PC World: A case study - Change Behaviour. Change Results.
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PC World:
A case study
Change Behaviour. Change Results.™
“Proper, structured sales process, which is currently
not used by most staff, particularly new starters.”
Background as to accurately determine a The Milestones framework is
detailed picture of customers’ incremental – therefore for a
PC World operates stores across experiences, identify Customer Advisor to attain the
the UK that specialise in selling opportunities for improvement top score of blue, they must
computing solutions to both and gather information to be demonstrate red, amber, green
personal and business customers. used in training content. and blue.
After a change in their stores’ UK pilot observations allowed The Milestones framework,
organisational structures, PC the development of a robust coupled with the detailed findings
World needed help to ensure that methodology that used a from the research stages,
their staff could provide excellent specifically designed behavioural allowed Huthwaite to work with
customer service and improved analysis framework so as to PC World to develop a training
sales performance. Key record the verbal behaviours programme that would enable
performance indicators for the of Customer Advisors during Customer Advisors to
project were identified as being interactions, and the outcomes of demonstrate effective behaviours
conversion rates, add-on sales interactions – including in interactions so as to increase
and the customer satisfaction conversion, add-on sales and sales and service performance.
measure of Net Promoter customer service levels.
Score. Net Promoter score is a Training
measure based on the question Statistical analysis enabled the
“How likely would you be to identification of those verbal Huthwaite worked closely with
recommend this store to a behaviours that had the greatest PC World to develop a series
friend or colleague?” with a score impact on conversion, add-on of training initiatives to embed
of 1 (low) to 7 (high). Results are sales and Net Promoter score, Milestones into stores throughout
split into Detractors (scoring 1, and allowed detailed analysis the UK:
2 or 3), Neutral (scoring 4 or 5) of the optimum sequence of
and Promoters (scoring 6 and 7). behaviours. Pilot Programme
The final Net Promoter score is So as to test the delivery
determined through the Using this analysis of behaviour mechanisms for the Milestones
subtraction of the number of against outcome, Huthwaite project, Huthwaite conducted
Detractors from the number of was able to create a ten-stage a training pilot in one store –
Promoters, and is proven to be model for optimum customer Junction 9 in Birmingham. The
directly related to the growth of interactions: store gave their support of the
business. project, identified an impact on
M I L E S T O N E S
conversion, add-on sales and
Huthwaite began working with customer satisfaction as a result
Each stage corresponds with a
PC World to measure current of the training, and helped
stage of an interaction and
levels of KPIs and identify Huthwaite modify the delivery
contains information as to levels
opportunities for improvements. mechanisms so as to further
of competence and related
behaviours. improve the training for UK
Research roll-out.
© Huthwaite International
For example, the fourth stage of
The first stage of the project Milestones is Explore, and its Management launch
was to analyse and benchmark measurement framework is
current behaviours and demonstrated on page 3 During the annual PC World
performance in stores, so (Fig. 2). conference, attended by allcolleagues that could support
the measurement and
coaching aspects.
No explore Asks a Asks 4+ Asks questions Asks questions
questions minimum of two questions, eg: so as to explore relating to The Assistant Managers were
questions, eg: “are you on opportunities customer given a store training pack each,
“what are you broadband at for add-ons, eg: opinion, eg: which included workbooks for
going to use home?” “would you be “what Customer Advisors, a Trainer
it for?”, “who will be looking to is it you like
“what do you using the PC?” replace your about HP
Manual with guidance on
have at home printer today as printers?” training, observing and
at the moment?” well?” coaching, pocketcard reminders
Fig. 2
of Milestones behaviours for
all colleagues, Milestones
Senior and General Managers • Demonstrate best practice in observation forms, Milestones
from PC World and some from Milestones – i.e. ‘blue’ level for pens and an interactive DVD
the DSGi Group, Huthwaite each of the ten stages which included example
launched Milestones in • Effectively train Customer interactions for each training
conjunction with the PC World Advisors in Milestones through stage of Milestones.
Learning and Development the use of five 2-hour training
Manager – Tim Gallimore. sessions delivered to groups One Huthwaite trainer and one
Tim, with Claire Cologne of of one to six delegates PC World trainer delivered each
Huthwaite, presented a topline • Accurately measure Customer regional workshop, so as
overview of Milestones to the Advisors’ performance using to ensure high levels of
audience, positioning the model the Milestones framework in behavioural training and
by over-viewing the research observation of interactions operational application. The
findings and presenting results • Give performance feedback to workshops were delivered in
from the pilot programme Customer Advisors based on store training rooms, so as to
in Junction 9 – including Milestones observations allow roleplay interactions to
a video interview with the • Effectively select Customer take place on the sales floor.
company’s best performing Advisors to proceed to the
Customer Advisor discussing following stage of Milestones Feedback from Assistant
the performance benefits of training, based on an Managers attending the
Milestones. achievement of ‘green’ in workshops was excellent, with
those stages already trained comments such as:
• Deliver effective coaching
Assistant manager • “Excellent tool for new
sessions to Customer colleagues. Good opportunity
training Advisors, based on Milestones to improve feedback skills.”
observations • “Gives colleagues the
Huthwaite designed and • Support Customer Advisors confidence they need.”
developed a two-day workshop attaining ‘blue’ consistently in • “Will help the reputation of PC
to be delivered to an Assistant all stages to help coach and World as a whole.”
Manager from every store in the support their colleagues
© Huthwaite International
• “Proper, structured sales
UK, in groups of ten. • Manage the delivery of process, which is currently not
Milestones within their store, used by most staff, particularly
These workshops were for example, mapping the first new starters.”
designed to enable Assistant stage of training against store • “Provides clear criteria for
Managers to: rotas and identifying one-to-ones.”“Will help the reputation of PC World as a whole.”
Internal support • Measure the key performance Add-on sales
indicators benchmarked in the
original research, including Add-on sales have improved
Huthwaite worked with the PC
conversion, add-on sales and from research to evaluation
World Commercial Team to
net promoter scores, with stages (See Fig. 4.)
explore how the Milestones
regards to the impact of Add-on sales are also directly
research and framework
Milestones in each of these related to Milestones interaction
impacted on the current
areas score (see Fig. 5).
commercial functions in the
• Identify the highest performing
business, including marketing
stores regionally and overall
and in-store merchandising.
with regards to Milestones
Net Promoter Score
Using the Milestones findings,
behaviours to allow
the Team were able to implement Customer satisfaction was also
‘Best By Miles’ bonuses to
improvements to marketing found to have a direct
be awarded
and merchandising materials to relationship with Milestones
• Determine the current
better reflect the requirements of score (see Fig. 6).
application of Milestones so
customers and staff.
as to assist PC World in
Regional Training Advisors further supporting their stores
attended a two-day workshop with implementation.
with Huthwaite so as to enable
them to effectively support the The evaluation methodology
rollout of Milestones across followed was identical to that
the stores in their areas. This used in the research stages,
was done through accurate which ensured accuracy of
observation of interactions results. Each interaction was
and coaching and support of assigned an average Milestones
Assistant and General score (as per the colours on the
Managers. framework) based on the
behaviours demonstrated during
Huthwaite worked extensively an interaction.
with PC World trainers to enable
them to co-deliver the Assistant Conversion rate
Manager workshops, and to
ensure that they had the skills Overall conversion rate of
and capability to work with new interactions observed rose from
Assistant Managers and stores 47% in the research stage to
into the future, without the need 52% in the evaluation stage.
for Huthwaite support. Sales and Advances (advances
are where a customer has not
Evaluation purchased but has given a
© Huthwaite International
‘likelihood to buy’ score of 6 or 7
Huthwaite worked with PC out of 7) are directly related to
World to design and deliver Milestones interaction score, as
an evaluation project, so as to shown in Fig.3.
achieve the following objectives:100
90 Unacceptable
80 Red
70
Amber
60
50 Green
40
30
20
10
0
Fig. 3 Sale Advance No Sale
Research Evaluation
Summary
The Milestones project is an
% add % add
excellent example of where a
on sales on sales
collaborative relationship
with Huthwaite results in the
development and
Fig. 4 *Percentage of sales that included at least one add on
implementation of a highly
successful programme that
brings measurable performance
improvements to business key
100 Unacceptable performance indicators.
80 Red The combination of accurate and
60 Amber credible behavioural analysis
Green used to create a behavioural
40
model with a practical and
20 effective implementation plan
0 has ensured that Milestones is
Fig. 5 Add on sales embedded into stores across the
UK as the operating platform for
both B2C and B2B interactions.
Huthwaite continues to work with
Unacceptable PC World to provide ongoing
100
90 Red measurement and support of the
80 Amber implementation of Milestones
70 Green across stores.
60
© Huthwaite International
50
40
30 Claire Cologne
20 Huthwaite Consultant
10
0
Fig. 6 Promoter Neutral Detractor nps© Huthwaite International. This document is
the copyright work of Huthwaite International
and may not be reproduced (in whole or in
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