#Japan #Tokyo #engagement #DearOne #Unipos

The Transformation of Engagement at DearOne

DearOne, a subsidiary of NTT Docomo, has made remarkable strides in organizational engagement over the past seven years by implementing a unique recognition and reward system in collaboration with Unipos. Headquartered in Minato, Tokyo, DearOne was initially a small company with about 30 employees but has now expanded to over 200 staff members while diversifying its business operations. This evolution was driven by their commitment to a vision they call 'Creating WOW,' which encourages not only surprising society at large but also exceeding expectations internally among team members.

Background: Institutionalizing the WOW

In 2018, with the aim of embedding their vision into the company culture, DearOne adopted Unipos's recognition system. The framework revolves around the concept of converting appreciation into actionable recognition through a mechanism called 'WOW Coins', which links peer bonuses to specific praises. This innovation does not limit recognition to mere interactions but transforms it into a tangible currency that can be rewarded, encouraging employees to continue exceeding expectations in their daily tasks.

As the organization grew, the goal became to continuously make visible the hidden contributions, referred to as 'WOW contributions', which promote a sense of belonging and affection for the company. By cultivating a culture where every achievement is acknowledged, DearOne has successfully transformed individual contributions into collective pride.

Highlights of the Recognition System

1. The Evolution from Gratitude to Specific Recognition

One of the standout features of DearOne's operational strategy is the 'resolution of recognition'. Rather than simply saying 'thank you', managers are encouraged to provide specific details so that others can understand the significance of each contribution. As a result, the average length of recognition messages has increased from around 50 to 75 characters, fostering an environment where employees feel seen and valued.

2. Enhancing Understanding and Collaboration

With clarity in who contributed and how, visibility into the actions that generate value has become essential for liaison between departments, particularly important during their business diversification.

3. Objective Metrics Maintained High Engagement

Quarterly engagement surveys consistently show outstanding scores for support from management, acceptance of diversity, and collaboration both within and outside teams, illustrating a healthy, engaged workforce.

4. Contributions to Recruitment Strategies

By presenting a concrete framework like 'WOW Coins' rather than stating abstractly that there is a culture of recognition, DearOne has been able to visualize its organizational culture to attract likeminded individuals who resonate with their values. This has positively impacted their hiring process.

5. Strengthening Organizational Resilience

Enhanced recognition has contributed to improved psychological safety among employees, thereby increasing retention rates and affirming the idea that recognition leads to a more resilient organization.

In a time of rising costs and varied work styles, the challenges in boosting employee motivation and engagement have multiplied. Companies are now tasked with finding ways to enhance commitment towards their organization beyond salary increases.

For growing firms like DearOne, internal divisions and differing values become more pronounced as they expand operations. Thus, organizational management has progressively become more complex. DearOne's approach addresses the typical challenges faced by growth-oriented companies, ensuring that appreciation is not just a fleeting gesture but an integral aspect of their organizational framework.

As companies seek alternatives to compensation-based engagement strategies, DearOne's journey could serve as a valuable case study in developing effective personnel strategies and operational methodologies.

Insights from Key Personnel

Kazuhiro Yasuda, General Manager of Management Strategy at DearOne, remarks, "Ultimately, it's about people. Trust and smooth communication are the foundations of business growth. The Unipos system effectively conveys who is doing what, serving as a solid base for our growth."

Meanwhile, Kenta Katsumoto from Unipos's Customer Success Unit emphasizes the natural integration of recognition culture within DearOne, which has contributed to a vibrant and dynamic workplace.

About DearOne

DearOne operates as a solutions-focused subsidiary of NTT Docomo, providing innovative tools like the customizable 'ModuleApps 2.0' and various customer engagement platforms designed to empower digital products for growth.

Representative: Kyo Takano, President and CEO
Head Office: NTT Toranomon Building, 4th Floor, 3-8-8 Toranomon, Minato, Tokyo
* URL: www.dearone.io