Article: How a global online travel company improved GPTW rankings

A Brand Reachout InitiativeEmployee Engagement

How a global online travel company improved GPTW rankings

With the right technology in place, Cleartrip, a global online travel company gained 10 points in GPTW, improved employee satisfaction scores by 10% and reduced R&R turnaround time. Here is what the company did.
How a global online travel company improved GPTW rankings

Employee attitudes typically reflect the moral of the company. In areas of customer service and sales, happy employees are extremely important because they represent the company to the public. Satisfaction, however, is not linked solely to compensation. Sure, a raise or benefits will probably improve employee contentment, at least temporarily, but small, inexpensive changes can have a long-term impact.

Here is a case study on how Cleartrip, a global online travel company, improved employee satisfaction with an intuitive employee engagement platform in place.

Business challenge: 

Cleartrip’s employee engagement programs were sparse and constituted of a customised gift or a Cleartrip gift coupon. The engagement and reward programs were conceived and executed on a need basis.

The company had started working with a tech company for its rewards and redemption, but the usage and adoption of the portal was almost nothing. The history of poor adoption rates posed a challenge to the implementation.

The offline nature of the rewards made the rewarding process inconsistent, slow and did not capitalize on the social aspects of rewarding, hence depleting the ROI of the employee engagement programs.

Cleartrip was also in the process of acquiring the Saudi Arabian travel start-up Flyin, which also opened up the challenge of managing people initiatives across geographies and cultures.

Further, Cleartrip has been using these GPTW surveys since 2014 to evaluate their workplace culture and people initiatives. And each time, the survey brought out rewards and recognition as one of the major weak points in their people initiatives.

Know why 1000+ HR and business leaders across the globe trust Xoxoday to engage and motivate their employees 

Solution:

Adopting the technology that was a right fit for Cleartrip

Cleartrip had an ardent need to re-engineer their employee engagement and they had evaluated three service providers in the process. They found Xoxoday for employees and provided them with the right solution. Xoxoday had demonstrated the features, the technology & multi-location support that solves the challenges that Cleartrip were facing.

Some of the features of the technology were:

  • The spot rewards introduced the concept of instant rewarding and reduced the time taken to implement a rewarding campaign
  • The automated rewarding feature directly linked to the performance management system and enabled contiguous rewarding
  • The easy to use and intuitively designed user interface of the Xoxoday platform allowed employees to quickly learn and start using the system

Support during the evaluation process

There were four rounds of demonstrations and evaluations to finalise on Xoxoday. Every round facilitated understanding of the features and how these could be used for Cleartrip's purpose. The client-facing team was descriptive and patient - carefully explaining the product features during each of these interactions.

“We could work with the Xoxoday team really well. Even today, if we have to just go back and talk to the team - they are just a phone call away or a mail away.” - Ajay Sreedhara, Deputy General Manager - HR, Cleartrip

Ajay further shares, “Prior to Xoxoday, our rewards and recognition programs were weak, sparse and not digitised. Xoxoday made our programs decentralised and transparent. Within a year of Xoxoday implementation, we gained 10 points on our GPTW scores.” 

Impact:

Reward program turnaround time: 5 days to instant

Instant rewarding reduced the time taken to implement a rewarding campaign from about 5 days to a couple of minutes. This facilitated rewarding people on-the-go for their behaviours and achievements.

Employee engagement scores: 10% increase

Fairness, empowerment, performance-based rewards, interactions with co-workers, etc., are the factors that are proven to affect employee satisfaction scores. Xoxoday’s dashboard feature allowed it to manage a wide range of rewards programs across geographies. These programs were instantly and equally accessible to every employee and this aided in the perception of fairness. The automated rewarding feature directly linked to the performance management system and enabled contiguous rewarding. The effective use of all these features witnessed an overwhelming 80% increase in employee satisfaction scores.

Adoption rates: 81%

Xoxoday’s dynamic rewards feature allowed them to integrate and execute all their rewards programs and enabled them to implement multiple rewarding campaigns parallelly and quickly. At any point in time, an employee always has a dozen reasons to log on to the platform.

Great place to work score: increased by 10 points

Post-implementation of Xoxoday, Cleartrip fared well on all aspects of the GPTW survey and gained ten points in their workplace survey scores. The team managers and department managers were allocated a major portion of the rewarding budget using the budgeting tool and this made it more rewarding. These team managers used these budgets to nurture team collaboration and performance. The rewards feature enabled integrating the rewards of fun at work competition winners, new parents, tenure completion, etc. The leaderboard feature motivated people to healthily compete to perform better and these were viewed and encouraged by the entire organization. These helped nurture a culture of appreciation and productivity.

Attrition

The improved work culture of appreciation and fairness as a result of the Xoxoday implementation is attributed to a reduction in attrition. The more interesting part of this decrease is that this turnover hardly constitutes of employees who are net promoters. Cleartrip measures eNPS quarter on quarter and has found a direct proportionality between the rewarded employees, employees who are net promoters and their productivity. These employees are also on performance green zones and are improving.

In a competitive business climate, more business owners are looking at improvements in quality while reducing costs. Meanwhile, a strong economy has resulted in a tight job market. So while businesses need to get more from their employees, their employees are looking for more out of them. Employee reward and recognition programs are one method of motivating employees to change work habits and key behaviours to benefit a business.

To know more about how you can improve your rewards and recognition strategy that engages your workforce, visit Xoxoday here.

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Topics: Employee Engagement, #PeopleFirst

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