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A corporate course was developed and employees successfully completed it, but the expected effect did not follow. As a result, the training customer may conclude that the investment in training is not justified. However, the real reason may lie in insufficient support from the client. Without active participation and involvement from management, training results may be minimal. It is important to understand that successful employee training requires not only high-quality content but also management support to ensure the practical application of acquired knowledge.
In corporate environments, problems associated with ineffective employee training often arise. Artur Mazloev, Head of Digital Learning at M.Video - Eldorado, discussed this pressing issue and possible solutions during the Center-Game webinar "How to Create Courses That Meet Business Objectives." Optimizing training processes can significantly improve employee productivity and satisfaction, which ultimately leads to improved business results.
In this text, we present the main ideas expressed in his presentation. The presentation covers key points regarding current topics and issues, focusing on the importance of understanding and analyzing current trends. The participant shares his views on the evolving situation and proposes solutions for these issues. His arguments are supported by examples and statistics, which makes them more persuasive. In conclusion, he emphasizes the need for a collaborative effort to achieve the goals.
Why Businesses Might Not Hear or Understand the L&D Function
One of the key problems in the process of explaining and agreeing on the terms of training with the client is the unintentional substitution of goals and results, notes Artur Mazloev. He emphasizes the importance of understanding the difference between these concepts. Goals represent general intentions and directions that define what we strive to achieve in the training process. Results are specific achievements and measurable indicators that demonstrate the success of training. A correct understanding and clear distinction between these concepts are critical to effective work with clients and achieving the desired results.
- Educational goals are what needs to be taught to employees. These goals are intended rather for the internal use of training developers, so that they can competently design and organize the program and track the results. But they have no direct impact on business results.
- Business goals are how training will actually impact the business. Simply put, this is the final result that all participants in the process strive to achieve.
- Statistical metrics allow you to assess the "health" of training. For example, attendance, completion rates, and satisfaction are all needed by the training department for analysis and further growth, but the business, again, usually does not need this information.
Often, instead of focusing on the business results that are truly important to clients, training specialists report so-called "internal" results. This can create a gap between client expectations and actual achievements, which ultimately affects project success and customer satisfaction. It is important to focus on those results that directly contribute to the achievement of business goals to ensure maximum value and effectiveness of training.
We share information about our outstanding program, including speakers and participant satisfaction. We are confident in the quality of our offering and are ready to take action if the Net Promoter Score (NPS) or Customer Satisfaction Index (CSI) falls below the established threshold. We are confident that 100% of participants will successfully complete the program and provide positive feedback. However, how interesting is this to businesses and opinion leaders? In our opinion, not as much as we would like.
Top managers may agree with such arguments, but this may indicate a lack of trust in training. For them, training becomes merely a formal part of the overall action plan. In such a situation, it is unlikely to lead to mutual understanding between the business and training specialists. It is important to establish effective collaboration so that training becomes a truly valuable tool for achieving business goals.
Communication with businesses should take place in a language they can understand, says the expert. Important details about course metrics and training specifics are best left aside if they are of no interest to the client.
There is no need to focus on the language of educational results, as it is intended exclusively for the training team. Perhaps it is better to keep this knowledge within the team and not share it with others, the expert believes.
Training specialists are often not businesspeople, which can create difficulties in establishing a dialogue with the business environment. Nevertheless, it is important to establish effective interaction with business representatives for the successful implementation of educational programs. Considering the needs and goals of the business, specialists can adapt training materials and methods, which facilitates more productive collaboration. A constant exchange of ideas and feedback will help create more effective educational solutions that meet market demands.
What to consider when talking to the training client
The first rule of successfully selling training to a business, according to Artur Mazloev, is to start on time. It's important to consider the impact of a specific program from the start and remember to discuss the results after its completion. This will allow you to effectively evaluate the effectiveness of the training and identify potential improvements.
The expert compares the need for employee training to ordering fast food. He notes that for businesses, it's perceived as something simple and quick. "For them, it's like fast food: 'Launch our training program next week. And tomorrow, please, present what it will include. Moreover, it would be desirable to invite a specific speaker, and so on.'" This approach to the training process can lead to a program that is insufficiently deep and high-quality, which in turn impacts the team's effectiveness.
Businesses are faced with the need to train employees quickly and cost-effectively, but this often fails to produce the expected results. In this situation, the employees responsible for training find themselves in a difficult position, as they are unable to demonstrate tangible results and confirm the value of the program. This creates an impression of inefficiency on the part of training specialists in the eyes of clients.
Creating a corporate course under tight deadlines can be a serious challenge. However, if the deadline has already passed, there is no need to panic. There are effective strategies that can help you speed up the development process.
The first step is to clearly define the purpose of the course. Make sure you understand what knowledge and skills you need to impart to participants. This will allow you to focus on key topics and avoid distractions.
The next step is to gather the necessary content. Use available resources, such as existing materials, articles, and research, to quickly gather information. Make sure the content is relevant and aligned with the learning objectives.
Then, create a course structure. Divide the material into logical blocks and determine the sequence in which they are presented. This will help participants better absorb the information and ensure a smooth transition from one topic to another.
Choosing a delivery format is also important. Consider using videos, interactive activities, or webinars. These formats can significantly increase participant engagement and make the training more effective.
Don't forget about involving experts. If possible, engage specialists who can quickly provide the necessary information or assist with course development.
Finally, don't forget to test your course before launching. Test the content and format on a small group to get feedback and make any necessary adjustments.
By following these steps, you can quickly and effectively create a corporate course, even if the deadline has passed. The key is to focus on key aspects and utilize available resources to achieve the best possible result.
When asking what a business expects from a product, it's important to understand that customers don't always have a clear understanding of their needs. They can often have difficulty articulating their desires and goals. In such situations, it's essential to use approaches that help identify true customer needs. This may include careful listening, interviews and surveys, as well as market and competitive analysis. This can help you gain a more complete understanding of what a business truly needs to succeed.
Artur Mazloev recommends following a clear sequence in developing an educational product. It's important to identify key stages that will help structure the creation process and ensure its effectiveness. Each step should be well-thought-out and aimed at achieving specific goals. This will not only improve the quality of educational content but also increase its relevance among the target audience. Following this methodology promotes a deeper understanding of learners' needs and allows you to adapt the material to current market demands.
- Why does the customer need it (for what purposes?) It may become clear at this stage that the program or course does not meet the stated objectives.
- What exactly needs to be done to solve the problem for which the customer requests training development? For example, in one case, this may indeed be training, while in another, the desired effect can only be achieved by changing working conditions (and then training provided instead will not work).
- What kind of training will be - in what form, with what content, and so on.
First, it is important to define goals and objectives, and then move on to specific actions. Identifying business effects and key metrics should occur at the initial stage. These indicators will become your benchmark. Focus not on the training process, but on achieving real business results. The changes that occur after the training is completed should be your main goal. It is important to observe how the training affects the specific stores, warehouses, or departments that you trained.
Training is undoubtedly important, but it is not a universal solution to all problems. You should not use training in situations where specific business decisions are needed. Artur Mazloev emphasizes that, for example, if employees work in unfavorable conditions and are demotivated, motivational programs will not produce the expected results unless the working conditions themselves change. It's important to understand that many business problems may require more practical and immediate measures than educational initiatives.
To prevent situations involving ineffective training and ineffective methods, it's important to rely on research, which helps training professionals develop more effective strategies. Scientific data allows for improving the quality of educational programs, adapting learning approaches, and increasing learner engagement. Thus, the use of research in the field of education is becoming a key factor in achieving success and improving the effectiveness of the educational process.
Reading useful materials helps to expand your horizons and gain new knowledge. Explore various topics and stay up to date with current events. Regular reading helps develop critical thinking and improves analytical skills. Subscribe to interesting resources and share the information you receive with others. This not only enriches your experience but also promotes the exchange of opinions and ideas. Don't miss the opportunity to learn more and develop in various fields.
Before designing a course, a course designer must conduct a series of studies to determine the needs of the target audience, the relevance of the topic, and teaching approaches. An important step is to analyze the target audience: it is necessary to determine the level of knowledge, motivation, and expectations of learners. This can be done through questionnaires, interviews, or focus groups.
It is also worth studying existing courses and materials on the topic to identify gaps and unique offerings that can be implemented in the new course. Competitor analysis will help identify popular formats and teaching methods, as well as evaluate the effectiveness of various approaches.
Equally important is researching the relevance of the course content. This can be done by monitoring professional trends, analyzing publications and reports in the field covered by the course. It is important that the course meets modern requirements and market expectations.
In addition, the course designer should consider current technologies and learning platforms. Researching available tools and resources will help you choose the most appropriate ones for course implementation.
Thus, systematically conducting research before designing a course contributes to the creation of a high-quality and in-demand educational product.
How to Use Research and Justify Its Importance
The speaker highlights several compelling reasons why research is essential before starting product development. Firstly, it helps to better understand the needs of the target audience, which allows for the creation of a more in-demand and effective product. Secondly, research helps to identify market trends and competitive advantages, which reduces risks during the development process. It also helps to identify potential problems and limitations at the early stages, which saves time and resources. Finally, high-quality research contributes to the creation of a clear strategy and product vision, which ultimately increases the chances of a successful market entry.
- Testing ideas and hypotheses. Research allows us to understand users (i.e. employees): their views, motives, values, and training experiences. "During the research, we receive some non-obvious information, some insights, large or small," comments Artur Mazloev.
- The difference in the perceptions of the problem between the customer and the target audience. The speaker cites practical examples where research results literally opened the client's eyes to real, not imaginary, business problems. Moreover, this concerned not only training, but also the company's processes as a whole.
- The business effects that can truly be achieved from training can only be determined by studying the opinions of all parties and collecting a complete set of data.
- Content delivery. "Sometimes at the start, we think that people are most interested in and useful certain topics and a particular practice. During the research, we learn that this is not the case at all, that there are no problems with this. People demonstrate that they can do it, and so on. And we shift the focus. And research helps us understand real problems, which are then reflected in the content," the expert says.
Many businesses perceive research as an unnecessary waste of time and money. Often, there is a need to convince management to allocate at least a week to collect basic information, but they view this as an additional burden. In such cases, the expert advises emphasizing that research is not a waste of resources, but an important investment. Conducting research allows you to optimize and focus available resources, as well as emphasize the most significant aspects that will help achieve training goals. By investing time in research, a company gains the opportunity to better understand the needs and preferences of its audience, which ultimately leads to more effective decisions and results. Research plays a key role in justifying the need for soft skills training. It can effectively demonstrate the challenges employees face and propose solutions to overcome them. Soft skills training can lead to significant positive changes, such as freed-up time and optimized work processes. These observations allow you to formulate a hypothesis about the potential business effects that may arise from the implementation of soft skills development programs. High precision in substantiating both research and program results is not always required. Education experts' views on "evil financiers" often don't reflect the reality, notes Artur Mazloev.
We can hypothesize about impact and present various figures. For example, when we announced several hundred million in EBITDA after completing one of the training projects, and the final amount turned out to be half that, no one was upset or aggressive. Everyone was happy that the effect eventually manifested itself and became obvious.
What if the research data is ambiguous?
Research doesn't always provide definitive answers to questions and doesn't always lead to specific solutions, emphasizes expert Artur Mazloev. In some cases, the results may be uncertain, and the reliability of the data obtained may be questionable. This underscores the importance of a critical approach to research analysis and the need for additional verification of the results obtained to make informed decisions.
The expert advises approaching the development of an educational product gradually. It is recommended to start with a basic version or a small part of the product and then test it in focus groups. This approach minimizes the risk of serious errors. During testing, you can conduct additional research, analyze preliminary results, and make any necessary adjustments to the program. This will ensure a higher-quality and more effective final product.
Read also:
- How to measure the quality of corporate training: 4 illustrative cases
- Is it possible to find uniform quality metrics for education of different levels and formats?
- How to evaluate the effectiveness of methodologists, methodologists, and instructional designers