Business Need

Our client is a global custom footwear major who derives inspiration for any new product from its rich history and heritage of giving its customers a true bespoke experience. With the global expansion and the rapid growth of over 7 decades, various internal and syndicated studies summed up that their global workforce was not much aligned to the rich history and heritage of the company and it has started reflecting in customer satisfaction and sales numbers too. Workforce seem to be not demonstrating desired conviction and passion about the rich history, timeless effort and customer orientation that has gone in innovating various product brands.

KS Solution

To help the store associates and managers understand the customers more deeply, we derived various user journeys and defined touchpoints. Basis the definitions, a well laid out digital learning experience platform was developed ground up. On the platform, the targeted audience was divided by cities/region/teams and was allowed to compete against each other. A unique learning path was designed for each region based on the demographic and past learning data made available by the leadership. Based on the findings in the pre-assessment conducted on the platform, each learner was assigned appropriate segments of company history and heritage video. Knowledge checks were included on the timeline of the video to ensure learner engagement and better retention.

On completion of the video activity, each learner entered their discovered passion and key customer engagement points in the system. Those points were analyzed against pre-fed data and other learner data. Dynamic analytics was generated, and remedial actions were reported back to the department heads.

As a remedial action, specially designed 5-minute microlearning was presented to the learner. Our platform also provided post-training reinforcement activities wherein a timeline-based multi-player/region/team game was assigned to the learners. On each major timeline of company history, situations and questions were posed to the learners at regular intervals to further engage and reinforce their knowledge. A comparative dashboard was generated to help learners/teams/regions know their standing w.r.t others.

After successful completion of the program, learners who earned maximum badges are allowed to record a 3-4-minute video using their phone and post it on the platform in which they talked about how leveraging the company’s rich history and heritage made them successful in their roles. These assets go in the knowledge library of the platform and are further leveraged as a learning/knowledge asset.

Benefits

A detailed impact analysis was conducted, and it was found that overall customer engagement time at the stores had increased by good 10 minutes and early sales data reflected a positive impact of this increased customer engagement.