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Kenwood

Product Knowledge e-Learning

The Challenge:

Kenwood needed to enhance the product knowledge of sales staff, with a particular focus on enabling them to explain the capabilities of the Kenwood Chef and Kenwood Major to different kinds of customers. Training was previously done face-to- face.

Whilst this approach was highly effective when it could take place, there were some significant issues: the training team was small, sales staff are in department stores across the country and sales staff turnover was relatively high. Consequently training all sales staff quickly to a consistent standard was practically impossible. 

The Solution:

Academy Internet met the need by designing a Kenwood branded product knowledge e-learning programme that was rolled out nationally, thus enabling all staff to access the same training quickly.
Much of the existing workshop content was information-heavy, and handouts included considerable detail on product specifications which were difficult for the participants to remember.

Consequently at the beginning of the e-learning project the decision was made to focus on editing and rewriting the content to make it more user-friendly and relevant. The final course was reduced to just fifteen high-impact screens, with a ten-question quiz at the end. Testimonials, reviews and expert tips and tricks were used to bring the subject alive. 
  
As sales staff would be selling the products to different types of customers, the information was also adapted to enable sales staff to focus on what benefits and features of the product would appeal to them. The sales pitch to a mother with young children, for example, would be different to a pitch to a professional chef, or to the traditional Kenwood client; the home baker.

The course is highly interactive and visual, using animation and rich media to engage the learners. Every screen included some kind of interactivity or animation. Images of the kinds of food that could be produced were used extensively in the course to inspire the learners with the capabilities of the kitchen machines and to help them understand how their customers might use them.

At the end of the course a short, visual quiz helped learners to check their understanding and to reinforce the key learning points.

The Results:

The e-learning course was developed to fill a need for consistent, quality product knowledge sales training. Working closely with the workshop training providers, the content was edited and polished to provide a varied and enjoyable journey through the capabilities and uses of the kitchen machines, and a range of interactions and animations were used to engage and inspire the learners. 

The final course is being delivered via the corporate intranet site.  The programme is being been rolled out to around 1,800 people in the UK.

What the client said:

“We have had a good response to the programme and its ease of use and relativity in applying it to the learners’ day to day jobs.

We have had partners using the course across the country and we hope to put a big boost on the e-learning system this year with a look to introducing another module. It certainly gives us the opportunity to reach more people and we have now had requests from other accounts to use this system of learning.

The cost of training individual accounts at different locations at different times means we spend a large amount of money of travel, accommodation, purchasing food for demonstrations etc and although this sort of training is still a necessity being able to train a large number of people across the UK without them having to leave their store is very positive.”

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