Cole Systems Looks to Add a Spark of Gamification to Microsoft Dynamics CRM 2011

Cole Systems has recently launched Spark, an employee incentive solution that uses gamification principals to change the way employers distribute internal rewards.

An add-on to Microsoft Dynamics CRM 2011, Spark lets users earn badges, accumulate points, and be rewarded based on what they've earned. Users in sales, marketing, and customer service can receive badges for positive results.

Gamification is still an emerging idea in the Dynamics CRM realm, with just a few firms already exploring the possibilities of adding the best parts of game theory to CRM while avoiding the pitfalls that result from a more crude reward systems. 

For Avanade, the winning formula for a 'gamified' solution in the call center has been to keep the setting of goals nimble and responsive for managers based on business needs as well as to communicate a way for employees to excel in their roles.

More broadly, whether Dynamics CRM users need to close a set number of opportunities, bring in a number of leads, or close customer issues with favorable outcomes, the system already has the ability to track their successes to some extent.  With Spark, it's about carefully tracking those successes and turning them into rewards for the employee, according to Amanda Raines, Cole's Director of Marketing. Employers can set the types of rewards generated by earning badges. Badges can be worth points that will ultimately allow employees to receive gift certificates worth a certain amount.

"We just launched the product and we're excited about gamification in the workplace," Raines said. "We were thinking this is perfect for Microsoft Dynamics CRM. We thought we can do this easily. There are so many things ...