learning results

Johnstons: Bucking The Trend Through Service Excellence

2009-04-09T11:37:00.017+01:00

Johnstons is unique in many ways.

Independently run, and privately owned, Johnstons have been producing the finest quality cashmere and woollen knitwear and accessories from their Scottish Mills since 1797. Classic design, and more recently Contemporary flavours, form the core of their collections, and they have gained a deserved reputation (and brand loyalty) for their excellent quality and workmanship. Johnstons are the UK's last remaining vertical woollen mill, the only mill still to carry out all processes from raw fibre to finished garment on one site. At their mill on the banks of the River Lossie in Elgin, they produce woven accessories and homewares etc. Meanwhile, Johnstons knitwear is crafted at their factory in Hawick. The retail operation at Johnstons consists of a handful of outlets in Scotland and the far North of England – the flagship being the store at the Mill in Elgin, featuring a newly opened Courtyard store, offering exclusive and high quality homewares.

In a time of global economic downtown, and daily reports of doom and gloom on the High Streets and shopping centres of the UK, Johnstons are currently bucking the trend. How are they doing it, when so many other retailers are barely keeping their heads above water? The answer – a renewed focus on delivering excellent customer service!

"We want to be renowned for service.”, states George McNeil, Johnstons Retail Managing Director, “Our products speak for themselves – quality, luxurious fabrics and beautiful craftsmanship. But we also understand that the way we deliver services to our customers is a key part of differentiating ourselves from the competition.”

"We started working with Learning Results Ltd in 2007, because we recognise that excellent service will strengthen our brand reputation as well as our sales performance. Ultimately, we want to be famous for our service, as well as our cashmere!”

During 2008, following a period of consultation, research and development, we designed a training programme for customer-facing staff that we believed would add sustainable value to the Johnstons retail offer.

Service should be a reflection of the brand as well the needs of its customers. It was important that we recognised Johnstons diverse customer-base: international and domestic tourists; land-owners; country pursuits enthusiasts; local customers; even Royalty! Working with the Management and staff at Johnstons, we concentrated on developing three key themes for the Programme: Heritage; Hospitality; and Helpfulness.

The Programme featured a series of group sessions and lasted for 8 weeks in total. Each session was delivered internally, by a newly established training team, during February and March 2009.

The training was well received by the learner group – significantly, nearly all (94%) agreed that customers will benefit from the training, and that sales performance will improve as a result. This is a view shared by George McNeil: “Whilst we traded steadily during 2008, we knew that 2009 would be a tough year, and that we needed to optimise every opportunity. In our first quarter of this year (Jan-Mar), our sales were up 14% on a like for like basis! This in a time when retail is experiencing its lowest period of growth since the mid-nineties. I truly believe that our customer service has made the difference, and that the training designed by Learning Results, has made a significant impact on our recent results. It cannot be a coincidence that our sales have increased so dramatically at the same time we are concentrating on our service delivery.”

This Programme was never designed to solve the problems associated with poor service. In fact, customer service at Johnstons has always been good – a mixture of traditional Scottish hospitality and a genuine desire to help. The training was developed purely to turn ‘good’ into ‘special’, and by looking at the results and the feedback from customers, it seems to be working!

Johnstons is unique – a rare Scottish gem. Visiting Johnstons in Elgin is an unforgettable experience. Not only a stunning environment for the shopper, there is also a wonderful Coffee Shop, a delightful Visitors Centre, and a not-to-be-missed tour of the Mill - where customers can see raw cashmere fibres being turned into stunning woven pieces in front of their very eyes. Now customers have another reason to visit – to sample the fantastic service.

Pic: The Johnstons Training Team - Jean, Kim, Craig and Sheila

www.johnstonscashmere.com

RECENT MEDIA & PRESS

2008-12-01T12:37:00.012Z

MRW Magazine (Recycling & Household Waste Management) November 2008. Article about the current Customer Service project for Viridor Waste Management and West Sussex County Council.

"Working with Learning Results has provided a valuable insight into the opportunities for improving customer satisfaction within the waste industry. Researching the operational requirements of site staff, in addition to the different components within a 'customers journey', has highlighted the opportunity to make improvements of this nature."

Click image to read full article.

CUSTOMER FEEDBACK & TESTIMONIALS

2008-11-06T19:02:00.003Z

"Harvey, from Learning Results, shows his multi faceted approach to most situations. This could be in the design and implementation of structured training interventions, a skills workshop or a complex solution to systems training. Harvey's key strengths lay in his ability to be creative in the design and delivery of training activities and identfying and formulating plans in the area of management development. His Leadership Programme, delivered to more than 800 managers over a nine year period was one of the most inspiring and effective activities that I have ever experienced."

Ryman

"Harvey Mills is very professional. He has effective interpersonal skills, a sound knowledge of his subject matter and a great sense of humour."

West Sussex County Council

"Amber Arch has no hesitation in recommending Learning Results Ltd. We have worked with Harvey Mills for nearly 20 years and throughout this period we have been impressed with his level of work, commitment, planning and achievements. The results have always spoken for themselves. We have enjoyed working with Harvey immensely, he is professional and work is delivered to the highest standard. This relationship is one that will be continuing for (hopefully) the next 20 years."

Amber Arch Ltd

"Learning Results Ltd, does exactly what it says on the tin! Their creative approach to providing sustainable solutions provides a one-stop-shop for a diverse range of training interventions. They actually listen!"

Maritime & Coastguard Agency

“We have worked with Harvey Mills, from Learning Results, for over 2 years and have always valued his professional attitude, friendly and creative approach and most importantly the ability to help develop our skills as a company. We look forward to working with Learning Results Ltd again in the near future”

Outlook Audio Visual Ltd

"I thoroughly recommend Learning Results. We have worked with Harvey Mills since 1997, and have always found him to be knowledgeable, skillful and helpful. In particular, the leadership development and team-building programmes have been of the highest quality and extremely successful over the years."

Avon Tyrrell (Youth Clubs UK)

"Harvey Mills from Learning Results is enthusiastic, focused and patient. Whether delivering a clinic or workshop to a group of board members or part time workers, his skill and manner always bring participants together and enable them to bring their personal skills and strengths to the fore."

Peoplework

The materials and resources that were produced by Learning Results were some of the most professional that I have seen. Clear and concise they ensured that the message was pitched at exactly the right level - they really listened to our needs. I would not hesitate to recommend this company to anyone. First class service, first class people.

Blacks Leisure Group plc

What Could We Learn From T-Mobile?

2007-10-25T13:42:00.001+01:00

I've been having some technical problems (which I won't bore you too much with), to do with my mobile communications. I've been with T-Mobile for a few years now, and its always been a symbiotic and harmonic relationship where I don't bother them, and they don't bother me.

Recently I've had cause to contact them several times. In fact, over the last 4 weeks, I have spoken to their technical team, their sales team, their accounts team, and their customer service team. The thought of this level of interaction with a service provider normally fills me with a mixture of dread and dispondency - having to deal with call centres is not my idea of having a good time!

However, I have been astonished at the service I received! Companies that operate a call centre, either in the UK or abroad, take note of how my new very best friends at T-Mobile are treating their customers...

1. Every person I spoke with (at least 8 people), were POLITE, COURTEOUS, HELPFUL and PATIENT. Each person greeted me by my name, and they told me theirs.

2. They tried their level-best to help me solve the problems that I was having. In fact one guy (Greg) from the technical team, would not give up until he had successfully managed to overcome my modem issue. What a hero! He just wouldn't quit - even after 3 days of trying! He was TENACIOUS, where others would have simply shrugged their anonymous shoulders and given up.

3. I was not left hanging in the nether world of HOLD for more than 2 minutes. They even call you back when they say they are going to.

T-Mobile are to be congratulated for ensuring that they offer CONSISTENTLY HIGH QUALITY SERVICE across all of their departments - not an easy thing to accomplish, as you are nearly always let down somewhere (by somebody) along the line.

I cannot recommend them highly enough.

Local Shops For Local People

2007-09-11T12:08:00.000+01:00

In February 2007, 'Which' published a report on the UK's Top 50 Retailers. Stores were rated, by customers, on various aspects of their offer:

Product - quality, range and stock availability

Customer service - knowledge, availability and helpfulness of staff and after-sales service

In-store experience - ease of finding products, tidiness of stores, store environment and queing time

Convenience - both opening times and location

Pricing - regular price, sales and special offers

The 'league table' makes for some fascinating reading. Whilst it offers little in the way of big surprises (who'd have ever guessed that major electrical and white goods retailers gave poor service, and that the mighty John Lewis Partnership (inc Waitrose) would come top?), it does, however, provoke some deep thought and asks some very interesting questions. To view the Top 50 Table, CLICK HERE.

The Top 10 looks like this...

Each aspect has a % rating and then an 'Overall Satisfaction' % rating is applied (The overall satisfaction mark is based on two questions asking about the overall rating of the store and the likelihood of recommending the shop to a friend.)

The 'eagle-eyed' amongst you will have noticed that the humble 'Local Specialist' has slipped in at No.4. I find it fascinating that, when you read the Which 'High Street Shops Survey' there is no actual mention of who these 'Local Specialists' are. More importantly, there is no analysis or commentary regarding how they've managed to be at No. 4, having the second highest Customer Service score in the entire survey - beating the pants off UK retail 'Giants', such as Tesco, Boots, M&S, Asda, B&Q etc. Surely this must tell us something?

In terms of Customer Service, how can a 'Local Specialist' (70%) achieve better Customer Service standards than, for example, Tesco (25%) - who invest millions of pounds in customer research, CRM systems, and staff training?

Surely somebody, somewhere has asked the question : 'WHAT DOES THIS MEAN?'...

It doesn't take a brain-surgeon to work out why Local Specialist stores give better service than large Chain stores:

1. Local stores understand and empathise with their customers
2. Local stores take time to build relationships with you
3. Local stores refer to you by your name
4. Local stores know what customer loyalty means
5. Local stores understand the need to nurture a partnership with their customers
6. Local stores don't take your business for granted
7. Local stores spend time with their customers, to find out what they need
8. Local stores have a genuine desire to help you solve your problem

I'm not the worlds most DIY oriented man, but sometimes I have a need to buy some paint, or a bag of nails, or a tool of some kind. I have at least a dozen large DIY 'Superstores' within a 10 mile radius of my home. They are all easy to get to and are bound to stock whatever it is I'm looking for. Do I shop there? No I don't. I visit my 'Local Specialist' - why? Because their customer service is EXTRAORDINARY!

Take a bow HAYLING HARDWARE. Everytime (without fail) that I visit their store, I am greeted and asked if I'd like any help, or if I'm looking for something in particular, or asked if I've got any questions, of if I need any advice. They literally bend-over-backwards to help. They are always polite and courteous, and all of the staff must be execptionally well trained because they deliver a consistent service all of the time. There is also a really great mix of age ranges amongst the staff, which helkps to give it a 'community' atmosphere. But the thing I like the most is that the 'main man' is out on the shopfloor serving customers, he's encouraging his team to do the same, he is coaching them, he is visible and not stuck in an office. In short he totally sets the example, through his leadership.

If you are ever on Hayling Island, you must experience this service. They manage to achieve excellence with very little fuss. I'm convinced that this is the very reason why 'local specialists' havce featured so highly in the Which report. If only the big-guns would take notice......

Keep It Simple Stupid!

What We Can Learn From EBAY!

2007-09-11T11:59:00.000+01:00

Providing quality customer service can be a hugely complex problem, and large organisations spend a fortune on trying to 'optimise the customer experience'. They invest in huge Customer Relationship Management (CRM) systems to 'get closer to the customer' and calculate their 'Lifetime Value'; they invest countless hours in researching 'what the customer really wants from us'; they invest enormous hours in training their staff to deliver the service that the systems and research has told them that they need to do.

All good stuff, but isn't this simply a case of throwing money at a problem that has been around since man first traded with his neighbour? Regardless of how you address the problem, the very nature of service remains largely unchanged: customers want stuff immediately; they want to feel like they've got a good deal; they want to feel that they can approach the provider if there's a problem; and they want to feel appreciated. This is the very basis for building succesful relationships - its got little to do with what they buy / how much they spend / how many times they visit etc. The more service providers are influenced by technology, marketing 'speak', and the latest trends, the more we move away from the fundamentals of what great service really looks like, and how it should make us feel.e-Commerce, or e-Tailing (as I heard it called recently), is a remarkable phenomenon and it will revolutionalise the way we deliver goods and services, and interact with providers in the future. But organisations that offer this service must be careful that they don't get swept up in the cleverness of it all.

Okay, its important to understand that 'every customer is different' and that we 'want to be treated as individuals', but there are some common things that each of us want / need from our service provider.If you really want to understand what customers really want from their service provider, look no further than eBay - the ultimate resource for researching customer needs!I am, of course, referring to their wonderful 'feedback' mechanism, where customers are encouraged to leave either negative, neutral, or positive comments for their provider (Seller) and, in turn, the 'Seller' can do the same for their customer (Buyer).

Feedback has almost become a currency in itself on eBay. Buyers and Sellers alike are hugely proud of their 'Score', and try their damnest not to tarnish their reputation. The reason for this? Because its TRANSPARENT. Everyone can see it. Its not hidden away somewhere in some dusty report. Its there for everyone to see.

Think about it....

Lets say there are two sellers that are both selling an identical product for an identical price, with an identical delivery charge. As a 'Buyer', which 'Seller' do you go with - the one with the 99.9% Feedback Score, ot the one with the 85% Score? The power is with the customer to make that decision based on the quality of service that is offered - this just doesn't happen on a High Street or in a Shopping Mall, or even elsewhere on the Web.Pick any seller on eBay, click on their score, and read the customer feedback - its incredibly simple, but very powerful - especially when you start to see the 'patterns'. Here are some positive examples taken from my own eBay account (100% Positive, by the way!!)....

"Fast, efficient and friendly service. thankyou"
"Great communications. Item as described. Recommended seller.
"It arrived in the blink of an eye. Great e-Bayer!"
"Brilliant service. great value for money. will buy from again. thanks."
"Smashing, very pleased,in excellent condition,many thanks A++"
"Very very good prompt service excellent member."

Here are some negative and neutral examples (not mine, I assure you):

"taken time in delivering and responding to emails"
"full refund given but no communication to let me know i wasnt getting item"
"very disappointed. i will not deal with again. no communication."
"looks nothing like the picture, doesnt fit, load of crap" (Ouch!)
"poor quality item and service. would not buy from seller again"
"want to send back but there wont give address sent loads off emails no replys"

So the lessons and key learning points are simple for service providers:

Don't forget the pleasantries. Thank them for doing business with you, or even just making an enquiry / showing an interest!
Keep your customers informed at every stage. Tell them when the goods will be / have been dispatched, when they should expect to receive them, and who to contact with any queries.
Don't over-promise and under-deliver. If you say your going to send the goods today - make sure you do it. Don't dress the goods or service up to be better than it is - be honest!
Offer value for money. Its not just about the price of goods or the cost of delivery, its about the overall efficiency of the service. Above all, nothing impresses customers more that your SPEED OF RESPONSE. This applies to your ability to deal with questions asked, issues raised, orders processed, and goods dispatched.
Deal with problems immediately. Don't suddenly become unnapproachable if the customer brings an issue with the goods / service to your attention. Remember that the relationship has not ended as soon as you've delivered what they've asked for.
You have to work at it! The more customers you have, the harder it is to maintain 100% positive feedback.

A Customer By Any Other Name?

2007-08-02T10:24:00.000+01:00

I was recently doing some project research for a public service customer, and stumbled across something that made my blood boil. If theres one thing that starts me ranting, its when service providers (be they private or public sector) refer to their CUSTOMERS as 'consumers', 'clients', or even 'users'.

In order to understand this better, lets take a look one example, it's meaning, and the implications of using such a word to describe the people (be they individuals or groups) who should be the raison d'etre, the lifeblood, and at the heart of any business.

Now, you may consider this to be a pointless exercise, after all 'who really cares what we call 'em?'. The answer is that we (as service providers) should all care about it, because the way that we describe our customers has a bearing on how we perceive them and, consequently, how we treat them.

In fact, how we describe our customers has become so important to some of us that we publish a glossy colour document on the subject. Step forward the UK's National CONSUMER Council.

The NCC recently (2007) went to the trouble of publishing what can only be described as a promotional brochure entitled, 'Consumer: Whats In A Name? Why It Can Be Helpful To Think Of People As Consumers'. This 16 page document sets out to try and convince us that, for some reason, the word 'Consumer' doesn't have negative connotations, and that 'its okay' to call people 'consumers'. The only people they are trying to convince is themselves, and this is just a cynical PR ploy to make the National Consumer Council sound a more 'with it' organisation - lets face it, they're stuck with the name! Don't get me wrong, the NCC do some great stuff and are extremely pro-active when it comes to customer rights, but this campaign was a thinly veiled attempt to re-brand themselves. To download this amazing document (330kb), CLICK HERE

My favourite quote from 'Consumer: What's In A Name?'...

"Using the word consumer means recognising that consumers and providers of goods and services are different and will often have conflicting interests. It recognises the power imbalance between providers and consumers."

Fair point. There is an imbalance at work here, and one that describes an adversarial relationship where the 'consumer' wants more for less, and the provider wants to offer less for more. Rather than just highlight the issue, and neatly use the word 'consumer' to make reference to this relationship, shouldn't we do something about it and work towards a more collaborative approach to the relationship? By referring to people as 'consumers' only goes to justify this state of affairs - NOT address it!

The dictionary definition of the word CONSUMER:

1. a person or thing that consumes; 2. a person or organisation that uses a commodity or service; 3. an organism, usually an animal, that feeds on plants or other animals.

Now, bearing this in mind, what do you think of when you hear the word CONSUMER? Is it an individual who uses a service and expects to be treated fairly and with reverence, or is it this...

A Plague Of Consumers Yesterday