The power of channel partner recognition

A prominent automotive brand wanted to do more to retain dealership technicians. But their team wasn’t sure where to start. Using interviews and surveys, ITA Group helped create a data-led incentive program that used partner recognition to motivate the audience.

Understanding what drives automotive technician retention

Before forming our data-driven solution, we identified the root causes behind why technicians were unhappy. Through in-depth interviews and online questionnaires, we collected and analyzed qualitative data that helped our client understand their technicians’ major pain points and areas where they believed the company could improve. 

Creating a retention strategy based on data

Our research found that technicians wanted to feel appreciated for their hard work and dedication to the company. In fact, those surveyed specifically ranked service anniversaries and on-the-spot manager recognition within the top 10 potential strategies that would impact their retention. 

So, we introduced ways to acknowledge technicians’ tenure and encourage good work by combining recognition, incentives and awards.

Using recognition to establish a channel partner program  

We incorporated several layers of recognition through intuitive tools that reinforce the value of working for the client’s brand and the organization’s winning culture. 

• On-the-spot recognition with a points-based incentive program: Managers and peers are empowered to acknowledge technicians’ unique contributions on a personal level through on-the-spot recognitions. Paired with an eCard promoting the client’s core values, this manager-to-peer and peer-to-peer recognition strengthens the client’s culture and encourages long-term team buy-in. 
• Milestone awards to celebrate technicians’ tenure with the brand: On technicians’ anniversary date, they receive a celebratory eCard and awards points. Direct leadership is copied on this message, which fosters further in-person recognition. 

Building a culture of recognition 

The client’s technicians asked for recognition to be part of the incentive program to show their commitment to the company. Because of this, their participation in the new program was almost immediate. 

When technicians feel appreciated, they’re less likely to consider seeking new employment. Not only did recognizing technician tenure and good work boost engagement across the organization, but it also helped inspire loyalty in the workplace.