While working alongside one of the biggest names in the Hospitality and Travel industry for over 13 consecutive years, we have learned a few things about what makes a successful employee recognition program for folks working in Travel & Hospitality. Employee recognition within the Hospitality and Travel industry must be directly tied to the customer experience and to creating guest satisfaction during every phase of the travel experience. From the initial booking of the reservation to the check-in process to the departure and every step in-between, employees are entrusted by hospitality brands to deliver the types of experiences that will prompt a guest to become a repeat customer and ultimately an extremely loyal customer.
A recent article by Emilia Jaakkola on hotelspeak.com shared by IARE (The International Association of Reservations Executives) on Twitter provides some insight into the idea of creating memorable and emotional customer experiences with hotel guests. The main point of the article is that these connections which hotel brands are seeking to create happen one guest at a time and are ultimately facilitated by employees who create exceptional customer experiences for those guests. American author Tom Peters is credited with saying: “Why do customers switch from one store/brand to another? 14% switch because of price, 15% switch because of quality & 71% switch because of lousy customer service.” The opposite is also true, a customer/guest who has been made to feel important and valued and whose expectations were exceeded will return again and again even if price and quality factors are not equal.
In building an incentive & recognition program for employees within the Hospitality and Travel industry, rewards and recognition must be tied directly to specific aspects of the customer experience. In Customer Service Contact Centers, rewarding agents for positive call quality scores and customer satisfaction scores are paramount, but they are also just the tip of the iceberg. While this type of metric-driven incentive is the basis for any successful incentive program, attracting and retaining the best talent who will repeatedly create those meaningful customer experience connections with guests requires your incentive program to be more robust and creative.
Recognizing staff who receive positive customer feedback by name and having a platform capable of tracking and rewarding those instances reinforces to employees that creating meaningful experiences for guests is the expectation for every employee in every interaction with a guest. Offering bonuses to employees who initiate conversations that help drive customer loyalty through enrollment in guest loyalty programs, branded credit card referrals, or other partner-company loyalty programs encourages employees to get to know their guests, to listen to their needs, and to present the right up-sell opportunities and additional revenue opportunities to those guests who are interested in those services. Each of these aspects of the customer experience is an opportunity for an employee to create a meaningful emotional connection that can be worth additional revenue for the brand in the future and should be included within an incentive program as opportunities to earn additional recognition/rewards.
At the end of the day, guests in the Hospitality and Travel industry are won or lost – often for life – via the seemingly small interactions they have with the representatives of your brand – your employees. Creating a robust and flexible process for recognizing the behaviors of employees that drive guest satisfaction and loyalty is one of the best investments you can make in attracting and retaining the best talent…the type of talent that will pay huge dividends in the form of customer loyalty. Creating a transparent and easy to manage employee recognition program that empowers and rewards employees for helping guests feel a connection with your brand is as easy as connecting with Snowfly and letting us put our years of expertise to work for you. Our knowledge is real and our experience is just a connection away, just as your employees’ knowledge about and experience with your brand is only a connection away.
Snowfly’s long-standing relationships with companies within the Healthcare and Health Insurance industries offer some unique use cases for our software system. Because many of these customers require that their employee recognition opportunities are very job-specific and are often focused primarily around customer service and/or patient care feedback, Snowfly has adapted over the years to change right along with the landscape of healthcare and health insurance providers.
In these highly specialized and highly technical job roles, care must be given to ensure that the overall customer/patient experience is the paramount driver of success. Peer-to-Peer recognition is a hallmark of many of our healthcare related client programs because a work environment that fosters teamwork and ensuring that the client/patient has the best possible customer service experience is the ultimate goal. Despite Peer-to-Peer recognition being present in all of these programs, each of our client companies handles their P2P recognition process differently. Some choose to reward all those who are recognized by a peer, some choose to make each individual peer recognition an entry into an overall contest for the end of the month, quarter, or year. No matter how it is accomplished, providing co-workers with the ability to recognize one another for the daily small and simple things, or even the big unexpected things, builds cohesion and camaraderie within the workplace.
Another benefit of using the Snowfly platform for these industry clients is their ability to assign, track, and follow-up on required trainings that must be completed by employees to remain current with industry compliance standards. Because many of these individuals are working with customer/patient personal sensitive and confidential information (PPI/PCI), their employers are required to provide proof of PPI/PCI compliance and completion of mandatory training for each employee who has access to any such information. Providing a simple and effective way to communicate to the employee which training modules need to be completed, which training modules have already been completed, and rewarding employees for staying current on their training and certifications makes tracking this important data very easy. The Snowfly system also allows the employer to put the responsibility on the shoulders of the employees themselves to maintain their certifications, especially if they want to earn the incentive rewards that are tied to those behaviors.
Finally, due to the highly-skilled and often specialized positions that are filled by the employees of our customers within these industries, ensuring that a fully-staffed workforce is present for each day is critical to the success of the organization. Because one individual in a given department may not be able to fill in at another position if someone else is out unexpectedly, it becomes even more critical to ensure that daily employee attendance and schedule adherence are both emphasized. For most of these clients, that includes rewards that earned for daily/weekly/monthly attendance metrics and schedule adherence as well as being vigilant in pre-planning and receiving prior approval for any requests for vacation and/or time-off. Unexpected absences due to employees calling-in to work or simply missing their scheduled shifts without any explanation are highly disruptive and often very costly for these companies. By providing incentives to those employees who are able to accrue long periods of time without any unexpected absences or un-planned time away from work (coming into work late or needing to leave work early), the emphasis is placed upon reinforcing the desired attendance behaviors of the organization; those employees who then meet or exceed those expectations are rewarded for doing so.
Snowfly’s expertise in working with multiple healthcare/health insurance companies has grown over the years which has given us the opportunity to learn what behaviors and rewards are truly effective for this type of client. As we have proven with these industry customers, the flexibility to adapt to the changes within the industry has made Snowfly an important partner in the successful care of their customers/patients by their employees; when you demonstrate care for the well-being and success of your employees, they will in-turn exhibit that same care and concern for your customers.
When working with clients whose employee rewards program is primary focused on Sales, Snowfly’s software system easily adapts to their needs and, no surprise here, most of the incentives are based upon sales commissions and or achieving specific sales goals, milestones, and/or quotas.
In sales-related jobs, it is often the top performers who are also the most highly compensated. But monetary compensation is often incorrectly seen as the only way to motivate salespeople rather than just one of several ways to engage and reward your top performing sales staff. There are really several key ways that employees are motivated and providing a combination of as many of them as possible is the surest way to keep your sales staff engaged and working hard to close more sales.
Short-term to Medium-term to Long-term goal progression.
First, the best sales teams have multiple sets of goals that provide short-term, medium-term and long-term achievement levels that provide many opportunities for a salesperson to feel a genuine sense of accomplishment at frequent intervals. Having only monthly or quarterly sales goals or quotas means you are missing out on the power of daily and weekly celebration opportunities for your sales team. Small, incremental daily rewards are so powerful in providing salespeople, especially those whose sales cycles may be months, or even years, in length.
The longer the sales cycle and the higher the value or cost of the product being sold, the more important it is for salespeople to have their steps towards closing the sale celebrated and recognized along the way. To enhance your overall sales, think about ways that you can break-up your annual or quarterly sales targets into monthly, weekly and daily goals…or maybe even down to hourly goals if appropriate. Sales SPIFs can be for very small actions taken and don’t have to be large (or even monetary) to get the attention of your sales team. Keep in mind that a sales person sees progress with every step taken is one who is more likely to get across the finish line and close more sales.
Second, you must understand and accept that while money is highly motivating to most, if not all people, it may not be the MOST important thing to many people. Rewards that are offered for sales performance should be desirable to each individual person and, ideally, each person should be able to choose the reward that is most motivating to them. Understand that being flexible in the rewards offered to your sales team provides added motivation that may not cost you anything.
In his great article on HubSpot entitled “How to Motivate your Sales Team: 8 Tried-and-True Strategies”, author Dan Tyre recounts an experience in working at Lotus where he anecdotally shares the truth that many people are highly motivated by public recognition and that a small trophy that has no value to an outsider can be an extremely effective form of motivation and reward. Other forms of non-monetary recognition include: promotion to a special project team or team lead, offering to cater lunch for a contest winner and some colleagues of their choice, giving them more freedom and autonomy to set their own hours (if appropriate), to work part of the day for them, to let them work from home, etc. In today’s day and age of “work-life-balance” being so critical to keeping the best performing employees, recognizing your employees for their performance also needs to have flexibility built into the program.
Finally, employing some aspects of competition within your sales team can also be a very effective way to engage and motivate sales people. By nature, most sales people are at least somewhat competitive, and their personality types often gravitate towards “winning” in various forms. However, don’t assume that everything must be a competition or that there always needs to be “winners” and losers. Competition can also be instituted with one person competing against his or her past performance and competition can be between different sales teams, shifts, or departments as well where the end goal is not “winning” but demonstrating overall performance improvement. These types of competitions can foster a sense of camaraderie and team-spirit when working towards a common goal and often allow for those who may not “win” as frequently as others to have more opportunities to feel successful when contributing to the overall results of their team. The concept of implementing engaging Sales “contests” is nothing new to anyone who manages a sales team, but with some small programming tweaks and with some strategy in how and when to employ sales contests, the competition aspect of the contests can be extremely effective for everyone involved.
Because of our experience in having worked with multiple sales teams across many industries, we can truthfully say that there is no one compensation package or one set of rules that will apply to every company and to every sales team. As such, it is critical that your Employee Recognition program is easily adaptable and can flex with your company’s ever-changing needs and with the various personalities found on your sales team. Snowfly continues to be successful with sales organizations of all shapes and sizes and with products ranging from hotel accommodations to fine jewelry to storage units to legal services because we help our Sales clients create the unique employee recognition program that works for their individual teams and because their programs are never static but can be adjusted on-the-fly, whenever necessary, to meet the recognition and compensation needs of their team in that moment.
Snowfly Client, Callogix was featured in Connections Magazine in the article titled “Boost Your Bottom Line with a Wellness Program.” The article, written by Callogix President Sherry Leonard, details how they used an effective incentive program (managed by Snowfly of course) to engage employees in their wellness initiatives. You can view/read the entire article here.
Incentive programs should be designed to achieve a company’s objectives, reward the participant and get the most from the program budget. Research shows that variable rewards drive greater program engagement, increase motivation, and improve emotional response to being rewarded. Every incentive program should be specific and individual to your company. Your culture, your history, your product, your market and your services all play an important role in how you design your incentive program.
[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]”My name is Darrin and I’m a football fan.”
[“Hi Darrin.”]
In fact, I am a HUGE football fan. The start of both the college football season and the NFL season each year are days that I look forward to and long for starting from the last tick of the clocks at the College Football National Championship Game and the Superbowl. For my entire “adult” lifetime, from when I can really remember being a football fan who enjoyed the small nuances of the game rather than just simply idolizing certain players and teams, the New England Patriots have been good…no, check that, they have been GREAT.
Now, before I go any further, I have to clarify that I am NOT a Patriots fan. I am a hard core Green Bay Packers fan. As a kid, I grew up loving the 49ers teams of the 80s and early 90s but my favorite individual player was Reggie White, the “Minister of Defense.” When Reggie was traded to Green Bay, I began learning the history of the Packers and decided I had found a new team to root for. But, I digress…this article is about the Patriots and their decade and a half of dominance.
First, I need to provide some context. Patriots owner, Robert Kraft purchased the team in 1994 in part as a way to prevent the previous ownership group from breaking their lease with the stadium he owned and to prevent the team from moving to either St. Louis or Jacksonville. When he bought the team, Mr. Kraft said his ultimate reason for doing so was to build a team that would bring a championship to New England. When Mr. Kraft bought the Patriots, Bill Belichick was entering his 4th season as the Head Coach of the Cleveland Browns. Belichick was eventually fired by the Browns after having an overall record of 37-45 over his 5 seasons (’91-’95), including 1-1 in the playoffs, for a combined winning percentage of 46.25%.
Five years later, prior to the 2000 season, Coach Belichick was hired by Mr. Kraft, after two previous coaches had both failed to consistently deliver success. In Belichick’s first season as Head Coach of the Patriots in 2000, the team finished last in their Division with an overall record of 5-11. On that 2000 season roster was a rookie 6th round draft pick backup QB out of the University of Michigan named Tom Brady. Brady’s stats for the entire 2000 season included one completed pass on three attempts for 6 yards during garbage time of a loss. In the following season, 2001, Tom Brady again started the season as the backup QB behind starter Drew Bledsoe, but Bledsoe famously went down with an injury in the second game of that season, and Tom Brady took over as the starting quarterback, never again lost the starting job, and the rest, as they say, is history.
After Drew Bledsoe recovered from his injury (somewhere around week 10 of the 2001 season), the Brady-led Patriots were already well on their way to beating the favored St. Louis Rams in the Superbowl and beginning their unprecedented run as the model franchise of the NFL. Since Bledsoe’s injury, Tom Brady has started every game at QB for the Patriots (except for in the 2008 season when he went down with an injury in the first game of the season himself). Also worth mentioning is the fact that since 2001, when Coach Belichick and Tom Brady joined forces as the core of the Patriots organization, the team has failed to make the playoffs only twice (2002 & 2008) and they have notched 10+ win seasons in 14 of those 15 seasons.
As a Head Coach for the Patriots, Belichick has an unbelievable winning percentage during the regular season of 73.05% (187-69) and has averaged 11.68 wins per season. Even more impressive though is the Patriots’ winning percentage in the playoffs during that same time, where the wins are harder to come by and a loss means you are done. In their 15 seasons together in New England, Belichick and Brady are 22-9 in the playoffs (70.97%) and have won 4 out of the 6 Superbowls they have played in (66.67%) and from 2001-2004, they won the Superbowl in 3 of those 4 seasons. Tom Brady also holds 15 individual NFL Playoffs statistical records (including most games played, most wins, most touchdown passes, most passing yards, most division titles and most conference titles) as well as 7 Superbowl records (including most passing yards, most touchdown passes and most appearances).
Starting in 2001 through the present time, only three individuals have been present in the Patriots organization during their incredible 15 years of dominance in the NFL: Owner Robert Kraft, Head Coach Bill Belichick, and Quarterback Tom Brady. Every other roster and front office position within the Patriots organization has changed during that time span (some several times) but these three individuals have been the foundation of the Patriots success. What makes the consistent success of the Patriots even harder to understand though is that the NFL is the toughest professional league in the world in which to maintain excellence at the highest level. This is due to a combination of player free agency, salary cap rules, the propensity for serious injuries to key players, innovations in game planning and strategy, and even rules changes in the way the game is played.
All of these outside factors make it so much harder to keep the right combination of coaches and players on which success is built year-in and year-out. And yet, there hasn’t been a more sure bet in sports than penciling the Patriots in as the AFC East Division Champions at the beginning of each season, which they have been 13 times in the past 15 seasons, including a current streak of seven in a row (which, had Tom Brady not been injured in 2008, would probably be at 13 in a row right now). Tom Brady is the longest tenured starting QB for any team in the league and Bill Belichick is the longest tenured head coach – by several years! Consistency and striving for excellence every day have become hallmarks of the Patriots organization.
But unless you are a Patriots fan, the question you are probably asking yourself is, “Who cares?” So why am I listing significant stats about the Patriots? Why should anyone who is not interested in football, let alone the Patriots or Tom Brady and Bill Belichick and Robert Kraft actually continue reading this article? Because theirs is a model that businesses (and every other NFL team for that matter) are trying to duplicate the world over. The Patriots, led by Mr. Kraft and Coach Belichick, have developed an approach to their business that works: they have identified and consistently applied their Key Performance Indicators (KPIs) for each member of their team and those individuals are then rewarded (or not) and kept on the team (or let go) depending solely on how much that person is contributing to the overall success of the team.
Coach Belichick doesn’t tolerate players who are not “team first” and the Patriots don’t overpay for high-priced free agents who are unwilling to check their egos at the door. Likewise, Tom Brady has famously restructured his own personal player contracts with the Patriots over the years and has taken less money in the short-term on multiple occasions in order to help the team attract, hire and retain the players who will help make him and his team better. As the leader of the team, Tom Brady knows that he can’t throw touchdown passes to himself, that he can’t block for himself and that he can’t prevent the other team from scoring because he doesn’t play defense. As a result, he knows that his performance and the success of his team is dependent upon other players being able to be recognized and compensated for their contributions to the team as well. Tom Brady’s ultimate KPI is winning Superbowls, and with four rings to date, he has repeatedly delivered on that metric and as a result is already considered one of the greatest NFL players of all time.
Building a team like the Patriots, one where the most critical contributing members constantly strive to be the best and will stop at nothing to reach that goal, is a result of consistently developing and maintaining the right culture. Snowfly can help any organization identify those KPIs which drive their specific success and which establish and maintain a consistent culture of excellence within their teams. Providing a working environment for employees that rewards and fosters excellence leads to attracting and retaining the highest performing team members for your organization which ultimately improves your “winning percentage” and bottom line. By rewarding performance excellence of measurable, deliberate, and repeatable key behaviors, just like the Patriots have established a deliberate culture, any organization can achieve success. Let Snowfly help your “GM” attract, hire, reward and retain the best players for your team by contacting us at: info@snowfly.com or by calling us at 877-Snowfly today. www.snowfly.com
Oh, and one more thing…Go Packers![/vc_column_text][/vc_column][/vc_row]
This new age employee incentives article was written in 2005 by Dawn McCoy a Certified Human Resources Professional Ms. McCoy has an MBA and teaches University courses in Business and Human Resources and is a freelance business writer.
It is common knowledge the world of business as we know it has changed as a result of the Internet. It has helped to create a new reality of increased global competition for both customers and high caliber employees. In this new world, the competitive advantage often goes to the organization with highly motivated staff and loyal customers, not necessarily the company with the best strategy, product or service.
New Age Employee Incentives Are Critical
The new reality in the corporate world is customers have become increasingly indifferent as products, brands, and companies have fewer distinguishing characteristics and therefore become indistinguishable. As such, organizations must turn to their most valuable resource – people – to stand out and make the difference!
With a large percentage of the baby boomer generation poised for retirement in the next 10 years, the labor force itself is shrinking – meaning the competition for the best (and even just good) employees is going to step up considerably. What can organizations do to increase their chances of recruiting, retaining and motivating quality employees?
But even once you have attracted the high-quality employee, is it realistic to expect 100% motivation all of the time? As a Human Resources practitioner, that would be my dream employee. Unfortunately, such a high level of motivation is rare, albeit not unachievable, in today’s workforce. Employees of all ages and skill levels need constant feedback and rewards to encourage and maintain high performance and desired behaviours. Research shows if performance is not recognized and rewarded, it will not be sustained.
Welcome to the wonderful world of new age employee incentives! In the corporate world, incentives are used primarily to reward employee excellence, encourage desirable performance, and retain and attract loyal customers. For example, salespeople may be rewarded for improving sales, customers may receive a gift for test driving a new car, and the top store or team could be awarded a cash prize. For years, catalogue merchandise, logo’d items, and cash were the primary tools used to reward and motivate employees.
Organizations are continually searching for new and improved methods to motivate employees and loyal customers and, at the same time, trying to get the most mileage out of a new age employee incentives program. In the early 1990’s, I worked for a coal mine that rewarded employees for long service with gifts that could be selected from a catalogue. The gifts were the same year after year and, after some time, rather than feel honored, employees grumbled about the lack of innovation and choice. The reward system had lost its value and effectiveness because the rewards were not directly related to the behaviour and, frankly were not really anything desired by the employees.
Many employers are starting to realize employee incentives programs, especially those targeted at improving employee performance or rewarding customers, get stale pretty fast. Marginal success rates were experienced in the past, but most have not been sustainable partially because the Internet did not exist to glue it together. Because of the internet, it is possible to have large scale new age employee incentives programs and to make sure the incentive program is directly applicable to employees to ensure goals are met and desired behaviour actually does occur.
Recognizing there are challenges inherent in setting up an effective new age employee incentive program, what can an organization do to ensure success? As managers know, meeting a company objective is the result of the achievement of smaller goals and specific behaviours by teams and individuals on a weekly, daily or even hourly basis, all of which can be managed and rewarded in order to ensure the overall objectives are met.
According to Tyler Mitchell, Vice-President of Business Development, for Snowfly Performance Incentives, you “can’t just reward for the big objective such as an increase in sales by 5% – the employee needs to know how to get there and be rewarded for the steps on the way. That, and presenting the program in a fun manner such as a game, is what will result in the ultimate behaviour change. Remember the employees you are trying to motivate have grown up in a gaming environment – playing and watching games on television and electronically.”
Mitchell suggests starting with your biggest objective – such as increasing sales by a specific percentage. Then determine what is required to meet this goal such as monthly, weekly and even daily sales goals. The next level is to determine what is required to make the daily sales – it could be a certain number of cold calls and follow-up calls per day. In order to be able to achieve these daily goals, the employee needs to be showing up for work on time, entering the required data in the data base. Think SMALL! Reward all the behaviours that lead to the final objective, and this will increase the likelihood the final goal will be reached.
With all these behaviours to reward, one might think it could become an administrative nightmare, but the Internet has made it all possible – it is the glue that holds the new age employee incentives program together. New online tracking and incentive management systems such as Snowfly’s SPI system have made it possible to administer and sustain complex incentive programs rewarding unlimited numbers of desirable behaviours. This means the number and kinds of incentives are really limited only to your imagination!
Incentives can now be anything that can help keep the employee or customer interested and engaged. For example, some of the rewards Snowfly customers offer include: prime parking spaces, extended lunches, dress your boss for a day, have the President of your company serve donuts to your team, lunch with the boss, use of a company vehicle for a month, use of the company time share or condo, free flights on the company jet, monthly athletic club memberships, golf with the director, a day off with pay, or the ability to buy a shift change for a month.
Even with a well-designed new age employee incentives system, you are still left with the problem of making sure it stays fresh and is effective. The system must provide rewards that are meaningful to employees and at the same time, keep employees interested enough to encourage meaningful behaviors. Snowfly has the ultimate solution for keeping employees engaged – games!
Games at work are a hot new area in employee motivation and experts agree playing games and having fun at work have a direct impact on productivity and employee satisfaction. Snowfly uses games combined with technology to make the incentive program fun, thereby keeping employees excited and involved. Using the SPI system, each desired behavior is awarded a certain number of electronic tokens which the employee then uses to play a game and win points.
Some customers choose to have a “Slot Machine” or “Wheel of Fun” style game that allows employees to play their tokens and win 2 to 5000 points. In addition to traditional games, the SPI solution has a feature which enables participants to take educational tests as a reward for completing job tasks. For example, a person who comes to work on time or completes a performance task can now be awarded the opportunity to take a quiz and win points by passing a test. This makes a game out of the learning process.
For example, organizations using the Snowfly system use tokens to reward employees for a desired behavior such as completing an online training program or being punctual every day in a given week. The person receiving the tokens then goes to the website or game kiosk and plays a Slot Machine game. The employee “pulls” the handle and wins points. The points go in their individual accounts and are redeemed for rewards specifically designed for their wants and needs. Employees are not allowed to bet points already accumulated.
Snowfly customers love the system because it is fun and keeps their employees engaged and interested in the incentive program. Rebecca Boone, of Alliance Data Systems, says “It’s easy, very effective, and has produced measurable results in productivity. We have achieved our ROI goals but most of all, our employees just love it!”
Research also shows effective employee incentive programs pay off in terms of improved performance, lower turnover and happier customers. However, just having an incentive program is no guarantee it will be successful and help to motivate or attract employees. Organizations need to ensure the incentive program rewards the right things, provides meaningful rewards specific to the individual employees and keeps the employees involved.
New age employee incentives programs allow unlimited awards and the use of games to keep employees engaged and encourage desired behaviours. Experts agree having fun at work is an important component of retaining employees. When games are combined with an incentive program that rewards daily behaviours which lead to desired performance, you will quickly find that getting the best from your employees is an achievable… and maintainable goal.