About The Client
The client is a multinational pharmaceutical company based in India. It has been in this business since 1984, started as testing laboratories in India, and has made footprints in several countries. The company rapidly became one of the most reputable and respected pharma organizations in the APAC market. Their team of researchers and scientists is committed to delivering affordable medication and healthcare solutions via innovative medicines. The company is a leader in pharmacological innovations. However, the ruthless competition in the industry means the company needed an exceptionally dynamic sales team. The client wanted us to build a gamification application for their salespeople.
Objective
- Using gaming principles to create an engaging and immersive experience for employees.
- Attracting and recruiting talented people using gamification and automated onboarding process
- Providing intuitive ways of offering eLearning and promoting collaboration among team members
- Automating the rewards and recognition process with rules
- Configuring workflows to include approvers and nominators
- Enhancing the motivation of the employees via gamification of their KPIs.
- Gathering feedback from different departments, understanding their employees, and improving sectors
Gathering feedback from different departments, understanding their employees, and improving sectors
- The pharma company employs more than ten thousand employees in India alone.
- The major challenge that enterprises encounter relates to disengaged employees who contribute lesser than their expected performance levels.
- One of the main challenges was identifying the complexity of gamification software development because it involves different organizational roles and aspects that may require designing different strategies.
- Another roadblock was to find out what engagement strategies will motivate employees enough to amplify performance and even bring behavioral changes.
How We Approached
Our team of expert project managers, business analysts, and technocrats delved deeper into the requirements in a series of meetings with the client’s representatives. Then, the team created segregation of employees in the client’s organization and identified multiple methods of engagement according to the organizational structure. Their goal was to increase the motivation and commitment of the organization members involved.
Using cutting-edge technology and the latest trends, the developers built a feature automated system for our clients, from which they can easily monitor their productivity, engage their employees in various gaming structures, and reward them for their performance.
How We crafted the Solution
Our goal was to integrate a new system of gamification on top of their ERP system: Why? With such an approach, employees won’t feel dissociated and have the same personalized feel around the system that they have used for years.
Another solution implemented was the use of SFA automation: this system was used to improve the manual editing of data within the system while minimizing human error. Data related to a team of 10000+ employees can get corrupted with a single error.
Moreover, automated reports and analytics in gamification help managers to identify their best-performing employees based on region: state-wise, district-wise, and country-wise segregation. That means managers can accurately select and reward deserving salespeople.
Uniqueness
Using gamification for engaging a sales team in the pharma industry was one of the out-of-the-box aspects of the solution. Besides, the design and features we created relied on personalization per the company’s culture. With the gamification app in place, interactions between salespeople and their managers also evolved significantly.
Results
We implemented a gamification application with such features as challenges, scores, badges, leadership boards, collaboration (within teams), and competition (inter-team). The app engaged the users and motivated them to improve their performance vis-à-vis the KPIs for incentives or rewards. The results that came with the adoption of the app were multi-faceted.
- 40% improvement in workforce productivity
- Higher Engagement rate
- 60% boost in employee retention rate
- Improved accountability across the enterprise
- A positive change in workforce behavior over time
