The Stages of Learning
...by Rick Segel
Great leaders are great teachers. Retailing today has become a job of teaching and training because the turnover rate of employees has hit record levels. Few people stay at a job very long today. I recently met a young man who had worked in 7 different stores at one mall within 18 months. We talk about customers not being loyal but what about our employees? It is easier to attract good customers than it is to attract good employees.
I recently coined a new definition of what good customer service is. I believe it's the difference between just making the sale and having the customer return to the store again to purchase more.
The question is how do we train our employees to be able to deliver the kind of service that will keep the customer coming back again and again? It comes down to explaining what to do, having the employees try, fail, be corrected in a positive manner, and try again. Or repetition, repetition, and more repetition.
There is one other concept that I call The Stages of Learning which I learned years ago, and it has always helped me put training in perspective for both myself and the employee. It works because it lets everyone know where they are at in the training cycle. Basically, it controls everyone's expectations.
Stage 1. Unconscious / Incompetence
This is the stage that the brand new employee is at. They don't know what to do and don't know how to do it. Or in simple terms they are clueless.
Stage 2. Conscious / Incompetence
This is the stage that the employee is at after they have been taught how to do what they are to do. So they are aware of what has to be done, but they don't know how to do it yet. Or they have a clue but they don't have any experience and have never really done what is expected of them. They are at least aware of what has to be done. The mistake that happens here is when we expect our people to perform at high levels. They just can't yet but they are getting there.
Stage 3. Conscious / Competence
This is the stage where you are aware of what has to be done and you can do the job but you have to think about what you are doing all of the time. Or you are slow. It is the same as when you first learn to drive, when you have gone out with a teacher or a parent and just got your license. You know what to do but have to think about it all of the time. If you expect too much from your employee here you will lose them out of frustration. Just knowing and understanding this stage will help better understand your employees. This is also the place where positive reinforcement and compliments go a long way.
Stage 4. Unconscious / Competence
Your employees are aware of what has to be done and they can do the job without even thinking about what to do. Or they have become a Master. This is the point we strive for--when you just do what you do and don't really think about the process. Three years ago (actually it's 151 weeks ago), I struggled with writing this column. Now after writing 151 columns I look forward to this Sunday night writing time. I don't have to think about the mechanics of writing; I just write. Looking back I never thought I was ever going to get to this point, but I did.
Your employees will get to Stage 4 if they know where they are and you know as well. THIS WORKS!
Editorial provided by Rick Segel. Reprint permission from Rick Segel & Associates.
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