According to research group Forrester, roughly half of CRM implementations do not provide the value they promised because users do not input adequate data. Furthermore, analysts estimate that businesses deploying CRM systems miss out on 10 percent of potential revenue because of poor sales-performance management.
"The use of CRM apps is important to the whole sales process, but if salespeople aren't using the technology, the ability to leverage the technology to generate deals is greatly diminished," says Carter Lusher, chief analyst of enterprise applications and solutions at Ovum Consulting. "Salespeople, though, are incredibly competitive. And if you add a layer of social competitiveness to a CRM application, it gets their attention."
Enter gamification. That, as defined by Gartner, is the use of game mechanics in non-entertainment environments to change user behavior and drive engagement.
