Day1 track session_1_b_ryan_cheyne
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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. 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 rates, and customer net promoter scores increased as employee engagement increased. Treating employees well is argued to benefit not just retailers but companies in various industries.
Day1 track session_1_b_ryan_cheyne
- 1. Ryan CheyneRyan Cheyne People DirectorPeople Director @ryskicheyne Colleagues, Customers, Cats and Canines THE REAL V.I.Ps
- 2. Pets at HomePets at Home
- 3. More than just a shop!More than just a shop!
- 6. Clarity of PurposeClarity of Purpose
- 7. Sales and LfLSales and 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 Store NosEBITDA 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 Pets at Home Special?What Makes Pets at Home Special?
- 11. A Simple EquationA Simple Equation Engaged VIP Colleagues Loyal VIP Customers Sales, Profit and Growth
- 12. How do we do 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 treated Colleagues 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 EngagedVIPS are Engaged 66% 73% 89% 90% 90% 93% 0% 20% 40% 60% 80% 100% 2007 2008 2009 2010 2011 2012 Colleague Engagement
- 16. CTO v EngagementCTO v Engagement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Colleague Engagement Colleague Turnover
- 18. Fish 4 OpinionFish 4 Opinion
- 19. High NPS = Higher SpendHigh NPS = Higher Spend
- 20. As Colleague EngagementAs Colleague 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 of LoyaltyTop Drivers of Loyalty
- 22. Pet Care Knowledge AlsoPet 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?And That’s Important? 4% increase
- 24. And Add in ColleagueAnd Add in Colleague Friendliness?Friendliness? 6% increase
- 25. A Simple EquationA Simple Equation Engaged VIP Colleagues Loyal VIP Customers Sales, Profit and Growth
- 26. and there’s more…and there’s more…
- 28. Getting to know ourGetting to know our customer VIPScustomer VIPS
- 29. QuizQuiz A – Goldie x B – CHARLIE C – Derek x D – Nemo x
- 36. Quiz - Popular Pet name?Quiz - Popular Pet name? A – Goldie B - CHARLIE C – Derek D - Nemo
- 37. Colleague VIP + CustomerColleague VIP + Customer VIPVIP
- 38. This stuff is not just forThis stuff is not just for retailretail
- 39. Best Companies ListsBest Companies 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 About the PeopleIt’s all About the People Engaged Colleagues Loyal Customers Sales, Profit and Growth