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Techlearn
Retail case study: McDonalds
Key learning points:
- McDonalds' clear objective is a 'consistent customer experience'
- therefore staff training is vital
- Training reduces staff attrition
- E-learning (motivating, little text) with coaching, is their
preferred delivery method
- Simulations are important
- Cultural and language issues are important
- Connectivity of stores (80% owner-operated outlets) is a necessary
investment
Mike Hendon, head of e-learning at the fast food giant, explained
how staff training was the biggest headache of all for McDonalds.
With 1.8 million staff they have a turnover of 1.6 million per annum!
The aim is to provide all future stores with a small training room
and connectivity for e-learning.
Their pilot alone was rolled out in 6 countries in 4 languages.
Interestingly, the Spanish speakers wanted to do the training in
English, as they saw this as a valuable form of self-development.
There was an emphasis on the use of audio, given the low levels
of literacy in the target population and also a lot of work on the
design of motivating, animated, game-like activities, appropriate
to their age demographic. The training could be described as mini-simulations
with randomised orders being presented, simulated keypads etc. Little
reading is expected. One of the great benefits was the removal of
manuals and CD-ROMs. The print and distribution costs were huge.
The language issues were important, solved by having culturally
neutral training, overseen by an international working team. For
example, the on-screen coach was a neutral cartoon character. There
were also clear cultural differences, especially in the Far East,
which had to be considered in the design.
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Techlearn 2002: Intro
Retail case study: Home Depot
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