A lack of training has left frontline retail associates underprepared to perform during the pandemic, research from the latest report from Axonify, the modern training and communication solution for frontline associates, has revealed. Original research of over 2,000 frontline workers in its ‘The State of Frontline Employee Training 2020’ report showed that while 87% of UK retail store associates have confidence in their own ability to do their job effectively, over a third (35%) said they felt underprepared to perform their role in the current environment and nearly a fifth (19%) said they hadn’t received the proper training on the changes impacting their job during the pandemic.
Despite more than half (51%) of UK retail frontline workers saying they have received the training needed to perform effectively, a further 56% felt the training they had received had not been personalised to their skills, and a quarter (25%) felt the training lacked personalisation and didn’t cater towards their experience.
During the pandemic, store associates have had to navigate constantly shifting guidance on keeping colleagues and customers safe in-store – from policing occupancy levels and the wearing of mandatory face coverings to new cleaning routines and changing procedures on delivering CX at a safe distance. However, the report showed that just 22% of UK retail workers that took on new tasks or job roles during the pandemic received related training.
Despite social distancing requirements, in person or face-to-face training proved key for 67% of UK retail store associates when it came to their ongoing training preferences, however there is also a demand for real-time digital communications and mobile training. Almost half (48%) of UK retail store staff want access to training via their own personal device and a further 28% said they would be more engaged with training if it was delivered via this method.
As well as providing staff with the ongoing training needed to keep up to speed with new roles and tasks required in the current trading environment, retail businesses have also needed to address reboarding as they continue to bring staff back from furlough. Streamlining reboarding, the report suggests, by providing training little and often is more effective than adopting a ‘one and done’ approach. This means delivering two or three things that staff need to know, which is then repeated and reinforced at regular intervals, instead of overloading staff with information all at once.
