Improvement, Leadership, Planning, Training Organisation

Client: Phones 4U
A large national telecommunications retailer

Lead the development of a people/apprenticeship strategy with the internal leadership and development team

• Understand business issues
• Review current recruitment and progression processes
• Define how Apprenticeship programme could address issues and add value to existing recruitment and progression processes
• Author strategy

• Strategy approved the business board
• All new employees ‘on boarded’ through apprenticeships
• Demonstrable impact of apprentices progressing into store management
• Improved customer experience ratings
• Reduced employee attrition


“Mark was instrumental in getting our initial programme off the ground, a first year £8m investment and over 3,000 employees as beneficiaries as well as the development of the Phones 4U Academy based in Fort Dunlop. Since then Optima have led a series of workshops with key stakeholders to gain contributions for our 3 year strategic plan; Optima have produced our plan which sets the direction of travel for our Apprenticeships, our Academy, our Centre of Leadership Excellence and the Phones 4U corporate University. I look forward to benefitting from Optima’s ongoing support for the future.”

E Gresswell, Head of Training, Phones 4U