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'In The Spotlight' E-Motion - Summer 2005

Training? What training? If, like me, you have been faced with a less than helpful employee, you may assumwe that lack of training is responsible, but think again.

Nowadays, every member of the customer services team at South West Trains, from guards to station employees, undertakes specialist training. Members of the Passengers’ Panel recently travelled to Basingstoke to visit Centre Stage, the company’s unique training facility where all existing employees are trained and new ones spend a part of their induction week, training with nine colleagues.

“In the past, people didn’t join the railway to deliver customer service,” says Tracy Meachin-Adams, who heads the training company Dynamic Solutions (Europe Ltd), which runs Centre Stage. “Even today, new recruits have not been exposed to the special circumstances and demands of the railways.”

So what is the course about? “At the end of the event,” explains Tracy, “everyone knows where they fit in with regards to delivering great customer service. They develop their confidence in order to play their part in delivering South West Trains’ vision.”

At the heart of the training centre in Basingstoke is a large space that looks a bit like a TV studio. At one end, there are replicas of a station platform, a booking office and the inside of part of a train. It means that situations can be acted out in an environment as similar to real life as possible. In each training episode, trainees play the part of passengers while actors take on the role of employees, realistically demonstrating the worst and best of them. It is a far cry from the training courses of old.

Panel members only saw a small part of the programme, but we did have the chance to participate in a role-playing situation. We were ushered in to a replica of a restaurant where we sat at five tables. Groups of people at each table were given a role: one had waited 20 minutes for their meal; another had found the toilets dirty and tablecloths stained; a third table wanted to know about vegetarian options; another wanted to pay by credit card; and the last wanted to book a taxi.

The first time round, each group was presented with a truly awful waiter. Every few minutes the action was frozen and everyone was encouraged to say not merely what was wrong but also why. The scenario was then replayed, but this time with the sort of perfect waiter who makes you feel he really cares. Having listened to what makes good, what makes great and what makes bad service, the trainers then skilfully translated these same principles into life on the railways. Employees were learning about customer care, but by doing so in the neutral environment of a restaurant they did not feel personally threatened in their jobs.

The training course, called Best Way, is set up to accommodate groups of 15 and lasts two days. Each employee, depending on their role, goes on the course within the first 12 to 15 months of starting work at South West Trains, although many are doing it sooner.

Is it worth it? “Undoubtedly,” explains Tracy, who proudly recounts the way progress is monitored not only during the course, but also back on the job. “This is not a stand-alone event. What you have here is only part of their training. What happens after the event is also critical.” Clearly South West Trains has invested in something that is not only unique but also bespoke. That seems to be its strength.

Tracy’s confidence has been echoed nationally. Centre Stage was short-listed in the prestigious National Customer Service Awards last year. It was also runner-up in the Innovation in Training Awards.

Was the training good? No. It was great. Panel members—not the easiest of critics—were fulsome in their praise. The unanimous view was that the training was both ingenious and exactly what was needed. Members agreed that standards of service may vary from time to time, but that, clearly, it is not due to lack of training.

When we left Basingstoke, two Travelsafe Officers were standing at the top of the stairs to Platform 4. As I paused, one came up to ask me if he could help. The second listed all the trains to London Waterloo and helpfully suggested the fastest services. They then asked if there was any other help they could give. Each proudly wore the silver searchlight badge given to everyone who successfully completes the course. Had the training worked? Not half—and it showed.

This feature article was published in Issue 11 (Jul/Aug 2005) of e-motion magazine. All details correct at time of going to press. South West Trains and The Illustrated London News Group will not be held responsible for any information which may be out-of-date or where details, such as telephone numbers, email address and so on, may have changed.

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