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Copyright © 2006 Bersin & Associates. All rights reserved. Best Practices at John Hancock Financial Services Improving Customer Service through E-Learning March 2006 Presented by Josh Bersin
Copyright © 2006 Bersin & Associates. All rights reserved. Page 2 Bersin & Associates Who we are Industry’s leading research and analyst firm focused on WhatWorks ® in enterprise learning Research areas Planning and strategy Content development Learning programs Learning technology Analytics and measurement Talent management Offerings Studies and reports Research membership Advisory consulting Workshops Benchmarking
Copyright © 2006 Bersin & Associates. All rights reserved. Page 3 Agenda The customer service problem Typical training solutions John Hancock’s solution
Copyright © 2006 Bersin & Associates. All rights reserved. Page 4 Growth in Knowledge Workers % of Knowledge Workers by Industry (Bureau of Labor Statistics, 2003) Telecomm34% Oil and Gas21% Finance and Insurance 33% Government51% Health44% Source: Hewlett Packard, “80% of our intellectual capital is in the heads of our employees.” Nearly 1 in 3 workers in the U.S. are knowledge workers Others 69.5% Knowledge workers 30.5%
Copyright © 2006 Bersin & Associates. All rights reserved. Page 5 Customer Service Industry More than 5 million people work in service centers today Turnover rates range from 60% to 150% per year Many agents now work from home so training is difficult Employees must be highly trained on systems, processes, procedures, and culture TelemarketingSales Technical Support Customer Service Service Center Job Roles
Copyright © 2006 Bersin & Associates. All rights reserved. Page 6 Employee Management Challenges Job Roles Job Descriptions Competency Models Workforce planning Recruiting New-hire training & onboarding 1 2 3 Employee Talent Management Process © Bersin & Associates Performance management Training & performance support 4 5 Critical skills, gap analysis 8 Succession planning 6 Compensation and benefits 7 Training Content
Copyright © 2006 Bersin & Associates. All rights reserved. Page 7 Service Center Needs Recruiting New Hire Training Onboarding Performance Management Training & Performance Support 2345 Learning Platform Learning Management Content Repository Assessment Platform Competencies – Job Profiles Pre-screening assessment Qualification assessment New Hire Training Systems Training Blended Learning Coaching Goals Manager Support Training Online Performance Support Remote and Self-Service
Copyright © 2006 Bersin & Associates. All rights reserved. Page 8 Learning Delivery Continuum Multimedia Archives /CD ROM Web-Based Learning Performance Support Live Webcasts Collaboration & Community OLI/\I /O\\EI LEO\I IL\I Coaching Foundation Immersion Reinforcement Community Face to Face Classroom LiveOn Demand
Copyright © 2006 Bersin & Associates. All rights reserved. Page 9 Training Options Instructor Led Training Web-Based Self-Study Replays of Live E-Learning Online Help And Modules Broadcast Live E-Learning Instructor Led Self Study Live E-Learning with Interactivity Labs, Small Groups Simulations Assessments Interactivities Highest Cost
Copyright © 2006 Bersin & Associates. All rights reserved. Page 10 Informational Skills & Competencies Awareness, Familiarity Competence Mastery Productivity Blended Programs Program Cost and Complexity Blend “When mastery matters”
Copyright © 2006 Bersin & Associates. All rights reserved. Page 11 Collaboration 30% Week 1Week 2 Week 3Week 4 Wells Fargo Call Center Training Web-based courseware 35% Web-based courseware 40% Web-based courseware 30% Web-based courseware 15% Instructor-led 50% Instructor-led 15% Instructor-led 40% Instructor-led 30% Collaboration 15% On the job 15% On the job 30% On the job 45% Collaboration 10%
Copyright © 2006 Bersin & Associates. All rights reserved. Page 12 Range of Training Needs Task Concept Process Conceptual, Purely Understanding Memory-Fact-filled Conceptual How do I modify the order I entered? How do I change an address? What is our order process? What is accounting? What is our return policy? What is the right marketing strategy? Help - Support TrainingEducation How do I position this product? Help “How to”
Copyright © 2006 Bersin & Associates. All rights reserved. Page 13 Performance Support Systems Performance support (Learning on demand) Conventional training (Classroom, online) What? Access to specific, relevant information as needed to perform a task Typically covers a range of topics and concepts; relevant and irrelevant information When? Access to information when the learner needs it Available on a schedule; may not be available when needed How? Used on the job while the task is being performed Takes learner away from the job for simulated experience Why? Purpose is to provide information in order to complete the task Geared toward providing understanding or skill For Example Online reference database, help system Web-based courseware, online video, instructor-led training
Copyright © 2006 Bersin & Associates. All rights reserved. Page 14 LCMS Courses Online Help Help System Need for Integrated Learning Content
Copyright © 2006 Bersin & Associates. All rights reserved. Page 15 Company Snap Shot John Hancock Financial Services $23.2 billion company (Manulife) with 20,000 employees John Hancock Retirement Services Business Sells and services 401K management solutions to businesses Based in Toronto; 1,100 employees, 600 in service Independent business unit with its own performance development team, 10 people
Copyright © 2006 Bersin & Associates. All rights reserved. Page 16 Employee and Business Profile 400 client account representatives: Highly trained customer service reps with 160 accounts each. Reps must be familiar with a wide variety of products, processes, policies, procedures, and regulations. Top performers are promoted to higher revenue accounts. Hiring, assessment, and training Candidates are screened, assessed, and interviewed extensively. Intensive six-week training program for new hires covers systems, processes, and customer service. Performance development team Only 10 people responsible for assessment, hiring, instructional design, classroom facilitation, project management, and SMEs.
Copyright © 2006 Bersin & Associates. All rights reserved. Page 17 Training Challenge Class size 20-50 people, difficult to schedule, courses scheduled 7-20 times per year, employees spent dozens of hours of training per year Tests, scheduling, and tracking all done manually No online support system for help and performance support Evaluated a range of options: Learning management systems Internally-built systems BlackBoard Learning System™
Copyright © 2006 Bersin & Associates. All rights reserved. Page 18 John Hancock Solution Recruiting New Hire Training Onboarding Performance Management Training & Performance Support 2345 Learning Platform (Blackboard) Learning Management Content Repository Assessment Platform Competencies – Job Profiles Pre-screening assessment Qualification assessment New Hire Training Systems Training Blended Learning Coaching Goals Manager Support Training Online Performance Support Remote and Self-Service First Phase Second Phase Third Phase
Copyright © 2006 Bersin & Associates. All rights reserved. Page 19 New Training Design
Copyright © 2006 Bersin & Associates. All rights reserved. Page 20 Continuing Education Needs Problem: More than 100 different investment options 10-15 enhancements to 401K program each year Ongoing state law changes and systems enhancements Reps needed to take 12-15 courses per year, with written tests Solution: Online content now available in Blackboard Each rep has 2-3 weeks to complete and take an assessment online Total learning and testing time is now only 30 minutes Compliance training now fully tracked
Copyright © 2006 Bersin & Associates. All rights reserved. Page 21 Hiring and Assessment Problem: Variety of assessments needed for training, screening, and recruiting Assessments were done manually Solution: All new hire screening uses an online assessment All recruiting uses an online assessment All training uses online assessments Assessments can be correlated to make sure that competencies in training are being screened and reused in the hiring process
Copyright © 2006 Bersin & Associates. All rights reserved. Page 22 Performance Support Training Knowledge Management Performance Support To instruct To inform To guide performance directly Requires an interruption to work Less interruption Least interruption Dictates how learner learns Users determines how they learn Task at hand defines what the tool will do Goal is to transfer skills and knowledge to user Goal is to be a resource Goal is to assist performance (or do it completely) Performance Support John Hancock built an online database of frequently-asked questions for knowledge management Focused on policies and procedures Eliminates needs for broadcast emails and meetings when processes change InfoNet
Copyright © 2006 Bersin & Associates. All rights reserved. Page 23 Results 20 e-learning programs launched in 2005 11,853 student hours in e-learning (100% growth) Widespread adoption and satisfaction Benefits to service representatives: System is very easy to use Reduced time in training makes reps more productive Compliance training completely tracked Performance team freed up for more strategic work Opportunity for competency-based recruitment and learning
Copyright © 2006 Bersin & Associates. All rights reserved. Page 24 Lessons Learned Blackboard™ served needs without cost and complexity of traditional LMS solution. Ease-of-use was and is a critical criteria. Very easy to publish any form of content (from documents to Captivate simulations). Change management, training on system very important. E-learning does not replace instructor-led training, classroom still preferred for new-hire modules, and discussions.
Copyright © 2006 Bersin & Associates. All rights reserved. Page 25 For More Information Detailed case study Research memberships, advisory consulting, workshops www.bersin.com www.bersin.com Download case study at www.bersin.com under “free research” www.bersin.com
Copyright © 2006 Bersin & Associates. All rights reserved. Page 26 Bersin & Associates “What Works®” Research Planning & Strategy Content Development Learning Programs Learning Technology Measurement And Analytics Research Memberships Industry Studies, Case Studies, Presentations Advisory Consulting Should I..? Best Practices Industry Trends Vendor Info Workshops Public, On-Site Customized Action Plan Benchmarking Learning Organization Assessment® Industry Benchmarking Performance/Talent Management
Copyright © 2006 Bersin & Associates. All rights reserved. Page 27 Bersin & Associates Offerings What Works ® Research Database Planning & Strategy Content Development Blended Learning LMS & Infrastructure Measurement And Analytics Research Memberships Industry studies, case studies, presentations Advisory Consulting Best practices, industry trends, Workshops Public, on-site, customized action plan Benchmarking Learning Organization Assessment ®, industry benchmarking Talent Management
Copyright © 2006 Bersin & Associates. All rights reserved. Page 28 Who is Blackboard? Mission Statement To enable learning innovations everywhere by connecting people and technology What we believe Connected with the right technology organizations will bring about lasting learning innovations Technology breaks down barriers and unlocks new possibilities / experiences / services Technology is only as relevant as the achievement it helps bring about Our role? Provide a new learning environment Foster a global community of practice Create exceptional user experiences for all participants
Copyright © 2006 Bersin & Associates. All rights reserved. Page 29 Who is Blackboard? Publicly traded Company (NASDAQ:BBBB) Approximately 800 employees 7 offices around the US and abroad Approximately 3,700 clients Approximately 200 clients outside of traditional education space (i.e., corporate and government accounts) Marsh Morgan Stanley Tennant Company Progressive Insurance John Hancock Texas Instruments US Army US Air Force US Navy Social Security Administration Health and Human Services Veterans Administration
Copyright © 2006 Bersin & Associates. All rights reserved. Page 30
Copyright © 2006 Bersin & Associates. All rights reserved. Contact Josh Bersin at firstname.lastname@example.org or Patrick Devlin at email@example.com@bersin.com Questions?
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