Argos ”Sales Through Service” for Live Chat Agents
13% uplift on volume of sales through service
9% increase in CSAT scores for STS Live Chat teams
Over the past four decades, Argos has grown to be one of Britain’s most well-known retail brand, employing more than 50,000 people in stores, contact centres and offices across the UK. Initially famous for electrical goods, jewellery, toys and homeware, the product range has grown to more than 60,000 items sold online and via 840 stores.
Customers today have immensely high expectations for the retail outlets they frequent. With brand allegiance fading, companies must “wow” their customers by going the extra mile to increase convenience and shopping experience. This was the case when Argos came to Davies Learning Experiences looking for ways to maximise the value in customer conversations over the telephone and web-based live chats. The project focused on using a “Sales through Service” approach when engaging with customers over these channels.
With customer advocation and increased sales at the foundation of our solution, we completed a “deep dive” into Argos’ training systems, people and processes. This included: listening to calls, reviewing chat transcripts and running focus groups to understand the cultural views on selling.
Simultaneously, we reviewed the tools and systems that would best support employees to find “natural” ways to suggest alternative products for those that were out of stock and suitable add-on products that would increase basket size.
From this analysis, a two-day interactive Sales training course was developed. The programme was constructed with four half-day modules that could be delivered as two full days of training or divided up as required. The initial delivery was completed by our expert facilitators who engaged the Argos staff with memorable sessions. Davies Learning Experiences worked closely with the Argos internal Learning team to ensure the programme could be sustained and replicated for new joiners. Additional refresher modules were also built to be deployed periodically by Argos.
Our Learning sessions included:
Argos employees scored the Davies Learning Experiences training a score of 97.7% on several measures including its structure, relevance and value of practical activities/application. This engaging and memorable learning left Argos delegates feeling confident and inspired to increase sales through even better customer service.
“One of the best training courses I have had from Argos in the twenty years I have worked here!”
Argos Customer Service Specialist.
Our sales programme had the key aim of helping people create the best customer experience possible. Through detailed analysis, bespoke and thought led design, we were able to achieve the following results:
• 13% uplift on volume of sales through service.
• 9% increase in CSAT score for sales through service live chat teams.
• And an overall learning satisfaction and retention rate of 97.7%.
The results were only the start of the successes for our client: as the learning continued to be embedded and sustained, the results increased further.
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