Although the scheme was designed to play an important part in reinforcing relationships between managers and employees, only 20% of those eligible for rewards among its 40,000 employees were either receiving or redeeming them.
Edenred was given the task of overhauling the scheme, with the primary objective of boosting take-up of the service programme. DHL also wanted to deliver more consistency in its reward offering to employees.
Edenred identified that the key areas for improvement in the scheme needed to be around choice of reward, transparency in how is reward linked to length of service, ease of administration and making the reward more memorable for employees.
The new scheme devised for DHL was therefore based around:
Clarity: A scale of rewards from £100 up to £1,000 based on years of service.
Choice: Employees could elect to have either single or multi-store vouchers or gift cards redeemable in over 70 leading high street retailers.
Accessibility: The existing catalogue scheme was replaced with Edenred’s online reward platform,
Compliments Select, for the redemption of rewards.
Ease of delivery: New ‘Service Award Packs’ were created to make the presentation of the reward easier for the manger and more visible among teams.
The new programme was also given a new brand – ‘The Inspire Programme’ – to support its roll out across the business and to underline the change to an improved reward programme.
After two years of operation 2,500 service award packs have been delivered through the Inspire Programme with employees choosing vouchers through the online Compliments Select platform. Overall employee participation has risen four-fold from under 20% to 80%.
Giving feedback on the new scheme, DHL Supply Chain’s Head of Compensation & Benefits Projects said: “The new scheme implemented with Edenred has meant employee loyalty is being rewarded more consistently and with greater frequency across the business.
The Inspire Programme has also helped engage managers with the importance of recognising long service while making the act of reward more memorable and visible within DHL.
Overall, we feel that our service award scheme is now doing a much better job of delivering on its objective of ensuring employee loyalty is recognised and valued.”