TELUS Customers First: 
Using Gamification to Provide an Interactive Learning Experience

Author Name
Performance Culture HR Team
TELUS Communications Inc.
Calgary, AB, Canada
Author e-mail

Abstract: This paper describes a new online learning strategy for TELUS, a Canadian telecommunications company with team members in many countries.  Online learning is a way for the organization to overcome the challenges of geography and cost.  The companies “Customers First” initiative is about creating a customer serving culture at all levels of the organization, regardless of role.  In this way a person in finance or HR understands what it feels like to serve customers, so that they can support employees on the front lines.

Gabe Zichermann, who wrote the book Game-Based Marketing, defines gamification as the “process of using game thinking and mechanics to engage audiences and solve problems.”[1]. At TELUS, this means offering learning opportunities which are complementary to the “Customers First” initiative.  A best practices session will show how gaming places team members in the role of a retail agent, a manager, and a leader coaching their team.  

Figures
Figure1

Figure 1: Sample screen from “Quest” retail simulation where students are placed in the role of a customer facing agent.

Figure2

Figure 2: Sample screen from “Engage” retail simulation where students manage a virtual store and staff.

Figure3

Figure 3: Sample screen from “Ignite” leadership simulation where the focus is on leadership and coaching conversations.

Figure 4

Figure 4: Sample screen from “TELUS City” interactive menu where students can navigate to various online learning resources.

References

[1] Zichermann, G. (2010, October 26). Fun is the future: Mastering gamification. Google Tech Talk. http://youtu.be/6O1gNVeaE4g.