It’s incredible to think that over 20% of the UK’s workforce is directly employed within the retail sector. Perhaps it therefore comes as no surprise that many millions of pounds are invested in the design and development of the physical assets of shopping centres. However, all-too-often investment in the human side of the equation – in terms of encouraging repeat customer business – is overlooked.
Such investment needs to be in the form of training and, as a step in the right direction, the British Council of Shopping Centres (BCSC) has put together a new training manual.
Entitled the ‘Training Guide for Customer Relations and Security Staff in Shopping Centres’, the guide – produced in conjunction with Brainbox, the retail management consultancy – has been assembled after lengthy consultations with shopping centre managers and owners who felt the need for a comprehensive set of performance standards on customer relations and security for such environments. Sponsors of the guide include the BCSC’s own Educational Trust, the College of Estate Management, AON Insurance and Allianz Cornhill International.
Training in context
At the guide’s official launch Martin Taylor, general manager (retail) of Slough Estates plc and chairman of the BCSC/British Retail Consortium Joint Security and Safer Shopping Committee, commented: “Due to the growing demand for training and a set of standards among frontline shopping centre staff, the BCSC has produced a comprehensive resource pack which will help raise the standards of customer care in retail malls. We are confident that these training materials will be of significant benefit to the industry, particularly in the context of the passing of the Private Security Industry Act.”
The BCSC guide is flexible enough to be used by a trainer, line manager or an experienced member of the customer relations/security staff team. Anyone who is new to a ‘developing people’ role will find that most of the preparatory work has been included. It’s then up to the individual to select the best training exercises within the guide to meet the needs of specific trainees and a centre’s operations.
For those experienced in developing people, the guide contains some brand new ideas and exercises that may complement any existing training programmes.
How it works
The guide is divided into two main sections. The red section (‘Induction’) takes officers who are new to a job through a series of sessions that offer a solid route to understanding what is expected of them in their new role, and helping them to settle into that role as soon as possible.
The blue section – entitled ‘Intermediate’ – is designed to build on the induction training to help individuals reach certain professional standards. Both red and blue sections take a group or an individual through six units: customer care, health and safety, crime prevention, crime intervention, communication and systems and equipment. Although discussing the same topics, the six units in each of the two main sections are aimed at different levels of understanding, hence the use of the terms ‘Induction’ and ‘Intermediate’.
Each unit within the Induction section is made up of short sessions with helpful indications of how long each of them should last. By way of an example, the crime prevention unit is made up of five sessions: types of incidents, the ‘all-seeing eye’, personal notebooks, theft and ‘on the look-out’ (all of them lasting for 30 minutes).
The ‘types of incidents’ session introduces trainee security officers to certain incidents they may have to deal with in their new role. It aims to make them aware of the drawbacks of crime, and the benefits of making efforts to prevent it.
The session entitled the ‘all-seeing eye’ teaches trainees to be proactive and recognise the typical ‘warning signs’ of crime. Using handout sheets, the personal notebook session is a practical tool that teaches the trainee to use agreed routines when completing his or her personal notebook.
In addition, the session on theft focuses on the Theft Act 1968, and will help trainees to understand exactly what theft is, while ‘on the look-out’ encourages trainees to recognise the importance of their presence within a shopping centre environment.
Having gained a basic understanding of crime intervention in the red Induction section, the crime intervention unit within the blue Intermediate section is far more advanced, very practical and encourages those participating in the sessions to think on their own as to what they would be required to do in their day-to-day job. It teaches candidates how to assess an incident and decide on an appropriate course of action.
There are also some useful handout sheets covering: how to assess and intervene if crime and disorder occurs, how to search premises effectively and safely and reporting procedures. A handout sheet detailing illegal drugs and appropriate ways to deal with them is excellent.
Find out more about the BCSC Guide
The launch of this BCSC guide follows a successful pilot scheme in February this year, where it was ‘put through its paces’ in a handful of shopping centres across the country to train retail and security staff.
More information on the ‘Training Guide for Customer Relations and Security Staff in Shopping Centres’ can be obtained by contacting the British Council of Shopping Centres on (tel) 020 7222 1122.
