Though customer experience (CX) programs are always changing and evolving, one element that many brands constantly consider is whether to add a CX incentives program to those initiatives.
On its face, such a program may seem quite straightforward—directly reward experience outcomes or add incentives to existing programs, and you’re good to go. However, there are actually quite a few factors that organizations need to look at while weighing an incentives program, not the least of which is ensuring that such programs aren’t subject to abuse or distortion (check out this eBook to read about the cons of incentivizing your CX program). We’ve put together a few lenses through which to view CX incentives. Let’s go through them!
- Feedback-Based Incentives
- Incentivizing Existing Behaviors
Lens #1: Behaviors
This lens is fundamental to any rewards program because it challenges you to consider which behaviors you’re trying to change. Perhaps more importantly, in whom are you trying to change those behaviors? Taking a behavioral magnifying glass to a potential rewards program helps define its purpose. At the same time, though, brands need to be mindful that behavioral reporting can be skewed. Consider that possibility as you establish which behaviors you’d like to see change and how such changes are reported; that consideration goes a long way toward skew-proofing your CX incentives.
Lens #2: Feedback-Based Rewards
This question is a bit more specific to EX initiatives, but we’ve seen it come up a lot when working with clients on their rewards programs. It’s hardly uncommon for organizations to reward employees, but whether you’re incentivizing above-and-beyond behavior or encouraging higher engagement, there’s always the risk that some reporting could be exaggerated. The best way to sidestep this potential obstacle is to base your incentive rewards on customer feedback. It’s a pretty safe bet that your employees deserve recognition if the insistence on it is coming directly from your customers!
Lens #3: Incentivizing Existing Behaviors
Most CX incentives programs are built with the goal of changing or improving certain behaviors in mind, but what about staying the course? If your brand is in a good place right now (i.e., most of your employees are passionate about your organization’s mission and you’ve formed bold, human, and invested relationships with your customers), there’s nothing wrong with incentivizing everyone to just keep doing what they’re doing. Even if you see room for improvement in your CX or EX spheres, incentivizing existing behaviors can help provide a good foundation for rewards initiatives before taking things higher. As always, though, remember to consider how that behavior is being reported and how else it could be tamper-proofed.
The Next Step
Considering the purpose and effectiveness of your CX incentives program is of obvious importance, but what else do organizations need to strategize as they build or refurbish such initiatives? Additionally, how can incentives programs help directly stimulate meaningful change and Experience Improvement (XI)?
Click here to read our full-length white paper on the world of CX incentives programs, in which expert David Ensing considers these initiatives from every angle and presents a carefully researched perspective you can leverage.