Through gamification of the SAP Fiori software application, Engro Fertilizers Limited, a leading Pakistani fertiliser manufacturing and marketing company and a subsidiary of Engro Corporation, has accelerated its digitization at an unprecedented rate.
This innovative initiative helped the company overcome several internal corporate challenges, such as employee resistance to digital change and enhancing sales force performance by enabling them through technology.
Fiori, which was created by SAP, a world leader in software, allows enterprises to design bespoke applications based on individual requirements. Engro Fertilizers’ sales team now has direct access to real-time data such as inventory, customer balances, and customer accounts on their smartphones, allowing them to make data-driven decisions. However, employees’ early aversion to accepting new technology resulted in limited app utilisation, with staff continuing to rely on inefficient old procedures.
Fiori, which was created by SAP, a world leader in software, allows enterprises to design bespoke applications based on individual requirements. Engro Fertilizers’ sales team now has direct access to real-time data such as inventory, customer balances, and customer accounts on their smartphones, allowing them to make data-driven decisions. However, employees’ early aversion to accepting new technology resulted in limited app utilisation, with staff continuing to rely on inefficient old procedures.
The commercial excellence team at Engro Fertilizers integrated an innovative concept of gamification into S/4Hana Fiori, where a game-like interactive interface was introduced, titled “The Pakistan Walk”, to drive employee engagement and ensure maximum utilisation of the app’s key offerings for better sales and customer servicing.
Players – users – from all three levels of the sales force, including Zonal, Regional, and Territory sales managers, had to race through seven different creative stages, each representing one of Pakistan’s seven cities, in order to meet KPIs based on Fiori app features and reporting. To increase engagement, further gamification components such as live dice roll activities, badges, scorecards, video teasers, and bonus rounds were added. Significant behavioural change was found within six weeks, with over 10,000 times app usage for statistics and reports, an average usage of 73 times per participant, and a 99 percent increase in engagement.
“Last year, we launched the SAP Fiori application to give our sales staff access to real-time data, allowing them to better service customers and strengthen the Engro brand. The lack of acceptance due to the learning curve, on the other hand, was a source of concern, according to Nadir Qureshi, CEO of Engro Fertilizers. “The Pakistan Walk, an original gamification project by the commercial excellence team, proved groundbreaking in this area, increasing app usage while also improving our sales staff’s performance.”
“SAP has always been committed to accelerating innovation in enterprises while keeping the element of ease of doing business at the centre,” Saquib Ahmed, Managing Director SAP Pakistan, said of this clever strategy of improving employee attitude and increasing app usage. SAP Fioriby Engro Fertilizers’ effective gamification is a global best practise and a milestone in the digital transformation path, providing a great answer to user reluctance to new change and technology.”
Source: Daily Times
