Sales Force: Find out why Natura invested in Gamification

In 2018, the DOT digital group developed a gamification strategy for Natura, the largest cosmetics company in Latin America, which is, proudly, Brazilian. The company aimed to increase the sales of hundreds of thousands of consultants throughout Brazil. Read more here.

Why did Natura bet on gamification to increase sales performance? There are several reasons, but the Six-Box model helps us understand some of them:


 

The sales consultants demonstrated already having the necessary sales tools and resources (Box 2), Natura incentives (Box 3) and personal motivation for sales (Box 6). Despite knowing that consultants had different competence levels for completing tasks, we banked on the fact that the right training could improve the skills of all consultants.

The sales consultants had problems in the contextual area, lacking immediate feedback on performance (Box 1) and more step-by-step instruction (Box 4).  Gamification has much to contribute to these issues:

  •  LEARNING – Rules were developed to encourage sales consultants to engage in distance learning through instructional videos and to ask their leaders for more guidance.
  •  FEEDBACK – the Gamified app provided rich, immediate feedback on daily tasks: “You have finished task X and earned 20 points” or “You failed mission X. Next time try doing this and that

The results allowed Natura not only to engage sales consultants and increase their revenues, but also to better understand their habits, profiles and performance gaps.

The collected data helped to quantify findings, creating guides and metrics that provided the company with reliable knowledge on its outside sales representatives.

As it is clear to see, gamification goes far beyond exhilaration. Gamification is about optimization, performance enhancement and quantitative evaluation of the resulting ROI.

Want to apply gamification on your sales team? Talk to our experts.  

For more on gamification, download our eBook!

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Canvas for your gamification project

There is much Science and Design behind Gamification. In this article, the DOT methodology for gamifying systems/products/services is explained in an intuitive, visual manner using a Canvas.

Anyone who needs to implement complex projects loves Canvas, isn´t that right? This type of instrument facilitates comprehension in every step, a necessary element for the project and the relation between the steps.

 

Take a look at the conceptual Canvas for the DOT Gamification methodology.

 

 

 

 Represents the entire research phase of the Gamification methodology:

  1. The process begins with an in-depth study of the system/product/service that needs gamifying. How does it work? What are the possibilities and restrictions? The goal here is to truly analyze the item before taking it to the next level and perfecting it with Gamification!
  2. The following step involves diving into three important areas:
  • The target audience (Who is the aim of the gamification? What are these individuals like? What do they enjoy? What do they want? What do they reject?);
  • The target-audience behaviors that need to be transformed so the gamification will be effective; and,
  • The business objectives, which consist of creating value for the client and for the KPIs that must be used to evaluate project ROI.

 

 

Where Game Design is concentrated, details the most efficient incentive rules to reach the target audience, and to instill value behaviors that aim to realize business objectives. To learn more about this vital phase of the methodology, access our Gamification eBook.

 

Of the Canvas displays the support elements that make Gamification viable from the technical point of view.  These are: technologies that will be implemented, communication strategies and careful interaction design of the user experience phase. The DOT digital group offers services in these three areas as well.

We truly are a multidisciplinary team, and that makes all the difference when designing Gamification.

 

Consists of an analysis of the operational costs necessary for the Gamification strategy. Clearly, the final amount in this field must be lower than the ROI. This is the criteria for financial and commercial viability of the strategy.

 

As in every Canvas, true analysis and comprehension begins only when all fields are filled out. At that point, the relations between different fields and ensuing complexity of the entire project come to light, which facilitates determining solutions.

Want to know more about the DOT way of doing Gamification and much more? Learn about  Game Thinking, the framework to which Gamification belongs.

 

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5 insights on corporate education to innovate in 2019

2019 is knocking on the door: how will you receive the New Year? Be prepared to apply the best corporate education strategy for your business and boost results! How? Check out 5 insights that can contribute to the development of your planning. Maybe you can find here the missing piece to complete this puzzle.

1 Gamification

Gamification is the number one trend for corporate education in 2019. Studies indicate that this is the technology that HR and education professionals will invest more strongly by 2020.

Increases engagement, determination, and productivity;
Facilitates the achievement of goals and objectives;
Makes training more attractive.


2 Microlearning

With the daily obstacles of the chores, we have less and less time. Therefore, betting on microlearning may be the best way to optimize your employees’ time.

Microlearning seeks to convey content in a short period of time, through learning pills. Thus, the absorption of knowledge becomes more effective and flexible, allowing to train in the course of the workday.

Solve your biggest doubts with our Educational Consultant in videos of just 40 seconds! Click here.

3 Mobile Learning

A smartphone: this is the equipment necessary for the professionals to study all the contents where and when they want. It is an ideal complement to hybrid education, which today is the basis of corporate education, so it is difficult to speak of training strategies without also including the mobile.

Field Sales Force

To train the sales force of your business, it can often be tricky to opt for face-to-face training, since team members are always in transit or away from the company headquarters. Mobile education can be the solution.

4 Video Learning

Video training is even more engaging because, when watching, the employee retains 95% of the message, compared to 10% when reading the same message. 72% of people prefer video to text when both are available on the same page.

Even more benefits:

Promotes learning with specialists;
The transmission of content is more agile when compared to text;
Visual language makes comprehension easier.


5 Immersive Experiences

One of the great difficulties of companies is to have all the infrastructure necessary for training. In addition to being expensive, many materials are difficult to transport, making it impossible for the same content to gain a territorial scale. Some themes also demand specific materials that are difficult to access, but technology can help. Virtual reality and augmented reality may be the solution.

As benefits, we can mention:

Focus on task execution and decision making;
Detailed observation of digitally designed elements;
Low-cost education;
The same training can be applied in different places.

Learn more about how VR and AR can transform corporate education. Download the ebook.

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