Askona (SteadyControl Human Resources Control and Management System)

2021: How the SteadyControl HR control and management system has improved the quality of customer service in the Ascona retail chain

For the heads of Ascona, the issue of managing customer experience is an important area of ​ ​ internal activity, since thanks to the strong customer-centric brand of Ascona, it confidently holds the position of the leader in the Russian home improvement industry.

However, the consumer experience management system did not immediately take shape. To achieve effective interaction with the client, the company had to make large-scale changes in the organizational structure and corporate culture. The reason for the shift in the vector was the global adjustment of the portrait of the Russian consumer: it became more sophisticated and demanding.

One of the values ​ ​ of "Ascona" is clientocentric, and in order to meet this, we have seriously transformed. Since any changes must have conductors, we started by improving the efficiency of the staff, together with SteadyControl. Having abandoned the classic checklists adopted in the industry, we headed for digitization and methodology. Work in the system showed sharp markers in dialogues with customers, and also made it possible to highlight and consolidate the best selling practices among employees. Now we see positive changes, since open communication with customers in salons supports our success in the market, - said Natalya Episheva, sales director of the Ascona retail chain.

In the summer of 2021, it was decided to test the SteadyControl human resources control and management system based on artificial intelligence technologies in eight salons. With the help of audio pages and video cameras, the system analyzes the interactions of sellers and visitors at each stage of the sales funnel, automatically generating daily reports of violations of standards. The SteadyControl methodology gave the result: it made it possible to digitize all traffic and business processes, see all points of service growth on marketplaces, set targets and plan to achieve the maximum level of compliance with service standards by line personnel.

According to the test results, an increase in compliance with service standards was recorded by the line staff of Ascona salons participating in the SteadyControl project:

• Overall compliance with processes at the enterprise increased by 30% (from 49% to 79%).
• Purchase conversion growth + 3%.
• Acquaintance with the client - increased by 18% (from 20% to 38%).
• The identification of the need (the block is complete) has grown to 42% (at the start of 32%).
• Managers complete the deal 33% better.
• The offer to purchase additional goods increased by 24%.
• 15% more customers will learn about the shares.
• Awareness of the loyalty program grew by 31%.
• Managers offer to make a purchase 54% more often (an increase from 43 to 97%).
• The manager offers to exchange contacts when refusing to issue 40% more often.

Growth in the indicators of the unique service criteria of Ascona after the implementation of SteadyControl:

• Using the ruler when choosing a pillow (managers show expertise, choosing the size of the pillow individually under the client's shoulder) - an increase of + 22% to compliance.
• Greeting "Welcome to the territory of healthy sleep" - an increase of + 3% to compliance.
• Expert issues (doctor's recommendations, sleeping position and other details) - an increase of + 45% to compliance.
• The manager voices the factors affecting the quality of sleep - an increase of 21% (at launch 2%).
• Managers say goodbye in the right form ("Sleep on health") 11% more often.^[1]

Notes