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Name of Organization/Company: Sberbank, Москва, Russian Federation
Category: Employee Engagement Solution – Implementation

Entry Title: Gamification in contact centers


We started developing the system in 2020 and are constantly improving it

Working in contact centres is stressful.Operators have tight schedules with clearly defined short breaks,high workloads,complex customer questions that require high degree of professionalism and fast response time,and of course,not all communication with customers is easy and positive.Sometimes people call the contact center "being on the edge”.

A personal account with gamification elements is a great way to add an element of competition and sporting excitement to the operators' work,distract them from their routine and raise their spirits.

Our project is designed in the format of a dedicated section in Sber’s existing in-house software.It contains the following key blocks:


-Percentage of AHT target met across all channels.
-Quality assessment with detailed automatic checks(speech analytics) and manual evaluation forms
-Assessments of CSI.

Career Development Matrix:

We display all career options for an employee(vertical and horizontal).For each vacancy,detailed information is shown:what skills one must have,what results one must demonstrate.

Player Profile:

-An avatar.An employee can create their virtual self
-Experience level and points, which give employees new opportunities.
-Badges for achievements.We have a large number of nominations for all employees. You can be the best of all, in your function, in your unit, in your group etc.For each of these achievements we award the virtual currency(sberlikes).Then they can be exchanged for unique souvenirs or intangible gifts.

Games library:

Several times a year we launch different games.Our library already has shooting range,oard game quiz,and several kinds of lotteries.

The process of developing Personal account is guided by several key principles:

1)Ease of perception.All information must be visually clear and accessible.One look is enough to assess the situation.Thus, all the indicators are displayed in large blocks and coloured in different colours depending on the result.
2)Limited user time. Any game takes no more than 1 to 2 minutes.
3)Regular updates.Even the most interesting game mechanics get boring.So 3 to 4 times a year we make significant changes to the project.
4)Ongoing experiments.We're always on the lookout for new killer features.For example, we’ve recently started displaying a thank you meter that shows information about the percentage of times a customer has said "thank you".

The first step in planning the project was to pick a platform for implementation.The contact center operator works with a large number of programs.We’ve decided not build an additional platform -we just chose one of the most convenient in-house software for the operator.

Our company is constantly making technological improvements.Therefore, initially we built this program with the idea in mind that in the future it would be moved onto another platform.Technically, it would be easy to do.

We use the Microsoft.NET Framework,software platform officially recommended by Microsoft as the framework.

Our software solution is a full-fledged web application with a full support cycle-from the database to the interface with a technology stack, including:

-Microsoft SQl Server for interaction with the database
-C# programming language for developing the server program logic
-Javascript,Html,CSS and some frameworks(bootstrap,Vue JS)for Frontend development(dynamic interface development)

We regularly collect feedback from our users.We don't spam them with emails or phone messages.Just once a quarter,employees see pop-ups in our program asking them to rate the application.To date,our CSI has been 4 on a five-point scale.Over the last year alone,it increased by 0.9.This was due to the modifications and display in employee personal accounts of useful indicators for the employee and game elements.

The key success criteria for us is to reduce the churn rate.Sber spends $550 per employee until they reach their performance targets after training and onboarding.We saw that one group of employees who had the project implemented had 4.7% decline in the churn rate compared to the control group.

We regularly collect statistics on visits to the personal account, and to our joy, the dynamics is extremely positive. More users visited the site in the first quarter of 2021 than in all of 2020. This is due to a major release in January, which allowed users to see more useful information on the page.

Our contact centres employ about 13,000 people. In 2020, 5,807 user accounts were created,and now there are 8,517. The average monthly number of employees visiting their PAs was 2,321 in 2020 and is 4,910 in 2021. That's more than twice as many.

Supporting Document: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/9f23727d-0c2b-40ca-90d7-cf578f7b5312?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720393872&response-content-disposition=inline%3B%20filename%3D%22Gamification_The%20Stevie%20Awards.pdf%22&response-content-type=application%2Fpdf&Signature=R2waeGC%2BmwQ3k4YV6I51TIatJ34%3D