Cleartrip is a leading online travel aggregator in India and is the market leader in the Middle East. It was founded in July 2006 by Hrush Bhatt, Matthew Spacie, and Stuart Crighton to simplify the travel experience. They created award-winning mobile and desktop solutions that combined intuitively designed products and an extensive collection of travel options.
Ajay Sreedhara is the Deputy General Manager of Human Resources at Cleartrip. He was presented with the challenge of implementing an engagement and rewards platform that could garner active adoption and usage among employees.
Resistance to platform adoption
Cleartrip's employee engagement programs were sparse and constituted of a customized gift or a Cleartrip gift coupon. The engagement and reward programs were conceived and executed on a need basis. They were using Kwench for rewards and redemption but saw low usage and adoption of the Kwench portal. The history of poor adoption rates posed a big challenge for the team.
The lack of social-ness in rewards and recognition (R&R)
The offline nature of the rewards made the process inconsistent, slow and did not capitalize on the social aspects of rewards, hence depleting the ROI of the employee engagement program.
The need for a global, remote solution
Cleartrip was also in the process of acquiring the Saudi Arabian travel start-up Flyin, which meant they needed a solution that could help them manage people initiatives across locations and cultures.
A low GPTW score
The GPTW survey analyses a workplace for its trust and cultural aspects. Cleartrip had been using the GPTW surveys since 2014 to evaluate its workplace culture and people initiatives. And every time, the survey insights showed that their R&R initiatives needed improvement.
A great fit
Empuls provided Cleartrip with the right solution that met all of their requirements. The platform's features and multi-location support solved some of the biggest challenges that Cleartrip was facing.
Complete support during evaluation
There were four rounds of demonstrations and evaluations to finalize on Empuls. Every round facilitated a better understanding of the features and how they could be used for Cleartrip's purpose. The client-facing team was descriptive and patient - carefully explaining the product features during each round of these interactions.
"We could work with the Empuls team really well. Even today, if we have to just go back and talk to the team - they are just a phone call or an email away." - Ajay Sreedhara, Deputy General Manager - HR, Cleartrip
A quick reward program implementation
The spot rewards introduced the concept of instant rewards and reduced the time taken to implement a reward campaign from about five days to a couple of minutes. Empuls allowed on-the-go rewards for positive behaviors and achievements, contrary to the lengthy winding manual approvals previously required.
An increase in employee engagement scores
Empuls' dashboard feature allowed Cleartrip to manage a wide range of rewards programs across locations. The automated rewards feature empowered employees to have complete control over the rewards they receive. The feeds and announcement feature nurtured online interactions with co-workers, and the appreciations and discussions improved connections between them. The effective use of all these features witnessed an overwhelming 80% increase in employee satisfaction scores.
High platform adoption
The easy-to-use and intuitively designed user interface of the Empuls platform allows employees to learn and start using the system quickly. Empuls's dynamic rewards feature allowed HR to integrate and execute all their rewards program and enabled them to implement multiple reward campaigns swiftly and parallelly. At any point in time, an employee always has a dozen reasons to log on to the platform.
An improvement in GPTW scores
After getting everyone on Empuls, Cleartrip fared well on all aspects of the GPTW survey and gained 10 points in their workplace survey scores. The team managers and department managers were allocated a significant portion of the reward budget using the budgeting tool, making rewards fairer.
"Prior to Empuls, our R&R programs were weak, sparse and not digitized. Empuls decentralized our programs and enabled transparency. Within a year of implementing Empuls we gained 10 points on our GPTW scores." - Ajay Sreedhara, Deputy General Manager - HR, Cleartrip.
Reduction in attrition
The improved work culture that encouraged appreciation and fairness using Empuls led to a reduction in employee attrition. The survey results also showed that employees contributing to the increased score are net promoters. Cleartrip measures eNPS every quarter, and they found that employees who are rewarded have high levels of productivity and are net promoters.
The way forward
Empuls' robust platform facilitated a consistent approach for Cleartrip's employee engagement strategies. They achieved extraordinary results and continue to do so through employee empowerment and collaboration with the ardent use of Empuls's features.