Samuel Creek, Principal Business Analyst, CA Technologies

SuperNova Award Category

Next Generation Customer Experience

The Company

CA Technologies provides IT management solutions that help customers manage and secure complex IT environments to support agile business services. Organizations leverage CA Technologies software and SaaS solutions to accelerate innovation, transform infrastructure and secure data and identities, from the data center to the cloud.

The Problem

To provide a complete customer success lifecycle, CA unifies their professional services, education, and support with user group communities. In the past 30 years, more than 300 in-person, regional communities have been formed. To help their globalized users get the most out of their technology investments and connect with one another, CA launched a comprehensive online community called MyCA.

As with all change, MyCA was a cultural shift for many members. Getting regional groups to adopt a new tool proved challenging. Previously, a total of seven different platforms had been utilized, but with little integration between them. CA saw opportunities to improve user retention while moving participants from lurking to participating.

The Solution

CA Technologies chose The Behavior Platform by Badgeville to power a gamification and loyalty program that enabled them to identify, measure, and reward valuable collaborative behaviors, surface experts, and increase community member adoption and value. With the CA Champions Program, members and employees earn points for helpful behaviors that lead to achieving recognition Levels and being showcased in Leaderboards.

The Results

Employees are able to collaborate with customers to solve problems. Product teams engage with customers for ideation, innovation, and supports and are motivated by leaderboards recognize internal teams for customer support activities — such as answering questions in a client community — and elevate employees' individual contributions to innovation and ideation efforts to their managers. On the customer side, The CA Champions program crowned product experts and created advocates in different product areas.

The Technology

The Behavior Platform by Badgeville

Metrics Matter

  • 57 percent jump in the number of questions answered
  • 300 percent increase in communication between users
  • 600 percent increase in comments and questions around blogs.

Disruptive Factor

Internally the CA Champions program has spurred competition between customer facing business units to interact online with customers increasing the presence of the customer voice in business decisions.  Driving engagement and collaboration for our customers has been shown from our surveys to correlate directly to increased customer loyalty.  After the initial round of the game, CA has been able to pinpoint specific actions that increase customer loyalty and satisfaction and have begun transforming our online community as a result.

Shining Moment

The CA Champions program was mentioned in a Time Magazine article on the use of gamification in the business world: http://business.time.com/2012/11/14/let-the-gamification-begin/

About CA Technologies

CA Technologies provides IT management solutions that help customers manage and secure complex IT environments to support agile business services. Organizations leverage

CA Technologies software and SaaS solutions to accelerate innovation, transform infrastructure and secure data and identities, from the data center to the cloud. We  offer a practical approach to help customers transition from maintaining IT systems to delivering new, innovative services and value through IT.