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Creating a Business Case for
Responsible Training
Stacy Shaw
Director of Corporate Social Responsibility
Oregon Lottery
Ja...
Janine Robinson
Oregon State Lottery
Stacy Shaw
M.ED, CPGC, RP
3
4
Today we will discuss:
• Creating a clear and compelling
business case for responsible
gambling training
• Using a custo...
5
Agenda
• About the Oregon Lottery
• A Case Study: Responsible Gambling & You
• Video Lottery Retailer Training
• Lottery...
6
7
A Case Study:
Responsible Gambling & You: Video Lottery Retailer Training
8
Video Lottery Retailer Training: Answering Questions
• Why start with retailers
instead of employees?
• What do we hope ...
9
Video Lottery Retailer Training: Answering Questions
Why start with retailers instead
of employees?
• 2400+ retailers
• ...
10
Video Lottery Retailer Training: Answering Questions
What do we hope to accomplish?
11
Video Lottery Retailer Training: Answering Questions
What do we envision?
12
Video Lottery Retailer Training: Answering Questions
How do we get started?
13
Video Lottery Retailer Training: Setting the Stage
14
Video Lottery Retailer Training: Setting the Stage
• Gain commitment
from influencers
• Demonstrate top
down support
• ...
15
Video Lottery Retailer Training: Building the Case
• Resolving retailer ambivalence
• Demystifying RG training
• Emphas...
16
Video Lottery Retailer Training: Building the Case
Responsible Gambling is for All Players,
All the Time
17
Video Lottery Retailer Training: Building the Case
• Can lead to a negative perception of
gambling venues
• Recreationa...
18
Video Lottery Retailer Training: Building the Case
• Leverages customer service skills to
provide a better gaming exper...
19
Video Lottery Retailer Training: Building the Program
Providing Accurate Information
• The most common staff encounters...
20
Video Lottery Retailer Training: Building the Program
• Directly addressing
concerns
• Emphasizing joint
responsibility...
21
Video Lottery Retailer Training: Building the Program
Responding to opportunities to provide information
on resources f...
22
Video Lottery Retailer Training:
The Pilot Launching and Learning
• Committed to training all employees
within 2 weeks
...
23
Video Lottery Retailer Training:
The Pilot Launching and Learning
• Considered training beneficial and a success
• Agre...
24
• Make Field Sales staff responsible for “selling” RG
training
• Train them to sell it, incorporate special curriculum ...
25
Video Lottery Retailer Training:
The Rollout Training and Selling
• Utilize sales contact management system and
dashboa...
26
Video Lottery Retailer Training: Pilot Impacts
27
Video Lottery Retailer Training: Pilot Impacts
• Research
• Post training research with pilot retailers in progress
• I...
28
A Case Study: Lottery Employee Training
29
Lottery Employee Training: Answering Questions
• What do we hope
to accomplish?
• What do we envision?
• How do we get ...
30
Lottery Employee Training:
Building a program for all Lottery
employees
31
Lottery Employee Training:
Building a program for all Lottery employees
32
Lottery Employee Training:
Building a program for all Lottery employees
33
Lottery Employee Training: Impacts
• 100% of employees trained
• Post training research in progress
• In person trainin...
34
In Conclusion
“I have presented a lot of
the RG training lately and
have been very surprise
by the very positive
feedba...
35
Questions?
THANK YOU
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Creating a Business Case for Responsible Gambling Training

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Stacy Shaw & Janine Robinson

  1. 1. Creating a Business Case for Responsible Training Stacy Shaw Director of Corporate Social Responsibility Oregon Lottery Janine Robinson M.Ed, CPGC, RP, Responsible Gambling Innovation, Training Research and Development
  2. 2. Janine Robinson Oregon State Lottery Stacy Shaw M.ED, CPGC, RP
  3. 3. 3
  4. 4. 4 Today we will discuss: • Creating a clear and compelling business case for responsible gambling training • Using a customer service positioning • Strategies for 360˚stakeholder engagement • Overcoming challenges associated with delivering training
  5. 5. 5 Agenda • About the Oregon Lottery • A Case Study: Responsible Gambling & You • Video Lottery Retailer Training • Lottery Employee Training
  6. 6. 6
  7. 7. 7 A Case Study: Responsible Gambling & You: Video Lottery Retailer Training
  8. 8. 8 Video Lottery Retailer Training: Answering Questions • Why start with retailers instead of employees? • What do we hope to accomplish? • What do we envision? • How do we get started?
  9. 9. 9 Video Lottery Retailer Training: Answering Questions Why start with retailers instead of employees? • 2400+ retailers • 10,000+ retail employees • And retailers believe:
  10. 10. 10 Video Lottery Retailer Training: Answering Questions What do we hope to accomplish?
  11. 11. 11 Video Lottery Retailer Training: Answering Questions What do we envision?
  12. 12. 12 Video Lottery Retailer Training: Answering Questions How do we get started?
  13. 13. 13 Video Lottery Retailer Training: Setting the Stage
  14. 14. 14 Video Lottery Retailer Training: Setting the Stage • Gain commitment from influencers • Demonstrate top down support • Reflect in contract
  15. 15. 15 Video Lottery Retailer Training: Building the Case • Resolving retailer ambivalence • Demystifying RG training • Emphasizing customer service skills • Good Corporate Citizenship
  16. 16. 16 Video Lottery Retailer Training: Building the Case Responsible Gambling is for All Players, All the Time
  17. 17. 17 Video Lottery Retailer Training: Building the Case • Can lead to a negative perception of gambling venues • Recreational players – the core player base – can have bad experiences if they are interacting with people who have gambling problems. • People with gambling problems are not viable long-term customers Problem Gambling is BAD for business
  18. 18. 18 Video Lottery Retailer Training: Building the Case • Leverages customer service skills to provide a better gaming experience • Helps clarify staff roles by providing tools to handle common situations • Supports employee morale and higher job satisfaction • Supports a sustainable player base who enjoy gambling as a recreational activity • It’s part of a shared commitment with the Lottery ( and it’s required) Why Responsible Gambling Training is GOOD for business
  19. 19. 19 Video Lottery Retailer Training: Building the Program Providing Accurate Information • The most common staff encounters • Customer service solutions • Simple, honest clarity about the games
  20. 20. 20 Video Lottery Retailer Training: Building the Program • Directly addressing concerns • Emphasizing joint responsibility • Debunking myths about RG Understanding Roles
  21. 21. 21 Video Lottery Retailer Training: Building the Program Responding to opportunities to provide information on resources for help • Emphasizing player autonomy • Respectful offers of information • Destigmatizing response
  22. 22. 22 Video Lottery Retailer Training: The Pilot Launching and Learning • Committed to training all employees within 2 weeks • Joint PR campaign • Commission presentation • Additional 200 locations of the Retailer Advisory panel
  23. 23. 23 Video Lottery Retailer Training: The Pilot Launching and Learning • Considered training beneficial and a success • Agreed to participate in post training research • Identified group trainings as an alternative method • Identified need for a condensed print version • Committed to including in new employee onboarding
  24. 24. 24 • Make Field Sales staff responsible for “selling” RG training • Train them to sell it, incorporate special curriculum into existing professional selling skills program • Creating an elevator speech • Overcoming objections • Over 50 objections identified and answers provided • Both objections around the training itself and logistical objections • Scenario based learning Video Lottery Retailer Training: The Rollout Training and Selling
  25. 25. 25 Video Lottery Retailer Training: The Rollout Training and Selling • Utilize sales contact management system and dashboard • Create multiple touch points for sales staff to engage with retailers on the training • Kit: Letter from Director, “appointment” cards for the training, gift • Include training in retailers quarterly business review • Deliver completion certificates • Compliance visit (last resort)
  26. 26. 26 Video Lottery Retailer Training: Pilot Impacts
  27. 27. 27 Video Lottery Retailer Training: Pilot Impacts • Research • Post training research with pilot retailers in progress • Incorporate into retailer engagement surveys • Additional Training • 3 additional language versions for video retailers (print) • Training specific for traditional only retailers • Partnering with Oregon Liquor Control Commission to include Responsible Gambling training with server training
  28. 28. 28 A Case Study: Lottery Employee Training
  29. 29. 29 Lottery Employee Training: Answering Questions • What do we hope to accomplish? • What do we envision? • How do we get started?
  30. 30. 30 Lottery Employee Training: Building a program for all Lottery employees
  31. 31. 31 Lottery Employee Training: Building a program for all Lottery employees
  32. 32. 32 Lottery Employee Training: Building a program for all Lottery employees
  33. 33. 33 Lottery Employee Training: Impacts • 100% of employees trained • Post training research in progress • In person training for player and retailer facing employees • Incorporated into onboarding • Annual certification
  34. 34. 34 In Conclusion “I have presented a lot of the RG training lately and have been very surprise by the very positive feedback from the retailers. In most cases it grabs their attention to the point we can have a good discussion on all of our responsibilities for RG.” “Staff can have a conversation with a player and feel like they have helped. We recognize the importance of this training and include it along with required server training for all new employees. We encourage every retailer to support this Responsible Gambling initiative – it’s not just the right thing to do, it’s good for business” “Providing this training to customer service staff is an important step in promoting awareness of problem gambling and the importance of responsible gambling. The Lottery has worked closely with its council partners on this project and we congratulate the Lottery and its retailers for bringing this important information to retailer staff.” – Kelly Sheldon Operations Officer Dotty’s – Aaron Ostrom Lottery Field Service Representative – Tom Moore Oregon Council on Problem Gambling Executive Director
  35. 35. 35 Questions?
  36. 36. THANK YOU

Creating a Business Case for Responsible Gambling Training

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