Background

• Existing training focused on the technical aspect of the analytic tool like how to create reports without interpretation of the data or stimulating customer centric thinking within the business.
• Different levels of computer skills / knowledge, resulting in frustration at the participants. Those with low Level of IT skills found it too difficult, those with high Level of IT skills found it boring.
• Overall rate of the training program was average.
• Training was free of cost. 
• High rate of «no shows».
• The target group are several departments such as strategic marketing, category management, brand management and suppliers.  

Objective

• Assuring that participants have the same IT level / computer knowledge when attending the training.
• Stimulating customer insights and customer centric thinking.
• Stimulating «outside-the-category-box” thinking.

Recommendation

• Implementing a four-step process following the "share-learn-unlock" methodology:
• • We share our expertise and knowledge.
  • Participants learn through live practice and case studies.
  • Customer Centricity is unlocked during trainings and daily category consulting.
• The four-step learning process consists of participant-orientated
• • E-Learning module (all participants join with same knowledge level)
  • Welcome package (get the participants excited about what is to come)
  • Basic training (creating actionable insights)
  • Advanced workshops (for more challenging business questions)
• Implementation of Train-the-Trainer program. .
• Introducing a very attractive pricing strategy for the trainings showing the value of the training.  
• Implementation of internal marketing campaign. 

Results

• The overall rating for the training program increased by 50%.
• The number of «no shows» decreased to 0%.
• Increase of business intelligence requests after training thus the company became  more customer centric.

CONFIDENTIAL

When participants left the room they could place a magnet on the thermometer (old-fashioned analog feedback). Placing the magnets at the top meant "loved it!", placing at the bottom "please cancel this training program". 

Photo by Kelly Sikkema on Unsplash