''Dare To Dream'' Campaign Upgrades Customer Service

Company: Pick-n-Pay

Programs: Travel and professional advancement

Program Types: Employee Incentive/Recognition

Program Details: Pick-n-Pay, a South African supermarket chain with 265 stores, opted to rebuild its corporate image, emphasizing such tenets as respect, dignity, and freedom for all individuals. Entitled "Dare to Dream," the incentive program would reward employees who provided excellent service. The prize: a trip to Disney World in Orlando, Florida, including enrollment in a Quality Service course offered at the Disney Institute. Qualification measurements were established, including both internal and external service standards. Score sheets were prepared by the company's human resources department in conjunction with an independent research company. Staff completed score sheets on each other to qualify for a win-and-spin lucky draw. External measurements included "mystery shoppers" and customer comments. Categories such as store cleanliness and communication response times were also measured.

Objective: The company's employee recognition program, which aimed to instill internationally recognized standards of service excellence in employees, would reward qualifiers with both international travel experiences and opportunities for professional growth. Eighty percent of all qualifiers would be drawn from the ranks below management.

Supplier: Turnkey Motivation

Results: Program results were measured by increases in the service score levels of participants. For example, scores for the most recent award period averaged 79-83% versus starting scores of 65-77%. Attending the Disney Institute offered many qualifiers their first chance at furthering their education. Nearly one-quarter of all "Dare to Dream" qualifiers have received promotions since participating in the program. In addition, new job opportunities have been created, morale is high, and the staff is motivated to serve customers. The chain is also bringing all employees from its newest store to the Disney Institute for training.

Award Date: 2006