At Achievers, we love our customers. We’re interviewing them to highlight their expertise, advice, and secrets to success.
Cox Automotive, a leading provider of products and services that span the automotive ecosystem worldwide, has nearly 25,000 employees working across more than 24 brands, including Autotrader, Kelley Blue Book, Manheim, and a number of other best-in-class companies. Cox Automotive’s expansion over the past few years has created an interesting opportunity for Heather Markle, Cox Auto’s Manager of Rewards & Recognition.
How many of you remember your Achievers launch? Heather’s first launch was in October of 2012 and her 9th launch will be September 30th. With at least three more launches planned for 2016, Heather and her team are not only focused on scaling their program as they acquire new employees — often thousands at a time — but also on keeping their existing program fresh and top-of-mind for legacy users.
Spark, which Cox Auto’s iteration of the Achiever’s platform, is a fun play on words for the automotive industry that reflects their dedication to “sparking” motivation, inspiration, and engagement through social recognition.
We sat down with Heather and her colleague Stephanie Hogge, Analyst, Rewards & Recognition, to find out how they’ve managed to keep their program relevant and engaging with so much growth at Cox Automotive.
Q. Is there any one thing that you can share with us that has contributed to the success of Spark?
Heather: Sure, if there is one thing I’d like to stress today it’s the value of partnership. We’re constantly looking for ways to embed our program into company initiatives, contests, and events. That level of alignment reinforces the value of the program and helps us leverage Spark points to drive behaviors. What we’re most proud of is our partnership with our Community Relations Team. Stephanie can share how we work together to offer meaningful rewards to our employees while also allowing them to give back to their favorite charities.
Q. Stephanie, how did you help build this partnership?
Our partnership really began when members of the Community Relations (CR) team approached us after a big event to see how they could recognize volunteers in Spark. Since then, we’ve worked closely with the team to make sure all of our employee volunteers get the public recognition they deserve. We are always looking for ways to integrate Community Relations and Spark. For example, last year we co-sponsored an event for our Atlanta employees celebrating the 100,000th recognition sent through Spark. Each attendee was encouraged to make a small donation, which the CR team then distributed to some of Cox Auto’s favorite charities. Earlier this year, we were excited to announce that every donation made through Spark’s “Give Back” feature is now eligible for matching through CR’s matching gifts program.
Q. How have employees responded to this partnership? Have you received any feedback?
Employees have been incredibly positive about this partnership. This is made apparent to me every time I look at redemption activity in Spark, and see how many people have decided to donate their hard-earned Spark points to a deserving organization. In 2015 alone, Cox Auto employees donated almost $9,500 worth of Spark points to 70 unique organizations. I think people appreciate the ease of making a donation through Spark especially because the dollars are automatically matched by Cox Automotive.
Q. What’s next for Cox Automotive?
Heather: Our company is truly global now. We are working to expand our program to the UK and Australia hopefully next year. We not only focus our adoption efforts on acquisitions, but through enhanced partnerships like the one we have with our Community Relations Team.
As we became Cox Automotive, our Achievers platform was the first platform to launch to our entire employee population. Spark was the first site to bring our company together. Having that level of buy-in from our leaders goes a long way to set us up for success. We look forward to getting our passport stamped in early 2016 as we help to spread our culture of recognition world-wide.
To learn more about how Heather has transformed the culture of recognition at Cox Automotive, and to hear how she’s using the Achievers platform to engage both online and offline employees, be sure to attend her presentation at this year’s Achievers Customer Experience. See the full agenda and register here: www.achievers.com/ace
Heather Markle, Manager of Rewards & Recognitionin-tra-pre-neur (In¹tre-pre-nur) n. A person within a large corporation who takes direct responsibility for turning an idea into a profitable finished product.
I stumbled upon AutoTrader.com five days after I graduated from Oglethorpe University with a degree in Business and Behavioral Science. Fifteen years and eight roles later, I have become a strategic, multidisciplinary designer & intraprenuer with an eye for innovation and pixel perfection. I continue to look for opportunities to fill gaps with unique approaches to common problems. My creative skill set and passion for new technology make me a natural fit to lead our Rewards & Recognition team, define our awards strategy and champion our platform adoption efforts.