.
“By creating a competitive atmosphere, DCR increased
engagement almost overnight with our end users!” –
Strategic Sourcing Manager
Email us at [email protected] or call us at 1-888-DCR-4VMS!
We’ll answer questions, get you more info or schedule a demo so you can see it in action.
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