Creating a joint sales incentives program that delivered a ROI of 100 times the spend
HP – VMWare, APAC
HP – VMWare, APAC
VMware partnered with HP to improve sales of its products and needed a way to motivate the HP call centre staff across APAC to hit their sales target and beyond.
In addition to motivating the staff to hit their sales target, VMware also wanted to empower them to complete the VMware training which would enable them to make better sales now and in the future. The real challenge however was cutting through the clutter of other sales programs that were available to the call centre staff and keeping them motivated enough for the investment in the program to generate a positive ROI.
There were a dozen other competing incentives program. To stand out and to keep the target audience engaged throughout program, the incentive program was gamified. The program rewarded the staffs on moving the deals through the funnel but to unlock higher rewards they also had to meet other key requirements such as completed training and certification. We also designed an engaging program theme and visual – “Top Racer” that would capture the attention as well as spark their interest in the program. Participating staff also had access to a leader board that showed their position in the program and personalised messages and tips on how they could move up the leader board to win the grand prize and be the top racer. We developed an online portal that featured personalised lead board and messaging for each participating members. eDMs were also sent on milestone dates to announce program updates or motivate the staff to close their sales pipeline. Posters were also designed and distributed to the various APAC offices to announce the program. The program communications were localised for the different APAC markets as well.
With the grabbing program visual and gamified incentive structure, the Top Racer program was a hit with HP’s call centre staff. VMware not only achieved it’s ambition of getting the staff trained in VMware products but also shot through their quarterly targets, achieving a ROI of 100 times the spend on the program.