Roger Frosh has made an incorrect assumption about my letter on customer loyalty and staff motivation (Letters, MW July 29).
Nowhere in my letter, and at no time, have I suggested that store vouchers, merchandise or incentive travel are catch-all solutions to motivating staff, as he implies.
Successful staff education and motivation to deliver improvement is led by creativity and good communication, not reward. People do not have to be bribed to work more effectively.
Often it is appropriate to build an incentive into a change process, but I wouldn’t advocate that it should be led by it.
The Marketing Services Group