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Travel Management

 February 03, 2009
FCm Expands Role In Global IBM Incentive Program

 FCm Travel Solutions has globally expanded its fulfilment role in the worldwide 'Know Your IBM' channel incentive program, which won a global SITE ( Society of Incentive & Travel Executives based in Chicago) Crystal award on 6 December.

Thought to be the most geographically extensive and complex loyalty incentive program of its kind in the world, the KYI program involves the fulfilment of incentive rewards by FCm Travel Solutions in more than 90 countries.

Awarded by SITE as a global winner for 'Most Effective Use of an Incentive Program for a Strategic Business Solution', the program was initially created in 2004 by FCm's event specialist business, CiEvents, to boost the product knowledge and sales performance of IBM resellers and distributors in Australia and New Zealand.

In 2005, the program received a SITE Crystal Award for the 'Most Creative Use of an Incentive Program to Solve a Marketing Problem'. The early success of KYI subsequently saw it expand to 88 countries, across 10 languages, by 2007.

FCm Travel Solutions plays a critical role in the program, providing what is believed to be one of the broadest global networks of locally tailored customer service and reward fulfilment centres for a channel incentive program, worldwide.

KYI comprises an online 'learn and earn' component to boost the market's product knowledge, and a 'sell and earn' component providing a sales revenue incentive. Participants can combine points earned for selling and learning to receive incentive rewards contained in the program's rewards catalogue.

Incentive rewards vary from country to country and have ranged from electronic products to group incentive trips to destinations such as Ayers Rock, Phuket and Morocco.

CiEvents' general manager relationship marketing, Dr David Cox, said the effectiveness of FCm Travel Solutions' global network had been pivotal in enabling the rapid global expansion and ongoing success of the program.

"The logistics of organising and managing FCm's global network was a mammoth task that has been managed superbly," Dr Cox said.

"FCm's role involved educating and preparing offices around the world in their understanding of the KYI program and adhering to global service level agreements.

"It also involved organising and structuring global payment and processing for rewards, enhancing communication systems to provide first level customer service in each country, and clearly articulating the specific tasks assigned to the FCm office in each country.

"The collective roles of CiEvents and FCm have produced a truly global incentive program that has delivered cost efficiencies, common processes and brand consistency. This included extensive customisation of the program at the country level to manage different language, cultural, operational and legislative needs."

During 2007, KYI exceeded key targets agreed with IBM Corporation, including:

- a 33.9% increase (compared with a 10% target) in the number of participants who sold IBM products

- a 48.01% increase (compared with a 15% target) in the number of education modules completed

- an 18.15% increased (compared with a 15% target) in the number of active participants in the program

- a 62% increase (compared with a 25% target) in KYI revenue

- a 184.7% increase (compared with a 100% target) in the number of IBM products and services sold by program participants to end users.