{"id":1797,"date":"2024-05-03T11:12:23","date_gmt":"2024-05-03T10:12:23","guid":{"rendered":"https:\/\/www.biworldwide.com\/eu\/our-work\/blog\/how-to-create-frictionless-channel-incentive-programmes\/"},"modified":"2025-04-02T15:31:13","modified_gmt":"2025-04-02T14:31:13","slug":"how-to-create-frictionless-channel-incentive-programmes","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/eu\/our-work\/blog\/how-to-create-frictionless-channel-incentive-programmes\/","title":{"rendered":"How to create frictionless channel incentive programmes"},"content":{"rendered":"
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\n\t\t\t\tHow to create frictionless channel incentive programmes\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t
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Discover how to design frictionless channel incentive programmes that motivate partners and drive results.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Whether your incentive objective is stretching the top 20% of performers, or driving incremental performance of the middle ground, the engagement of your target audience is the first challenge that any incentive designer must overcome.<\/p>\n\n\n\n

A common assumption is that this is simply achieved by curating the right reward selection. After all, the right attractive and attainable reward is an essential attention-attracting currency and will create that initial spark to act where the motivation to do so might be low. However, many times we hear from clients that the engagement and the physical actions taken by participants to meet the objectives set are still low even with the right reward strategy in place. From our experience, whilst rewards are a critical component in engaging your channel, they will only take you so far!<\/p>\n\n\n\n

The drivers of channel incentive engagement<\/h2>\n\n\n\n

BI WORLDWIDE conducted a study in association with KANTAR to understand and analyse what engages and motivates channel partners to give their best. Through this research, we identified 8 drivers of engagement. Surprisingly, rewards were not the primary engagement driver. Instead, rewards and incentives came in second to operational excellence.<\/p>\n\n\n\n

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Click here to learn more about our research that derived the 8 drivers of engagement.<\/a><\/div>\n<\/div>\n\n\n\n

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What is operational excellence?<\/h2>\n\n\n\n

When processes and systems are fragmented or goals and objectives unaligned or unattainable this creates friction which leads to disengagement and reduced performance. What the research revealed was channel partners are looking for simplicity, an ease to doing business and for the good performance indicators to harmonise with things they can do within their day-to-day role as much as possible.<\/p>\n\n\n\n

How do we improve operational excellence to increase channel incentive engagement?<\/h2>\n\n\n\n

Gamification<\/a> can be an effective motivation technique. Breaking down tasks into attainable goals and nudging completion. But used incorrectly, it can often be a culprit of damaging operational excellence and the desire for simplicity. Effective implementation means understanding there is a fine line between tactics that engage and enable individuals through breaking down a task for them and introducing steps and creating unnecessary complications in a process.<\/p>\n\n\n\n

Incentives are most effective when the individual feels they have a unique advantage \u2013 when the programme has \u2018idiosyncratic fit\u2019. The benefits of incentives with idiosyncratic fit are that they reduce friction, build a sense of confidence, increase motivation, and improve performance. <\/p>\n\n\n\n

A good example of this is successful wellness programmes which help each participant by taking them on a personal journey, starting with their unique situation and implementing small attainable goals to nudge improvement, rather than a ‘one size fits all approach.<\/p>\n\n\n\n

What influences idiosyncratic fit?<\/h2>\n\n\n\n

In behavioural economics terms, a rule structure that has high idiosyncratic fit is one that is perceived by the participant to be perfectly suited to them. This is achieved through intelligent programme design that offers personalised goals, segmented communications and inspirational rewards that make people feel like the opportunity being presented to them is unique, within the scope of their role, that they are equipped, and ready to act.  <\/p>\n\n\n\n

Personalised goals<\/h3>\n\n\n\n