Training Industry Magazine - Content Development 2017 Special Edition - 9


the time they go over their learning
curve, they are already on the move.
Motivation, engagement and emotional
investment seem to be the lowest in
this group. This is ironic considering
this is the group that personifies the
organization to customers.

Technology enablement and training
infrastructure. This is another big

obstacle. Interoperable, mobile enabled,
and state-of-the-art learning technology
may well be a pipe dream for this learner
group. We are also noticing that a
key issue in mobile-enabling learning
is the confusion of who will pay for the
device and data plans. Bring Your Own
Device (BYOD) might hold some of the
answers, but it still seems to be at a
conceptual stage.

Think outside-in. Any consideration of

frontline capability building should
probably start with the customer
experience/journey that you want
to offer. When the job description
changes from "answering queries" to
"giving meaningful brand experience,"
the knowledge-skills-attitude matrix
changes too. The former requires basic
intelligence and communication skills.
The latter would include empathy
and empowerment. As the world has
seen with Zappos, that makes a lot of
difference! Thinking outside-in also
impacts the entire value chain-from
screening, hiring, training, enablement
to rewards and career growth.
L&D cannot work in isolation-HR,
brand and business need to integrate in
this process.

Return on Investment. ROI of training

remains a problematic entity to establish.
The debate of what delivers frontline
performance-operational
controls
(KPIs, SLAs, on-the-floor-supervision,
etc.) or training-rages on and is a
difficult one to decide. What we do know
is that as long as training interventions
are treated as discrete events (induction,
refresher, mandatory programs) and
not as a lifelong employee capability
building endeavor, it would be difficult
to establish tangible impact. Capability
building needs to be viewed as a system
and designed as one for sustained and
measurable results.
While all these remain largely operational
challenges, there are specific challenges
faced by content developers as well.

WHAT MAKES STICKY CONTENT?
One of the dangers of frontline content
development is the temptation of
defining the target audience in the
broadest of terms-we often design for
a "typical" profile: certain educational
profile, background, experience and job
role. Considering a lot of this content (in
global organizations) is used by frontline
in different countries, such "typical"
approximations are probably incorrect.
Given these challenges, let' look at
some tips that can make training design
and implementation achievable and
meaningful for frontline.

A HUGE GAP
BETWEEN
INTENT AND
IMPLEMENTATION
EXISTS FOR
FRONTLINE
TRAINING.
Think learning curve. Many organizations
think of training as events. They happen
discretely with varying frequencies
for different audience. There is no
connectivity between these events and
no after-training support. This leads
to either partial learning or complete
forgetting. Instead, organizations can
think of learning curves. Use a blend
of formal learning and knowledge
management to have training and
information at arm's reach for the
frontline. Support them with the right
information while they are executing.
Build an expert system; create decision
trees. Put them through regular
refreshers and knowledge top-ups. Hand
hold them up their learning curve by
creating learning and career paths.

Think personas. One size does not fit
all. It never has-a median, "typical"
profile is a fallacy. It makes more sense
to do periodic frontline surveys/focus
groups with supervisors to understand
what are the four or five personas that
comprise the organization's frontline.
If these personas are categorized
by departments/desks/processes, it
becomes more useful. Then design
content for these personas-you will
probably cover a wider swathe of your
audience. Try and include different styles
of learning, such as visual, auditory and
kinesthetic (VAK), as much as time and
budgets would allow.
Think emotional connect. Given the degrees
of separation, scale and rapid turnover,
it often becomes difficult to establish a
sense of belonging with the frontline.
However, this becomes a critical element
in creating an engaged, capable
frontline. While the organization can
take many steps to create this, training
plays an important role too. Reserve
some part of the induction training to
establish brand connect. Deconstruct
brand position, emotion and values for
the frontline by giving them training
on how this can be brought to life by
their actions. Collect stories of best
practices and make them available on
the knowledge management network.
Think social. People usually only think

of leaderboards and discussion boards
when they say social learning. But
that is just scratching the surface of social
learning. L&D departments can reduce
a great deal of burden on themselves
by promoting crowdsourcing content.
Help your frontline share thoughts
and tips through videos. Put them
through a workflow to check for content
appropriateness and put them up
on your internal social network.
Gamify the experience by giving badges
and points.
Frontline capability building is tough,
but some creative thinking can make it
meaningful and useful.
Priya Thiagarajan is the vice president of
learning design at Tata Interactive Systems.
Email Priya.

TRAINING INDUSTRY MAGAZINE - CONTENT DEVELOPMENT 2017 I SPECIAL EDITION I WWW.TRAININGINDUSTRY.COM/MAGAZINE

|9


https://www.hbr.org/2015/12/let-your-frontline-workers-be-creative https://www.trainingindustry.com/learning-technologies/articles/5-reasons-why-all-organizations-should-embrace-byod.aspx https://www.trainingindustry.com/learning-technologies/articles/5-reasons-why-all-organizations-should-embrace-byod.aspx https://www.hbr.org/1999/05/firing-up-the-front-line http://www.trainingindustry.com/ezine/ezine.aspx

Table of Contents for the Digital Edition of Training Industry Magazine - Content Development 2017 Special Edition

Perspectives
Table of Contents
Infographic
Frontline Capability Building: An Elusive Dream?
Flipped Kirkpatrick: Designing Learning Journeys for Business Impact
When Good Content Becomes Great
Design Better, Design Backward
Boost Efficiency and Do More with Less: 5 Practical Ideas for Learning Leaders
Converting Mobile Learning to HTML5
Secrets of Successful Large-Scale Learning Programs
Critical Mistake Analysis: Creating Effective Hands-On Learning Experiences
Secure Mobile Learning
Delivering Content That Lives Up to Experience
Keeping a Lid on Content Until You Design
Designing Performer-Centric Learning Systems for Millennials, Gen Z and Beyond
Organizational Tensions in Employee Onboarding
A Winning Approach to Leadership Development
What's Online
Company News
Training Industry Magazine - Content Development 2017 Special Edition - Intro
Training Industry Magazine - Content Development 2017 Special Edition - Cover1
Training Industry Magazine - Content Development 2017 Special Edition - Cover2
Training Industry Magazine - Content Development 2017 Special Edition - Perspectives
Training Industry Magazine - Content Development 2017 Special Edition - Table of Contents
Training Industry Magazine - Content Development 2017 Special Edition - 5
Training Industry Magazine - Content Development 2017 Special Edition - Infographic
Training Industry Magazine - Content Development 2017 Special Edition - 7
Training Industry Magazine - Content Development 2017 Special Edition - Frontline Capability Building: An Elusive Dream?
Training Industry Magazine - Content Development 2017 Special Edition - 9
Training Industry Magazine - Content Development 2017 Special Edition - Flipped Kirkpatrick: Designing Learning Journeys for Business Impact
Training Industry Magazine - Content Development 2017 Special Edition - 11
Training Industry Magazine - Content Development 2017 Special Edition - 12
Training Industry Magazine - Content Development 2017 Special Edition - 13
Training Industry Magazine - Content Development 2017 Special Edition - When Good Content Becomes Great
Training Industry Magazine - Content Development 2017 Special Edition - 15
Training Industry Magazine - Content Development 2017 Special Edition - Design Better, Design Backward
Training Industry Magazine - Content Development 2017 Special Edition - 17
Training Industry Magazine - Content Development 2017 Special Edition - Boost Efficiency and Do More with Less: 5 Practical Ideas for Learning Leaders
Training Industry Magazine - Content Development 2017 Special Edition - 19
Training Industry Magazine - Content Development 2017 Special Edition - 20
Training Industry Magazine - Content Development 2017 Special Edition - 21
Training Industry Magazine - Content Development 2017 Special Edition - Converting Mobile Learning to HTML5
Training Industry Magazine - Content Development 2017 Special Edition - 23
Training Industry Magazine - Content Development 2017 Special Edition - Secrets of Successful Large-Scale Learning Programs
Training Industry Magazine - Content Development 2017 Special Edition - 25
Training Industry Magazine - Content Development 2017 Special Edition - Critical Mistake Analysis: Creating Effective Hands-On Learning Experiences
Training Industry Magazine - Content Development 2017 Special Edition - 27
Training Industry Magazine - Content Development 2017 Special Edition - 28
Training Industry Magazine - Content Development 2017 Special Edition - 29
Training Industry Magazine - Content Development 2017 Special Edition - Secure Mobile Learning
Training Industry Magazine - Content Development 2017 Special Edition - 31
Training Industry Magazine - Content Development 2017 Special Edition - Delivering Content That Lives Up to Experience
Training Industry Magazine - Content Development 2017 Special Edition - 33
Training Industry Magazine - Content Development 2017 Special Edition - 34
Training Industry Magazine - Content Development 2017 Special Edition - 35
Training Industry Magazine - Content Development 2017 Special Edition - Keeping a Lid on Content Until You Design
Training Industry Magazine - Content Development 2017 Special Edition - 37
Training Industry Magazine - Content Development 2017 Special Edition - Designing Performer-Centric Learning Systems for Millennials, Gen Z and Beyond
Training Industry Magazine - Content Development 2017 Special Edition - 39
Training Industry Magazine - Content Development 2017 Special Edition - 40
Training Industry Magazine - Content Development 2017 Special Edition - 41
Training Industry Magazine - Content Development 2017 Special Edition - Organizational Tensions in Employee Onboarding
Training Industry Magazine - Content Development 2017 Special Edition - 43
Training Industry Magazine - Content Development 2017 Special Edition - A Winning Approach to Leadership Development
Training Industry Magazine - Content Development 2017 Special Edition - 45
Training Industry Magazine - Content Development 2017 Special Edition - What's Online
Training Industry Magazine - Content Development 2017 Special Edition - Company News
Training Industry Magazine - Content Development 2017 Special Edition - Cover4
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