Better engagement through online incentive programmes
Over the last five years there has been a quiet revolution in the world of incentive and motivation programmes, long service and loyalty awards and total reward and recognition schemes, with many moving to online platforms.
The demand for these started in the areas of sales channel and third party incentive programmes, but now online is equally applied to the management of employee reward & recognition schemes.
Colin Hodgson, Director of Client Services summed up the change by saying, "When we introduced our first web-based service, very few clients called for online solutions and everyone wanted a completely bespoke programme. Now the vast majority of briefs we receive specify web-based solutions. It has been a gradual but complete change."
The benefits of online incentive programmes are:
- Easier to manage communications across multiple locations and teams
- Streamlines the administration and management of incentive programmes and the allocation of rewards
- Provides extensive range and availability of
rewards
- Generates stronger levels of engagement and buy-in from participants due to the interactivity of points banking and online communications
Web-based programmes such as Capital Incentives & Motivation's web-centive are extensively used by a large number of clients in diverse markets to meet a variety of needs. These range from employee, sales and service incentives and third party channel programmes to long service and loyalty programmes and reward and recognition schemes for all employees.
Many blue-chip organisations from a broad cross-section of industries including utilities, IT, motor, retail, finance and business services are using web-centive for incentive and motivation programmes.
The secret of its success has been its strengths. Colin Hodgson says: "It's the simplicity of use, the efficiency of the processing and its flexibility. It is quick to set up and can be running within 24 hours. web-centive can be readily integrated into customer systems and, replicating the target audience hierarchy, helps to focus on groups, especially for tactical campaigns. It can help to motivate new starters and inconsistent performers. Recipients love the enormous choice of rewards – 22,000 products – and it only lets them choose what is in stock. Delivery is very efficient."
A good example of a reward and recognition programme is the Applause programme run by Siemens Enterprise Communications Ltd in conjunction with Capital Incentives & Motivation.
It was designed to recognise all employees for extra effort in achieving company objectives and is aimed at 1,500 employees including 300 managers.
To earn awards, staff have to excel in enhancing customer satisfaction, driving financial performance, helping to engage people or demonstrating innovation or excellence in teamwork. Management will award points to staff who demonstrate any of this behaviour and these points accumulate to the core value of various awards, with additional quarterly awards for top performers.
Applause uses web-centive, Capital Incentives' online points banking system. After an award has been made, the recipient is notified by email and provided with a unique ID and password to enter the site and view the vast choice in the reward catalogue including Capital Bond multi-store vouchers.
Sally-Anne Borrill, HR Manager, Finance & Business Administration, Compensation & Benefits at Siemens Enterprise Communications said: "The scheme was well received and easy to use. In 2007 over 1,500 awards were made."
Colin Hodgson says: "The phenomenal success of web-centive in the last 12 months epitomises the growing demand for online programmes and Siemens is typical of them. With additional new features on the way, online platforms led by web-centive will go from strength to strength."
Elements to consider carefully when evaluating whether online incentive programmes are right for you are:
- The target audience – what behaviour and performance improvements are sought from the scheme?
- What is the best way to reach them? How accessible is the internet to this audience?
- What offers would have most appeal?
- How many people are involved in recommending and approving awards?
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