Nurturing Employee Engagement
Advantage Club, an employee engagement platform co-founded by Smiti Bhatt Deorah, has grown from its humble beginnings to become a global leader in the industry. Since its inception, the platform has achieved significant milestones, establishing itself as a go-to solution for mid-large companies worldwide.
Innovations
The journey of Advantage Club began with the vision of helping Indian companies engage better with their employees. However, fuelled by the success of its innovative offerings, the platform soon expanded its horizons and is now live in over 100 countries. Advantage Club has diversified its services to include perks, communities, online game zones, hobby clubs, and classifieds, catering to employees' diverse needs.
Deorah shared their latest innovation stating, “We launched an onboarding platform which has been designed based on our innate understanding of newly hired employees' needs. The platform offers easily accessible curated content and onboarding kits for a user-friendly experience.”
Advantage Club also introduced the Advantage Card for Tax Saving facilities that assists the clients in extending support to their employees with their financial needs.
Their latest innovation, FlexBen, is a hyper-personalised health benefits programme, tailoring wellness offerings to meet each employee's unique needs.
On the reach of their innovation, Deorah stated, “We currently cater to 1000+ corporates with a total user base of 3 million plus users on our platform spread across 100+ geographical locations.”
Milestones
Some of the key milestones achieved by the company include its revenue which surged past $6 million, with a growth rate of over three times. Additionally, the Gross Transaction Value (GTV) also exceeded $50 million, growing at an impressive rate of more than 4x.
However, what sets Advantage Club apart is not just the numbers but the positive impact it has on people's lives. With over 3.5 million smiles brought to its users, the platform has successfully improved retention rates by 55 per cent for its partner companies. The high redemption rates of over 90 per cent are a testament to the effectiveness of the platform, surpassing industry standards.
The success of Advantage Club can be attributed to its robust network of partner merchants. On maintaining partnerships, Deorah said, “Leveraging our unique position, we receive exceptional support from our brand partners, all driven by the common goal of delivering the most comprehensive offers to our end customers.”
Leveraging Technology
As a tech-driven organisation, Advantage Club envisions playing a more significant role in end-to-end employee experience management. Deorah said, “We extensively use machine learning to map user behaviour patterns on the platform to offer them a personalised experience based on their past interactions.” She further shared that extensive reporting and analytics are also provided to HR managers, enabling them to understand and improve employee engagement levels, ultimately reducing attrition.
The relentless pursuit of excellence and a customer-centric approach has cemented Advantage Club's position as a game-changer in the employee engagement space. On leveraging technology, Deorah stated, “We have digitised the employee journey from budget allocation to redemption. Our platform offers flexible benefits across multiple categories; employees get exclusive perks, benefits, and access to offers from over 10,000 plus brands.” She further added, “Today, Advantage Club has become a trusted tool for businesses to engage with their clients/employees meaningfully, leading to a reduction in attrition by 55 per cent for employees engaged on our platform.
