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BzzAgent is cutting ties with up to 10,000 of its 180,000 BzzAgents who have violated the company’s terms of service. It is also overhauling its rewards system.
By removing “pest” BzzAgents, the company says it is strengthening an earlier policy in which BzzAgents found to register multiple accounts, file false reports or commit similar infractions were blocked from joining word-of-mouth campaigns, but permitted to remain community members. BzzAgent will notify all participants found to be in violation of its terms of service of their expulsion over the next few weeks.
According to Michele Pearl, BzzAgent’s network general manager, “Our highest priority is to ensure our 180,000 honest volunteers can join as many relevant campaigns as possible. By ending our relationship with the deceptive minority, we will be able to increase campaign opportunities and provide more timely services to the honest majority.”
In overhauling its rewards system, the company hopes to attract fewer pests. The current program, in which volunteers earn points for reporting their word-of-mouth activities, has been undersubscribed since its inception. Reward redemption rates have dropped from 33 percent a year ago to 13 percent today. Further, when asked to cite the best part of being a BzzAgent, respondents ranked “earning reward-redeemable points” next to last, while “experiencing new products” was rated highest.
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