People Psyence × AmBank Group: HR Townhall
People Psyence® worked with AmBank group to gamify their HR Townhall to increase participation and engagement
102
Users
90%+
Participation rate across the first 3 days
80-100%
Completion rates
for 13 out of 21
challenges
Overview
To supplement their initiative in digitalizing the customer experience,
AmBank sought to explore similar ways of improving internal processes. One of the first ideas was to increase communication within the Group HR
department. People Psyence® undertook a project to gamify the
organisation’s upcoming HR Townhall and saw a qualitative increase in
participation and engagement.
The Challenge
AmBank, one of the largest banking groups in Malaysia, embarked on their Digital Journey for customers, starting in 2017 with the launch of AmOnline, their digital banking service.
As part of a restructuring exercise, AmBank’s work system needed a revamp. Initially, the usual Townhall was planned get everyone
in Group HR aligned on the department’s restructured functions but AmBank’s project team wanted to approach the problem from a slightly different angle to yield high engagement rates.
in Group HR aligned on the department’s restructured functions but AmBank’s project team wanted to approach the problem from a slightly different angle to yield high engagement rates.
In order to get input at grassroots level and create cross border interaction where people can start building on each other’s ideas, the project team decided to adopt an unique and customized solution to encourage others to share their opinions and feedback.
For the upcoming Townhall, the project team required the following elements:
- Equal and inclusive engagement: All employees to actively contribute, and not just those in management roles
- Holistic communication: A method to encourage a more well-rounded form of communication that comes from all levels rather than top-down
- Purposefully-driven: A digital element in the Townhall so that they have data science to support the work they are doing
The Solution: Rise of the Super Heroes
Together with People Psyence®, a 4-day journey
culminating in a Townhall on the last day was
planned. The Townhall day included on-ground
challenges such as reporting for duty (clocking in
attendance via a QR code) and teaming up with
different HR personnel by taking a group photo.
For the challenges, in conjunction with the current
trends that most people can relate to, an overarching
theme of superheroes was conceptualized. Aside
from standard knowledge tests and quizzes on
general HR topics, People Psyence helped AmBank to curatee activities that were
group-focused with a common goal such as
completing challenges together during lunch,
teaming up against a “betrayer”, taking photos with
leaders to activate game elements, and so on.
With a gamification platform acting as an
intermediary between the participants and HR
leaders, the Townhall saw more questions than
average being asked, and there were also
discussions around topics such as staff benefits
and salaries.
Overall, there was an increased understanding
and awareness of roles and people within group
HR beyond the processes, which will help
facilitate future work.
Verdict: Gametized!
Usage & Engagement
- 102 users
Participation rate across the first 3 days
Participation rate
90%
Completion rate on the day of the Townhall
Completion rate
70%
Completion rates for 13 out of 21 challenges
Completion rate ranged from 80-100%
Creating relevant content: We delivered an experiential Townhall that was relatable and resulted in a kind of engagement that had not been seen before in the organization.
Understanding what makes people tick: We created an experience that was not just encouraging interactions for the sake of socializing, but also had elements of teamwork and challenges that required people to band together.
This case study was provided to us by our Channel Partner, People Psyence, who assisted this client to create their gamification strategy using the Gametize Platform.