Digitalising an Employee Incentive Program for Sky’s Call Centers
Background
As one of the world’s leading broadcasters and the UK’s largest digital television platform, Sky (British Sky Broadcasting) relied heavily on its contact center staff, who served as the company’s public facing representatives.
The Challenge
A Digital Solution for a High-Volume Incentive Scheme
Sky operated a staff incentive program called “Focus,” designed to boost product and service knowledge through training, motivate employees, and help with staff retention. The sheer scale of the program—with over 9,000 members spread across more than 40 call centers—created a mountain of paperwork that the existing solution could no longer handle. Sky needed a bespoke database and website dedicated solely to the Focus scheme, so they sought out a custom development partner.
The Solution
A Seamlessly Integrated Database and Website
Our team collaborated closely with Sky to develop a comprehensive database to manage the entire Focus program. We also created a complementary website, providing an interactive platform to communicate program information and campaigns to all staff. Each member received a unique password for personalised access.cking fridges.
The new database and website were designed to integrate seamlessly with the existing scheme. All of Sky’s paper-based information including monthly channel guides, rewards brochures, and details of points awarded—was digitised. This digital transformation empowered Sky to use the scheme in a way that was previously impossible. We introduced a website Content Management System (CMS), which enabled Sky’s marketing team to quickly communicate with specific groups of people. By tailoring the scheme to each member’s profile when they logged in, the database could deliver specific content, making messaging and training far more effective than ever before.
The Result
Improved Performance and Enhanced Communication
The new online scheme was a major success for Sky. The benefits included higher performance rates, improved quality of service, and a significant increase in staff product knowledge.
The system’s dynamic, detailed reporting also allowed Sky to conduct in-depth analysis of campaign effectiveness and staff performance. This data helped them pinpoint areas of success and identify where improvements were needed. Our dedicated team managed the entire process for Sky, from inputting new data to handling member queries and making regular website updates.
Sheila Stirling, Head of Focus at BSkyB, praised the
project::
“The database and website integrate very
well and allow us to easily assess the perfor-
mance of every staff member at any time.
Another benefit of the website that I hadn’t
foreseen was how quick and easy it is to
communicate last-minute updates to mul-
tiple Focus members. Before the site, we had
to contact people by phone or post with new
product information, which wasted a lot of
man-hours. Malcolms team is always quick
to respond under pressure to any requests
from our team and often delivers before the
deadline.”