One of the largest telecommunications companies needed to increase call centre sales. We worked with them to understand their goals and establish the best way forward to motivate their team.
Traditionally, this large telecommunications company had been incentivising their employees with cash rewards for achieving set goals using a basic tiered rules structure. They approached BI WORLDWIDE as they were in need of increasing their call centre sales.
We recommended testing two hypotheses:
If you ask workers what reward they would like for hitting their goal, most respond, “Show me the money.” The problem with cash is it generally ends up in a checking account and gets used for needs like braces, home repairs, groceries and gas. Statistics say cash is used for true rewards less than 20% of the time. More importantly, cash doesn’t drive performance like a true “want” would.
In addition to the reward itself, the idea of being responsible for self-selecting goals with risk involved delivers stronger incremental performance.
Our GoalQuest rules structure is defined by these parameters:
To test the theory around which rules structure and rewards drive results, we created four conditions and ran a 60-day program:
The impact of the right goal-setting structure and rewards.
When reviewing the data around the most effective rules structure, GoalQuest outperformed the tiered approach.
Additional findings show that in every category of performance, including:
The GoalQuest rules design, paired with experiences and merchandise, delivered a stronger average lift per rep.
In addition, the tiered rules structure with the cash reward actually delivered a negative result (below baseline performance) in every category except top performers, who are intrinsically driven to perform.
By award type, merchandise and experiences drove results of 43% over baseline, whereas those receiving a cash award underperformed by 16%.
By rules structure, GoalQuest delivered results of 31% over baseline, whereas the tiered approach underperformed by 7%.
GoalQuest rules structure + experiences/ merchandise rewards = 87% over baseline
This controlled research study confirms that goal setters outperform those who do not set goals. It also confirms that experiences and merchandise are a more effective reward than cash.