University Assignment: Training and Development in Primark

This report serves as a comprehensive analysis of training and development within Primark, a fast-fashion retailer. The assignment, undertaken from the perspective of a training and development consultant, identifies a critical need for improved customer service training within Primark's UK operations, stemming from challenges like aggressive customers and demanding shopping environments. The report begins with an introduction to Primark, then delves into a training needs analysis, utilizing external reports to understand the issues faced by customer service staff. It explores the advantages, disadvantages, and challenges of using external data sources. The core of the report is the design of a tailored training program aimed at equipping employees with the skills to manage customer expectations, handle complaints, and cope with stressful interactions. The program's goals, actions, methods, and expected outcomes are outlined. Finally, the report proposes an evaluation process and planning phase to assess the effectiveness of the training program, including objectives, criteria, a matrix, and a detailed plan. The aim is to enhance organizational performance by improving employee skills and customer satisfaction.

Running Head: TRAINING AND DEVELOPMENT IN PRIMARK
TRAINING AND DEVELOPMENT IN PRIMARK
Name of the Student:
Name of University:
Author Note:

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TRAINING AND DEVELOPMENT IN PRIMARK
Table of Contents
1. Introduction..................................................................................................................................2
2. Design..........................................................................................................................................3
2.1 Training needs.......................................................................................................................3
2.2 Designing training program...................................................................................................7
4. Evaluation process and planning...............................................................................................12
4.1 The objectives for the evaluation.........................................................................................14
4.2 Evaluation criteria................................................................................................................14
4.3 Evaluation matrix.................................................................................................................15
4.4 Evaluation plan....................................................................................................................15
5. Conclusion.................................................................................................................................18
References......................................................................................................................................20

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1. Introduction
Over the last decade, the global workforce has been continuously evolving because of
several new and emerging factors. There has been a high level of competitive business landscape
today and it is raising the complexity of the businesses. Furthermore, digital revolution is also
reshaping the mix of employees. However, shorter shelf life for knowledge, persistent
uncertainty and a multigenerational workforce has placed a premium on the up-skilling and
reskilling. Shift to a knowledge based and digital economy means vibrant workforce is more
important than ever (Houghton, Foth and Miller 2014). According the researchers a significant
amount of market capitalisation in the public firms is dependent on the intangible assets- the
knowledge, exceptional leaders and the employees. Training and development is all about the
formal and on-going efforts that are made within the companies for improving the self-fulfilment
and performance of their employees by means of a wide number of educational programs and
methods (Etelapelto et al. 2014). In the modern organisation, these efforts have taken on a wide
number of applications, right from the instruction in some specific job skills to the long-term
professional development. It has emerged as a business function that is formal in nature and is
considered to be an integral element of any strategy that the modern organisations follow. Today,
more and more number of companies, irrespective of their sizes are embracing continual learning
and the other different aspects of training and development by means of promoting employee
development and growth and by acquiring high level of skilled work force.
As a training and development consultant, I am to develop a well-tailored training
program for Primark. It is to mention that Primark is one of the fast fashion retailers in United
Kingdom. It is a British Owned Irish company. The company was founded in the year 1969 by

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Arthur Ryan, an Irish businessman (Primark.com 2019). It was first established in Dublin under
the name- “Pennies”. It has situated itself among the giant retail market in the service sector
(Lee, Park and Krishnan 2014). It provides a wide variety of services including baby and
children clothing, menswear, women-wear, accessories, footwear, confectionary, beauty products
and home ware. Along with the retailing giants like H&M and Zara, Primark aids to the modern
fast fashion trend. This discussion is trying to establish a detailed analysis over the training
programs for customer service in UK so that it will foster an effective working practice that
satisfies the needs and demands of the customers (Careers.primark.com 2019). The company has
a long list of departments that are entitled to perform responsibility properly. The problem with
the performance of the sales team creates further initiative from Primark to conduct training for
the customer service staffs. The focal point of the training and development practice is associated
with developing the organisation skills which is associated with the mental capacity and
strengths of the customers service staffs so that they can communicate with the customers
efficiently.
2. Design
2.1 Training needs
Primark is one of the most popular stores in the high street of United Kingdom. The
company gives plenty of opportunities to its staffs to excel themselves and earn more. The
company is basically loved by the bargain hunters especially for the product range and
favourable prices (Etelapelto et al. 2014). However, the scenario is not the same for the staffs of
Primark. In this regard, this discussion relies on the external reports that will be helpful to create
an in-depth understanding of the exact situation in Primark UK and some of the important

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suggestions that could make an effective measure for Primark. Therefore, the focus is on
developing the organisation skills.
2.1.1 Advantages of the method
As far as the advantages are concerned, the external reports in the form of newspaper
articles and peer reviewed notes are provided enough insights into the matter (McCusker and
Gunaydin 2015). As a matter of fact, the authenticity and relevance of the external reports are
unavoidable. It helps the readers and researchers to get enough information that they can use for
further researches. Therefore, for the training of Primark front line service employees also the
external reports will assist to provide an unbiased and in-depth analysis. Besides this, the
newspaper articles surveyed people thoroughly and reveals a clear picture of the situation
(Mayoh and Onwuegbuzie 2015). Therefore, it is definitely plays a pertinent role in the creating
better understanding of the situation.
2.1.2 Disadvantages of the method
On the other hand, there are certainly a range of disadvantages that the external reports
can bring. For instance, twisted reviews of an event can mislead the readers or researchers to
seek help from the newspaper reports (Bresler and Stake 2017). Moreover, the newspaper article
only presents partial information regarding the event (Almalki 2016). Therefore, it seems to a
problem for the researcher to rely on the information presented in the newspaper only.
2.1.3 Challenges to the method
A number of challenges are facing in the process of focusing on the external reports like
retrieving data or information from the external reports. Newspaper articles are good to have an
in-depth analysis of the event but data is limited and it provides partial understanding of the

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entire situation (Green et al. 2015). Besides this, the authenticity of the information depends on
the choice of the readers because the columnist or the journalist does not provide any support
documentation of his or her information. As a result of that this research is also facing challenges
of data authenticity and clear background of the issue.
a) It is to mention that the misbehaviour of the customers creates huge problem for Primark
to deliver better performance in the retail fashion market. The report of Daily Mail
revealed that the popularity of Primark has been damaged due to aggressive shoppers
who were angry at the store staffs because of no giving special deals (Pike 2019). It
affects the organisational performance especially the confidence of the new staffs to deal
with such a hostile situation.
b) Staffs often had to deal with high scores of complaints from the irate shoppers and
majority of the employees claimed that they often had to use the stock room as a “safe
space” for taking breather.
c) Customers act rudely and aggressively in place and this makes it very hard and
challenging for the staffs to maintain and manage their aggressiveness (Mgxaji,
Chinomona and Chuchu 2015). On busy days especially, customers get very aggressive
with the staffs when all the changing rooms get full and they are not allowed to let in
until other people leave.
d) Customers are not respectful and they have unsavoury shopping habits. They are often
seen to be opening multi-packets of knickers and then, pulling out the individual pairs
while leaving the other packets incomplete or complete with the wrong products or sizes.
This makes the work harder for the staffs even more.

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e) The employees of Primark have control over whether their till announcement is in a male
voice or in a female voice. Christmas is the only time when the employees get staff
discount of 10percent despite of dealing with a bizarre of customers and clients every
day. According to the study of Rood et al. (2015), shopping in the company could be
incredibly stressful experience. The report of Cosmopolitan.com revealed that “urine and
faeces on the floor of shop is pretty common” (Cosmopolitan 2019). It is really
disappointing and embracing for the staffs to clean the same. After all they are not paid to
do the same in the store. There are many studies that have confirmed about the notable
role that are played by the client-facing employees in improving and enhancing the
company profitability and performance (Mgxaji, Chinomona and Chuchu 2015).
f) The front-line staffs are seen to be dealing directly with the customers and it is their
service that influences the satisfaction of the clients and their loyalty. As per (Melian-
Gonzalez and Bulchang-Gidumal 2017), the client facing staffs refer to the “face and the
voice” of the company to the clients. The study by Korschun, Bhattacharya and Swain
(2014), have observed that there are some customers who have trusted a company
because they trust the staff or the employee that they are dealing with.
The results of not handling this situation can lead to serious problem for Primark. Rude
and abusive clients and customers in store could have a pernicious impact on the attitudes of the
employees and at the same time, can influence the overall firm’s performance. It is of no doubt
that Primark does its best to ensure that it is living up to its aim of delivering an enjoyable and
friendly shopping experience for each of its customers. It is to mention that serving the happy
clients and customers is quite enjoyable for the others in the service role. Nevertheless, helping
the ones who are not happy could be really stressful, demotivating and might even cost to a

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company if the service staffs have not gained proper training on dealing with these customers
and with the difficult situations that might arise (Khan and Fasih 2014). It is very important for
Primark to develop an effective training program for its staffs on how to listen to the aggressive
customers, build rapport and choose words that are polished, professionals and are in control. It
can help the staffs to manage their daily stress as well. By the end of the training and
development program, the staffs at Primark would have a good experience with several tools that
could help them in managing the customer expectations, communicate bad and unfavourable
news to them, address their complaints effectively and manage the stress that are associated with
the difficult interactions with the customers (Melian-Gonzalez and Bulchang-Gidumal 2017).
The main aim of the program should be to enhance and improve the organisational performance.
2.2 Designing training program
Training and development is all about the formal and on-going efforts that are made
within the companies for improving the self-fulfilment and performance of their employees by
means of a wide number of educational programs and methods. According to the new study
conducted by Van der Voet, Groeneveld and Kulpers(2014), organisational managers are
required to step in and actively intervene when their staffs and subordinates are under attack. In
Primark, for too long, the staffs have had to put up or tolerate the outrage and aggressiveness of
the irrational visitors and customers as a part of their job. Serving the happy clients and
customers is quite enjoyable for the others in the service role. Nevertheless, helping the ones
who are not happy could be really stressful, demotivating and might even cost to a company if
the service staffs have not gained proper training on dealing with these customers and with the
difficult situations that might arise. The company needs to embrace continual learning and the
other different aspects of training and development by means of promoting employee

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development and growth and by acquiring high level of skilled work force. (Sung and Choi
2014). A training and development program would help the staffs to know this and to deal with
the same in effective manner. Below is mentioned a design of the training program for the
employees at Primark to help them in dealing with such irrational customers and the difficult
situations that they often face:
Goal Action Method Responsible
person
Expected
outcome
Timeframe
Enhance the
organisational
performance
Wellness
program for the
employees to
help them get
relaxed and
stress relieved.
Mentoring HR
department,
managers,
Training &
development
consultant,
NGOs
It will help the
employees to
get relaxed
and relieve
stress
2 months
Developing
communication
skills by
teaching
employees
communication
skills to deal
with the
customers
Group
activities
Training &
development
consultant,
HR
department
and
organisational
manager
The
employees are
able to
console the
angry
customers and
bring efficacy
to the
organisational
2 months

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effectively practice.
Self-esteemed
development
session
Self-
reflection
Training &
development
consultant,
employees
and HR
department
The
employees can
reflect a
strong and
optimistic
personality so
that it can
bring a
positivity vibe
to the
customers
3 months
Decision
making
abilities
On-job
training
Training &
development
consultant and
HR
department
The
employees
will develop
their skill to
cope with
crisis
situation.
3 months
3. Delivery
It is to mention that the training program would typically start with a thorough
assessment that would be developed by means of interviews with the organisational managers,

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employees and supervisors. It is very important for Primark to develop an effective training
program for its staffs on how to listen to the aggressive customers, build rapport and choose
words that are polished, professionals and are in control. The staffs are required to be trained
enough to deal with such challenging situations that they face every other day. It would help in
gaining an “inside look” to all the challenges and opportunities that the company and its people
are facing before carrying on with the program (Mgxaji, Chinomona and Chuchu 2015).
Thereafter, the information are to be processed for developing a customised program that would
be tailored for meeting the needs. The key topics that are to be covered in the training program
would be how to deal with the perceptions and expectations of the customers, how to diffuse the
angry and complaining visitors, how to become empathetic listeners, how to avoid the
discounting of the customers, the other options other than saying “NO”, how to not get
emotionally or personally hooked with the angry customers and the difficult situations that might
arise, how to design an effective customer service strategy for the problematic situations. The
main goal of the training program would be to enhance the organisational performance (Sung
and Choi 2014). In order to do so, several actions shall be taken right from creating a wellness
program for the employees, developing skills of communication, self-esteemed development
program, the on-job decision making abilities discussion. Handling with the aggression and
violence in Primark would be easier when the staffs would know what to do. The training and
development program would help the staffs to know this and to deal with the same in effective
manner.
Prior to the implementation of the program- The very step in the whole process would be to
conduct a conduct assessment for obtaining the details and information regarding the health of
the workforce. It can be done by conducting employee surveys for evaluating the needs and

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personal wellness interests of the staffs. A health risk assessment shall also be conducted to
assess the overall health of the workforce as this would help in determining what program is
required to be implemented (Goetzel et al. 2014). Thereafter, the support from the management
would be obtained for the same as it is essential for building a successful program. After
conducting the needs assessment and gaining the management support, the training and
development consultant needs to establish a committee that would help in building and
sustaining the wellness culture in the company.
1) The very first step in the training program would be the conduction of wellness program. It is
to mention that the wellness program would help the employees to get relaxed and stress
relieved. However, both the designing and management of the employee wellness program
are important steps in the process of improving the productivity and health of the employees.
It would further help in improving the total cost of the company provided health care to the
staffs for Primark. Furthermore, it would also help in reducing absenteeism in the company
and achieve higher employee productivity while reducing the compensation of the staffs and
the improving their morale for working in the company (Melian-Gonzalez and Bulchang-
Gidumal 2017). This wellness program would be two months program and the responsible
people for looking after the wellness program would be the training and development
consultant and the NGOs. The process will be delivered through coaching and mentoring the
employees.
2) The next would be the communication skills development program that would help the
employees to be able of consoling the angry clients and customers coming in store and bring
efficacy to the organisational practice. It is to mention that in customer service department,
communication is the key (Wagner 2018). The main objective of this program is to teach