TARGET AUDIENCE
400 Sales Reps and Sales Managers located across six major markets, supporting over 40,000 selling agents

SITUATION
One of the country’s largest insurance companies wanted to ensure their employees adopted and used a new CRM system. This system investment replaced a CRM that was decidedly underutilized – with only 30% usage compliance.

OBJECTIVES
Design and implement a reward and recognition program that would drive CRM compliance and allow markets to set usage goals individually:

• Ensure that Reps and Managers have a solid understanding of the new CRM system
• Drive CRM use among individual Reps and Managers
• Hold Managers accountable for getting Reps engaged on the new system

SOLUTION
The solution was a four-and-a-half month incentive opportunity for Reps and Managers, designed to motivate both CRM training/learning and activity:

Learn and Earn Component
Reps and Managers earned rewards for passing scores on quizzes related to the CRM’s features, functionality, and ease of use.

Managers earned bonus rewards when their market teams passed CRM quizzes, which prompted them to coach, encourage, and interact with their teams.

CRM Activity Component

Reps earned rewards for two behaviors:

• Entering Account Milestones: Required the Reps to enter important account planning milestone information, which aided in accelerating sales and was critical to management’s account forecasting.
• CRM Entries: Required Reps to enter basic CRM database information, such as meetings scheduled, dates out of the office, recent customer meeting outcomes, etc.

Smart Features
Web Platform: Everything necessary to participate in the program was available online. The program used an ePoint-based reward system redeemable for high-end merchandise.

The platform was able to accommodate different program focus areas, depending on the insurance market. Participants could access quizzes, check progress on milestone and entry activities, check ePoint balances, and redeem ePoints 24/7.

Rewards Catalog: The incredible variety of rewards guaranteed satisfaction, and the elements of choice and reward goal-setting were powerful motivators.

Communications Campaign : A combination of creative print and electronic elements delivered key program messages, keeping CRM activity and rewards top-of-mind.

RESULTS
The program increased CRM usage from 30% to over 70%!