Customer Story

Challenges

As the organization expanded rapidly across business units, several culture and performance challenges emerged:

• Limited recognition for marketing & product innovation: Key initiatives—campaigns, product enhancements, and brand launches—were celebrated inconsistently, leading to a decline in team visibility and morale.
• Fragmented culture across corporate divisions: Marketing, product, engineering, commercial, and analytics teams worked in silos, reducing collaboration and slowing cross-functional decision-making.
• Lack of structured appreciation for data-driven insights: Analysts and strategists lacked recognition for shaping attribution models, optimizing funnels, and improving ROI across paid channels.
• Minimal visibility into service anniversaries and career milestones: Milestones across corporate teams were celebrated inconsistently, limiting the sense of belonging and long-term affinity.
• Revenue and growth achievements went under-recognized: Despite hitting quarterly and annual GMV targets, celebrations were ad hoc and lacked a formal system to honor collective success.
• Leadership attrition risks due to low recognition: High-performing leaders who drove cross-functional outcomes lacked recognition mechanisms, impacting retention within senior talent pools.

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Personas involved

• Marketing Teams: Digital, brand, performance, CRM, growth

• Product & Engineering Teams: Feature owners, UX, backend, QA

• Corporate fFunctions: HR, finance, strategy, PMO

• Analytics & Data Science Teams: Attribution, forecasting, experimentation

• Leadership: BU heads, delivery managers, campaign leaders

• People Experience Teams: Culture, L&D, employee engagement

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Solution

The company deployed a unified engagement and recognition program supported by Xoxoday Empuls’ automated workflows, AI-powered nudges, peer communities, milestone celebrations, sentiment analytics, and insights dashboards. The initiative was designed to institutionalize appreciation, celebrate corporate achievements, and reinforce a culture of innovation.

• Campaign Launch Recognition: Marketing teams received structured recognition for high-impact product launches, brand campaigns, and seasonal initiatives—supported by AI-triggered nudges that notified managers to celebrate achievements in real time.
• Innovation & Technology Awards: Product, UX, engineering, and marketing professionals were honored for launching new features, improving platform UX, and contributing technical breakthroughs. Innovation awards reinforced a culture of experimentation and continuous improvement.
• Revenue Milestone Celebrations: Quarterly revenue wins, GMV achievements, and category milestones were celebrated with team-based recognition ceremonies, digital appreciation cards, and organization-wide announcements.
• Cross-Functional Collaboration Awards: Awards were introduced to honor teams that drove alignment between marketing, engineering, commercial, operations, and customer experience—reinforcing teamwork and organizational cohesion.
• Data & Analytics Excellence: Analysts and strategists were recognized for improving attribution accuracy, reducing CAC, optimizing funnels, and driving insights that improved conversion performance.
• Service & Tenure Milestones: Automated workflows celebrated service anniversaries, leadership tenure, and long-term contribution with personalized messaging panels, role-based celebrations, and milestone awards.

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Impact

The engagement-driven corporate recognition program delivered measurable improvements across culture, performance, and cross-functional collaboration:

• 42% increase in cross-functional engagement across marketing, product, and analytics teams ‍
• 35% improvement in campaign execution satisfaction scores among marketing employees ‍
• 3.4× rise in peer-to-peer appreciation moments across corporate divisions ‍
• 29% uplift in participation across innovation and technology award categories ‍
• 31% growth in recognition-driven revenue milestone celebrations ‍
• 47% improvement in leadership retention among high-performing managers

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Conclusion

By establishing a structured, AI-powered recognition and engagement framework, the company strengthened collaboration, boosted marketing morale, and celebrated innovation at scale. Automated recognition workflows, cross-functional awards, data excellence programs, and personalized milestone celebrations created a more connected, motivated corporate workforce.

The result was a measurable uplift in engagement, improved execution velocity, and a performance-driven culture across India’s highly competitive digital retail ecosystem.