Measurement is an inherent part of a motivation or incentive programme so not only is it important it is essential. At its simplest if you want to award a £10 voucher for achieving something then the action / result must be measured. Capturing and recording data in a way that provides us with a full business analysis of ROI is perhaps a more challenging task.
The secret lies in being 100% clear about the business benefit that you are seeking from the programme. More sales, better customer satisfaction, employee retention etc. All these things can be measured but we do need comparative control data to prove the case. For example same period last year when the incentive was not running, or before and after data so the effect can be tracked.
Obvious measures like sales performance are easy to track – others may be less obvious; customer retention / repeat orders are an indicator of improved customer satisfaction Employee engagement surveys will provide qualitative information behind staff turnover or absenteeism stats.
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