Immersion Therapy

As business struggles through the “take-this-job-and-shove-it” phase of the pandemic (so colorfully described by a prominent educator), training and development are more crucial than ever. Yet, many retail employees still say they are insufficiently onboarded and receive little or no training.

The instructor, Betsey Stevenson, is a professor of public policy and economics at the University of Michigan who served under President Barack Obama as chief economist at the Department of Labor. Workers feel more empowered and less pressured to accept or remain in just any job, especially those with risk of Covid-19 exposure, she shared during a recent “Project Syndicate” podcast.

As optical pushes for better omnichannel performance, shops and practices foist upon employees an expanding slate of new responsibilities involving curbside delivery, outgoing customer orders, and even troubleshooting website hiccups.

This need for flexibility and expanded skill sets is not going away. Some 72% of executives believe “the ability of their people to adapt, reskill, and assume new roles” is critical for navigating future disruption, according to the 2021 Deloitte “Global Human Capital Trends” report.

STOKE SITE-SAVVY SKILL SETS.

Optical’s best omnichannel players refresh their websites frequently, especially when exciting new frame styles arrive, so customers can pre-shop in the comfort of their homes, or anywhere. More advanced websites offer virtual try-on functionality, enabling clients to superimpose eyewear over an image of their face to find looks that work.

What’s not great is some employees never visit the site, don’t know how it operates, and are unable to assist in-store customers when they ask for help with basic online activities like placing orders or redeeming promotional offers. Easy fix: Ensure workers pop into the website frequently, make a purchase, and get familiar with its navigation flow and features so they can interact with customers knowledgeably.

Website content that details product attributes reinforces employees’ product knowledge and gives them common language to use with clients—but only if staff spend a little time with the website (and mobile app, if you have one).

THINK SMALL.

Explore microtraining, a mobile-friendly educational approach that serves up short bits of practical knowledge staff can access on their smartphones any time, any place. What distinguishes microtraining from other learning formats is it delivers short bursts of highly focused content that’s digested in just a few minutes’ time—or even a snappy 30 seconds.

There are free and low-cost e-learning platforms on the market, but try DIY first.

➤ DIY Idea No. 1: Pick a specific workplace task, customer service tip, or policy you’d like to see reinforced. Whether the topic is “booking an appointment” or “how to ask customers questions in a nonintrusive way” or “handling credit card declines in a courteous manner,” brevity and focus are paramount.

➤ DIY Idea No. 2: Task your office manager to record a 30-second video clip on a customer service hack that’s emailed to staff weekly. Short, breezy, and branded as “Tuesday Tips” makes it memorable and easily integrated into your practice’s workflow.

➤ Digital training is well-received by employees of all ages. While millennials embrace digital more than any other group—86% prefer it over traditional training methods—younger Gen Zs and older boomers are also highly receptive (79% and 78%, respectively), according to “The State of the Frontline Work Experience in 2021,” which surveyed 2,500 respondents in the U.S., U.K., and Australia.

Opportunities to leverage omnichannel have never been better, and employees are never without the No. 1 tool: their smartphones.