This project was the design and development of a series of courses meant for Lilly Pharmaceutical Sales Representatives. The goal was to inform them about the various features of service for a call center resource at Lilly. The courses also instructed the learners on best practices and proper usage of this service.
The problem was that representatives at Eli Lilly wanted to maximize the value of a Lilly call center for health care professional customers and pharmaceutical sales reps. Ultimately, usage of the Lilly on Demand call center could assist sales representatives in creating exceptional customer experiences for health care professionals.
There was one primary user group: pharmaceutical sales representatives. These sales representatives go around to hospitals and sell new medicines to doctors and other health care professionals.
The Lilly Pharmaceutical Sales Representatives in the field who sell products to medical professionals weren't fully aware of the LOD call center as a resource. The call center was manned by other medical professionals who were ready and available to answer the difficult medical questions of doctors and other medical professionals, or, to answer questions that the sales rep wasn't authorized to answer. Sales reps simply didn't see, or weren't aware of, the full advantages that their utilizing the call center would afford them and their customers in a sales situation.
We were to create a 3-part CBT that was designed to increase awareness of all of LOD’s capabilities so that sales representatives could partner effectively with LOD to address unsolicited questions that go beyond the “scope of their authority” to answer. Making the sales reps aware of the full advantages that the LOD call center had to offer, and demonstrating the advantages of "partnering" with LOD was one of our client's primary concerns.
Culture, Context, People, Time, Technology, Learner Environment, Budget.
To best display proper behavior to this learner audience we decided to use instructional demonstrations and non demonstrations in branching scenarios. Broken into 4 pieces, the storyline of the scenario demonstration would allow learners to see the setup (scenario) an insufficient response in a customer sales situation, then an acceptable response, and finally an exceptional response.
The scenarios were character driven, and usually consisted of one pharma sales representative and, a Lilly call center rep, and a health care professional customer. Each scenario was a narrative that utilized changing still photos along with audio recorded spoken dialogue as well as the branching selections as an interactive element.
The insufficient response represented a missed opportunity to the learner that otherwise could have led to an exceptional customer experience. The acceptable response demonstrated the character giving a suitable response, but with still an opportunity to better serve the customer that slipped away
The exceptional response branch demonstrated to the learners the type of response in the setup scenario situation that would have provided an exceptional customer experience. |
Branching scenario selections for learners to see demonstrations of the various response choices. |
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