New Open-source CRM App Uses Gamification

The backers of a new open-source CRM (customer relationship management) application called Zurmo are hoping to stand out in a crowded field via the use of gamification, the notion of applying game-like design principles in an effort to make users engage more closely with a product.

Now in beta, Zurmo is written in PHP and made available under the GPLv3 open-source license. A release candidate is slated for availability in July, with a "general audience" release scheduled for September.

Its core CRM features cover contact management, deal tracking and activity management, while the gamification elements include the use of points and badges that users receive based on the actions they take, both in terms of sheer use as well as "business-related milestones," such as garnering a certain number of sales leads.

As users build up these points, they can achieve higher levels. The best performers jockey for space on a "leaderboard" inside the application, with the idea being to spur competition.

"We made the decision to go with gamification about six months ago,"said Zurmo's community manager, Stafford McKay. "We could either continue on and do the normal enterprise functionality like everybody else, or do something different."

The problem is that the CRM industry "has failed in terms of user adoption," McKay added. "Truly, end users do not use the [systems]. We've got to fix this. What is the point of creating an application nobody's going to use?"

   
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