Engaging Disparate Audience

THE CHALLENGE:
To create a centralised communication, reward and recognition hub for an automotive UK dealership network to help improve product knowledge, sales and customer satisfaction

THE SOLUTION:
A central web platform, accessible to all registered users, that collated a variety of performance measures in to easy-to-read league tables

Supported by engaging offline and online communication

An annual incentive programme, supported by quarterly tactical campaigns to drive specific business results

An online knowledge quiz combining fun with product and brand understanding, culminating in popular live event to ensure high visibility across the company

A range of rewards from merchandise to incentive trips

THE THA EFFECT:
Incentive campaigns regularly achieve 85 to 100% participation rates

Recent Product Knowledge campaign achieved 92% participation and an average score of 86%, against a target of 80%

70% of dealer network were recognised/rewarded in 2006 programme

A clear correlation between the highest performing dealers and frequency of participation:

In Sales: 29% dealerships achieving 100%+ of sales targets have 82% of their staff  participating in the programme

Average Customer Service & Mystery Shopper scores increased significantly and are now part of key performance criteria