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Leveraging Assets: Customer Referrals & Employee Incentives for Enhanced Marketing

Discover the benefits of utilizing customer referrals and employee incentives to promote your services effectively. Learn from member case studies and harness your billing/OSS software as a valuable marketing tool. Elevate brand awareness, boost revenue growth, and strengthen relationships through effective marketing strategies. Educate, communicate, involve, and engage employees for successful marketing campaigns. Case studies reveal the impact of employee incentive programs and customer referral initiatives on boosting sales and engagement. Seize the opportunity to enhance your marketing efforts by leveraging your greatest assets.

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Leveraging Assets: Customer Referrals & Employee Incentives for Enhanced Marketing

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  1. Customer Referrals & Employee IncentivesUsing Your Greatest Assets to Promote Your Services Tammy Wilkerson NISC

  2. Overview • Benefits of customer referrals and employee incentives • Getting everyone on board to promote & sell your products & services • Member case studies (PGTelco, PTCI, South Slope, Endeavor Communications) • Your Billing/OSS software as a valuable tool

  3. Benefits of Referrals & Incentives • Heighten Brand Awareness • Increase Revenue Growth • Enhance Motivation Techniques • Utilize Those with Most Product Knowledge • Strengthen Relationships

  4. The Importance of Marketing • Educate • Marketing is a concern for everyone • Regular training is essential • Communicate • Keep all departments informed • Involvement • Team approach to decision making • Involve staff in the “fun” stuff

  5. Educate • Inform employees of the importance of marketing efforts • Company buy-in allows for greater success • Provide access to marketing collateral prior to campaigns

  6. Educate • Ensure employees know about software functionality available to them • Regular team meetings to bring all employees up to speed on new promotions • Weekly training to assist staff in better understanding product benefits & promotions

  7. Communicate • Prior to promotions, meet to discuss any potential challenges • Share results of successful campaigns with entire company • Multiple mediums to get information disseminated to all staff

  8. Involvement • Solicit ideas and feedback • Include marketing staff in decision making process • Invite all staff to take part in community events • Involve technicians in distribution of marketing collateral – demos, door hangers, flyers during installation

  9. Case Study - PG Telco • Employee Incentive Program • Incentive of Paid Time Off (PTO) for achieving company sales goals

  10. Employee Sales Incentives • Monthly & quarterly company-wide goals of High Speed Internet new installations • If made their goal, everyone in the company got 1 hour of PTO • Team-oriented approach

  11. Employee Sales Incentives • Tried individual goals for CSRs and Installation & Repair Staff • Based on totals, some employees could get up to 4 hours of PTO • Company-wide goals push everyone to boost sales • Employees happy with PTO rewarded

  12. Customer Referral Program • Refer friends & family & get the following rebates: • Express Service $20 • Express-Plus Service $30 • Elite Service or Above $40

  13. Customer Referral Program • If you are referred by a friend you get the following discounts: • Express Service $10/mo for 3 months • Express-Plus Service $15/mo for 3 months • Elite Service or Above $20/mo for 3 months

  14. Case Study - PTCI • Customer Referral Program • Employee Incentive Programs • Installer/Repairmen & Repair Clerk Incentive Program

  15. Statement Message

  16. Customer Referral Coupon

  17. Referral Program Results • 130 referral coupons returned in 2012 compared to 44 in 2009 • Approx. 195% increase!

  18. PTCI Employee Incentive Programs

  19. Employee Incentive Card

  20. Spanish Side

  21. Employee Incentive Card Program • 243 cards brought back by customers from January through December 2012 • Extended to employee’s children • Cell Phone Program • Separate Incentive Card

  22. Employee Child Incentive Card

  23. Employee Child Incentive Program • 40 cards turned in by 20 children in 2012 • Free use of most popular phones • Those who had cards returned get to upgrade

  24. PTCI Incentive Card Program Approx. 30%increase in incentive card revenue since 2009

  25. Installer/Repairmen & Repair Clerk Incentive Program

  26. Repairmen & Repair Clerk Incentive Program • Number of items sold and/or up-sold • The installer receives half of the monthly revenue one time • Extended to repair clerks since they are on the phone with customers • April, May and June – highest months

  27. CSR Incentive Program

  28. Upselling Efforts • Number of items sold and/or up-sold • November & December– highest months • Average of approx. $3,675/year per CSR

  29. Case Study – South Slope Cooperative Communications • Customer Referral Program • No Strings Attached! • Team Effort

  30. Team Effort • No Strings Attached – turning technicians into sales people • Teams have members from each department – everyone works together • Employees brought 60 referrals in 1 week!

  31. Case Study - Endeavor Communications • Organizational Message • Referral Program • Total Team Effort

  32. Total Involvement

  33. Endeavor’s Cooperative Message We Are The Technology Leaders in Your Community!

  34. Realtor Referrals • In contact with area realtors to participate in referral program • Fantastic time for buyers • Local cooperative connection • Additional partnerships! • Meeting with area realtor boards & supplying them with refer a friend brochures

  35. Insurance Agencies Who are our businesses and how do we connect to them?

  36. Spreading the Word • Focus groups – review employee suggestions, ideas & keep in touch! • Working together– keep communication lines open • Training – what are we selling? • Everyone has responsibility to represent the cooperative!

  37. Your B/OSS Software as a Tool • Targeted Marketing Messages • Customized Bill Inserts & Statement Messages • Online Customer Account Management • Customer Engagement Apps • Upselling Efforts • CSRs upselling to reach incentives • Did you hear about our customer referral program? • Follow-Up

  38. Your B/OSS Software as a Tool • Customer Relationship Management (CRM) tool • Helpful tracking • User-defined fields • Churn Analysis • Reason for adding service • Evaluation of marketing tactics

  39. Your B/OSS Software as a Tool • Promotional Maintenance • Tie a specific code to referral • Ad Hoc Reporting • Quick Customer Accounts

  40. Summary With Incentive & Referral Programs You Can: • Heighten Brand Awareness • Increase Revenue Growth • Enhance Motivation Techniques • Utilize Those with Most Product Knowledge • Strengthen Relationships

  41. Questions &Discussion

  42. Thank You

  43. For More Information Tammy Wilkerson 319-841-8415tammy.wilkerson@nisc.coop

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