Objective – To train circa 5,000 front line retail staff the importance and impact of service in a non-judgemental way (2007).
My role – To work with a film production company and Thomson’s training manager to develop a script and oversee filming from the client perspective to ensure detailed nuances were correct.
Solution – “Dreams” Thomson retail training film was produced with The Edge Picture Company, working on a tight script that demonstrated the impact of service (both from a travel agency and restaurant perspective), the importance of engaging with customers (active listening) and the power of a smile. The film does not preach or judge staff, it allows staff to recognise instances where they have not performed at their best and the attention to detail warrants multiple views and discussion.
Outcome – Although a relatively significant expenditure upfront, the “Dreams” film has become one of the most cost efficient training tools over time, it’s principles are as true today as they were in 2007 and it remains a core part of staff inductions. The film was awarded with a New York Film Festival gold medal for internal use films.