Improving Long-Term Engagement of Insurance Brokerages by Providing Gamified Configurations Based on the Delphi Method

In the competitive landscape of the insurance industry, maintaining long-term engagement with both clients and internal stakeholders is crucial for the success of insurance brokerages. Gamification, the application of game-design elements in non-game contexts, has emerged as an effective strategy to enhance engagement. However, for gamification to be truly effective, it must be personalized and aligned with the specific business needs of the brokerages. This study aims to develop and implement gamified configurations tailored to the unique needs of insurance brokerages. By leveraging the Delphi method, the research seeks to create a set of configurations directly aligned with brokers' most critical needs, enhancing engagement and fulfilling business objectives. A comprehensive survey was conducted among insurance brokers, focusing on four main areas: identifying the brokerages' core needs, scoring and ranking these needs, evaluating technology-oriented tools and methods, and ranking these methods based on their relevance to gamification. The Delphi method was then employed to refine and prioritize the collected data, developing tailored gamified configurations. This study resulted in a set of rewards and actions that were prepared based on the needs of brokers. They were then mapped to the most appropriate gamifiers based on the statistical correspondences extracted from a panel of experts. Lastly, we prepared a prioritized list of the best gamifier-reward and gamifier-action matches that can be used in our gamification platform, which will result in significantly optimized usage of our resources. The research demonstrates that personalized, business-oriented gamification can significantly improve long-term engagement in the insurance brokerage industry. By focusing on the most critical needs of brokers and employing the Delphi method to refine these insights, the study offers a robust set of configurations that brokerages can implement to achieve sustained engagement and meet their business objectives.