- 490 certified managers — across 4 hierarchical levels of the organization: Regional Sales Directors, Sales Managers, Store Managers, and Internal Trainers
- Retail Coaching certification — Core (level 1), and Expert (level 2) for Regional Sales Directors
- KPIs impacted — earning the certification comes with measurable KPI improvement within 2 months of the program
- A cultural cement — coaching as a source of cohesion during a major reorganization
- From a somewhat “military” management style to one that empowers — a shift in logic: from hierarchical discipline to individual accountability
- The individual as an actor — every employee becomes an active participant, not just an executor
In the midst of SFR’s reorganization — with hundreds of stores split between company-owned and independent franchised outlets, and teams from different cultures after several mergers — coaching became the cultural cement that brought rituals and teams back together, at a time when many employees had been through a difficult reorganization.
“A cultural cement, thanks to coaching and employee development. Moving from a military mindset to accountability: the individual became an active participant.”
— Philippe Benayoun, Regional Sales Director (Île-de-France), SFR
A key figure
In Nice, a store manager spent 30 minutes a day, 3 days a week, with one sales advisor: he went from 2/10 to 5/10 on SFR’s internal sales scoreboard, and the store from 3.5/10 to 8/10 in two months.
