When FatFace were looking for a sustainable training solution to drive sales and customer experience improvements through the retail stores they turned to Performance in People.
Mike Dalloz, Managing Director of Performance in People commented,“FatFace as an organisation has an incredibly positive culture, with some exceptional ‘crew’ which was an amazing place to start. Our job was to identify what great really looked like in terms of sales performance, process and behaviours, and to ensure this was communicated across the business in a simple, structured way that would encourage implementation and sustainability.”
A training programme was rolled out across the retail estate, with the content centred around a newly defined Customer Journey Map, which articulated the 4 core process pillars and the 6 key behaviours that made up the perfect customer experience.
To ensure the programme achieved the desired sustainability, regular video mystery shopping was implemented together with the introduction of a new coaching methodology for store managers. This approach ensured the mystery shopping output was used in a positive way for the purpose of continuous team development.
From the start FatFace recognised the importance of staff behaviours in delivering an exceptional customer experience. To reinforce this awareness, badges have been created which represent each of the 6 key behaviours that make up Performance in People’s Behavioural Measurement Score®. If as part of the mystery shop a member of staff achieves the maximum score of 5 for one of the key behaviours (e.g. Friendly) they are awarded the relevant behaviour badge. When a member of staff has collected all 6 badges, FatFace rewards the member of staff with an additional day off on their birthday and a personal birthday card!
Mark Seager, Multi-Channel Director of FatFace commented,“We had been talking to our crew about how to improve our customer experience for several years and made limited progress. What Performance in People have done for us in the last six months has been transformational. The programme has given our crew a simple and clear customer journey to aim for, and importantly the coaching tools to support them to deliver it. The results speak for themselves; customer feedback, conversion rates and LFL sales have all been positively impacted. Thank you.”
FatFace were one of the few winners over the Christmas trading period, announcing a 12% increase in total sales in the five weeks to January 2018.