The issue
HobbyCraft is the UK's largest chain of art and craft superstores with over thirty outlets across the UK and impressive expansion plans in the pipeline. Although offering a largely self-service facility, it believes that its staff should provide excellent customer service including advice and guidance on technical questions when needed. It required a programme that would equip its staff to spot those customers needing help and enable them to offer friendly and professional assistance and advice without being 'hard-sell'. The programme had to take into account a wide range of experience and confidence levels. In short, the aim was to ensure that HobbyCraft customers would come back again and again.
What we did
To meet the staff release constraints imposed by store opening patterns, Power Train developed ‘Customer First’ as a cost and time efficient solution that would enable HobbyCraft to deliver its desired Customer Experience across all stores. The programme was designed to be delivered to all customer-facing staff by HobbyCraft licensed trainers and reflected the need to be customer focused without losing operational efficiency. Each event within the programme was in two parts run over two half-days.
How we did it
Following an in-depth diagnostic, and before rollout of the ‘Customer First’ programme commenced, potential HobbyCraft licensed trainers attended a Selection Masterclass led by Power Train Training and Actor Consultants. The selected trainers then attended a Briefing and Rehearsal conducted by the same team.
The rollout started with a one-day launch and engagement event for Area Managers and other stakeholders. This was followed by full briefings for Store Managers and delivery of the two-part Customer First events at locations around the UK. The first part of the event showcased the new HobbyCraft Customer Experience and utilised the ActNatural concept to allow every participant to identify and value their own Personality Driver and individual strengths. The second part was designed around an extensive ActNatural 'workout'. This gave the participants the opportunity to harness those strengths in developing 'Customer First' capabilities which they practised in a range of highly realistic and often challenging store situations. The Power Train Client Services team provided advice and support to HobbyCraft and its licensed trainers throughout the rollout.
Return on investment
The 'Customer First' programme was designed to meet three key targets:
• to create a 'Putting the Customer First' environment in every store
• to increase average spend
• to generate more repeat business
HobbyCraft reports that the programme met all targets set for it.
