Industry: Retail

Service area: Capability

BUSINESS NEED

THE

The Endeavour Group, the parent company of retailer Dan Murphy's, was undergoing a major change from a structural and operational perspective. To support this change, they wanted to leverage an enhanced Customer Experience learning offering for new and existing staff that would fit the culture of the organisation. The aim was to to create an uplifting, fun learning asset that would provide an interactive learning experience.

THE SOLUTION

To create the desired experience for staff, a “choose your own adventure” style, interactive and immersive training video concept was developed, using a  first-person perspective that seemingly places the viewer in the story.

Video was the medium of choice in terms of learning medium, offering the ability to capture attention, help keep learners engaged, and help explain complex topics. However, the challenge was to beable to keep learners engaged through video - as simply watching can also be a very passive experience where learners ‘switch off’ and retention is low.

Interactive videos provide learners with opportunities to engage with the content – switching them from passive to active learners. Prompting viewer interaction put learners in control, resulting in an experience which was personalised and responsive to their needs, meaning learners are more highly engaged, and retention is improved.

WHAT WE DID

The final interactive video content was based around the Dan Murphy's customer framework of: See, Say, Ask, Find, with Spring Point managing all aspects of design and production with the client, including:

• Pre-production - Project plan​, video structure​, video script​
• Production - Talent Casting, filming​, editing​, animation and graphic overlays​
• Post-production & delivery - Interactive programming​, sound design​, testing, QA, and final output as SCORM 1.2 compliant zip file for LMS upload​ 

OUTCOMES

Since launch, the E-learn has been watched and completed over 5000 times by Dan Murphy's staff as part of training provided to new and existing staff.

The skills and tools provided by the E-learn has led to a 4 point increase in the Service Advice metric as part of Dan Murphy's Voice of the Customer data over this time. This means that their customers are experiencing the benefits of staff who have greater understanding of customer needs, and the ability to provide great service and advice.

The E-learn has become particularly relevant and useful in the wake of the Covid-19 pandemic which meant that Dan Murphy's staff had fewer face to face customer interactions over the past few years, and so this provided a great refresher to build confidence in handling those interactions.

The training also received two awards at the 2022 LearnX Awards - a Diamond in the Best Simulation category and Gold in the Best Video category.