At its core, the purpose of an incentive is to impact the behavior of employees, customers or respondents. Any incentive that does not impact behavior or decision making is simply a waste of time and money. Simply stated maybe, but that doesn’t make the statement any less Accurate. As factual as that initial statement is, it does not present a complete explanation of the true role of an incentive. It is true saying that an incentive must impact initial decision making of an employee; customer or respondent the company using the incentive must also take a long-term view of their ongoing relationship with the recipient. A well-structured incentive plan cannot only positively impact initial behavior and decision making but also solidify a long-term (and profitable) relationship with the target audience…or forever end that relationship and likely the disgruntled respondent’s immediate circle of influence. An incentive plan must take into consideration the impact the reward redemption process may have on the long-term potential of the client relationship. Unfortunately, too many incentive marketing agencies are long on innovative redemption processes but short on the vision for the long-term impact they may have on client relationships to their audience. Many key stakeholders focus […]
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