Behr's T&D team needed a more efficient system for not only delivering resources for their sales team, but also for measuring the effectiveness of those resources. Because the sales team usually received training resources via email, their options for accessing content were limited. And, as a result, the T&D team had minimal reporting and analysis on the usage of these resources.
To prevent these issues, the T&D team needed:
A flexible resource delivery system that could accommodate a field sales team spread across the country. This required a system that's decentralized enough to accommodate the diverse sales force, and is flexible enough to easily organize digital content.
An affordable system that could both input and output data and integrate with existing systems.
A platform that can provide analysis in more detail—and, as a result, insights in more detail—about the content they are pushing out to the sales team.
Brian and the T&D team investigated other resources within Behr that they could leverage or repurpose to help address these challenges. During this process, they discovered that another department at Behr had created an app to showcase customer testimonials.
That campaign, however, had taken a different direction and the app was never used. After a meeting with IT, Brian and his department soon had a revamped version of the abandoned app that could be used for training.
When the app was first rolled out, it only contained training videos, which the sales team mainly accessed with their iPhones in the field (Behr’s sales reps spend roughly 95% of their time in retail locations).
Google Analytics revealed videos were being watched, used, and shown several times. The sales reps’ overwhelming feedback to management explained that, while they enjoyed using electronic devices for training compared to computers, their iPhones weren’t advanced enough for in-field needs. As a result, their computers were soon replaced with iPads.
The positive feedback and increased usage of the training resources led to leadership approval to upgrade the app to support more content and features.
The final version of the app is called iPK (PK stands for Product Knowledge) and has two main goals:
iPK is outfitted to use xAPI to track learners and how they access the app (e.g., direct sign-in, push notification, email links) and if the methods of accessing the app differ based on the content that's viewed. This helps Behr determine how to provide different types of content to ensure high levels of interaction.
iPK also features a trending dashboard that shows the most-accessed training content from the last 30 days. The dashboard is powered using xAPI (or Experience API) content interactions—such as most downloaded, shared, viewed, playlisted, and more. In addition to being a helpful guide for sales reps, the dashboard provides the T&D team with insights into what content is accessed during specific campaigns.
For example, Behr’s latest product, Swipes, is featured prominently in the trending section. Additionally, competitive comparison charts show up frequently, which means the sales reps find this type of information useful. The appearance of this content in the trending section also shows the sales reps and associates are following the direction set forth by leadership. (See Images 1 and 2.)
Image 1: Behr’s latest product, Swipes, is featured prominently in the trending section of the iPK app.
Image 2: Behr’s iPK app highlight comparison charts of rival brand products, indicating high usage from the sales team.
xAPI for identifying gaps
To enhance user experience, Behr organized the content on the iPK app into three main categories.
Image 3: The iLearn section rewards trophies (badges) to users based on tracked completions of materials and activities.