Gamificação: um modelo que promova a qualificação e engajamento de motoristas contribuindo para a melhoria dos resultados de transporte rodoviário

Abstract

The present project aims to introduce a tool capable of enhancing the engagement and motivation of drivers at the transport company Logber Logistics, thereby improving the organizational climate, enhancing operational efficiency, reducing incidents, and elevating overall customer satisfaction. In pursuit of these benefits, the employed tool, already established across various market sectors, is gamification—a technique involving the application of game elements to everyday situations for employees in a playful manner, transforming operational and educational outcomes into a "game" that offers transparent evaluation of their deliveries, along with providing rewards for those who display superior performance. Gamification presents a methodology that seeks to elevate employee engagement through intrinsic motivation (arising from personal interest and internal satisfaction) and extrinsic motivation (based on external rewards like points, badges, prizes), in addition to leveraging the innate human desire to face challenges and overcome obstacles. Games are ubiquitous in our daily lives and, for the most part, aim to bring entertainment and amusement. They trigger the release of dopamine, activate emotions, and foster a drive to surpass limitations. Why not employ these principles in employees' daily routines to enhance their satisfaction while yielding improved outcomes for the organization? This stands as the core objective of the tool presented in this study. The profession of a driver holds a unique characteristic, as employees often spend little time within an organization while working extensively alone on roads. This poses a challenge for the Human Resources department to maintain engagement, motivation, and alignment of employees with business objectives and customer commitment. Therefore, the application of gamification becomes appealing and highly beneficial for companies in this sector. In this study, a research was also conducted with the goal of identifying the most effective approach to communicate and disseminate the results of the gamification implementation. Furthermore, we sought to comprehend drivers' perceptions regarding transparency, feedback, and the use of the platform provided by Logber Logistics. Based on these data, the most suitable communication channel was determined to ensure successful interaction. Lastly, in collaboration with the operational team at Logber Logistics, game rules and the target audience were defined, and the implementation was initiated. It is anticipated that the first cycle will be concluded by October 2023, encompassing the distribution of individual results to each collaborator. From this date onwards, the monitoring of achieved outcomes and the evaluation of employee satisfaction involved in the project will commence.