We All Cheat
One of our colleague’s children got a public reprimand at school the other day; she had taken a pink slip of paper from the classroom without asking. Our co-worker was telling how he and his wife had seized the opportunity to hammer home a bit of moral responsibility. They even had the little paper offender make an apology to the teacher and punished her with considerable X-Box downtime. He ended his smug lecture on parenthood and morality by stating: “Besides, she could have just asked me yeah? I would have taken home a whole box of paper from the office”.
So, we all cheat … a little. Mostly, we are not even aware of the fact that we do. Like our rationality, our morals seem bounded. Clients often point out that many loyalty program members cheat and that making compliance rules stricter hardly seems to have any effect. It’s not like they’re all bad apples, it’s just that a lot of members seem to curb honesty, here, there and everywhere.
One way of dealing with this is to use an algorithm that detects false claims, a verbal lie detector. Here at MMI we are involved in developing such a tool. Be on the lookout for news of the Pinocchio project.
In the meantime, let us enlighten you about the science of cheating and share with you some of our findings following years of research. To begin with, and quite surprisingly, it has been found consistently that raising the chance of getting caught or increasing the penalty does not seem to stop people from cutting moral corners.
So, what does work? Having people sign a claims form at the top (vs. the bottom) reduces the probability of making a false claim by 25%. Similar results were obtained by confronting people with an honour code. People that were asked to make a voluntary donation for the free cup of coffee in the office were significantly more generous when a picture of a watchful (or third) eye was put on the wall above the coffee maker. An off-the-couch application of these psychological experiments could go a long way in battling cheating in incentive programs.
Thinking of launching a loyalty program? But you don’t know where to start? Try running a pilot program!
Loyalty programs are a long-term strategy. Getting them launched requires the strategy to be embraced and signed off by the entire organization, including finance, operations, sales and marketing. Each of these departments has their own agenda and expectations as to what the loyalty program will deliver. This ongoing internal assessment can delay the launch of a program for years, and prevent the company from enjoying the benefits that a well-structured loyalty and incentive program can deliver.
When planning a destination for your incentive travel rewards program, a number of things must be considered to ensure its success. The question will be raised “How do I choose the correct destination for incentive travel reward?” This is where a professional incentive travel agency can assist by providing a wealth of knowledge and suitable options based on your program requirements budget and the target audience.
What does 2019 have in store for B2B loyalty marketing programs? Read on to see what our loyalty doctors have predicted to be the top 10 advancements in B2B loyalty programs for 2019.
Today’s program managers are conceding that the constant desire for global standardization has reached an inflection point where there still needs to be a high level of local customization. This is despite procurement and finance departments thinking that even more efficiencies can be derived from global program operations resulting in year on year cost savings.
Whilst a lot of time and money is spent creating brand and positioning, little effort is spent on developing the “loyalty avatar” that will be used to communicate to program participants, both formally and informally.
Every company needs them; re-seller top dogs. They drive success, they show others how it’s done, they collect the rewards, they stash the cash, they may come to expect the white glove treatment. At the same time, it is becoming clear that incentivizing these star business partners also has a dark side. And it is good for companies that run performance incentive programs for their channel partners to be aware of this.
Motivforce has scooped two Gold Awards and three Silver Awards at the prestigious 2018 Brandon Hall Excellence Awards with client channel incentive programs Know Your IBM and Lenovo LEAP.
It seems that the 2018 obituary for offline communications and tactics in loyalty and channel incentives programs has been premature. Indeed, we have seen an increase in program sponsors allocating budgets to offline executions during the first eight months of 2018, signaling a retreat from the sole reliance on digital communications.
Motivforce’s innovative and pioneering approach to creating Celebrity Cruises’ travel agency loyalty program ‘Celebrity Rewards’ has been recognised with one of the most prestigious accolades in the incentive marketing industry.
Celebrity Rewards has been named the recipient of the Incentive Marketing Association (IMA) 2018 Circle of Excellence Award in the Consumer Offer, Branding Program & Customer Loyalty category.
One of the growing challenges facing all loyalty practitioners is how to drive higher levels of engagement. Traditional methods such as bonus points and bespoke communications, whilst still effective, are losing their impact, particularly when competitor loyalty programs are also engaging in these tactics.