Luxury Automotive Manufacturers

Recognition Program

The Situation

A leading luxury automotive manufacturing company, located in multiple cities across the U.S., had a certification training program for 25,000+ dealership personnel using a levels-based reward approach. The program offered a very small selection of merchandise rewards and only allowed participants to select one reward per level. Rymax designed a points-based program to motivate and drive dealership employees to become more invested in the certification program. By re-launching the certification program from levels to points, Rymax and the automotive company successfully implemented a certification and engagement solution that aligned with the company’s key organizational goals and values.

The Rymax Solution

The re-launched certification program, based on yearly training, education and performance, offers the opportunity to earn points that can be redeemed for over 10,000 incentive rewards online. Participants have the option to spend their points on one reward or use them to select multiple rewards that equal their point balance. In addition, Certification Packages are mailed directly to the dealership, providing recognition from corporate headquarters and allowing for peer-to-peer recognition.

A fully secure and customized online rewards and redemption platform was developed for the certification program participants. Certified participants redeemed their points and checked their account balances, while non-certified dealership employees were allowed to view the rewards possibilities. This motivated dealership employees to strive toward reaching a higher level of certification.

The Results

Rymax’s administration of the certification program successfully engaged dealership personnel to participate in the training program by moving from a levels-based program with minimal merchandise rewards to a points-based program with a multitude of merchandise rewards. We also increased overall program satisfaction by improving customer service levels for all program elements. During the initial twelve months of the campaign, 97% of eligible participants participated in the program, which was a marked improvement from the previous year. Program reward redemption increased by 38%.

In addition, the automotive company saw 50% of individuals redeeming for multiple products. By utilizing a points-based program with a larger variety of merchandise rewards, the company successfully motivated their participants to continue their training and increase their level of technical expertise. Based on the success of the Certification Recognition Program, Rymax became the company’s provider for six other employee programs.