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A perfect ten!

It was a quick turnaround time for Kia’s latest eLearning mission – to achieve flawless phone call performance in hundreds of dealerships!
Working collaboratively with its training team, we:

  • Delivered a high-quality course despite a super slim deadline;
  • Still made time to take a distinctive approach to the project, with our creative team bringing their ideas to the table for an original angle;
  • Utilised client resources as much as possible, using true conversations to guide our scripting so learners were presented with realistic scenarios; and
  • Touched upon a ‘buddy learning’ style, where people learn from the mistakes of others, and act as ‘the examiner’ to embed learning.
The challenge
Kia had already rolled out its ‘Call Critiquing’ programme within its dealerships.
This new way of working saw incoming phone calls to the Sales and Service teams in their dealerships sampled and quality-assessed, ensuring they delivered the best quality customer service.

Kia also introduced a 10-step guide to the perfect call, but this had only been circulated by paper and needed to be further reinforced.

Ultimately, its team requested an animated course that made sure all staff remembered the 10 Call Critiquing Steps so they could smash every call… but lasting 10 minutes only. On a shoestring budget. Within a tight turnaround time. Luckily… we at mobedia like a challenge!

Diverge and converge
We started with a collaborative ideation session within our creative team.
Focused on the client brief, we initially wrote all our course ideas down within a two-minute space, and put them all up on a board where we could see them. Then every single idea, good or bad, was read out, and we discussed the merit or appeal of each one.

Those ideas could be about the Instructional Design, the aesthetic, the tone, the script, the learning styles – any element of the course. How did we see it turning out? Good ideas? Keep. Not-so-good ideas? Bin.

In this way, the team pruned the direction and shape of the course, whilst sticking to the client’s brief. It’s a great way of working – taking the initial sparks of creativity that a course fires up, and shaping them using the furnace of feasibility.

Can we do that? Within budget, time restraints, production boundaries? And… does it work?
As a theme, or style – does it work for the learner? And the client? Does it fit their delivery style, their corporate tone? It’s a lot to factor in.

But Diverge and Converge ideation sessions are a great way to find the right direction for a course.  After a few hours, we’d come up with the concept, learning style, and art direction we wanted.

Through our longstanding relationship with Kia, we’d already built a host of assets for animated courses in the past – and for the sake of speed, and in keeping with a style the client was already more than happy with, we made the decision to build upon these assets as an animation base.

Become the assessor
‘Peer assessment’ is a big thing in the world of learning.

It’s a technique where you ask students to ‘mark’ or assess the work of their peers; which helps cement learning effectively, because inevitably it involves giving feedback, which requires a strong understanding of content.

You can’t always realistically achieve peer learning, because generally you need a peer present to do it. But… mobedia found a way to integrate.

Kia provided us with some anonymised phone call recordings which we used to create a pretty realistic script – with some slightly over-exaggerated bits, for dramatic effect.

In this way, we scripted a ‘good’ and a ‘bad’ phone call, which listeners had to assess as though they were an official ‘Call Critiquing Assessor’.

So, following an explanatory animation explaining each of the Call Critiquing steps, learners were placed ‘in the examiner’s shoes’, with an interactive dashboard where they could select each of the 10 Call Critiquing steps as they heard them, live, throughout both a ‘good’ call and a ‘bad’ call.

Each reconstructed call was animated to retain maximum engagement, and, once it was finished, the learner’s assessment was compared to a real examiner’s assessment.

We called upon the skills of our voiceover actors to present both an ‘upbeat’ and a ‘bored’ tone for each of the respective calls, to aid the learning experience. They rose to the challenge, so we could give our learners two very different phone calls to listen to and assess.

Turning it around so quickly was admittedly no mean feat, and we knew it would be challenging from day one.

Efficient, meaningful communications with our clients and a well-structured project plan were essential.  But, because we started off with such a strong ideation session, every member of the team was clear on what they needed to do, and the time-frames in which they needed to do it.

We worked simultaneously on the project to eat at it from all angles, with daily check-ins with each other so we could all see the project growing, together. The short deadline felt like it should have been more of a challenge than it was… but strong communication within the team and firm project management made sure we had it nailed.

Strong start, strong finish
Call Critiquing was yet another successful project for us, with Kia, as always, ecstatic with the results.

It was a lesson in the value of good planning for us, too.  Paula Newman, our dedicated Kia Account Manager, commented: “With this one, we knew it was important to put tight deadlines in place and stick to them like glue. Work had to be allocated carefully and time shared out realistically, and our daily check-ins helped us keep on top of exactly where everybody was up to, so any potential slippage (not that there was any) could be managed.

“We delivered above and beyond what our client needed, well within the deadline, providing the excellent service Kia have become accustomed to through partnership with mobedia.

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