Copyright © 2006 Bersin & Associates. All rights reserved. Best Practices at John Hancock Financial Services Improving Customer Service through E-Learning

Copyright © 2006 Bersin & Associates. All rights reserved.

Best Practices at John Hancock Financial Services

Improving Customer Service through E-Learning

March 2006

Presented byJosh Bersin

Copyright © 2006 Bersin & Associates. All rights reserved.Page 2

Bersin & Associates

Who we are• Industry’s leading research and analyst

firm focused on WhatWorks® in enterprise learning

Research areas• Planning and strategy• Content development• Learning programs• Learning technology• Analytics and measurement• Talent management

Offerings• Studies and reports• Research membership• Advisory consulting• Workshops• Benchmarking


Agenda

The customer service problem Typical training solutions John Hancock’s solution


Growth in Knowledge Workers

% of Knowledge Workers by Industry(Bureau of Labor Statistics, 2003)

Telecomm 34%

Oil and Gas 21%

Finance and Insurance

33%

Government 51%

Health 44%

Source: Hewlett Packard, “80% of our intellectual capital is in the heads of our employees.”

Nearly 1 in 3 workers in the U.S.are knowledge workers

Others69.5%

Knowledge workers30.5%


Customer Service Industry

More than 5 million people work in service centers today Turnover rates range from 60% to 150% per year Many agents now work from home so training is difficult Employees must be highly trained on systems, processes,

procedures, and culture

Telemarketing SalesTechnicalSupport

CustomerService

Service Center Job Roles


Employee Management Challenges

Job RolesJob Descriptions

Competency ModelsWorkforceplanning

Recruiting

New-hire training &onboarding

1

2

3

Employee Talent Management Process© Bersin & Associates

Performancemanagement

Training & performance

support

4

5

Critical skills, gap analysis

8

Succession planning

6

Compensation and benefits

7

Training Content


Service Center Needs

RecruitingNew HireTraining

Onboarding

PerformanceManagement

Training &Performance

Support

22 33 44 55

Learning PlatformLearning Platform

Learning ManagementLearning ManagementContent RepositoryContent Repository

Assessment PlatformAssessment PlatformCompetencies – Job ProfilesCompetencies – Job Profiles

Pre-screening assessmentQualification assessment

New Hire TrainingSystems TrainingBlended Learning

CoachingGoals

Manager Support

TrainingOnline Performance

SupportRemote and Self-Service


Learning Delivery Continuum

Multimedia Archives/CD ROM

Web-Based Learning

Performance Support

Live Webcasts

Collaboration & Community

OLI/\I/O\\EILEO\I

IL\I

Coaching

Foundation Immersion Reinforcement Community

Face to Face Classroom

Live On Demand


Training Options

InstructorLed Training

Web-BasedSelf-Study

Replays of Live E-Learning

Online HelpAnd Modules

BroadcastLive E-Learning

Instructor Led Self Study

Live E-Learningwith Interactivity

Labs, Small Groups

Simulations

Assessments

Interactivities

HighestCost


Informational

Informational Skills & Competencies

Skills & Competencies

Awareness,Familiarity

Competence Mastery

Productivity

Blended ProgramsBlended ProgramsProgramCost and Complexity

Blend “When mastery matters”


Collaboration30%

Week 1 Week 2 Week 3 Week 4

Wells Fargo Call Center Training

Web-basedcourseware

35%

Web-basedcourseware

40%

Web-basedcourseware

30%Web-basedcourseware

15%

Instructor-led 50%

Instructor-led 15%

Instructor-led 40%

Instructor-led 30%

Collaboration15%

On the job15% On the job

30%On the job

45%

Collaboration10%


Range of Training Needs

Task Concept

Process Process Conceptual, PurelyUnderstanding Memory -Fact-filled Conceptual

How do I modify the order I entered?

How do I change anaddress?

What is our orderprocess?

What is accounting?

What is our returnpolicy?

What is the rightmarketing strategy?

Help - Support Training Education

How do I position this product?

Help“How to”


Performance Support Systems

Performance support(Learning on demand)

Conventional training (Classroom, online)

What? Access to specific, relevant information as needed to perform a task

Typically covers a range of topics and concepts; relevant and irrelevant information

When? Access to information when the learner needs it

Available on a schedule; may not be available when needed

How? Used on the job while the task is being performed

Takes learner away from the job for simulated experience

Why? Purpose is to provide information in order to complete the task

Geared toward providing understanding or skill

For Example

Online reference database,help system

Web-based courseware,online video, instructor-led training


LCMS

Courses Online Help

Help System

Need for Integrated Learning Content


Company Snap Shot

John Hancock Financial Services

$23.2 billion company (Manulife) with 20,000 employees

John Hancock Retirement Services Business• Sells and services 401K

management solutions to businesses

• Based in Toronto; 1,100 employees, 600 in service

• Independent business unit with its own performance development team, 10 people


Employee and Business Profile

400 client account representatives:• Highly trained customer service reps with 160 accounts each.

Reps must be familiar with a wide variety of products, processes, policies, procedures, and regulations.

• Top performers are promoted to higher revenue accounts.

Hiring, assessment, and training• Candidates are screened, assessed, and interviewed extensively.• Intensive six-week training program for new hires covers

systems, processes, and customer service.

Performance development team• Only 10 people responsible for assessment, hiring, instructional

design, classroom facilitation, project management, and SMEs.


Training Challenge

Class size 20-50 people, difficult to schedule, courses scheduled 7-20 times per year, employees spent dozens of hours of training per year

Tests, scheduling, and tracking all done manually No online support system for help and performance

support Evaluated a range of options:

• Learning management systems• Internally-built systems• BlackBoard Learning System™


John Hancock Solution

RecruitingNew HireTraining

Onboarding

PerformanceManagement

Training &Performance

Support

22 33 44 55

Learning Platform (Blackboard)Learning Platform (Blackboard)Learning ManagementLearning Management

Content RepositoryContent RepositoryAssessment PlatformAssessment Platform

Competencies – Job ProfilesCompetencies – Job Profiles

Pre-screening assessmentQualification assessment

New Hire TrainingSystems TrainingBlended Learning

CoachingGoals

Manager Support

TrainingOnline Performance

SupportRemote and Self-Service

First Phase Second PhaseThird Phase


New Training Design


Continuing Education Needs

Problem:• More than 100 different investment options• 10-15 enhancements to 401K program each year• Ongoing state law changes and systems enhancements• Reps needed to take 12-15 courses per year, with written tests

Solution:• Online content now available in Blackboard• Each rep has 2-3 weeks to complete and take an assessment

online• Total learning and testing time is now only 30 minutes• Compliance training now fully tracked


Hiring and Assessment

Problem:• Variety of assessments needed for training, screening, and

recruiting• Assessments were done manually

Solution:• All new hire screening uses an online assessment• All recruiting uses an online assessment• All training uses online assessments• Assessments can be correlated to make sure that competencies

in training are being screened and reused in the hiring process


Performance Support

Training Knowledge Management

Performance Support

To instruct To inform To guide performance directly

Requires an interruption to work

Less interruption Least interruption

Dictates how learner learns

Users determines how they learn

Task at hand defines what the tool will do

Goal is to transfer skills and knowledge to user

Goal is to be a resource

Goal is to assist performance (or do it completely)

Performance Support

John Hancock built an online database of frequently-asked questions for knowledge management

Focused on policies and procedures

Eliminates needs for broadcast emails and meetings when processes change

InfoNet


Results

20 e-learning programs launched in 2005 11,853 student hours in e-learning (100% growth) Widespread adoption and satisfaction

Benefits to service representatives:• System is very easy to use• Reduced time in training makes reps more productive• Compliance training completely tracked• Performance team freed up for more strategic work• Opportunity for competency-based recruitment and

learning


Lessons Learned

Blackboard™ served needs without cost and complexity of traditional LMS solution.

Ease-of-use was and is a critical criteria. Very easy to publish any form of content (from documents

to Captivate simulations). Change management, training on system very important. E-learning does not replace instructor-led training,

classroom still preferred for new-hire modules, and discussions.


For More Information

Detailed case study Research memberships,

advisory consulting, workshops

www.bersin.com Download case study at

www.bersin.com under “free research”


Bersin & Associates

“What Works®” Research

Planning &Strategy

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Should I ..?Best PracticesIndustry Trends

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Bersin & Associates Offerings

What WorksWhat Works®® Research Database Research Database

Planning &Strategy

ContentDevelopment

BlendedLearning

LMS &Infrastructure

MeasurementAnd Analytics

ResearchMemberships

Industrystudies,

case studies,presentations

AdvisoryConsulting

Best practices,industry trends,

Workshops

Public,on-site,

customizedaction plan

Benchmarking

LearningOrganizationAssessment®,

industrybenchmarking

TalentManagement


Who is Blackboard?

Mission Statement• To enable learning innovations everywhere by connecting people and

technology

What we believe• Connected with the right technology organizations will bring about lasting

learning innovations • Technology breaks down barriers and unlocks new possibilities /

experiences / services • Technology is only as relevant as the achievement it helps bring about

Our role? • Provide a new learning environment • Foster a global community of practice • Create exceptional user experiences for all participants


Who is Blackboard?

Publicly traded Company (NASDAQ:BBBB) Approximately 800 employees 7 offices around the US and abroad Approximately 3,700 clients

• Approximately 200 clients outside of traditional education space (i.e., corporate and government accounts)

Marsh

Morgan Stanley

Tennant Company

Progressive Insurance

John Hancock

Texas Instruments

US Army

US Air Force

US Navy

Social Security Administration

Health and Human Services

Veterans Administration


Copyright © 2006 Bersin & Associates. All rights reserved.

Contact Josh Bersin at [email protected] or Patrick Devlin at [email protected]

Questions?

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Copyright © 2006 Bersin & Associates. All rights reserved. Best Practices at John Hancock Financial Services Improving Customer Service through E-Learning