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.
Voluntary executive learning is an important element of many B2B loyalty and channel programs. Indeed the cost effectiveness that the digital revolution has offered to program sponsors allows for the deployment of online e-learning modules quickly, covering remote geographies and in multiple languages.
Whilst the digital revolution encompassing online platforms has heralded a new age in corporate learning, the advancement in learning structure and content has not moved at the same pace.
Try these 3 tactics to accelerate the journey from enrollment to engagement in your loyalty program and thus minimize the period that a newly enrolled participant spends in the chasm of disengagement and go into "Walking Dead" status.
‘Social Loyalty’ has been gaining momentum over the past five years as an effective strategy to drive engagement, enablement and sales performance. Interestingly, many companies are still slow to embrace social media into their loyalty programs due to concerns that they cannot control the conversation. However, it is now apparent that participation, as opposed to control, is the most effective way to drive participant behavior.
The odds were certainly favourable for Motivforce’s latest Loyalty Leadership Forum which took place at the historic Jockey Club Rooms in Newmarket, Suffolk, home of British horseracing. Building on the unbridled success of previous Forums, the event provided an ideal opportunity for Motivforce’s loyalty experts to showcase the latest B2B loyalty trends and share their wisdom with clients and channel marketeers
Gamification is the use of game-play mechanics for non-game applications and it has grown in popularity as a loyalty program tactic. Indeed, when used effectively digital games have achieved fantastic results.
Equally, there have been numerous examples where the gamification execution has failed to deliver. This can be extremely problematic for businesses as the financial investment and staff resources required to design and deploy gamification can be considerable.
The top three reasons why gamification tactics and campaigns failing to deliver the desired ROI have been identified as:
Loyalty and incentive programs attract, motivate and reward your best customers and there is no doubt that they can be very powerful marketing tools – their success has been well documented in industry case studies, academic literature and loyalty marketing awards programs.
Your best customers are the ones that listen to and respond to your loyalty promise. But delivering on that promise is highly dependent on structuring an effective program. All too often loyalty programs fail to deliver their promise not only to participants; they also fail to meet the high expectations of senior management.
Thus, to deliver on the ‘spectacle’ of a loyalty program, it’s vital we work on the ‘science’ behind it. Here are 8 key elements to applying this science.
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.