Q We regularly implement new initiatives in store which involve staff training. How can I ensure a consistent customer experience - with no drop in service levels - is maintained during the training period?
ATraining involves a number of key elements. First, selecting which staff should be responsible for training/coaching should be done on the basis of existing training and coaching skills rather than technical ability. Too many stores make the mistake of choosing product specialists, yet the reality is that it is easier and more effective to impart product knowledge to those with the right "softer" people skills, than vice versa.
Difficult decisions must be made around maintaining customer service when taking staff off the shop floor for training. If this is done out of hours it increases staffing costs and employees may not be available. Also, cover will be required for training undertaken during normal working hours.
Training should be undertaken at times of lowest footfall, ideally within the store itself or in a dedicated adjacent room. This then enables staff to resume normal duties with the minimum delay if the store suddenly gets busy. However, this is far from ideal as the focus of the training will be lost.
More easily planned into the schedule is step-by-step training split into short modular "blocks" - with reinforcement coaching to ensure understanding. It is also much more effective in ensuring consistent long-term application of lessons. If training cannot take place on the shop floor, facilities should simulate as far as possible the in-store environment.
Measurement is key to ensuring improvement goals are achieved. Coaching is also essential to reinforce lessons learned. This should include regular formal structured sessions based on timed observations, supported by less formal feedback.
Should training be delivered on a standardised, group-wide basis or tailored to meet each employee's needs? The most effective training typically involves a mix of both, with group training sessions backed up by more personalised coaching and reinforcement.
On-the-floor training can have a negative and disruptive impact on customers, and this has to be addressed. In the case of shadowing or observation, customers should be offered the choice of whether or not they wish to be served by a trainee. And, during training periods, supporting signage and messaging emphasises the store's commitment to training and its goal of providing a better service.
Claire Cologne is a consultant at Skill4.
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