sales
overview
Problem: Employees were struggling to create proper expectations when selling the One-to-One program to customers, which negatively impacted customer satisfaction.
Solution: I created a training to teach employees a simple analogy, along with specific talking points, to help customers fully understand the One-to-One program before purchasing it.
Impact: Customer satisfaction scores for the One-to-One program significantly improved.
Modality: This project was designed as an instructor-led training, which I also facilitated, along with other lead trainers.
Media: In order to be consistent with the Apple’s current design aesthetic, I had to create all of the images seen above from scratch. Each element was hand-drawn in Illustrator, then taken into Photoshop in order to apply textures and other effects. Simple animations were also created directly in Keynote.
Tools: Illustrator, Photoshop and Keynote.
details
Apple Retail had a program called One-to-One for customers who wanted training sessions with certified Apple trainers. As the program evolved to include group trainings, employees struggled to explain the value of group sessions, so some customers were unhappy.
I suggested we use the analogy of a gym membership with selling the One-to-One program because gyms not only offer sessions with personal trainers but also allow members to sign up for group sessions like yoga and spin classes, etc.
Once customers realized they weren’t getting full use of their “gym membership” if they only signed up for sessions with a “personal trainer,” sign-ups for group sessions improved and customer satisfaction scores skyrocketed.