The latest trend in benefits: How concierge services can improve your company's bottom line

Each month, WFC Resources invites a nationally renowned work-life professional,  researcher or activist to share opinions, perspectives and progress with our readers. This month, our guest column was authored by work-life pioneer Cathy Leibow, vice president of Leverage Life, a national concierge and work-life company.

Employers today are increasingly looking to enhance their benefit programs to become an “Employer of Choice.” Achieving and maintaining this status can prove to be difficult as the cost of benefits rise. What can employers do additionally that will best serve the majority of their diverse workforce? What benefit programs will have the most impact on productivity, morale, recruitment and retention, and be cost-effective to offer? Concierge services may be the answer.

 Why Offer a Concierge Program?

Concierge programs are increasingly becoming popular for companies of all sizes. The reason—the variety of services provided within a concierge program appeal to all socioeconomic, gender, and ages of employees. Whether targeting the needs of an aging workforce, or Generation X or Y, these programs help employees better balance their work and personal lives by providing personal assistance and fulfilling any requests. 

Over the years, more and more research has been done assessing the value and return on investment of concierge programs. Based on the latest research by Leverage Life, a national concierge company, the impact of these programs is tremendous. The following concierge statistics will give you an idea of how these programs can positively impact your workforce. 

Concierge Statistics* 

•         68% of respondents stated that the concierge service has enabled them to be more productive at work.

•         On average, the concierge program has saved employees up to 10 hours of personal time. 

•         64% responded that the program has made them more loyal to their employer.

What Does a Concierge Program Offer?

A concierge service consists of a variety of programs. Common services include: securing tickets to plays, concerts and sporting events; making travel arrangements; arranging for transportation and restaurant reservations; providing resources for home and car maintenance (plumbers, landscapers, house cleaners, mechanics); providing pet care and relocation assistance; and offering gifts, flowers and hard to find items. Discounted programs, such as theme park tickets; car rentals; ski resorts; spas, fitness centers, and retailers can also be provided. 

An effective concierge program will offer a variety of ways to deliver the services. These can include online (through a customized Web site), telephonic (via a dedicated 800 number), or on-site (by offering services such as dry cleaning, car washing, meal delivery, and errand running). On-site concierge staff can also be provided to further enhance the program. 

Concierge services tend to have higher utilization than most benefit programs. Average utilization is 20–30% for the first year, and higher (up to 60 or 70%) in subsequent years, as awareness spreads. Communicating these programs is key to achieving a high level of usage. Effective communications include varied methods, such as brochures, wallet cards, posters, flyers, newsletters, e-mail blasts, management and employee orientations, and on-site visibility events (Health Fairs, Open Enrollments, and New Hire Orientations). 

Examples of companies who have successfully implemented concierge programs is varied. High tech, bio tech, law firms, health care organizations, and financial services are among the many industries whose employees benefit from these programs. And size doesn’t matter—companies as small as 50 employees to those with over 100,000 employees can utilize these services. 

How Cost-Effective Are Concierge Services?

Employers can easily offer a cost-effective concierge program. Many companies start by providing a telephonic and/or Web-based service and gradually add on-site services (for selected locations) as their needs and budgets change. Obviously, including an on-site concierge staff makes the program more expensive. However, having on-site staff results in a more personalized program with higher utilization. 

Typically, concierge programs are employer sponsored and are priced based on the total number of employees and services offered. There may be a start-up fee for a customized Web site and all of the initial communications materials. Another option is to offer the program as a voluntary employee benefit or conduct a pilot program to evaluate its effectiveness.

Examples of unique concierge requests and client testimonials from Leverage Life users include rescuing an employee's sister from an apartment building in New Orleans when Katrina hit; finding a lost dog who was on medication; fulfilling a manager's request to deliver $100 worth of bagels, donuts and pastries to the office by 8 a.m. (the call came in at 7:15 a.m. that same morning); delivering a birthday cake to a remote campsite; and securing hard-to-get Oprah Winfrey tickets for the birthday of an employee’s wife. 

Here's what some have said about their concierge service:

 “I have been amazed at the friendliness and excellent customer service I have received. They made me feel good just for asking for help.” 

“I appreciated the savings and the ’speed’ with which my request was handled! Thank you!” 

“The relocation information package saved me the most time.  It arrived by UPS two days after I made the request and saved me from having to look up phone numbers and addresses for schools, restaurants, realtors, and neighborhoods/housing.” 

“I have had only positive outcomes every time I use this service. I love it!”

 “Best program invented!!  It is very helpful to employees to have this service available to us. Everyone is very helpful and nice.” 

By providing a concierge program, you'll be offering an innovative service that is sure to get rave reviews from your employees! By delegating personal tasks to a concierge, employees will simplify their lives, and, therefore, enable them to concentrate on their work and better serve your customers.

Unlike Dorothy in the Wizard of OZ, implementing a cost-effective concierge program is not a dream!

 *Based on Leverage Life’s April 2007 Concierge Survey Results

Cathy Leibow can be reached at 800-777-3319 or cleibow@leverage-life.com.