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


Interactive Dynamic Video-Based
Training in Corporate Learning
Patrick Blum



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!



inside Business Group
Companies

Software, Technology

Content, Pedagogy

Training, Coaching

Education Marketing

Media Production



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


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



Concept
Videos, Questions and Answers

Talk Question Answer Talk Question Answer Talk Question Answer

Answer 1

Answer 2

Answer n



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



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


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



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


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



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.



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



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?



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



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.



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



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?



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



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



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



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



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



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.


Thank you
Patrick Blum
blum.patrick@inside-online.de


Interactive Dynamic Video-Based Training in Corporate Learning

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