Yahoo! is focused on making the world’s daily habits inspiring and entertaining, keeping people connected to what matters most to them. The company operates call centers from San Francisco, California to Bangalore India, serving businesses, users and other stakeholders, with employees that work in different time zones, cultures, and that use a medley of communication channels, from chat through email to phone.

Looking to create a noticeable and sustainable change in customer service, Yahoo opted for Gamification. Using game mechanics to improve customer service centers isn’t straight-forward; rewarding “actions” can be counter-productive, resulting in shorter call times yet worse problem resolution rates or customer satisfaction.

This is why Yahoo was looking for a solution that holistically addressed all elements required: quality of service, customer satisfaction and productivity.  Additionally, one of the goals of the project was to improve team motivation and  performance and not pit employees against each other by using simplistic rewards.

“GameEffective worked with us like partners, not vendors, focusing with us on the best way to improve customer experience”, said Vikram Subramaniam, VP Customer Experience, Yahoo “their product was flexible, required no coding, worked across our enterprise applications and was running within 4 weeks from the get-go. What’s most impressive is  not only the fast results and teamwork. The engagement of our employees is still high, almost one year after we introduced GamEffective.”


  • Customer Service


  • 10% productivity and quality improvement in 2 weeks’ time
  • Improved team performance


  • Sports
  • Region dependent: region, baseball, cricket, football, basketball


  • 4 weeks from selection to launch
  • Oracle RightNow

“Once we started productivity – as measured by average handling time – shot up right away, but the service quality measures we were tracking hadn’t improved as expected. We immediately re-calibrated our game mechanics and were able to immediately see how quality measures improved while keeping the previous productivity gains intact”.