Motivforce Marketing & Incentives: Delivering Reengineered Loyalty Programs
For the UK and Irish travel agents, the task in hand was simple: they had to sell the cabins available on Celebrity Cruises—a part of the Royal Caribbean cruise-line. The process though was cumbersome! “The travel agents have many different travel products that can sell on a regular basis, each with an enticing incentive, thus creating a crowded and hyper –competitive travel industry marketplace,” states Dr. David Cox, Founder and CEO, Motivforce Marketing & Incentives. “It was critical to drive a unique message and achieve cut through,” adds Cox. Through their travel agents incentive program, Celebrity Rewards, Motivforce introduced ground-breaking elements such as high-level engagement, unprecedented reward flexibility, learning capabilities, and bespoke participant analytics that assisted to the travel agents in cutting through the crowded marketplace. Not only did the incentive program prove to be beneficial for the travel agents in earning more incentives, it also delivered unprecedented results for the Celebrity Cruises. “The Celebrity Rewards program doubled the target set for increasing average per day spend of each guest; and secured record early bookings for 2016," mentions Cox.
Over the years, Motivforce has devised numerous incentive programs such as Celebrity Rewards to deliver superlative outcomes for their clients and has been the driving force behind many of the multi-award winning B2B loyalty marketing programs they have designed and deployed.
The firm’s loyalty services can be primarily divided into three parts: 1) loyalty rewards programs, recognition and incentives, 2) e-learning modules, and 3) behavioral research and analytics. Through their loyalty rewards programs, recognition and incentives, the firm designs and delivers innovative bespoke programs which ranges from full service incentive and loyalty solutions to short-term tactical sales promotions. “We manage rewards fulfillment from our global and local extensive merchandise catalogue, localized e-loyalty cards and branded merchandise items,” adds Cox. The firm also delivers e-learning programs which are integrated with the loyalty services. The learning modules delivered by Motivforce are quick, easy to learn and are delivered in 20 minutes comprising of three small lessons. The reason for devising a quick module is—as Cox states— because at the work place, it's very difficult to get uninterrupted 20 minutes and a short module can be easily digested by a sales executive in the minimum amount of time that is available.
The third component of the firm’s loyalty services is the behavioral research and analytics. The firm employs high level loyalty specialists actively engaged in the study of effective motivational workplace incentives and loyalty engineering. The strong base that the firm has established in the behavioral research and analytics enables it to create cutting-edge enablement and motivational programs and sales incentives. “We offer our clients the latest skills, technologies and applications to explore past business performance in order to gain insight and drive business planning,” says Cox.
Having completely reengineered the loyalty program and the elements associated with it over the years, Cox still believes that there’s a lot of ground to be covered in designing and putting together a far better loyalty program. “We will continue to improve our offering by driving high levels of engagements, introducing augmented reality, making learning more effective, and embracing mobile technology,” informs Cox. The firm also plans to continue leveraging social media and networks within their program to create 2-way or 3-way conversations to concoct efficient and effective communication in the near future.