Redesigned employee support services program drives participation up 250%

The background:

The U.S. region of a French multinational personal care corporation was struggling with adoption and usage of their employee work-life balance benefits, especially errand running services. The incumbent provider restricted usage and required employees to co-pay for some services, which limited accessibility and hindered broader adoption. The program failed to meet the innovation and digital convenience expectations of modern employees, resulting in a low 7.9% usage rate of the organization’s 10,000+ employees. To improve efficiency, boost participation and help more employees find work-life balance, HR leaders needed a higher-performing provider who could rebuild the program, deliver a digital solution and strategically guide and market the program internally.

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The Circles solution:

The Circles team collaborated with their HR benefits leaders to identify employee needs, usage preferences and previous program gaps, developing a new plan that offers both on-site and virtual support. This integrated approach ensures all employees receive support services, no matter where they sit. The program features one on-site work-life balance specialist in four key offices, a designated Account Director for strategic oversight, customized marketing materials and unlimited virtual support.

The program includes:

• Concierge services (for example securing dining reservations, providing support for moving, marriage and other major life milestones) for both on-site and remote employees
• Errand running services for all employees regardless of location
• Convenience services (for example car detailing, gift wrapping and dry-cleaning pick-up/drop off) for employees on-site in the four locations
• Money-saving discounts and curated promotions for all employees
• Marketing materials to promote the program (including on-site signage, a monthly e-newsletter, banners, flyers and more)
• An on-line community portal to connect employees with resources and work-life balance programs
• A personalized web and mobile experience, supported by Circles work-life balance advocates
• Monthly/quarterly reporting and surveys to track usage, participation and employee satisfaction scores

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The outcome:

The program supports 10K+ employees across the United States. Using four on-site work-life balance specialists – one less FTE than the incumbent provider — Circles leveraged digital technology and applied more efficient servicing methods to increase employee engagement levels, demonstrating increased efficiency. Program successes:

• 250% increase in member requests
• 61.4% more users in the first 6 months
• 2,805 requests fulfilled in the first 6 months
• 7,293 hours saved in the first 6 months
• 60% increase in errand running requests  
• 82 employee NPS score, considered excellent and in the world-class category

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“I was coming home from a trip and there was a bag mix-up with the airline where my luggage arrived on a different flight than I did. I was dreading having to go to the airport to pick up my stuff, but Kristov confirmed that he was able to take care of this task for me! I was able to continue working without any interruptions, and Kristov brought my luggage to me that same day. This made things so much more efficient for me!” - Edita

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