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Case Study: How Australia Post is Turning its Workforce into New Business Hunters, with Drool-Worthy Results

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Like many businesses, Australia Post believed there had to be a more effective, more efficient way to seek out and capture new business leads.

And so, with the help of employee loyalty and incentive specialist, Accumulate, the Seeker employee lead referral program - with a fun, canine-inspired program brand - was born.

Now, still mid-way through launch, the program has not only captured the imagination of its employees, it’s already exceeded Australia Post’s new business revenue expectations.

In this case study you’ll learn about the background, results and eight key drivers of the Seeker program’s barking success, all with a generous helping of dog imagery and puns.

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Case Study: How Australia Post is Turning its Workforce into New Business Hunters, with Drool-Worthy Results

  1. 1. How Australia Post is turning its workforce into new business hunters, with drool-worthy results.
  2. 2. Australia Post had an employee lead referral program but they knew there was something about it that wasn’t quite right.
  3. 3. So they decided to create a new program, seeker In fact, we’re telling this story mid-launch (it’s only been launched to 60% of employees so far)...
  4. 4. which makes it even more amazing that, compared to the previous program, it’s already achieved: More leads 10% increase in monthly leads Better leads 10% increase in conversion of opportunities More revenue 5% uplift in revenue + =
  5. 5. Yes, it’s fair to saY THAT THE SEEKER LEAD REFERRAL PROGRAM IS ABSOLUTELY BOUNDING ALONG.
  6. 6. But what exactly is the Seeker program? And why is it such a barking success?
  7. 7. It all started WITH AUSTRALIA POST SPOTTING AN EXCITING OPPORTUNITY...
  8. 8. to unleash their 37,000 strong workforce TO SNIFF OUT LEADS AND GROW THEIR BUSINESS.
  9. 9. Their rationale was simple: New business opportunities can be spotted by
  10. 10. But they knew there would be real challenges
  11. 11. How do you inspire such a diverse and widespread workforce...
  12. 12. to become hungry hunters and seekers of new business leads?
  13. 13. (After all, they had a lead referral program in the past that had grown a little tired)
  14. 14. So, with their trusted friends at Accumulate THEY PUT ON THEIR THINKING CAPS.
  15. 15. to design a simpler, more engaging and rewardinG LEAD REFERRAL PROGRAM.
  16. 16. And in March 2015 THE SEEKER PROGRAM WAS LAUNCHED TO AUSTRALIA POST EMPLOYEES.
  17. 17. Suddenly, Seeker success was just 5 easy steps away: 4. Earn points1. Spot Leads 2. Submit them online 3. Receive Email Updates 5. Get rewards!
  18. 18. It’s simple maths: More leads = More points = More rewards
  19. 19. So what’s the secret to the program’s drool-worthy success? There are 8 key ingredients.
  20. 20. 1. The brand After all, dogs rock (and they love to hunt and seek).
  21. 21. 2. The impossible to ignore launch that was high-energy, fun, educational and tailored to the needs of different business units.
  22. 22. 3. It’s efficient, online and automated SO THERE ARE NO CUMBERSOME, OLD-FASHIONED PAPER REFERRALS TO WADE THROUGH...
  23. 23. (and let’s not forget the environmental benefits)
  24. 24. 4. It’s easy to use Leads can be submitted from anywhere using a PC, mobile or tablet.
  25. 25. 5. The (thousands of paw-some) Rewards IN THE ONLINE REWARDS STORE.
  26. 26. because one size doesn’t fit all
  27. 27. 6. The communication mix
  28. 28. like the website with resources including practical tips on how to sniff out leads.
  29. 29. Monthly 'Star Seeker' announcement Plus, there’s a regular program of emails... Monthly newsletter Points awarded notification
  30. 30. including personalised lead status updates to keep Seekers informed, because every journey is different (and it’s ruff being left in the dark).
  31. 31. and monthly promotions designed to inspire, drive participation and create a buzz around the Seeker program.
  32. 32. 7. Recognition and Reward for outstanding performers with monthly and annual Star Seeker awards for the leaders of the pack.
  33. 33. 8. And last but not least, there’s buy-in from the top dogs Because as with any incentive program, this can be make or break.
  34. 34. The great news is, the Seeker program really delivers
  35. 35. “We’re really excited by the results we’re seeing from the Seeker program so far IT’S EASY TO ACCESS, EASY TO USE AND THE BRAND HAS REALLY CAPTURED THE IMAGINATION OF OUR PEOPLE. WE’RE PLEASED TO SAY IT’S ALREADY DELIVERING WELL ABOVE EXPECTATIONS. AND THIS IS JUST THE BEGINNING! WE CAN’T WAIT TO SEE THE RESULTS ONCE IT’S ROLLED OUT ACROSS THE WHOLE BUSINESS.” JAYLEEN KARPETA LOCAL AREA MARKETING MANAGER CONSUMER AND SMALL BUSINESS AUSTRALIA POST
  36. 36. Unleashing the power of your entire workforce to grow your business? It’s paw-sitively ingenious Inspired by this tail? (-)Learn More
  37. 37. @accumulateAUlinkedin.com/company/accumulate1300 733 725accumulate.com.au Talktous

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