How to convince someone to do their job

I have been given a job with my company. The job is to convince the people in my department to do more work. This additional work will yield no obvious reward nor will you be punished if you don't do any of the additional work.

But management wants this information. In addition the work is very simple. It should only add 10 seconds (at most) to a call that we receive. However people don't want to do it.

How can I convince them to do this additional work?