Are you a deadline junkie?
By Professor Ko de Ruyter and Dr. Debbie Keeling
At Motivforce R&D we are all doctors. Not the kind you turn to when somebody on a flight is having a heart attack (although we do get asked sometimes!). We are pretty useless at saving people. We probably could tell you though what the impact of such an incident would be on passenger satisfaction or how it affects the airline’s brand equity. This is useful when you work for a loyalty marketing company. So, we are the kind of doctors who constantly try to make touchy feely things measurable and predict how this is going to influence behaviour. Stuff that you may experience in everyday life or unconsciously register at the back of your mind. Like the way in which we all seem to be increasingly ruled by deadlines. Looking back to the start of the New Year, we have been frantically working to meet deadlines. Tiring but thrilling at the same time! We are deadline junkies, ready to visit DA meetings! … as in Deadlines Anonymous.
Recognize this? Without deadlines I feel no pressure, without pressure I do not accomplish things; I procrastinate, daydream, check my Facebook page, end up at Buzzfeedfests and, oops, loose another hour or three, feeling frustrated. The louder the deadline clock ticks, the more we think we are inspired and we kid ourselves that nothing is more gratifying in life, than hitting that ‘send’ button on the stroke of midnight. Pretty sad huh? And also pretty stressful sometimes, as research shows. But, we are not unique. A lot company executives are probably experiencing something similar. So here’s a test we came up with to determine whether you are a deadline junkie or not.
Please respond to all of the statements below using the following answering scale: 5=never, 4=seldom, 3=sometimes, 2=mostly and 1=always. Add all your answers up to determine your final score.
- I often do things that I should have already done.
- Often I finish things at the last moment.
- As soon as I finish a library book I return it.
- When the alarm goes off I pretend it is a bad dream and stay in bed.
- When I need to call someone I do it right away.
- I commonly take decisions immediately.
- When I need to go somewhere, there are always a lot of things left to do.
- I prefer to arrive early when I have an appointment with someone.
- I usually buy birthday presents at the last moment.
- I always make sure I finish everything during the day, so I can relax at night.
If you score lower than 26, you are a decisively efficient employee. You do not mess about and you are organized. You do not suffer from procrastination. If you score between 26 and 33, you can sometimes refrain from doing things that can also be done tomorrow, but procrastinating is not a problem for you. You are in control of your workload. Still, maybe you want to stop and think how your productivity can be more balanced. If you score higher than 33, you are definitely deadline junkies. Your mantra is ‘not now, maybe tomorrow, or maybe the day after’. Tear down that wall of denial. Procrastination can be a problem and may possibly stress you out at some point.
All profiling aside, if you want to change things and are looking for some peace of mind, try a piecemeal (or perhaps ‘peace’meal?) approach to projects. If you’re a happy procrastinator, at least remember that time is precious, so waste it wisely!
What does 2018 have in store for the B2B loyalty sector? Our loyalty doctors have gazed into their crystal ball and are predicting greater transparency about privacy, more ‘loyalty hacking’, increased use of artificial intelligence (AI) to accelerate program members attention and interest (A&I) and more programs going local, not just in Acapulco. 2018 will also see a new era of ‘influencer loyalty’ via online reviews from proactive program members and more member-to-member live video streaming in a quest for personalisation. Programs will also see more effective loyalty cycle management so that they don’t become complacent about longstanding participants. You can read the full list of top 10 B2B loyalty program trends for by clicking here:
The development of online education modules continues to be a growth market for Motivforce. While we keep expanding our enablement portfolio with some of our accounts in conjunction with the latest social loyalty tools (such as gamification), others are simply all about business partner learning. We often get asked to come up with a convincing business case that outlines how clients will start earning by learning.
We think there are four key benefits, all with direct important bottom-line implications.
There has been a lot of debate in recent months about the most effective metrics to use when assessing the performance of a loyalty or incentive program.
To see the real effect of the power of loyalty and incentive program it is also recommended to use Confrere Analysis.
Loyalty and incentive programs are powerful tools. Used effectively they can generate habitual behavioral loyalty, increase sales revenue, decrease customer churn, increase share of wallet and limit variety-seeking behavior. Many of these results have been empirically tested in academic research and in award winning case studies.
At Motivforce we have been helping clients to deploy Business Partner-driven strategies in order to improve their performance, agility and profitability. Although this is still core to our business, we also work on a growing interest in measuring the impact of employees on the bottom line. Employees are arguably a company’s most valuable resource, as they are sources of innovation and knowledge and allow for competing through service excellence.
The future of loyalty programs is mobile. This mantra has been reiterated across many loyalty marketing industry trend reports. It is a mantra that clearly has face value. In fact, it is a no-brainer, as much of our life now revolves around our little handhelds. Most loyalty programs are migrating to mobile platforms, allowing their members instant access any place, any time. Being able to check your points balance, the latest reward additions or quickly swiping through a learning module in a client’s parking lot definitely ups the convenience factor. But, it does not guarantee an engaging mobile program experience. That is why a number of forward-looking brands have started to engage their members by inviting them to share their ‘must-share-moments’ with the brand and explore the face value of the mobile camera.
In our conversations with organizations that are assessing B2B loyalty and incentive programs, a number of negative perceptions inevitably surface.
Here are the top 5 myths about loyalty programs and our evidence as to why they simply aren’t true.
Over the past 20 years, the structure of B2B loyalty programs has grown from simple sales incentives that reward for achieving sales targets to rewarding for profile performance. Profile performance is the concept of creating the ideal participant profile and rewarding for all behaviours that a participant demonstrates in adopting this profile.
There are many variables to consider when creating the ideal channel loyalty program participant profile and these are broadly classified into the following 5 types of loyalty program participant profiles:
Our research has shown greater loyalty (measured by sales and other valued added behaviours) amongst program participants who are active in enablement tasks, compared to those who are not. In looking at correlations between those participants who have undertaken enablement tasks, versus those who have not, we have observed three traits....
A term that we commonly use in channel loyalty and incentive programs is the effort advantage ratio. This is the study of consumer loyalty programs and the effort a participant must undertake to achieve a loyalty program reward and how this effort impacted on attractiveness of the loyalty program for their continued participation.
These are 7 things to consider when weighing up the Effort Advantage Ratio.