Total Quality Logistics (TQL) is a fast-paced sales organization with a competitive culture within the transportation industry. The organization saw an opportunity to enhance its training methods to match the competitive nature of its Logistics Account Executives (LAEs). Though TQL regularly holds revenue and effort competitions within and among its sales teams, it saw the need to put a structure in place to drive brokerage revenue through a competition format that allows the company to accurately measure return on investment.
Program Details
TQL implemented a gamification system called Ambition throughout its training programs to help increase brokerage revenue and productivity. The system allows TQL to easily track revenue, call time, call volume, customer setups, and load count. It displays the stats for each LAE to view through a Web portal.
Through this training model, LAEs have goals set for them through competitions with other sales teams to drive revenue and effort. TQL also set up televisions around each sales team so they can see up-to-the-minute stats on their productivity, as well as those for the team they’re competing against.
Results
Over the last 12 months, TQL conducted a test group and a control group to test the effectiveness of its gamification system. During that period, the gamification test group earned 2.2 percent more brokerage revenue than the control group.
