First-class behavioural change program yields results
Three years ago Energy Australia set a goal to become one of Australia’s top 5 contact centres. In June, they outranked 60 contact centres to be named the #1 Australian Sales Contact Centre 2020.
Energy Australia began their journey to #1 with two outcomes in mind: they wanted to improve sales and to improve customer conversations. They needed an employee engagement program that would integrate industry-leading practices into the daily habits of the workforce.
How could Energy Australia achieve these outcomes? With the help of GRIST, Energy Australia focused on the micro-behaviours that would improve customer conversations and drive sales.
What to do? To make sure this wouldn’t be another 'set and forget' performance program Energy Australia took a long-term view. They were clear that while quick wins would be great, this would be a long-term project with a focus on sustainable practice. They were clear about the investment needed to implement a new way of doing things.
This wouldn’t be a stand-alone project that isolated best practice and performance development in the training room, instead it would embed a coaching mindset across the business.
Approach: GRIST implemented a detailed micro-behavioural approach that included identifying micro-behaviours, behavioural analytics, ingraining micro-behaviours as habit and tracking the quality and consistency of coaching conversations. Teams across the Energy Australia contact centre consequently had a shared understanding of the drivers of current and desired behaviours and results, the gap between the two, and what needed to be done to close the gap.
Results: With the help of GRIST, Energy Australia created an environment where staff came to work to have exceptional customer conversations because they were engaged, developed and respected. GRIST worked with select teams to prove the concept that small behaviours consistently done well-produced exceptional results. Excellence by degrees in action!
Client
Energy Australia
Channel
Phone sales
Approach
Micro-behavioural
Duration
3 years
Purpose
To be considered a ‘world-class retailer’ by industry, customers and staff.
Deliverables
Frontline training
Leadership training
Coaching framework & operating rhythm
Behavioural analytics & calibrations
Theories Used
Aggregation of marginal gains
Habit formation: reminder, routine, reward (3Rs)
70-20-10 rule of people engagement
Deliberate practice