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Learning Insights Live Nov 14 - Gamification - Good For The Blend?

  1. 1 Gamification – Good For the Blend? Paul Westlake - Solutions Consultant November 25th, 2014
  2. 2 What is a ‘Game’ “an activity that one engages in for amusement” “a form of competitive activity played according to rules” “A game is structured playing, usually undertaken for enjoyment and sometimes used as an educational tool”
  3. 3 What Components Does a Game Need? Goals • Something you are trying to achieve, the anticipated outcome Rules • A method you should follow – a guideline Challenge • A bid to overcome something, to achieve something ‘better’ Interaction • An action that occurs as two or more objects have an effect upon one another
  4. 4 Who Are McDonald's? The world’s largest restaurant chain – more than 34,000 restaurants across 119 countries In the UK employ 91,000 staff across 1230 restaurants, serving 2.5 million customers on a daily basis
  5. 5 Why Look at Gaming? The challenge Provide training to over 91,000 employees on a new till system as quickly and efficiently and for it to be as engaging and effective as possible. Retain high customer satisfaction. The solution For the first time ever McDonald’s opted for a game based approach, as part of a blended solution to get their staff up to speed The results On another level…
  6. 6 The Challenge
  7. 7 Setting the Scene Highly competitive market • Operating within a low margin/high volume, maintaining and increasing market share is vital • Need to enable restaurants to enhance customer experience and maximise sales • No honeymoon period to practice in Utilising latest technology In 2011 McDonald’s introduced a new till system into the UK restaurants called NP6 with two key objectives: • Improved order accuracy • Reduced service times
  8. Challenge Training • The key challenge faced was how to train 91,000 UK crew members as quickly 8 and effectively as possible • Training must not to impact customer service and reputation • Till training – technical and dry – how can it be brought alive, made exciting? Options • Shoulder-to-shoulder training - too slow, expensive, would impact the business and customer service • Elearning was a possibility, but that only delivered the theory - McDonald’s wanted something more than that and something different The solution • Very short initial elearning module – covering why the change and basic till function • Online game
  9. 9 Embedded in BAU Introduction PDF Elearning and Game On floor practice Verification Feedback with coach
  10. 10 Why Choose a Gaming Approach? • Key objective was to provide learning that people want to do • Fun, engaging, memorable, tap into people’s competitive nature • Employees predominantly from the ‘Net Generation’ (85% under 29 years old) • Provides a safe practice environment – multiple attempts encouraged • Allows a realistic, scenario based approach
  11. 11 The Solution
  12. 12 Objectives and Measurement Metrics Business Objectives: • Increase speed of service • Improve order accuracy • Enhance customer experience • Increase order spend • Increase employee engagement • Reduce cost of existing training Success Metrics: • Reduced average service times • Reduced customer complaints • Improved mystery shopper scores • Increased average cheque • Significant completions • Positive employee feedback • Reduced training costs
  13. 13 Game Components Main aim Crew member to enter as many customer orders as accurately as possible into the new system within 20 mins Levels 4 levels each with 5 customers – orders get increasingly more complex Scoring Based upon speed and accuracy – each user gets a completely unique score Life lines Users can choose to use throughout the game to help them complete orders Bonuses Users can win throughout the game if they meet certain game criteria Customer satisfaction Customer satisfaction thermometer and facial expressions of customers, spot check challenge screens Audio effects Customer giving order, slurping noises, booing/cheering crowd
  14. 14 Game Interface
  15. 15 Game Interface
  16. 16 Life lines and Bonuses
  17. 17 Learning From Mistakes
  18. 18 Hospitality Spot Checks
  19. 19 Customer Satisfaction and Audio Effects
  20. 20 Score Updates
  21. 21 Going to the Next Level Final Score Overall unique score is calculated using: • how long it has taken them to complete all orders • accuracy of entering the orders • their customer service responses • life lines used • bonuses awarded Keep them coming back At the end of all four levels they are encourage to try again to improve their score and beat their colleagues
  22. 22 Competitive Spirit
  23. 23 McDonald's Till Game Components Goals • Serve 20 customers within the time limit Rules • Work within hospitality guidelines, entering order in the optimum way to reduce service times Challenge • Customers changing orders, adding in times, becoming frustrated Interaction • Feedback from customers based on how you are greeting them, and how efficiently you are taking their order
  24. 24 The Results
  25. 25 Caught by Surprise “This tool was placed quietly on our crew website with no advertising or direction to the restaurants. The crew found it, played it, re-played it and shared it. Its power was in the fact that it challenged people to try-out and experiment to succeed and improve, which is what the most effective learning is all about” Mark Reilly Corporate Training Manager and the project sponsor
  26. 26 Business Highlights 1,300 daily hits since launch in June 2012 205,216 hits by June 2014 24,000 hours of training equivalent delivery via the game 80% Said it helped them understand new till system and to perform £23.4M Increase in cheque across UK restaurants, £18K av. per restaurant £125,000+ savings in direct training costs “The learning was really fun – it felt more like a gamethan actual learning”
  27. 27 Longer Term Impact “As a business, we have seen significant improvements in customer service, sales and profit results. The success of the project has led to a wider cascade of the till game across European markets, and to the development of further game-based learning to support the introduction of new Mark Reilly Corporate Training Manager and the project sponsor initiatives across the business.”
  28. 28 In Summary, Game Success … • McDonald’s needed quick and efficient way to let staff practice on a new till system • Online game approach taken • Little shoulder-to-shoulder training been needed • Most successful online tool McDonald’s UK have ever launched despite no marketing or launch campaign • Excellent results been achieved for business and game continues to be big hit
  29. 29 Improving performance through learning and technology

Notas do Editor

  1. A lot of talk today about Blends, and how they work… There is also a lot of noise in the industry at the moment around ‘Gamification’ – Is it just flavour of the month, do games really have a place in learning? Done correctly, as part of a blended solution, a game can be absolutely the right thing to do – Let’s have a look at why…
  2. Surely, gamification is just a fad, a ‘nice extra’ piece of fun we can offer staff for participation – Almost a reward bolted on the end of a compliance piece that you have forced the learner to sit through… Like a parent bribing a child to do their homework… “If you just do this now, I’ll get you a treat” The critics of Gamification are usually hung-up on this first definition – It’s just a bit of fun – They have images of it being childish, not ‘professional’ But looking at the other definitions may point us in a different direction:
  3. All games are based around a number of key components: Goals – Something you are trying to achieve, the anticipated outcome Rules – A method you should follow – a guideline Challenge – A bid to overcome something, to achieve something ‘better’ Interaction - is a kind of action that occurs as two or more objects have an effect upon one another – I do this, and something happens over here… Many of our desired outcomes from designing a piece of learning, be it for face-to-face or elearning are very similar to these: We are trying to teach the user how to achieve something greater than they could achieve without the learning, working within a set of guidelines, using interaction to help the learning process. So, in some cases, Gamification can be a good fit in a blend… Let’s take a look at one company that found that out, almost be accident…
  4. McDonald's were introducing many new concepts to the UK – Dual lane drive-thru, new service platforms, and a kitchen layouts… All of which required their current till software to be re-designed. The till software also needed to ‘Improve order accuracy’, ‘Reduce service times’ – Both measures that customers were telling McDonald's that they didn’t always get right.
  5. The blended learning cycle includes: o PDF_Introduction/eLearning – Games / On floor experience / Coach feedback / Verification o eLearning - drives the knowledge and the programme o More energising, brings workbook to life, holds people’s attention o Our people like to learn on the floor, but the eLearning kicks it off o eLearning allows us to have testing throughout (calibrated at the start, sense check during and then final exam) McDonald's found that eLearning right for it’s audience (most our population sits within the 16-24 category, but older people enjoy it as well): o Younger generations incorporate technology in their daily lives o It is now the way people learn in school/college o It gives information fast, with instant feedback o And, we can track it (couldn’t do in the past)
  6. McDonald's wanted a simple approach – They were aware that a lot of their staff would have Xboxes and Playstations at home, so were used to multi-million pound budget 3D extravaganzas… Trying to match that level of gaming would have been both foolish and also was simply not required. Ultimately, the game had to be FUN COMPETITIVE APPEALING CHALLENGING
  7. A unique score, based on a number of measures… Speed and Accuracy, but also hospitality… McDonald's were keen that their users weren’t just becoming fast on talking order, at the expense of customer interaction.
  8. The game was introduced to a pilot group in late 2011… And rolled out to all 1250 restaurants by summer 2012.
  9. Soft launch in 2011… It was just one tool that McDonald's used as part of a blended approach to service training. It went viral - McDonald's were caught totally by surprise by it’s over night success… It became a key element in training McDonald's staff that were working at the World Busiest restaurants in the Olympic park in London. But anecdotal feedback is one thing, how did this translate into business results? What was the ROI?
  10. The staff never mentioned the elearning… but everyone was talking about ‘The Game’ Crew member said ‘what training’ – I didn’t need to do any training, I just played the game….
  11. Games are fun… Fun changes human behavior positively. Interactive play increases alertness, learning and long-term memory. Gamification, in the right context, shouldn’t be seen as a fad – Used well, it can provide amazing results. Thanks…