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 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.
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Digitalization is not new to us, but in areas such as gamification, we wanted to tap on People Psyence®’s expertise. Together, our goal was to create an experience – not to get another task done. Thanks to everyone’s commitment, we pulled this off successfully within a short period of time, with the results that we wanted to see.

John Chin

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Manager, Engagement & Communication, AmBank

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.