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Pay for Performance and Financial Incentives (B): Individual Employee Incentive and Recognition Programs @ Whites-32

ET Cases, 3 pages
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary

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Pay for Performance and Financial Incentives (B): Individual Employee Incentive and Recognition Programs @ Whites-32


When Ramesh faced the problem of bleeding gums, his friend Suresh recommended him to visit Whites-32 – a dental clinic chain located at Banjara Hills in Hyderabad. Suresh also mentioned to consult either Dr. Hemanth at the Whites-32 clinic situated at Road No.1, Banjara Hills or Dr. Sunil at Road No.3, Banjara Hills’ clinic. However, Ramesh could not get an appointment with either of the two, as their schedule was full. Having no other choice and unable to bear the pain, he decided to go for  consultation with the available doctor. Later, Ramesh regretted his decision of not following Suresh’s advice as he was disappointed with the treatment and quality of service delivered by the available duty doctor. Few days later, the problem resurfaced. This time Ramesh decided to consult Dr. Hemanth or Dr. Sunil, as was advised earlier. This time around, he was lucky to consult Dr. Hemanth.............


Exhibit I: Whites-32: Organization Structure

Exhibit II: Employees at Whites-32 Clinics

Rs 0
Product code: HRM-2-0038(b), HRM-2-0038(b)A


This caselet, second in a series of six caselets, introduces the participants to individual employee incentive and appropriate recognition programs. Whites-32 is a dental clinic chain established by Dr. Anil Kumar (Anil) in 2013. By the end of 2014, the chain expanded to 10 clinics in the city. However, Anil observed that patients mostly  preferred only a few doctors employed at his clinics. He observed that these selected few were making efforts to go that extra mile to comfort the patients and offering better services than others, with 4Es - Elucidation, Ease of treatment, Engagement and Empathy - that led to greater patient satisfaction and in turn more referrals and footfalls. However, it was becoming difficult for Whites-32 to allocate appointments as most of the patients were seeking the service of these select few. As Anil wanted all the doctors employed at Whites-32 to be motivated to perform better, he decided to offer an incentive plan. What type of incentive scheme should be designed to motivate the employees at Whites-32 and what should be the KRAs and KPIs to decide the incentives scheme?

Pedagogical Objectives

  • To understand the various types of incentive plans for individual employees and their suitability to different types of employees
  • To discuss the problem faced by Dr. Anil Kumar and design a workable and effective incentive plan to motivate his employees along with the KRAs and KPIs required

Case Positioning and Setting

This caselet can be used in either MBA or Executive MBA or Executive Development Programs, for the following module/topic in the Human Resource Management course:

  • Individual Employee Incentive and Recognition Programs – To understand various kinds of incentive plans for individual employees, the pros and cons of each of them

This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)

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