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Messaging apps are becoming a key tool for mass training due to their accessibility and familiarity. Skillbox Media recently discussed Honor Russia's experience creating an educational platform based on Telegram. It's also worth noting how Gazprom Neft is developing employees' emotional intelligence using chatbots. Using messaging apps for training opens up new opportunities for improving the effectiveness of the educational process.
M.Video - Eldorado implemented an employee training system through the Telegram platform, focusing on customer service skills. In this article, we will examine how this initiative was implemented and the results it yielded. Training via Telegram made information accessible and improved the quality of interaction with customers, which in turn had a positive impact on service levels and customer satisfaction.
What were the objectives of developing the training system?
Tatyana Garbarchuk, Head of Training and Development of Operational Personnel at M.Video - Eldorado, emphasizes that customer service and interaction with customers in stores remain key aspects of the retailer's strategy. Despite the significant growth in online sales, many consumers continue to visit physical stores to receive information from sales staff about new brands and technologies, compare products, and evaluate them in action. Therefore, developing employee communication skills with customers is a priority for ensuring a high level of service and customer satisfaction.
The developers of the communication skills development program faced four key challenges. First, it was necessary to create effective training methods that would help improve communication skills. Secondly, it was important to ensure the materials were adapted to the different age groups and skill levels of the participants. The third objective was to introduce interactive elements to make the learning process more engaging and engaging. Finally, the last task was to create an assessment system that would allow tracking the progress of participants and adjust the program depending on their needs.
- Make sales in the chain's stores emotional, and communication with customers trusting.
- Train employees to communicate with clients in different channels: in writing, in chat, via video call and in the sales area.
- Teach specialists effective and customer-centric upselling techniques.
- Create a tool that would allow training a large number of employees simultaneously without distracting them from work and personal life.
Solution: a communication skills course in Telegram
When choosing a training platform, Tatyana Garbarchuk focused on ease of use from mobile devices, since sellers do not have a permanent workplace with a computer. Telegram proved to be the optimal solution, as M.Video - Eldorado had already implemented a chatbot to support sales consultants in this messenger, and most employees actively used it. This provided easy access to training materials and increased work efficiency.
Despite the proliferation of smartphones, a small portion of employees continue to use push-button phones, which do not support instant messaging. In response, the organizers offered an alternative: the opportunity to study on the job using a computer at a convenient time. This solution allows employees to maintain access to necessary information and resources, regardless of the type of device used.
M.Video - Eldorado chose the HR technology provider Boto to implement its projects.
The course, called #YANEROBOT, was created as a chatbot in Telegram. The bot operates according to pre-developed scenarios, and all dialogues are carefully crafted by professional scriptwriters. This allows users to effectively interact with the material and gain valuable knowledge in a convenient and accessible format.
How store management was prepared for the course
The #YANEROBOT course is aimed at retail sales consultants, cashiers, and customer service specialists. Senior managers also have the opportunity to join the training, which allows them to expand their professional skills and knowledge in sales and customer service.
Within this project, store directors and their deputies became key figures responsible for employee motivation. Their primary task was to clearly and understandably convey to employees how training would impact their performance. To successfully achieve this goal, store directors were prepared in advance, providing them with the necessary knowledge about the context of the changes. This allowed them to effectively manage the team's training process, inspire employees, and accurately evaluate their performance.
The director is a key figure in any line retail team, and all communication should be focused on them. Tatyana Garbarczuk emphasizes the importance of this aspect, as the team's success directly depends on effective interaction with the manager. Properly organized communication contributes to improved performance of all staff and enhanced customer service.
The course for managers on leadership development and effective management, called "A Very Secret Club," included a section on motivating employees to engage in training. Course participants also prepared for the implementation and use of the #YANEROBOT chatbot. For this purpose, a support chatbot was developed that issued tasks and accepted responses, facilitating more effective learning and increasing employee engagement in the training process.
Managers underwent training before the start of the #YANEROBOT course. This preparatory event provided them with the necessary knowledge and skills to successfully deliver the course and support participants in their learning. This manager training played a key role in creating an effective learning environment and improving the quality of the course.
Andrey Puzanov, Lead Training and Development Manager at M.Video - Eldorado, notes that the main goal for managers was to engage as many employees as possible in the training. Therefore, the final task of the "Very Secret Club" focused on the use of management tools that support and motivate employees during the initial stages of the #YANEROBOT course. This creates an effective learning environment and increases employee engagement.
How the #YANEROBOT course is structured
The course lasted six weeks and consisted of 13 lessons. Every Monday and Thursday, the bot sent messages to each employee inviting them to discuss useful topics. The lessons took 30 to 40 minutes to complete, but tasks could be completed at any time before the start of the next lesson, allowing participants to conveniently manage their time.
The training covered the basics of selling through various channels, including the sales floor and online chat. The lessons addressed common mistakes, such as a consultant's approach to a client with the question: "Can I help you?" It explained why this approach is not always effective and how to better understand the client's needs. Participants learned the art of dialogue, which allows for a deeper connection with the client and significantly increases sales. Success stories and practical exercises provided an opportunity to consolidate acquired knowledge and skills.
This content emphasizes the importance of caring for one's own mental and emotional well-being. Effective stress management methods and ways to provide emotional support are discussed. Emphasis is placed on techniques that help manage tension and increase overall resilience to stressful situations. A healthy approach to self-care contributes to a better quality of life and increased happiness.
Each lesson included four main blocks. These blocks provide a structured approach to learning and allow for in-depth study. Each block is aimed at developing specific skills and knowledge, which facilitates effective information absorption. Regular practice within these blocks helps consolidate acquired knowledge and apply it in practice. This lesson format ensures comprehensive learning and promotes high results.
The chatbot provides educational content in two formats: text and audio. This allows each user to choose the most convenient way to receive information or combine both options for more effective assimilation of the material.
Tatyana Garbarczuk shares that the information was presented with humor, including jokes and memes, and played out familiar situations. This approach made the material more accessible and interesting for the audience.
To reinforce the course participants' knowledge after studying the topic, the bot offers various activities. For example, it may recommend watching a video and answering questions, taking a quiz, or finding and correcting errors in a sample dialogue between a seller and a buyer. All materials are based on real-life situations from professional and everyday life, making the training more relevant and practical. All content is presented in a lively and conversational style, which promotes better comprehension and participant engagement.
Homework. At this stage, students need to consolidate their acquired knowledge. The assignments were divided into two types: practical and theoretical. Practical assignments help deepen understanding of the material, while theoretical assignments test the assimilation of key concepts. This approach promotes more effective learning and the development of the skills necessary for successful completion of the course.
- Anywhere assignments. The employee was given a task or case to which they had to write a detailed response.
- Any assignments that needed to be completed in the sales area with a client: for example, using unconventional phrases to begin, maintain, and end a conversation and applying sales techniques. There was also a "Service with a Slide" assignment—for example, carrying clients' goods to their car or entertaining their children while their parents were busy shopping. Then the employee must write in the chat what they did and what worked and what didn't.
Yulia Barinova, CEO of Boto, shares her impressions of working with long stories that users sent to the bot. "It was impossible to verify each of them, but we tracked scores to understand who was truly actively participating and who wasn't. Based on this, we selectively reviewed materials," she explains. This allowed the team to effectively analyze user activity and improve interactions with the bot.
The division of homework into two types is due to the fact that an employee is not always able to complete the task on the sales floor. The flexible work schedule of sales staff means that the release date of a new course lesson may coincide with a day off for some employees. The ability to choose between assignment types allows for the completion of homework assignments without delay if the employee is ready to complete them immediately. This solution enhances training efficiency and allows for better adaptation to each employee's individual schedule.
New course messages arriving on weekends were less annoying than expected. One course participant, who wished to remain anonymous, noted, "At first, I perceived this as a negative, as it meant I had to take time away from my family responsibilities. But then I learned to allocate time for training, and that time became sufficient." This experience underscores the importance of flexibility in training and the ability to adapt to new conditions.
Feedback is an essential element of the training process. After completing assignments, the chatbot analyzed the employee's responses and provided constructive feedback on the course materials. This contributed to deeper learning and improved employee skills. This approach allows us to optimize the educational process and increase its effectiveness.
Environment for completing assignments The project wasn't limited to just one channel. Social media was also involved. For example, some tasks required employees not only to write a story but also to publish it in a dedicated Telegram channel and share it with friends and acquaintances on social media. This approach promotes deeper absorption of information and exchange of experience, as noted by the course developers.
Sales consultants actively use mobile apps to improve customer service. As Andrey Puzanov noted, the course not only helped them develop new communication skills but also motivated employees to more actively use mobile technologies when interacting with customers. This improves the customer experience and increases team efficiency.
Previously, a sales consultant would determine a customer's preferences and head to the terminal to process a receipt, which was then paid at the checkout. Today, sales associates have access to smartphones with an app that allows them not only to find the necessary products but also to identify a specific customer if they are registered in the M.Video - Eldorado app. Using this app, employees can access a customer's personal information, including their name, product recommendations, and the number of accumulated bonus points. We train our employees to maximize the use of all mobile app features to enhance customer service and improve their shopping experience.
The project team created a Telegram channel to share up-to-date information about the course and facilitate interaction between participants. After each lesson, a short summary of the results was posted in the channel. Tatyana Garbarchuk noted that this seemingly simple element had a significant impact on participant engagement and learning.
Organizing experience-sharing events significantly increases participant motivation. People see that their stories and solutions are valuable to both the organizers and their colleagues. The results of such events encourage active discussion: employees comment on the results, share personal experiences, and propose alternative approaches to solving problems. This creates a space for exchanging practical knowledge and ideas, which, in turn, strengthens the assimilation of the material. In addition, we actively collect feedback from participants, finding out what they liked and what could be improved. This allows us to identify their motivational factors and ideas for course development. Based on the information received, we adapt the program, making it more flexible and responsive to the needs of the target audience.
How employees were motivated to take the training
When planning training for a large number of people, it is important to carefully consider the activities that motivate them to begin and continue the course. To achieve this, in addition to preliminary training for managers, the following aspects must be considered:
Develop engaging and interactive training formats that will retain participants' attention. It is important to include a variety of methods, such as group discussions, practical assignments, and case studies, to make the learning process more interesting and effective.
Also, ensure access to high-quality training materials and resources that will help participants deepen their knowledge and skills. Equally important is creating a supportive atmosphere in which participants can freely exchange opinions and ask questions.
Regular feedback and progress assessments will help participants recognize their achievements and areas for improvement, which will contribute to their motivation. Creating a reward system for success can also be a good incentive to continue learning.
Thus, careful preparation and thoughtful organization of training will help not only attract participants but also ensure their interest throughout the process.
- The results of the course were included in the overall standings of the annual "Store of the Year" competition between retail outlets. The winners of this competition, having earned a certain number of points, receive prizes in addition to universal recognition and personal congratulations from top management. Retail employees typically actively participate in the competition for these points, and the fact that the results of the #YANEROBOT course were included in the criteria for earning them contributed to the program's popularity.
- The course itself was convenient and engaging: this was due to the comfortable environment for participants—messenger—and the fact that the tasks included familiar situations and gamification elements.
Tatyana Garbarchuk notes that some employees still refused to participate in the training. In her opinion, much depends on store managers, who must convey to each employee the importance of active participation in the training. Their inaction directly impacts the outlet's rating and the achievements of the entire team. Effective leadership and motivation from directors can significantly increase employee interest in professional development and improving performance.
Training Results
Training organizers report that 11,600 participants completed the course in the first cohort, and a total of 20,000 people completed the course, 91% of whom completed it in full. More than 90% of graduates recommend the course to their colleagues. It was also noted that participants who demonstrated the best results saw an increase in sales of approximately 6% one month after completing the training.
Tatyana Garbarchuk is confident that the achieved high results were made possible by the coordinated work of training and development specialists, retail business managers, and HR business partners. Another key success factor was the active program participants, who made a significant contribution to the overall result. Achieving such results would be impossible in other cases. We clearly divided responsibilities between teams. Our group focused not only on educational metrics such as engagement, course completion, and recommendation implementation, but also on business KPIs, including effective consultations, app installs, and sales growth. At the same time, the business department focused on attracting and engaging participants in the program. This interaction was key to the project's success. All our other efforts, while effective, did not receive such significant support or produce such a powerful effect. Many employees noted the convenience of learning via Telegram. One participant emphasized, "It's good that all the materials remain on my phone, and I can review anything if needed." This confirms that using messengers for training allows for access to information at any time, significantly simplifying the learning and professional development process. The course proved highly effective and was included in the mandatory onboarding program for newcomers. Now, every new employee is required to complete it within three months of starting work. This will allow them to integrate more quickly into the team and acquire the necessary skills for successful work within the company.
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