About SPI Cinemas
Founded in 1974, they began operating multiplexes in the southern Indian metropolis of Chennai and eventually expanded to 10 states across India. Lauded for its premium quality and inexpensive pricing, SPI is notable for being the first multiplex operator in India to equip its screens with the Dolby Atmos and Auro 11.1 sound systems.
With a 1200+ strong workforce and 76 screens across 17 properties in 10 cities under several brands such as Sathyam, Escape, Palazzo, The Cinema and S2 Cinema, they deliver world-class entertainment experiences.
With a substantial workforce, the employee engagement process was manually driven by either the team leads or the HRs. They had to manage and coordinate each of these engagement activities personally. Only 10% of the organization consisted of managers and corporate staff. Thus this process was laborious and inefficient.
90% of SPI’s workforce work at the customer frontend, which requires working over weekends and other holidays as the cinema-going populace predominantly visited SPI Cinemas during these periods.
The motivation of the front-facing staff was a critical priority for HR and the management, especially in consideration of unsocial work hours, etc.
Success in the deployment of these manually driven engagement initiatives was varied and often inadequate due to individual team managers' different practices. Thus, the initiatives failed to achieve a motivating impact.
As they rapidly kept expanding to various locations across different states, the existing manual engagement methods couldn't keep pace with this expansion pace, requiring them to have a unified, scalable, and digital platform to implement their engagement initiatives seamlessly.
The Evaluation Process
SPI Cinemas thus had an urgent drive to resolve the pain point before selecting Empuls for the following reasons:
A powerful UI
The User Interface of Empuls is robust, easy to learn, and simple to use for all reward administrators, ensuring a high level of adoption and ongoing use for appreciation and recognition.
Variety of redemption options
Empuls' API-driven rewards platform has a catalog that covers 100+ countries, 20+ reward categories, 21,000+ options with 4,000+ gift Cards, 2800+ brand vouchers, non-profit donations, and cash cards. In addition to that, we have 3000+ perks and custom merchandise. This exceeds the range on offer by other providers and presents SPI Cinemas with a vast choice of rewards for a more meaningful recognition experience.
SPI Cinemas also chose Empuls since it offers instant recognition of the worker’s efforts and had detailed reward redemption reports for admins to view. HR teams can also have a bird’s eye view of the usage due to multi-admin capability and easily coordinate with the finance teams for easy payroll management.
"We had evaluated 3 other providers, but the variety and the UI that Empuls had- nobody else had. The adoption rates are extraordinary – that too across the entire workforce – shows the usability of the software." - Siddharth Sekhar, HR at SPI Cinemas
Any of the other bidders could not match the Customer Support and SLA that Empuls offered. Empuls' Customer Service is a single call away and assures prompt resolution to all issues. Since SPI was implementing across regions and over 1200 employees, proper and timely support was critical.
"Even today, if we contact their call center, we get the query rectified mostly within 1 or a maximum of 2 days. Empuls' processes are very responsive." - Siddharth Sekhar, HR at SPI Cinemas
Reward Program turnaround time: 90% reduction
Empuls helped SPI Cinemas to digitize their engagement program. As a result, they achieved a 90% reduction in the time to implement these programs as compared to before the implementation. Once the engagement campaign is launched, employees get instant access to the milestones they needed to achieve.
Once these milestones were achieved, the system automatically awarded them points. These points could be redeemed at Empuls' Stores portal and the employees could choose from an extensive range of redemption options. Communicating campaigns became easy and could be done across geographies at a click of a button.
Empuls' vast global catalog and experiences also helped make sure that there was no repetition of awards and employees got customized gifts suited to their taste.
Reduced Absenteeism by 14% post-implementation
SPI cinemas reduced their annual workdays lost from 400 days to 350 days after implementing Empuls’ employee engagement exercise.
The goal-setting feature of Empuls enabled SPI to link employee’s attendance to reward points. SPI, using gamification, wanted their employees to aspire for a large reward and work towards buying it, by accumulating points. Regular attendance was one way they sought to earn these points, and within a short period, absenteeism saw a significant dip.
Decreased attrition by 44%
The role Empuls played in reducing attrition at SPI is multi-fold. Firstly, the goal orientation allowed employees to focus on what is important to the organization and this allowed their roles to be more fulfilling. Secondly, the culture of instant rewards and recognition helped improve the morale and motivation of the employees. Thirdly, the employees were better engaged because of the free flow of information - of birthdays, corporate announcements, rewards, etc. - which also sparked offline discussions.
Empuls, the robust platform allowed SPI cinemas to seamlessly implement and scale their engagement programs across geographies. The dynamic earn and burn interface with elaborate catalog options is the hook for the employee to quickly adopt the platform - which otherwise is the toughest step to implement. They are now cultivating a culture of recognition, free flow of information, transparency, and fairness using Empuls.