1. Case Study
GfK Consumer Choices (DAX: GFK) is a division of the GfK Group, which
is the fifth largest market research company in the world. GfK Consumer
Choices is the global leader in sales reporting and market intelligence for
Technical Consumer Goods markets. The division currently generates over
€1.37 billion with more than 11,000 full time employees tracking markets in
over 100 countries. In recent years GfK Consumer Choices has broadened
its service offering to include markets such as Tourism, Optics and Fashion
and continues to expand its product/service offering.
The CSA team are
spread globally to cover
particular markets and
deliver tailored reporting
intelligence to thousands
of global clients. GfK
Consumer Choices
was seeking to improve
customer service levels
and brand consistency
via standardised training
of all CSAs and at the
same time reduce the
considerable costs
associated with classroom
based training. GfK
Consumer Choices was looking for a comprehensive, yet simple to use and
robust system that would fulfil their global training needs, and after a rigorous
selection process chose Saba OnDemand combined with Saba Anywhere.
The solution was piloted in June 2010, with the official launch just 2 months
later in August.
Claude Floch, GfK’s Global Training Director commented: “The solution had
to be delivered in the cloud, quick to deploy and offer the comprehensive
range of functionality we needed to provide the service to even the most
remote locations. Saba’s solution met our criteria and we deployed the
solution in just 8 weeks.”
Saba enables CSA’s, to access their learning remotely without compromising
content or the learning experience. With Saba Anywhere, CSA’s can
download, view, and interact with rich, standards-based courseware
and knowledge content anywhere, anytime, regardless of their network
connectivity. Saba Anywhere ensures learning content is available around
the clock, around the globe, whether connected or disconnected from the
corporate network or the Internet. Access to learning content was a key
challenge for GfK Consumer Choices, with offices based in countries where
internet access is unreliable.
GfK Consumer Choices uses Saba
OnDemand and Saba Anywhere to cost
effectively manage content and training for
a global workforce, to ensure a consistent
brand and delivery service
Industry
Retail and Technology
Challenge
To rapidly improve and continually align the
expertise of a globally spread work force of Client
Service Analysts (CSAs) in the GfK Consumer
Choices Division. (GfK Consumer Choices)
Benefits
ƒƒ Standardised e-learning for CSAs
ƒƒ Certification of all CSAs, via the e-learning
training ‘Path to Expertise’
ƒƒ Reduction in travel/accommodation costs
associated with classroom training
ƒƒ Solution universally available across 100
countries
ƒƒ Expert CSAs provide an improved customer
service level
ƒƒ Increase in potential chargeable days for CSAs
ƒƒ Ensures consistency in brand and service
across the globe
ƒƒ Immediate availability of training to newest
countries for the Division
Solutions
ƒƒ Saba OnDemand
ƒƒ Saba Anywhere
“The solution had to be delivered in the
cloud, quick to deploy and offer the
comprehensive range of functionality we
needed to provide the service to even
the most remote locations.
”
Claude Floch
Global Training Director
GfK Consumer Choices
GfK Consumer Choices

2. Case Study n GfK Consumer Choices
Consumer Choices business and delivered in partnership with
Ingenium, (Polytechnicum de Normandie*), who provide the
course content. In total, the ‘Path to Expertise’ comprises of
a curriculum of more than 40 modules with over 100 hours
of e-Learning. Recently recruited CSAs, their Line Managers,
and all new recruits are now required to take the training.
This standardisation of training means that CSA’s share and
deliver the same expertise worldwide. Previously delivered in
person by the Line Manager, most training is now delivered by
Saba OnDemand and Saba Anywhere, saving a considerable
amount of Line Managers time in addition to the other
concrete benefits.
GfK Consumer Choices continues to expand its use of the
Saba solution, with a target of 20% of all GfK Consumer
Choices employees using the platform during the second half
of 2011, which is planned to double in 2012.
*Polytechnicum de Normandie: partnership between three
Agents: Chambres de Commerce et d’Industrie” from
Le Havre and from Caen cities, and Université de Basse
Normandie.
www.polytechnicum.com
“This was a key requirement of the solution as in many areas
where we operate, internet connectivity is unstable.” continued
Floch.
Saba Anywhere provides a comprehensive and robust platform
for mobile learning. Requiring a subset of the rich functionality,
Saba was able to quickly create a simplified version for GfK
Consumer Choices whilst maintaining the flexibility to be
scaled and enhanced to meet the future requirements.
CSA’s are required to certify in the ‘Path to Expertise’. The
Path to Expertise covers a wide curriculum including off-
the-shelf courses from Cegos, Europe’s largest learning
and development-company, covering Relationship Building,
Leading Change, Managerial Intelligence, Leadership and
Management, Sales Negotiation and many others. CSA’s are
also then required to take in-depth training about the GfK
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“The adoption of Saba’s technology is
helping GfK Consumer Choices improve
delivery standards whilst at the same
time reducing the costs of our operating
model. We can already see dramatic
improvements in both areas.
”
Claude Floch
Global Training Director
GfK Consumer Choices