In November 2016, Superdrug won the CIPD People Development Award for Best Learning & Development Initiative.
High street brand Superdrug wanted to make its customer service stand out. Research had informed them that 35% of customer complaints could be resolved with better staff training and greater customer acknowledgement and the challenge was set to find a business partner to work with. That’s where we came in.
MGI Learning worked with Superdrug to create ‘That Superdrug Feeling’ – an initiative that involved training:
- 160 Retail Leaders
- 14,000 frontline store personnel
- 1,600 Store Managers and Assistant Managers
- 270 people from the Healthcare Team
‘That Superdrug Feeling’ was a combination of video, online and face-to-face learning that immersed employees in an interactive customer experience. Some of the videos were filmed in the style of popular TV show Gogglebox, featuring ‘viewers’ in conversations about a customer experience they were watching on TV. The idea was that employees could relate this back to the experience customers would get at Superdrug and interactive text and questionnaires built into the videos reinforced the key messages.
The results – employees feel better equipped and more confident and this has resulted in engagement scores rising and internal promotions have been bolstered.
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