One of India’s largest and fastest growing retail chains.
The client has over 75 outlets of its well-known departmental store across 50 cities in India and is adding many more as the business grows. The employees at these stores are trained and mentored continuously to ensure that they deliver the best possible customer experience.
The client had comprehensive industry-standard source material for sales training. However, the content was poorly structured and written. As a result, the process owners found it difficult to use the existing content “as is” for training.
They had to spend time:
- reading through all the material and identifying what they needed.
- creating their own versions of the training program and relying on experience to incorporate current business practices into the training programs.
This led to varying quality of training and consequently, different levels of customer service across stores.
Result of the Analysis
An instructional designer from ibruk Consulting was deputed to work onsite with the client in their offices in Mumbai.
She began the assignment with a detailed analysis of the existing training material and found that:
- the sales process was documented in a tabular format as Microsoft PowerPoint presentations.
- the training material was quite extensive and much too detailed to be covered within the allotted training schedule.
- there was a significant amount of redundant content.
- the content was out-of-date and did not reflect the client’s current business practices.
- the language used in the documents was complex and difficult to understand.
The ibruk Consulting instructional designer discussed her findings with the client’s management and worked with them to devise the following process to simplify and standardize the content.
- Meet with the sales process owners to understand the current processes.
- Work with the sale process owners to define a new training and content outline.
- Identify redundant content and devise a content reuse strategy.
- Simplify and streamline existing content.
- Create process maps for each of sales process.
For 2 months, the ibruk Consulting instructional designer worked closely with the client team to update and refine the content and process maps.
The benefits were immediate and measurable.
- The process managers found that the visually stimulating and easy to understand process flows helped simplify and increase the effectiveness of the sales training sessions.
- The participants were able to understand the process quickly and easily. More importantly they were able to remember the content.
- The process managers used the process flows to analyse the sales process and refine them. They found that they were able to provide more inputs during these brainstorming sessions because the process flow was visual.
The client experienced a significant measurable improvement in customer experience with the new training programs. Along with improved performance of the sales team, the client also benefitted from higher employee morale and lower attrition rates.