Proposta de um plano de recompensas para os franqueados da ABC da Construção S.A: engajamento em uma cultura de performance orientada por desempenho e resultados

Abstract

Spreading a performance-driven culture based on results is not an easy task in a franchise network. The lack of effective communication between the franchisor and franchisees, conflicting cultures that generate resistance to change, unqualified teams and professionals that hinder training and support provided by the franchisor, high turnover on both sides leading to a continuous cycle of training, and the franchisor's failure to adapt to different franchisee profiles—negatively impacting communication, training, and engagement—are some of the key factors that directly affect the immersion and dissemination of this culture. This study aims to identify the most critical aspects of the current reward plan of the analyzed franchisor that require urgent improvements to enhance its efficiency. The goal is to transform it into a tool that actively engages participants in a performance-driven culture based on results, rather than merely a reward distribution system that fails to guide participants in evolving and strengthening the franchisor’s brand. The main challenges discussed in the study include: understanding the program manual; promoting the program among franchisees by internal teams; using the Power BI dashboard designed to display program results; dissemination, communication, and engagement strategies; providing support to franchisees by addressing their questions; and internal teams’ perception of the program’s evolution as a driving force for engagement and continuous performance improvement among franchisees. To address these issues and propose solutions, a qualitative questionnaire with 22 questions was conducted with the company’s franchise consultants and managers to understand their perspective on the program’s current format. The research analysis confirmed all the proposed challenges as valid. The action plans presented aim to improve the Power BI dashboard and enhance program communication, as these were the key areas highlighted throughout the research.