day1 track session_1_b_ryan_cheyne
DESCRIPTION
TRANSCRIPT
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Ryan CheyneRyan CheynePeople DirectorPeople Director
@ryskicheyne
Colleagues, Customers, Cats and Canines
THE REAL V.I.Ps
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Pets at HomePets at Home
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More than just a shop!More than just a shop!
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Think SimpleThink Simple
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Our ValuesOur Values
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Clarity of PurposeClarity of Purpose
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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
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400
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600
700
FY7 FY8 FY9 FY10 FY11 FY12
Sales
LFL
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EBITDA and Store NosEBITDA and Store Nos
0
50
100
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350
400
0
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FY7 FY8 FY9 FY10 FY11 FY12
EBITDA Store Numbers
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What Makes Pets at Home What Makes Pets at Home Special?Special?
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A Simple EquationA Simple Equation
Engaged VIP
Colleagues
Loyal VIP Customers
Sales, Profit and Growth
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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
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Quiz!Quiz!
Before we treated Colleagues like VIPs, what was our LTO?
a) 38%
b) 58%
c) 78%d) 108%
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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
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VIPS are EngagedVIPS are Engaged
66%73%
89% 90% 90% 93%
0%
20%
40%
60%
80%
100%
2007 2008 2009 2010 2011 2012Colleague Engagement
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CTO v EngagementCTO v Engagement
0%10%20%30%40%50%60%70%80%90%
100%
ColleagueEngagementColleagueTurnover
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Customer VIPSCustomer VIPS
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Fish 4 OpinionFish 4 Opinion
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High NPS = Higher High NPS = Higher SpendSpend
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As Colleague Engagement As Colleague Engagement Increases, so Does Customer Increases, so Does Customer
LoyaltyLoyalty
88% 96% 99%
78% - 92% 93% - 98% 98% - 100%
Average Score:
Range of Scores:
Net
Pro
mote
r Sco
re
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Top Drivers of LoyaltyTop Drivers of Loyalty
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Pet Care Knowledge Also Pet Care Knowledge Also Increases as Colleagues Increases as Colleagues Become More EngagedBecome More Engaged
88% 96% 99%
78% - 92% 93% - 98% 98% - 100%
Colle
ague P
et
Care
Know
ledge
Average Score:
Range of Scores:
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And That’s Important?And That’s Important?
4% increase
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And Add in Colleague And Add in Colleague Friendliness?Friendliness?
6% increase
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A Simple EquationA Simple Equation
Engaged VIP
Colleagues
Loyal VIP Customers
Sales, Profit and Growth
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and there’s more…and there’s more…
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Getting to know our Getting to know our customer VIPScustomer VIPS
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QuizQuiz
A – Goldie x
B – CHARLIE
C – Derek x
D – Nemo x
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Quiz - Popular Pet Quiz - Popular Pet name?name?
A – Goldie
B - CHARLIE
C – Derek
D - Nemo
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Colleague VIP + Customer Colleague VIP + Customer VIPVIP
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This stuff is not just for This stuff is not just for retailretail
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Best Companies ListsBest Companies Lists
WL GorePenta ConsultingAdmiral GroupVirgin MoneyRoyal College of NursingRobert Half Int.PwCPenna PLC
Michael PageKPMGGoldman SachsAmerican Express UKAllianz Global AssistanceAdobe Systems
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It’s all About the PeopleIt’s all About the People
Engaged Colleagues
Loyal Customers
Sales, Profit and Growth
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Questions?Questions?