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Access to Access
Everyone loves a treat now and then – but when we base our entire programme around physical rewards they lose their impact. Transactional rewards become expected, rather than exceptional.
Instead, Access Voices is a ‘Recognition and Random Acts of Kindness’ reward model. We recognise and thank customers for each individual act of advocacy they perform on our behalf, and then at regular intervals throughout the year we send our active and engaged advocates surprise treats to thank them for their involvement in the programme as a whole.
Access to Access Benefits
Impactful reward model
Surprise and delight in the key to a more impactful reward model for our customers
Predictable and manageable budget
We can agree budgets with divisions a year in advance plan throughout the year
Quality rewards
Improved quality of rewards, with the opportunity to include Access branding where applicable
No budget constraints
Divisional advocate activity won’t be limited by budget constraints and there will be no debate between functions on who takes priority over budget
Advocates are looking for something more than the simple transactional relationship of the customer. Advocates commit their time and reputation to a company, and they expect a return on that commitment.
By compensating them with recognition and reward, they’re made to feel special, part of a larger movement. They’re not just a customer; they’re a valued member of the team.
How does it work?
So how do we encourage customers to sign up to be part of an advocacy programme if not through physical rewards?
Some of this is around language and positioning – within the program each act of advocacy is not a ‘favour’ to us, but an opportunity for our customers to share their story, promote their successes through our platform, mentor or advise peers, share their expertise and be recognised as an industry expert.
By getting involved in the program our customers will have access to other opportunities, ones that are exclusive to the Access Voices community – we call this “Access to Access”.
Tailored engagement
Access to Access might look different across Divisions and different advocate personas. We will work with our advocacy champions and other stakeholders to deliver a varied program of content, opportunities and events to help us keep our advocates engaged with the program between activities.
Some examples of what we might consider as Access to Access:
Recognition
- Personalised thank you notes after each interaction
- Links, shares and tags when content goes live
Empowerment
- Targeted feedback surveys
- Feedback loop to inform when feedback has been taken on board
- Beta testing opportunities
VIP Experience
- Meet the Divisional MD/dev teams opportunities (virtual coffee and chat sessions, or in person where possible)
- Advocate webinar series – generalised topics like building your brand as an industry expert
- Networking opportunities at events like AAA
- Thank you lunches or advocate events
Impact & Influence
- Invitation to sit on Customer Advisory Boards
- Speaker opportunities – presented as ‘industry expert’
- More personalised meet and greet opportunities – potentially with senior leadership
- Annual customer awards
