When it comes to business strategy, experiential learning can be a highly effective tool for engaging employees in change initiatives. This was the case for a global tobacco company, whose bold ambition was to take their industry into a smoke-free future. To support the launch of a brand-new Values Framework, they enlisted the help of Alchemist to design and deliver a series of highly engaging and impactful experiential sessions. This marked the beginning of a significant organisational shift which would see their customers, rather than their products, at the centre. 

Embodying A New Values Framework 

To carry this vision forward, their B2C business required all staff (from front-line through to senior management) to live and breathe their new Service Value Framework. For senior leaders, this would involve creating an experience which positioned the framework within the context of their world – the world of the internal customer.  

For those on the front line, quality service was second nature for most. However, the business was grappling with how to align this to their global gold standard. Earlier efforts to engage staff in training were often met with resistance from managers. As a solution, they specifically wanted to employ experiential approaches which might appeal to staff and help fulfil their customer-centric goals.   

While managers remained reluctant to pull their staff off the sales floor, senior leaders planned to leverage the appeal of experiential learning. They wanted to use it to help customer-facing teams understand the importance and value of training. In contrast with two-dimensional e-learning, the idea that experiential learning could be perceived as directly relevant and relatable would make this an easier task. The aim was for staff to see the direct benefits of practice and reflection within the context of their daily role, using their experience as the playing field.  

Immersive Learning And Storytelling For High Impact 

With an ambitious end goal in mind, Alchemist and their client formed a strategic partnership to design and deliver a series of high impact scenarios. Leveraging the six-value framework, the design focused on bringing each of the values to life through storytelling, aided by technology. Using a character-driven narrative, participants could tune into the latest episode and choose the direction of their story through interactive video.  

The six-value framework and the defining behaviours of each became the basis of a specially designed simulation. This featured a six-scenario rotation where leaders were immersed in real-to-life, highly challenging situations. Scenarios were designed to respond depending on the actions of individual leaders. If a leader demonstrated the values through their defined behaviours, as well as reflecting one of the Leadership Values, this would cause the challenge to lessen.

Experience-based Learning Key To The Business Strategy 

Global reach of the simulation saw it being rolled out to over 500 managers across Switzerland, Japan and Russia, to great success. NPS scores almost doubled their target KPI of 45, achieving an impressive average score of 85 across all markets.  

Feedback was so positive that it left participants wanting more. A virtual rollout ensued across 52 markets, with translations into several languages. These included Japanese, Russian, German and Italian, to name just a few.   

The opportunity to learn through experience proved an effective mechanism for change. It encouraged employees to support and promote the company’s strategic transformation from product-centric to customer-centric. Incorporating actual business challenges into an exploratory environment, participants were able to practise varying responses within a safe space. This gave them the confidence to apply their learning directly to their day-to-day lives, where they could solve relatable issues. These were both personal to them or directly impacting them in their professional environment. 

By the end of the roll-out, the company was satisfied that their people had achieved their overall objective. Mirroring their own learning experiences to that of their customers, staff were able to show a deeper understanding of why and how they would reach the company’s strategic aim. They could now appreciate their part in the overall transformation, allowing their customers back into the spotlight. 

Transform Your Challenges into Learning  

When your people are invested in their own development, they often learn better. Using genuine business challenges as immersive learning experiences, your employees can be motivated by what’s most relevant and meaningful to them. If you’d like to explore how Alchemist can help you create impactful experiences within your organisation, get in touch.