Learning culture helps restore high customer care levels and staff morale

Posted on by karen.smith

Global writing instruments company Staedtler (UK) Limited, which has achieved a culture of learning and development to establish high standards of customer service, has been shortlisted for a prestigious national award.

The company, based in Pencoed, Bridgend, is one of nine finalists in three categories in the National Training Awards, organised within Wales by the Welsh Government in partnership with the National Training Federation Wales (NTfW).

The National Training Awards recognise the outstanding achievements of employers who have Investors in People accreditation and who have used excellence in training and skills development to impact on their business.

The winners will be announced at a high profile awards presentation ceremony at Venue Cymru, Llandudno on Wednesday, October 24, where the winners of the Apprenticeship Awards Cymru will also be recognised. The joint awards which will be attended by around 300 key stakeholders from the vocational education and training sector across Wales.

Sponsor of the National Training Awards, which aim to showcase excellence in skills development in Wales, is City & Guilds and media partner is Media Wales.

When Staedtler (UK) Limited, a finalist in the small employer of the year category, launched a training programme, little did the company realise employees would grasp the opportunity with both hands and then come back for more.

Staedtler’s decision to switch production from South Wales back to Germany after 40 years and make 125 people redundant meant morale with those remaining was low.

With the move to new offices and staff having to take up extra duties and cope with a new IT system, the pressure was immense.

New Managing Director Duncan Savage recognised that if a switch from a manufacturing to sales and marketing function was to be achieved a new culture of learning and development was vital to re-establish high standards of customer service and, just as importantly, raise morale.

In 2010, the company signed up to Investors in People, which allowed it to establish a programme of continuous professional development.

Mr Savage said: “Some members of staff had never had training before and suddenly they were being offered this opportunity. It was like a drug; once they had achieved one goal they wanted more.”

The return of high customer care levels was reflected in the receipt of a Chartered Institute of Marketing Excellence Award and an Education Resources Award.

“A key achievement was in customer service, where two members of staff transferred from production with no experience of customer service, IT use or telephone techniques and, to their credit, acquired the skills to help us achieve our customer care goals,” added Mr Savage.

Deputy Minister for Skills, Jeff Cuthbert said: “These joint awards recognise excellence by individuals, employers and learning providers in delivering training. I am delighted with the standard of this year’s finalists and the variety across all ages and sectors, which shows the strength of the skills being delivered in Wales.

“All the finalists have an inspiring story to tell and are great ambassadors for Investors in People and other programmes in Wales. The Investors in People standard helps businesses become more competitive and improves their performance and results by maximising the potential of their staff.”

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