Why does eLearning fail?

As an eLearning professional for the last 10 years, I have been a part of many successful eLearning courseware development projects. However, there have been many occasions when the eLearning solution does not live up to the expectations.

Undoubtedly, eLearning as a medium is very powerful. Then why do the eLearning initiatives fail? There can be numerous reasons why an eLearning project fails. Here are some reasons I have commonly seen.

 

  1. Ignored end users – When the idea, requirements and approach is driven by only the sponsors and not the end users of eLearning, there is a RED FLAG right at the start. You cannot ignore the end users. Here are some guidelines to refer to understand the end user requirement:
    1. What do the consumers want?
    2. What is their comfort zone?
    3. How do they enjoy learning?
    4. What motivates them?
    5. How can eLearning add value to their learning experience?
  1. When design takes over content – Not every eLearning course needs to be highly interactive or requires a lot of graphics and imagery. Sometimes content effectiveness is lost in the efforts of making the eLearning design heavy and visually attractive. Content is the KING and it should always get the first priority. Content presented in a simple style, properly chunked and with the right design can also make a great impact.
  1. Not creating a marketing buzz – Most of the time focus is on the development of the courseware, which is where it should be; however, similar efforts should go into creating a buzz around the release. It is important to attract the consumers and get them excited about the new courseware. Just putting the course on the LMS doesn’t help. It’s almost like releasing a new motion picture. Just a good story, some gripping acting and scenic locales is not enough. The audience needs to feel compelled to go to cinema halls. The release plan must include:
    1. Plan to create a buzz and attract consumers
    2. Plan to provide technical support during and after the release for a smooth experience
    3. Plan to update the content
    4. Plan to capture consumers’ feedback

There could be many more reasons for eLearning implementation failures like quality of content, technical limitation of the delivery environment, lack of alignment of content with the business goal.

Have you ever experienced such a situation of eLearning failure? How did you resolve it?

Please share your thoughts below.

Digital Product Training for your Mobile Salesforce

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Effective product training to its salesforce is crucial for any organization’s success and brand value, and this holds true especially for product manufacturing firms. How well a salesforce can deliver the message to existing and prospective customers can make a big difference to its sales figures. But it’s not an easy task, especially when you are constantly innovating and have an extensive range of products, parts and accessories.

 

A lot of training managers at manufacturing companies typically cite product training as one of their key challenge areas. And this is why:

 

  1. Most of the organizations release new products or product updates frequently. Sales representatives keep going on and off the board constantly. It thus becomes a challenge to ensure that they have standardized and up-to-date knowledge on all products at all times.
  2. A lot of times, salesforce is spread across geographically. Also considering that they are often travelling on sales calls, it is a huge task to gather them in one place to attend trainings. It costs in terms of logistics, time invested in travelling and interruption to their work schedule.
  3. Considering the number of trainers involved across multiple locations, maintaining consistent and accurate training content becomes difficult.
  4. Considering multiple product releases and in-turn, their sales collateral, sometimes there is ambiguity on the latest version of such collateral received by the salesforce.

 

All of this could directly impact a company’s bottom line. In the absence of comprehensive, current and easily accessible product knowledge, the sales person could struggle to deliver a smooth pitch about the product, handle customer questions proficiently, recommend right products, gain customer’s trust and essentially get business.

 

A training manager had once asked me, “Then how do we train our salesforce effectively?” My answer to her was “Mobile Learning.” This is the best solution for today’s tech-savvy and mobile salesforce. The various benefits for mobile learning are:

 

For salesforce

  • On-the-go learning via smartphone or tablet, convenient with their schedule and pace
  • Real-time access to current and relevant product knowledge just before or even during customer meetings –leading to ‘Performance Support through Just in Time Learning Solutions’
  • Ability to continuously review completed courses, podcasts and documents
  • Complex product specifications, engineering drawings, installation and servicing information made easy through compelling multimedia content

 

For product manufacturer

  • Better trained, successful and motivated salesforce which can even lead to higher retention
  • Complete control on the training content across multiple locations
  • Boost in training attendance
  • Reduced logistics cost such as hotel or travel expenses
  • Ability to track training attendance, completion and performance
  • Opportunities for increased sales due to strong product knowledge at the point-of-sale

 

While there will always be a place for instructor-led training for some part of it, mobile learning can greatly impact sales through a well-trained sales force, which will always be on top of their game.

 

It would be wonderful to know your thoughts, questions and experiences in the comments section below.