How to Increase Retention by 30% with Recognition and Visibility
Pentafon implemented a structured recognition model called Pentafon Heroes, focused on rewarding results, highlighting career paths, and strengthening internal culture. The strategy increased retention after 90 days by 30%, reduced annual turnover by 14%, and boosted pride in belonging to the company by 22%. This initiative was recognized with the IMT National CX & EX Award 2025.
The challenge: improving retention through internal pride
In contact center operations, retention during the first 90 days is one of the greatest challenges. Pentafon identified that beyond salary and operational factors, there was a lack of recognition and visibility that weakened emotional connection with the company.
In 2022, only 43% of employees felt valued, and 58% did not know high-performing peers within their own teams.
Strategy: visibility, recognition, and sense of achievement
Pentafon designed the Pentafon Heroes program with a clear model of measurement, participation, and communication. The strategy was built on three pillars:
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Recognition for measurable performance:
Transparent criteria for productivity, quality, attendance, and attitude were established. Each month, outstanding profiles were selected per campaign.
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Institutional communication of exemplary cases:
Recognized employees were highlighted across internal channels, events, and physical and digital materials.
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Mentorship and accelerated career programs:
Heroes received access to special training, leadership opportunities, and participation in improvement initiatives.
Results achieved
The strategy generated a measurable and sustainable cultural shift:
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+30% retention after the first 90 days.
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-14% annual turnover.
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+22% pride of belonging.
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+11% sense of achievement.
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+23% of employees identifying as promoters.
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+12% in recommending the company as a place to work (internal eNPS).
The model also strengthened ties with operational leaders, increasing direct leadership ratings by 17%.
Organizational culture is not built with motivational slogans, but with visible structures of recognition and development.
The only way to retain talent is to prove that effort translates into real growth.