affinion abg vs. membership contest
TRANSCRIPT
Best Incentive ContestJuly 28, 2010
WESTERVILLE, OH
Incentive Myths• Frontline sales force must be the target
audience
• Incentives should be used when there is a decline in performance or to solve a performance problem
• Big ticket prizes bring bigger results
• Elaborately designed contests are more fun
INCENTIVES
The Affinion Approach• Sales agents unaware of incentive – aimed at
exempt staff of managers and directors
• Designed to capitalize on the momentum from successful performance in previous months
The Affinion Approach• Sales agents unaware of incentive – aimed at
exempt staff of managers and directors
• Designed to capitalize on the momentum from successful performance in previous months
• No financial reward offered
• Ultra simple concept
ABGMembership
VS.
It all started with an email…
• Team with the greatest improvement in April retention performance over March wins
• Penalty for below goal QA scores 0.1 percentage point deduction from the retention
improvement for every half of a percentage point department QA is below 90%
• The losing team gets a pie in the face – delivered by a member of the winning team
Incentive Guidelines
GOALS
ABG 34%
MEMBERSHIP 27%
MARCH 2011ABG40.0%MEMBERSHIP 27.7%
Incentive Support
GOALS
ABG 34%
MEMBERSHIP 27%
MARCH 2011ABG40.0%MEMBERSHIP 27.7%
March April Variance
ABG 40.0% 38.2% -1.8
MEMBERSHIP 27.7% 29.0% +1.3
April Variance Penalty
ABG 88.6% -1.4 -0.3
MEMBERSHIP 91.3% ---- ----
Ret. Var QA Penalty Total Variance
ABG +1.8 -0.3 -2.1
MEMBERSHIP +1.3 ---- +1.3
FINAL RESULTS
QUALITY PENALTY
RETENTION
$0.03 per FTE
Cost
Generated Revenue
$82,692.66*
*REVENUE IS CALCULATED OVER 12 MONTH PERIOD
Return On Investment
5633:1
:
WINNERS
Not-So-Much Winners
VISITORS
• Fresh incentive approach netted strong results
• Focus on motivating leaders drives desired behaviors at all levels
• Competitive spirit is a strong force
• Variety of incentive types and targets necessary to be effective
• Important to continue to motivate during successful times
Conclusions