Circle K has successfully launched a scalable game-based training solution, with a virtual 3D Circle K store to train frontline staff to achieve their customer service and sales goals.
From the benefits of making eye contact to recognizing opportunities for upselling, the game focuses on building core sales and service standards across Circle K to help it achieve its mission of “making customers lives a little bit better every single day”.
[Sales Reps] “can get an idea of what a good response is and what’s a great response to a situation – it steers them towards best practice. In stores where more employees have certified, we’re seeing an increase in customer happiness as it relates to increased employee engagement in the program,” said Jens Rye, director people development Europe.
The game features customer interactions and realistic scenarios in a virtual 3D Circle K store. The game provides a fun yet challenging experience, allowing the “players” to play through realistic scenarios in the game that they can transfer to the real world. The learning journey covers the customer experience from beginning to end including:
- Working in store – focused on service fundamentals and maintaining a pristine store
- Shining on the till – opportunities for tailored recommendations in the sales cycle
- Feeling the pressure – combines sales and service excellence to elevate customer experience
- Knowing your customer – challenges players to make tailored customer recommendations
‘Working in store’ and ‘Shining on the till’ are free-roam modules that give users an interactive, more holistic experience – immersing them in realistic scenarios that will help them to notice opportunities for upselling, different customer behaviours and how they can balance their customer service duties with operational functions.
Customer Star has been rolled out to 14,000 staff. The results are impressive:
• 96% of the knowledge gap closed
• 97% of team members enjoyed this way of training
• 93% would recommend this training to a colleague
“Even though I’m experienced in Circle K, I got the answer wrong several times. I thought it was helpful as it made me rethink and see different solutions and opportunities. You learn more about seeing the possibilities in each customer and fulfilling their needs… After ‘Customer Star’, I really do feel I can deliver exceptional customer service,” said Kristian Bertelsen, store manager Circle K.
Assistant store manager Sarah Larson adds: “I thought ‘Customer Star’ was a fun way to learn and a new way to learn. I loved the beat-your-boss competition. I actually beat my boss.”
With such positive feedback and outstanding results, Circle K is excited about the future of game based training. The next steps involve refining and expanding the ‘Customer Star’ program, ensuring continuous growth and development for its teams.
