Reflections of another…

Executive Summary

This report outlines the context of Medical Supplies Corporation (MSC), the demographics of the workforce and the identified training needs of the sales and support staff members. It has been identified that the monthly product update sessions are an inefficient method or relaying the required information. The Learning & Development Manager believes holding briefing sessions on a weekly basis would be more adequate. Therefore it is this reports recommendation that audio conferencing technology be utilised to conduct weekly updates which ultimately will be less time consuming and supported by email correspondence.

In the interests of professional development skills session training is needed for sales staff, as this training involves staff from all four locations a flexible training solution is required. This report suggests the up-take of web – conferencing seminars (webinars) on a monthly basis involving small cohorts of employees. Learner readiness for this technology will be assessed and upon successful cost analysis, diversifying webinar training to other staffing areas of MSC. There may also be long term possibilities of venturing into video-conferencing technology to support connectivity of the widespread locations of MSC.

Background

Medical Supplies Corporation (MSC) is a medium sized organisation with offices located in Brisbane, Sydney, Melbourne and Perth and employs around 500 staff. MSC is a subsidiary of the multi-national; International Medical Supplies (IMS) group which is involved in the manufacturing of medical equipment.
In Australia, the main function of MSC is sales and support of medical equipment. 49% of MSC’s staff are employed under the sales function 30% under the support function, 14% under the Administration function, 2% of staff are undertaking Senior Management positions with the remaining 5% making up the team of research scientists that are based in Sydney. Office demographics are as follows:
 

Brisbane:-
Sales Staff: 58
Support Staff: 30
Admin Staff: 20
Senior Management: 2

Total Staff = 110
 

Sydney H/O:-
Sales Staff: 71
Support Staff: 50
Admin Staff: 20
Senior Management: 4
Research Staff: 25

Total Staff = 170

Melbourne:-
Sales Staff: 72
Support Staff: 50
Admin Staff: 20
Senior Management: 3

Total Staff = 145

Perth:-
Sales Staff: 44
Support Staff: 20
Admin Staff: 10
Senior Management: 1

Total Staff = 75

At present, product update sessions are conducted monthly in Sydney and all sales and support staff (79%) attend. This is dissatisfactory – Firstly from a cost reduction perspective as travel costs are diminishing the training budget but also it is not effective from a timing perspective (the organisation virtually shuts down once a month while most staff are attending training). The Learning & Development Manager feels strongly that product updates should occur more regularly than once a month and obtaining product information in such a changing and competitive industry should be conducted on a weekly basis. She would also like to include some mini skills sessions into the development plan for sales staff focused on selling, adding value and customer relationship management.

Introduction

This management report will outline the discussion based upon the specific training needs of staff at MSC, the use of collaborative technology to ease the strain on the training and development budget with the current monthly product update meeting arrangement and consideration of learner readiness and needs by reformatting how product information is delivered. Consideration is given to both synchronous and asynchronous technology including; video conferencing, audio conferencing, webinars, email correspondence and discussion forums.

Discussion

Specific Training Needs

It has been identified that product update information should be provided on a weekly basis to staff involved in the sales and support function.  This information is currently being distributed each month at meetings held in Sydney. 79% of all staff attend these meetings and 69% of the staff that attend the meetings have to travel to do so.
With the intention of further skill development it has been identified that ongoing staff development in areas such as sales training and customer relationship management should also be incorporated into the Learning and Development plan.
With these training needs in mind, reduction in travel costs would allow staff to complete training on a more regular basis and in shorter sessions as the product update frequency would be four times as often. In actuality, this should reduce each session time to a quarter of the monthly meeting.
Most sales staff work flexible hours and have different schedules according to meetings scheduled with customers and potential customers. Sales staff are equipped with notebook computers that they use both in and out of the office. Therefore it is essential that any development training be flexible and accommodating of both time differences and multiple work schedules.

Collaboration Technology

Collaboration Technology refers to the technology available in the marketplace both synchronous and asynchronous that allows collaborative communication between parties in remote locations.

Synchronous communication is instantaneous or real time communication. It includes communication over telephones, video conferencing and instant messaging. The benefit of synchronous communication is that it provides immediate feedback and response. It also assists in promoting effective communication because there is immediate opportunity to confirm or clarify the intended piece of communication.

Asynchronous communication on the other hand is not instantaneous and not in real time, responses are delayed and communication is based on both the sender and the receiver contributing to the communication in their own time at various intervals. It includes communication via e-mail, discussion boards and sms. The benefit of asynchronous communication is that it is a flexible communication medium and facilitates communication between parties that previously may have found synchronous communication inconvenient.

To alleviate the pressures of time differences and flexible work schedules asynchronous technology such as email and discussion forums can be used to communicate at various intervals. The disadvantage with asynchronous communication however is that communication of an urgent nature communicated asynchronously could not be received or confirmed within the required timeframe. Synchronous communication therefore has the advantage of immediate feedback and clarification of understanding.

Video – conferencing is the easiest way to re-create the format of the monthly meetings that were held previously. However, this does require each location to be set up with expensive video-conferencing equipment and agreed times reached to hold the conference. The main advantage of this solution is that it more or less, once staff are familiar with the technology, effectively simulates a real life meeting.

Audio – conferencing is more cost effective with less set up costs and less staff training as the technology is more familiar. However, the disadvantage of audio conferencing is that the communication relies predominantly on aural senses.
Webinars are web based seminars that allow participants to dial in to a session and participate via both listening and talking and viewing using the internet the necessary visuals that compliment the content.

Learner Readiness

When integrating technology into new learning and development initiatives it is essential to consider learner readiness and the up-take ability of the staff involved.  The training needs identified for sales and support staff require staff to have sound technical ability and understanding of technological concepts. Staff are already required to use notebook computers and successfully navigate the ‘mediprac’ software utilised across the organisation so it is assumed staff have a grasp on technology.

It is also necessary to consider the needs of learners with consideration of Gilly Salmon’s Computer – Mediated Conferencing Model
The five stage approach has the following factors:

Access and Motivation - It is essential everyone involved in the learning activity has sufficient access such as sound, high bandwidth etc. Motivation must be encouraged from the beginning of the learning activity to encourage the learner to keep coming back.

Online Socialisation - Socialising is an important part of any learning. Learning delivered electronically is no exception. Learning activities such as discussions forums and web-conferences encourage learner participation and promote a sense of belonging.

Information Exchange - Facilitating this stage of the model requires consideration of the information sharing of the collective of learners. At this stage content can become more complex but must be sufficiently summarised and explored before the facilitator can be satisfied learners are discussing and challenging the ideas the content is based upon.

Knowledge Construction - This stage encourages learners to construct the knowledge scaffolding that relates the content to their own personal experiences, to add personal value and meaning to the individual.

Development – The final stage provides learners with the responsibility for their own learning and should allow opportunity to make their own case for the conclusions that they have drawn from the learning received in the first four stages.

Recommendations
 

Short Term Recommendations (Within the Next 12months)
 

• Each location to be equipped with audio – conferencing technology.
• Product updates to be delivered on a weekly basis in a series of audio conferences. Supporting material will be emailed prior to the conference for review by each participant. A Synchronous (telephone – urgent) and Asynchronous (discussion forum – non urgent) communication method will be made available for any queries by staff after the audio conference
• Basic sales training and customer relationship training to be conducted via webinar conferences on a monthly basis in designated sessions with participants from each location.
• Re-evaluate learner readiness

Long Term Recommendations (Longer than 12months)
 

• Evaluate learner readiness for the up take of audio conferencing and in particular webinar usage.
• Conduct more training events using audio conferencing and webinars possibly including other areas of staff such as admin, management and researchers.
• Investigate the cost analysis of video conferencing and if effective conduct primary and important meetings and training session via video hook up.

Conclusion

This report has considered the specific training needs of staff including; weekly product updates and ongoing development skills sessions based on sales and customer relationship management.  In order to provide a more cost effective and efficient method of information delivery consideration has been given to collaboration methods for remote users such as audio conferencing and webinars. While product updates can be communicated by both email and audio conference, it is foreseen further interaction may be needed for the mini skills sessions this will enable the utilisation of webinar technology.