Many congratulations to the L&D team at Superdrug for winning the CIPD/People Management Award for Best Learning & Development Initiative! The award was given to them for their Customer Experience Training created by Superdrug together with Mary Gober International. The logo, training icons and printed materials were all designed here at Silverback Studios. It has been a pleasure to work with Superdrug on this project and we couldn’t be happier with how it ended up looking!
Jo Mackie, the store’s Customer and People Director, was frustrated with the L&D programmes on offer. “Typical customer service training would tell people to adapt their body language and smile – I felt we needed something more” she says, "There was also a clear business need to adapt [our] approach after research revealed that 35% of complaints could have been resolved through better staff training."
The solution is called ‘That Superdrug Feeling’, a combination of video, online, printed and face-to-face learning that immersed employees in an interactive customer experience training programme.
The results have been impressive: the retailer enjoyed 73 weeks of consecutive sales growth after the initiative was launched, and customer complaints have dropped by 9.2%. Jo says the programme has been so successful because it focuses on “a whole mindset, not just one element of the customer experience”, and it will be refreshed at regular intervals.
We very much look forward to working with Superdrug on further communications and hopefully further awards for the fantastic L&D team will follow!
To see the full report from the CIPD, head over to the PMA page here…