Interactive Dynamic Video-Based Training in Corporate Learning

Video-Based Training Welcome International Conference on E-Learning in the Workplace Columbia University, New York, NY, USA Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Interactive Dynamic Video-Based Training in Corporate Learning Patrick Blum Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training inside Business Group Business Activities • Full Service Provider in Corporate Learning Consulting, Conceptual Design, Realization, Integration, Marketing, Controlling • Insurance and Finance Industries • e-Learning und Blended Learning  All from one source! Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training inside Business Group Companies Software, Technology Content, Pedagogy Training, Coaching Education Marketing Media Production Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Motivation Corporate Education in the Insurance Industry in Germany • The education of the sales personnel is strictly regulated by law (European Insurance Contract Act) • Guarantee a customer oriented sales process • Focus on the needs of the client • 2.500 p.a. new salesmen have to be trained  Certified Insurance Expert - Written Examination - Oral Examination  Chamber of Commerce Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Concept Basic Idea • The official oral examination simulates a sales conversation Salesmen have to … … manage the conversation phases … follow basic conversation rules … handle objections … finalize a deal … regard the law • The preparation of the learners is a mass-education scenario • Conventional training methods are time and cost intensive  Interactive dynamic video-based simulation of a sales conversation Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Concept Videos, Questions and Answers Talk Question Answer Talk Question Answer Talk Question Answer Answer 1 Answer 2 Answer n Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Concept Answer 1 Question Conversation Tree Question Answer 1 1.1.1 Answer 2 1.1 STOP Answer 2 Answer 3 Answer 1 Question 1.2.1 Answer 2 Answer 1 Answer 1 Question Question Answer 2 Answer 2 1.2.2 Answer 1 1.2 Answer 3 STOP Answer 3 Question 1 Answer 2 Answer 4 Answer 1 Answer 3 Question Answer 2 1.2.4 Answer 1 Answer 3 Question Answer 2 1.3 Answer 3 STOP Answer 1 Question 1.3.2 Answer 2 Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Concept Rating of a Conversation Path Feedback Feedback Feedback Q1 A3 Q1.3 A1 Q1.3.1 A3 Answer 1 Answer 1 Question Answer 2 Answer 1 Answer 2 Question 1 1.2.4 Question Answer 3 Answer 2 Answer 3 1.3 Answer 4 STOP 27 Pts Answer 3 10 8 9 Points Points Points • Rating of the conversation path • Overall verbal feedback • Review and re-enter functions Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Example Certified Insurance Expert • Oral Examination • Simulation of a sales conversation • 8 Phases: - Opening - Personal Introduction - Status - Determination of Demand - Offering/Proposal - Application for Insurance - Closing • 20 Level Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Example Certified Insurance Expert • XML-based Application Framework for generic Video Based Trainings • Property Insurance - 333 Videos • Life Insurance - 332 Videos • 160 Min. total • 1.000 Paths • only 2.5 days for video recording • 24 days for text and script production Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 01010 03040 03050 04060 04070 04080 04090 04100 Hello Mr. Steinmetz I’m with Confida insurance. Thank you for taking your time to talk to me. As we haven’t met before, I would like to introduce myself. May I? Yes, of course … up to now I only know what my friends told me, they advised me to talk to you. Please come in. Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 01010 03040 03050 04060 04070 04080 04090 04100 Thank you. Let me give you some information about me: I am a certified insurance expert and have been working in this industry for 9 years. My office is just around the corner, perhaps you have been walking by some day (hands out business card). On this card you find everything that you need to know when you would like to reach me. Have you already settled? Thank you. Let us get right to the point. As a certified insurance expert I am quite an old stager. My office is just around the corner. Thus if you want to contact me on short notice, do not hesitate and come around. Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 02020 03040 03050 04060 04070 04080 04090 04100 Score: 6 Points Thank you. Let me give you some information about me: I am a certified insurance expert and Feedback: have been working in this industry for 9 years. My office is just around the corner, perhaps you Brief information about yourself have been walking by some day. On this card and directly an open question. you find everything that you need to know when you would like to reach me. Have you already settled? Quite well, of course we are not done with furnishing yet. But friendly neighbors … ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 02020 03040 03050 04060 04070 04080 04090 04100 Don’t worry (looks over his shoulder), my house does not look any better. I always say: Haste makes waste. Yes, Mr. Steinmetz, what can I do for you? How do you imagine a future cooperation with me? Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 03040 03040 03050 04060 04070 04080 04090 04100 Score: 6 Points Yes, Mr. Steinmetz, what can I do for you? How do you imagine a future cooperation with me? Feedback: Up to know my experiences with insurance Being open to the clients needs is an ideal companies have not been good. I would like start for a good business connection. that to change. I imagine hearing from you regularly and that I ‘m always up to date. ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 03040 03040 03050 04060 04070 04080 04090 04100 Regularly, does that mean once or twice a year? To my eyes this is a good approach. Long-term engagements and insurances belong together. Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 03050 03040 03050 04060 04070 04080 04090 04100 Score: 3 Points Don’t worry (looks over his shoulder), my house does not look any better. I always say: Feedback: Haste makes waste. Who cares how it looks like in the agent’s Well, for myself I demand a little more. But house? The customer’s needs come first. let’s talk business. ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 03050 03040 03050 04060 04070 04080 04090 04100 Don’t you think we should first get to know each other better? Is there a special topic we should talk about today? Of course, you are right. What can I do for you? Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 04060 03040 03050 04060 04070 04080 04090 04100 Score: 3 Points To my eyes this is a good approach. Long-term engagements and insurances belong together. Feedback: As long as this does not mean financial This is a very global statement. This is not disadvantages. an offer. ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 04070 03040 03050 04060 04070 04080 04090 04100 Score: 6 Points Regularly, does that mean once or twice a year? Feedback: Yes, something in this dimension would be fine. Clarification removes vagueness and prevent s later misunderstandings. ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 04080 03040 03050 04060 04070 04080 04090 04100 Score: 5 Points Of course, you are right. What can I do for you? Feedback: Well, I thought you would tell me. After all After a positive feedback an open you are the expert. questions allows a positive continuation of the conversation. ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 04090 03040 03050 04060 04070 04080 04090 04100 Score: 3 Points Don’t you think we should first get to know each other better? Feedback: I don’t think so – our tastes seem to be too This is leading to a conflict. First talking different. rubbish and then a halfhearted try to make peace – something sustainable will surely not develop here. STOP Total Score: 9 ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training 01010 Example 02010 02020 Node 04100 03040 03050 04060 04070 04080 04090 04100 Score: 3 Points Is there a special topic we should talk about today? Feedback: No, nothing tangible. But as I told you you were Hopefully the client has a precise idea of recommended to me and I thought it might be his needs. Otherwise the conversation will reasonable to talk about my insurances. be tough. ? Salesman Customer Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Conclusion Conclusions • VBTs can be used to simulate complex conversations • VBTs provide sufficient feedback for behavior modification • VBTs are a reliable and objective training method • VBTs are time and place independent and can be used at any pace • Initial costs are higher in comparison to the costs for conventional training • In the mid-term or in mass-education scenarios the costs per learner are low  VBTs are an efficient addition to conventional sales conversation trainings  VBTs can be easily integrated in E-Learning and Blended Learning scenarios. Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Video-Based Training Thank you Patrick Blum blum.patrick@inside-online.de Author: Dr. Patrick Blum, Harald Steinkamp © inside Business Group 2009

Interactive Dynamic Video-Based Training in Corporate Learning

by Patrick Blum on Dec 04, 2009

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Interactive Dynamic Video-Based Training in Corporate Learning — Presentation Transcript