Measuring Language Acquisition: The GlobalEnglish Experience ...


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Measuring Language Acquisition: The GlobalEnglish Experience ...

  1. 1. Julian Wragg Account Director EMEA Measuring Language Acquisition: The GlobalEnglish Experience IALCO 8 June 2006 ©2005 GlobalEnglish Corporation
  2. 2. Agenda • ICAO Language Proficiency Requirement (March 2008) • How can the Airline industry address this requirement? • GlobalEnglish, an introduction • Measuring language acquisition & ROI examples • Case Study: Emirates Bank • Question & Answers ©2005 GlobalEnglish Corporation
  3. 3. ICAO's Language Proficiency Requirement • Deadline 5 March 2008 • ICAO Standards: Amendment 164 to Annex 1 • Flight Crew & Air Traffic Controllers • “…pilots on international flights shall demonstrate language proficiency in either English or the language used by the station on the ground.” • “Controllers working on stations serving designated airports and routes used by international air services shall demonstrate language proficiency in English as well as in any other languages used by the station on the ground. • How? Learning English by classroom, CD-ROM, Telephone classes, or “immersion” classes in the UK? – Lack of consistent quality – Difficult to measure user improvement – Not personalised to each individuals needs – Expensive – Very difficult to measure business value/ROI
  4. 4. ICAO Language Proficiency: finding the right solution • Content Relevant & Applicable to Airline industry • Consistent Solution • Proven Methodology • Highest Pedagogical Standards • Personalised to each individuals needs • Scalable • Flexible • Measurable
  5. 5. GlobalEnglish, an introduction • The worldwide leader in Web-based Business English Communication Learning and support for all the “Business English” language learning needs of non- native speakers in global corporations • $45m+ investment in a web-based platform to deliver consistently high-quality instruction via interactive technology ideally suited for language learning • A single, global means to measure each employees competency in English & provide a means for improving Speaking & Listening - Reading & Writing skills in a Business English context • 800+ hours of learning content, personalised for each user, with access to “live” teachers in real-time, 24x7x365 • Offices worldwide and users from 100+ countries supported by GlobalEnglish Account Managers globally • The preferred choice of over 400+ of the world’s leading global corporations
  6. 6. Academic Credentials • The GlobalEnglish Academic Advisory Board (AAB) includes the world’s foremost ESL (English as a Second Language) experts who impose rigorous standards on development: – Chairman – Dr. David Nunan, former president of International TESOL, Chairman of Applied Linguistics, Hong Kong University; published over 100 books and articles on curriculum development (Cambridge University Press, Heinle & Heinle) – Mary Ann Christison, Ph.D., former president of International TESOL, author of over 50 books and articles on teaching ESL – Mary Lou McClosky, Ph.D., former president of International TESOL, co- author of Making Connections and Voices in Literature (best-selling middle- and high-school ESL series) – Dr. Katherine Bailey, Monterey Language Institute, foremost expert on ESL assessment • GlobalEnglish was voted the Number One web-based provider of English language skills in an independent survey of 74 companies by the University of Leipzig, on behalf of “Management & Training” Magazine (Germany, February 2003)
  7. 7. The Growing Demand for English skills Defining Period: English – Customer Chain & ● Global Strategies ● Centralised Management Supply Chain ● Email Communication of Choice ● Conference Calls - Common Regional Offices Globally Integrated Geographic & Management. Autonomous More Communication Inter-regional 1950 1960 1970 1980 1990 2000 2010 2020 Local Languages English Importance Dominate Regional Growing Offices English Proficiency Imperative
  8. 8. 2005 -2007 INFLECTION POINT % who say English is % who use English daily in "critical" for their jobs their jobs 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% 03 03 04 04 04 4 4 4 3 4 0 0 0 0 0 3' 4' 1' 2' 3' 2' 3' 3' 4' 1' Q Q Q Q Q Q Q Q Q Q
  9. 9. So what do GlobalEnglish provide? • One Solution. One consistent, scalable & measurable web-based programme for delivering Business English communication skills to all your employees worldwide. • Global Consulting & Deployment Support: – Asia, Europe & Americas – Local implementations using local GlobalEnglish Support Managers • Proven Business Value and ROI metrics – Increased Productivity – Reduced Costs – Increased Customer Service metrics ©2006 GlobalEnglish Corporation
  10. 10. The Corporate Learning Service A comprehensive and consultative service that blends: Outstanding Global Consulting Online Service + Support A “best practices” The highest quality approach to educational experience global deployment delivered via advanced Internet technology ©2006 GlobalEnglish Corporation
  11. 11. Business Skills Courses which prepare users for Work Situations Learners choose from common business situations
  12. 12. Improve English Pronunciation Skills
  13. 13. Talk with the Teacher: LIVE – 24x7
  14. 14. Measuring Learning • The Kirkpatrick Model (Donald Kirkpatrick, 1975) 1. Reaction 2. Learning 3. Transfer/Behaviour 4. Results • The Phillips ROI Methodology (© ROI Institute, Inc.) – 10 step process: – Evaluation Planning – Data Collection – Data Analysis – Calculate ROI) – Reporting ©2006 GlobalEnglish Corporation
  15. 15. Customer Solution Examples Kirkpatrick level? GlobalEnglish Impact Level 3/4: Hilton International: hotels in 70+ countries Evaluation - Results “Our frontline employees interact daily with • Improved Customer our global customers in English” Service “Managers in our organisation are expected • Productivity Gains to manage an international brand and comply with Hiltons high standards for operation; this requires confidence when writing speaking and listening to English.” Managers reported improved service in key areas: Dealing with Customers, Talking on the telephone, Participating in meetings, Interacting with management, Reading & writing emails, Conducting negotiations. ©2006 GlobalEnglish Corporation
  16. 16. Customer Solution Examples Kirkpatrick level? GlobalEnglish Impact Level 3: General Electric expands employee population in China from 1,000 to 20,000 Evaluation – Transfer in three years of skills Needs to ensure English proficiency prior to Six-Sigma implementation in Consistent greater China as new development Effective continues at a rapid pace across all Measurable divisions (GE Capital, Aircraft, Plastics, Lighting and Medical Systems) Uses GlobalEnglish to rapidly build this critical competency without removing employees from their desks and offices. ©2005 GlobalEnglish Corporation
  17. 17. The Preferred Choice of global corporations “After using the GlobalEnglish Corporate Learning Service, our employees had more self- confidence with using English. Managers have commented that their employees, who were previously afraid of making mistakes and would therefore not participate in meetings, now communicate more thoroughly and proactively.” — Marie-Josee Imbert Head of Training, Reuters France ©2006 GlobalEnglish Corporation
  18. 18. Heyam Farrington Business Communication Unit GTC/ EBI, Dubai GlobalEnglish & Blended Learning at Emirates Bank IALCO 8 June 2006 ©2005 GlobalEnglish Corporation
  19. 19. Objectives • To Improve GTC course design and teaching methods in learning Business English; • To share the novelty of blended learning and identify ways to better support for EBI trainees going forward; • To offer some insights on the suitability and efficacy of E- learning for UAE nationals at EBI.
  20. 20. GTC Pilot Programme • Aim: To pass one course of business English proficiency over a period of one month. • Users: 8 fresh UAE trainees were selected from Tellers, CSEs and management trainees’ batches. • Pilot course: 4 weeks of on-line Business English course training 1 hour per day of online individual work (5 hours per week) 2 hours per week of blended lessons at GTC Total of = 28 hours of blended learning
  21. 21. Key Survey Findings 1. The need for improved English skills at Emirates Bank is real, due to insufficient English skills and English being required on the job. 2. Users are satisfied with the GlobalEnglish service and the flexibility that it offers. All respondents stated that they would also recommend the service to their colleagues. 3. The learning is relevant and applicable to the job.
  22. 22. The need for improved English skills at Emirates Bank is real. How important is English for your current job? required important, not required Helpful, but not important 100% 0% 0% How important is English to get a promotion? 13% 0% Required Important, but not required Helpful, but not important 87%
  23. 23. Urgency of Need 100% of pilot learners said that they need to improve their English skills within the next 12 months. 0% 25% Less than 6 months 6 months to a year 1 year upto 2 years 75% Q6. How soon do you need to improve your English skills? (n=8)
  24. 24. Users are better able to communicate in English across a range of business situations. • Users perceive improvement in: – Ability to understand and produce documents, including email – Ability to converse in English, one-to-one and in groups – Ability to deliver presentations • Branch managers have seen improvement in the effective use of business English – Customer Service communication has improved – Managers have recognised a speeding up of the tellers/retail banking service
  25. 25. GlobalEnglish & Blended Learning at EBI 2006 • The programme officially started in Jan 2006. • It is mandatory for all the new UAE staff to enroll in the blended learning programme as part of their OJT (on Job Training) programme for minimum of 6 months. • All users should aim up to the advanced level (course 9-10) • Currently, we have 100 UAE users from all the emirates (Dubai, Abu Dhabi, Sharjah and Al Ain) • First Pilot programme for UAE Nationals at Emirates Islamic Bank.
  26. 26. How does it work for Emirates Bank Staff? • All new trainees sit for the GlobalEnglish Placement Test. • Groups are divided according to their levels, (Elementary / B1, Intermediate / B2 and Advanced / C1) • All users work on the system an average of 20 hours of online • 2 hours a week of blended lessons • Each group is assigned to a certain day in the week to text chat on different topics with their instructor. • Currently there are 4 elementary classes, 4 intermediates and 1 Advanced class per week.
  27. 27. Do’s in blended learning • Do consider technology issues, handling the people, process, and content issues of the programme. • Do stay closely involved with students to keep energy levels high and isolation at bay; • Do plan what you want the GlobalEnglish service to achieve for your organisation • Do identify which features in the service will benefit your trainees (e.g.magazine for reading, Community for speaking). • Do think about the learners requirements and limitations (is it possible for all UAE females to access the internet?). • Do experiment and test thoroughly (pilot for a month with committed trainees) • Do get students' feedback on the content and their online learning experience. • Do coach students (especially those at the lower level)
  28. 28. Don'ts in blended learning • Don't flood the learner with a mass of online tasks without clear guidance as to how they are to be used. • Don't assume you’ll have a great success without being patient. • Don't give up on students who couldn’t complete their assignments in due time. • Don’t surprise teachers with the e-learning roles. • Don’t consider an upgrade of network or outsourcing as technology options
  29. 29. Thank You! Heyam Farrington Julian Wragg White Papers: ‘The GlobalEnglish Pedagogical Approach’ – Dr David Nunan ‘The Globalisation of English: Trends in Business Communication & the Implications for Global Companies’ Free 30 days access to GlobalEnglish – contact Julian Wragg See