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Day1 track session_1_b_ryan_cheyne
This document discusses how treating employees like VIPs (very important people) at the pet store Pets at Home has led to increased engagement, lower turnover, and higher customer loyalty and sales. A simple equation is presented: engaged employees lead to loyal customers which drives sales, profit, and growth. Specific strategies that contributed to employee engagement include recruitment, training, and recognition. Metrics such as engagement scores, turnover, and customer net promoter scores increased as employee engagement rose. Treating employees well is argued to benefit not just retailers but companies across different industries.
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Day1 track session_1_b_ryan_cheyne
- 1. Ryan CheyneRyan Cheyne PeopleDirectorPeople Director @ryskicheyne Colleagues, Customers, Cats and Canines THE REAL V.I.Ps
- 2. Pets at HomePetsat Home
- 3. More than justa shop!More than just a shop!
- 4.
- 5.
- 6. Clarity of PurposeClarityof Purpose
- 7. Sales and LfLSalesand LfL 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% 10.00% 0 100 200 300 400 500 600 700 FY7 FY8 FY9 FY10 FY11 FY12 Sales LFL
- 8. EBITDA and StoreNosEBITDA and Store Nos 0 50 100 150 200 250 300 350 400 0 20 40 60 80 100 120 FY7 FY8 FY9 FY10 FY11 FY12 EBITDA Store Numbers
- 9. What Makes Petsat Home Special?What Makes Pets at Home Special?
- 11. A Simple EquationASimple Equation Engaged VIP Colleagues Loyal VIP Customers Sales, Profit and Growth
- 12. How do wedo it?How do we do it? • We recruit the right people • We bust a gut to train them • We reward and recognise their efforts
- 13. Quiz!Quiz! Before we treatedColleagues like VIPs, what was our LTO? a) 38% b) 58% c) 78% d) 108%
- 14. VIPS StayVIPS Stay 78% 62% 55% 46% 40% 27% 19%17% 16.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2004 2005 2006 2007 2008 2009 2010 2011 2012 Colleague Turnover
- 15. VIPS are EngagedVIPSare Engaged 66% 73% 89% 90% 90% 93% 0% 20% 40% 60% 80% 100% 2007 2008 2009 2010 2011 2012 Colleague Engagement
- 16. CTO v EngagementCTOv Engagement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Colleague Engagement Colleague Turnover
- 17.
- 18. Fish 4 OpinionFish4 Opinion
- 19. High NPS =Higher SpendHigh NPS = Higher Spend
- 20. As Colleague EngagementAsColleague Engagement Increases, so Does CustomerIncreases, so Does Customer LoyaltyLoyalty 88% 96% 99% 78% - 92% 93% - 98% 98% - 100% Average Score: Range of Scores: NetPromoterScore
- 21. Top Drivers ofLoyaltyTop Drivers of Loyalty
- 22. Pet Care KnowledgeAlsoPet Care Knowledge Also Increases as Colleagues BecomeIncreases as Colleagues Become More EngagedMore Engaged 88% 96% 99% 78% - 92% 93% - 98% 98% - 100% ColleaguePetCareKnowledge Average Score: Range of Scores:
- 23. And That’s Important?AndThat’s Important? 4% increase
- 24. And Add inColleagueAnd Add in Colleague Friendliness?Friendliness? 6% increase
- 25. A Simple EquationASimple Equation Engaged VIP Colleagues Loyal VIP Customers Sales, Profit and Growth
- 26. and there’s more…andthere’s more…
- 28. Getting to knowourGetting to know our customer VIPScustomer VIPS
- 29. QuizQuiz A – Goldiex B – CHARLIE C – Derek x D – Nemo x
- 36. Quiz - PopularPet name?Quiz - Popular Pet name? A – Goldie B - CHARLIE C – Derek D - Nemo
- 37. Colleague VIP +CustomerColleague VIP + Customer VIPVIP
- 38. This stuff isnot just forThis stuff is not just for retailretail
- 39. Best Companies ListsBestCompanies Lists WL Gore Penta Consulting Admiral Group Virgin Money Royal College of Nursing Robert Half Int. PwC Penna PLC Michael Page KPMG Goldman Sachs American Express UK Allianz Global Assistance Adobe Systems
- 40. It’s all Aboutthe PeopleIt’s all About the People Engaged Colleagues Loyal Customers Sales, Profit and Growth
- 41.