Satış Ekibi Performansının En Üst Düzeye Çıkarılmasında Oyunlaştırmanın Rolü

Öz

Oyunlar kazanmayı hedefleyen, stratejiye dayalı, iletişim gerektiren, katılımcılara keyifli zamanlar yaşatan eğlenceli sistem ve süreçlerdir. İş hayatı da bu özelliklere sahip olmak için çabalar. Oyunlaştırmanın son yıllarda yönetim biliminde en çok öne çıkan konulardan biri olmasının nedenlerinden biri de bu olabilir. Literatürde oyunlaştırma üzerine birçok farklı konuda yapılmış çok sayıda çalışma bulunmaktadır. Bunlar arasında çalışan bağlılığı ve performansı, iş tatmini, eğitim, insan kaynakları uygulamaları ve refah yer almaktadır. Literatürde, ücretlendirme de dahil olmak üzere, belirli hedef ve sonuçların ölçümünü inceleyen ampirik araştırma sayısı oldukça azdır. Bu çalışma, satış personelinin, belirli bir süre içinde, oyunlaştırma stratejilerinin uygulanmasıyla hedeflere ulaşma konusunda daha fazla başarı elde edeceği hipotezine yönelik ampirik bir araştırmaya dayanmaktadır. Örnek olay analizi niteliğindeki araştırma verilen hedefin çalışan tarafından gerçekleştirilmesi çabalarına farklı bir bakış açısı getirerek etkin satış kanalı yönetimine de dinamik ve çağdaş bir yaklaşım önermektedir. Örnek olay analizi çalışması, Türkiye’nin önde gelen bir sigorta şirketinin 104 kişilik satış temsilcisi grubu ile Ocak 2021-Mart 2022 tarihleri arasında gerçekleştirilmiştir. Ürün odağının geliştirilmesini ve anında geri bildirim sağlanmasını içeren oyunlaştırılmış bir satış liginin uygulanması, satış temsilcileri için rekabetçi bir ortam yaratmaya hizmet etmektedir. Önemli bir çıktı olarak satış ligi, acentelere ve satış temsilcilerine ek bir fayda sağlamadan belirli bir dönemde satışlarda önemli bir artışla sonuçlanırken, şirket, satış liginin rekabetçi ortamı tarafından yönlendirilen satış ekibinin artan performansından yararlanmaktadır.

Anahtar Kelimeler

• Oyunlaştırma
• Ücretlendirme
• Performans yönetimi
• Satış yönetimi
• Sigortacılık

The Role of Gamification in Maximizing Sales Team Performance

Öz

Games are enjoyable systems and processes that aim to win, are based on strategy, require communication, and provide pleasant times for participants. Business life strives to have these characteristics as well. This may be a key reason for the emergence of gamification as a prominent topic in the field of management science over recent decades. The literature contains numerous studies on gamification, which have been conducted on several different topics. These include employee engagement and performance, job satisfaction, training, human resources practices, and well-being. Nevertheless, there is a paucity of empirical research investigating the measurement of specific goals and outcomes, including renumeration. This study is based on an empirical investigation of the hypothesis that salespeople will be more successful in achieving goals over a period of time through the application of gamification strategies. The research, which is a case study, brings a different perspective to the employee’s efforts to achieve the given goal and proposes a dynamic and contemporary approach to effective sales channel management. The case study was conducted with 104 sales representatives of a leading insurance company in Türkiye between January 2021-March 2022. The implementation of a gamified sales league, which entails the enhancement of product focus and the provision of immediate feedback, serves to create a competitive environment for sales representatives. As an important outcome; the sales league results in a significant increase in sales during a given period, with no additional benefit to the agents and sales representatives, while the company benefits from the enhanced performance of the sales team, which is driven by the competitive environment of the sales league.

Anahtar Kelimeler

• Gamification
• renumeration
• performance management
• sales management
• insurance.

Kaynakça

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