>Can CRM training be done through distance learning on the net? Not Human
Factors knowledge, that would be possible I believe, but CRM awareness
and/or refresher training which is traditionally conducted in classrooms
with groups of 6-12 participants. (try to ignore economic issues for now)<
Hello Folks,
I am encouraged to hear that talented folks are addressing the issue of CRM
training delivery methods!
Before I address Ashleighs question, I would like to spend a moment on the
basics. Any training program can be viewed as the sum of four basic
building blocks (structure, content, methods, and devices). Assume, for
the sake of this example, that you develop CRM training for a company that
has actually defined the goals and boundaries of their CRM program (can you
hear the echos of Lt. Col Kern's bell). When we take a giant step back
from our CRM training enterprise with an eye on the four building blocks,
we see that METHODS is the least developed of the four.
Will distance methods add value to the real goal?
New technologies hold much promise for CRM training delivery methods only
if we are willing to shed some old paradigms. Awareness training is the
hallmark of early generation CRM paradigms. We all acknowledge that the
first generations fell far short of the real goal (for the individual and
team) which is skilled operational performance. Skill training is the
hallmark of the emerging CRM paradigms. Using cutting-edge technology to
supercharge old awareness training paradigms still leaves the learner with
nothing more than "awareness". If our goal is building operational skill,
then we need to focus our technology integration efforts to enhance both
awareness and skill training. Will placing first generation classroom
facilitation processes online without addressing skill development bring
us any closer to our real goal? Probably not. The true leverage that
technology offers can only be realized if we all shed assumptions like
"classrooms" and "groups of 6-12 people".
There is great promise in utilizing technology such as distance methods and
PC simulations for CRM training if we keep our focus on skill development.
Ashleigh, thank you for taking the time to share your development
challenges with this group! It is precisely this spirit of collaboration
that will yield better operational solutions for everyone!
Vince Mancuso