CONTEXT
Our client was a large B2B e-commerce platform and technology service provider of AB InBev. This platform supports small and medium-sized retailers and oversees the entire route-to-market operation. In the wake of COVID-19 and its associated challenges, our client sought to improve the motivation and service level of their delivery drivers, who are the frontline representatives of the company.
CHALLENGE
The company’s logistics division aimed to enhance the motivation of their delivery drivers across four countries in Central America, South America, and South Africa. The goal was to create a clear role definition and improve the overall experience for drivers, ultimately leading to a better customer experience for buyers.
OUR APPROACH
Based on our analysis and interviews, we delivered a four-phased approach to address the challenge:
- Incentive and Rewards System: We designed an app-based incentive and rewards system that utilizes gamification to reinforce positive behavior and foster a service-oriented mindset among drivers, both individually and as a group.
- Role Definition: We clearly defined the drivers’ roles and outlined the essential skills required for optimal performance.
- Skills Assessment: We developed a skills model accompanied by measurement tools that aligned with key performance indicators (KPIs) to help management teams evaluate driver performance effectively.
- Staff Training and Development Plan: We created a comprehensive training plan for the company’s internal Academy, covering various levels of driver training. We also devised a development path tailored to drivers’ personal growth aspirations, including educational opportunities and work benefits, to incentivize performance and progression.
IMPACT
As a result of this in-depth process, our client was able to effectively support their vision and drive the desired change through the implementation of these driver-focused initiatives. The comprehensive program was piloted in 2023, with expectations of significantly improving driver motivation and service levels across the targeted regions. Currently, results are still pending.
INSIGHTS
- Localized Approach: Understanding and addressing regional differences is crucial for designing effective motivation and engagement strategies.
- Behavioral Reinforcement: Gamification and incentives can play a significant role in shaping and sustaining positive behaviors, especially when aligned with clear role definitions and development opportunities.
- Strategic Role Clarity: Clearly defined roles and tailored training plans not only improve performance but also enhance employee satisfaction and retention..