Short Answer: Better Career Opportunities through Better Soft Skills
Just knowing your field of work is only the beginning. In order to get a competitive edge, you need to work on your soft skills such as professional image, civility, cultural awareness.
When you have earned points towards your personal 'World Civility Index', you are showing employers that you are aware of the importance of soft skills in the work place, and that you can contribute to building a great company culture where you work.
Most importantly, it shows that you have taken the time, energy and money to learn about good corporate etiquette. It shows that you care about people and business relationships. It shows initiative.