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Case Study:Performance Measurement in Action
[Phase I]
Donna ChrobakVice President QuintLoyalty
FEATURED CASE STUDY [PHASE I]:PERFORMANCE MEASUREMENT IN ACTION
OVERVIEW:A Building Solutions company has been using an incentive program since 2011 and wanted to repurpose the program to further engage participants. They were experiencing lower than expected participation and activity levels in the program. This was attributed to the recent building recession, an outdated builder database, and incomplete or inaccurate email information.
They implemented a strategy including targeted communication to move participants through the Participation Pipeline—Divided into five participation types: A, B1, B2, C and D, they identify how engaged each participant is in the program, measured by log ins, submissions and redemptions.
This was the company’s first year measuring program participation and activity levels and they will use the measurements as a baseline for the 2014 program to gauge how sales have been impacted.
AUDIENCE:6,000 builder contractors who purchased materials from the Building Solutions Company.
SHORT TERM OBJECTIVE:To get inactive participants more engaged in the program by moving through the Participation Pipeline.
LONG TERM OBJECTIVE: To achieve regular, long term engagement and use that engagement to improve sales and build brand image and loyalty in the coming year. The company would like to engage participants in the program by moving them from Type A, B1, B2 inactive category participants to Type C or D active category participants.
PROGRAM NAME: Builder Rebate
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PROGRAM TIMELINE:The timeline of the case study was one calendar year lasting from January 1, 2013 through December 31, 2013. The programs were administered continuously throughout the year.
HOW WILL THE PROGRAM ENGAGE EMPLOYEES:Because of the average conversion time from account creation to desired behaviors (see Time of Activity below), this is Phase I of our Case Study, Phase II will be released in our July/August QuintLoyalty Ally Newsletter and include the full cycle to include when many participants first created an account, through when they should be entering the redemption phase.
SUMMARY OF PROGRAMScrubbed Database Because the database of builders was outdated and included incomplete or inaccurate email information, the list was scrubbed, eliminating 1,804 builders on 4/4/2013. These eliminated builders were no longer in business, and this method aided in cleaning up emails.
Creation of a Timeline of Activity • The average number of months between Account Creation to 1st Login: 6.28 months • The average number of months between Account Creation to 1st Submission/Award: 8.56 months • The average number of months between Account Creation to 1st Redemption: 11.89 months
The long time lapse between Account Creation and desired actions is attributed to two major reasons: 1. Lack of communication: prior to June 1st, 2013 participants received sporadic communication regarding the program 2. Project turn around: many of the builders’ projects require over a year prior to completion, hence the lapse from log in to submission
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Sent Survey Communication:The pool of participants for the July survey included all participants who were enrolled in the program but had never logged in, with valid email addresses. The goal of the survey was to ascertain what specific hurdles prevented participants from engaging in the program. The survey found that: • While 92.3% were aware of the program, and 84.6% knew they were enrolled, more than 13% of these: ○ Thought the program had ended ○ Had received incorrect information about how to earn rewards, ○ Did not know how to participate. • 50% were not participating because they did not have enough information about how to participate or did not understand how to earn rewards. • 42% were not participating because they did not meet program qualifications (did not buy enough products or the right product mix). • 42% requested more information on enrollment/participation, and 75% requested more information on how to earn rewards
OTHER COMMUNICATION ABOUT PROGRAMPrior to June 1, 2013 participants received sporadic email communications, 11 emails were sent out in approximately 30 months. After June 1, 2013 participants received monthly newsletters that included their cumulative points in a monthly statement, sent to their email. • Monthly statements and newsletters (Began June 1st 2013) • Reminder postcard sent July • Survey sent July
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MEASURESDivided into Participation Pipeline Types, each participant was measured on whether or not they Logged On, Submitted (product invoices), or Redeemed. On a monthly basis they were assessed on completion of desired behaviors based on their participation. Below is the monthly report on participation levels.
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RESULTS:The goal of the program was to have increased participation in the form of Type C or D participation--namely, moving participants from Type A, B1, or B2 categories to Type D.
Over the course of 2013 there was a steady climb in Type D participation attributed to communication and a survey encouraging participation. As seen in the Builders group when additional communication (monthly newsletters/statements) were continually distributed, there was a marked increase in Type D participation.
• There was an increase of 26.14% over the course of 2012. • There was a 39% increase in Type D participation overall.
The survey was particularly helpful as it highlighted main points participants were experiencing and will help to improve the program in 2014 to see even greater participation. One survey recommendation included improving the welcome kit given to builders, to explain more clearly, how to use the program and outline the benefits.
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If you would like to discss how QuintLoyalty can help you design an effective performance measurement plan, please contact:
Donna ChrobakEmail: [email protected]
Phone: 704-926-2710 QuintLoyalty.com
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