Company: GMAC Insurance

Programs: Merchandise and travel offerings

Program Types: Employee Incentive/Recognition

Program Details: The agent loyalty program "Policy Points" is an on-line program that is customized around GMAC's brand. Two test sites selected 62 independent insurance agencies, in Virginia and North Carolina, enrolling some 120 agents in the program.

Objective: It was designed to build awareness, loyalty, web traffic and business among GMAC's agents and agency partners. Points are awarded for new business and business transfers.

Supplier: MMS Incentives (Atlanta, GA.)

Results: New business rose 7% in the agencies that used the program; 14% of the active participants increased business more than 200%; an additional 45% of participating agents increased new business by 100% or more, and an overwhelming majority of agents who participated in the program achieved an increase in new business. Since November of 2000, agents have taken advantage of the program by turning their points into golf packages, hotel vouchers and airline tickets among other rewards. Due to the success of the program in these test sites, GMAC "Policy Points" is now part of a national rollout.

Award Date: 2000