The ELearning Fieldbook [Electronic resources] : Implementation Lessons and Case Studies from Companies that are Making eLearning Work نسخه متنی

Case 2: BMW of North America, LLC

Company Facts and Figures

Industry: Automotive

Scope of Services and Products: Markets and distributes BMW automobiles, motorcycles, and sports activity vehicles (SAVs) in the U.S.

Estimated Number of Employees: 1,300

Year e-Learning Introduced: 1999

Offices and Locations: Various locations in the U.S.; Corporate headquarters in Woodcliff Lake, NJ

Web Site: www.bmwusa.com

Number of e-Learning Programs in Entire Curriculum: 100

Introduction

Often, compliance training includes courses that support an externally-driven compliance objective. Examples are learning programs that educate employees about a new law or regulation, or programs that meet training expectations set by an external governing body.

Why e-Learning?

BMW selected an e-learning approach to:

Train learners who were geographically dispersed

Quickly deploy learning in a cost-effective way

Mirror how the learners develop their skills on a daily basis

At BMW of North America, LLC, compliance training is driven by internal policies, standards, and codes of conduct. All 1,300 employees are required to complete training as a part of their individual professional development plan. This training provides continuous learning opportunities to cultivate professionalism and reinforce the premium level of quality expected within the BMW workplace.

In 1999, BMW of North America’s Learning and Development Solutions team determined that e-learning needed to be a part of the corporation’s overall learning strategy. To initiate this strategy, BMW implemented a THINQ learning management system and also integrated third-party e-learning content that was selected to mirror and support BMW’s existing curricula. Then in 2002, BMW implemented Centra as their live e-learning platform, and this completely altered how learning took place for their employees.

One of the first classroom-based compliance training courses that BMW converted to a live online e-learning approach was the BMW Business Ethics program. Originally, the BMW Business Ethics program was a 90-minute instructor-led program, and a representative from BMW’s Ethics Advisory Council co-facilitated the classroom session with a representative from the Learning and Development Solutions team. Classroom courses worked well for the 350 employees located at BMW of North Americas’s corporate headquarters in New Jersey, but there was still a majority of employees to consider at all other BMW locations throughout the United States. It was not the best use of time and money to send two instructors to all locations to deliver training. In addition, the logistical challenge of conducting instructor-led sessions would take more time than was available to meet the deadline of training all employees within one year. With these factors in mind, learning leaders decided the solution was to convert the BMW Business Ethics course to a live online e-learning program.

How Was the Program Aligned with the Business?

In converting the Business Ethics course to a live e-learning experience, BMW wanted to ensure that the course remained aligned with the company’s four core values. These core values are:

Generate a culture of trust in the organization

Provide orientation and direction

Promote cooperation, teamwork, working with others, and working across borders and functional groups

Realize responsibility

In addition, as reputation is a high priority business issue for BMW, it was imperative for the course to focus on employees making the right decisions within the company. Victoria Macdonald, training manager for BMW’s Learning and Development Solutions group says, “[In the course] we talk about loss not just from a monetary standpoint, but loss in terms of reputation. [BMW] has an absolute sterling reputation, and we want to maintain that reputation.”

Key Business Drivers

Uphold BMW’s core values: trust, orientation, teamwork, and responsibility

Maintain BMW’s sterling reputation

Develop an understanding of BMW of North America’s internal code of conduct

How Was the Program Designed?

The BMW Business Ethics course is designed as a live e-learning program. The course materials used in the original instructor-led session were outsourced to an external vendor who repurposed the course for delivery as a live e-learning event.

Using the live e-learning platform tool, online facilitators present real-life scenarios and conduct online breakout sessions to engage learners. The course includes:

Guidance for acceptable professional behavior

A model to make ethical decisions

Examples of ethical dilemmas

Suggestions for how to integrate business ethics in everyday work life

Details about employees’ roles in the Ethics Now Model

An explanation of the BMW Code of Conduct

Three facilitators conduct each live e-learning session. The first facilitator is an external consultant, who focuses mainly on the technical aspects of the course delivery during the session, the second is a representative of the Learning and Development Solutions organization, and the third facilitator is a representative of the Ethics Advisory Council.

Each employee attends a live e-learning session from a computer at his or her workplace. Because it takes some time for all participants to log on to the system, those learners who are ready and waiting for the session to begin are instructed to use the whiteboard tool to share what business ethics means to them. This makes excellent use of the learners’ time and allows for interactivity right from the start of the course.

An example of a scenario discussed in a breakout session is how failure to follow corporate procedures could negatively affect the company. By using a breakout session format, learners can interact, comment, and receive feedback on topics in real time.

An assessment, designed in a survey-style format and presented in segments, is also included with the course. Learners complete the assessment during their online session.

Media and Tools

Live audio, application sharing, and custom developed content

Real-time Web collaboration sessions, presented using Centra’s live online e-learning tool

How Was the Program Deployed?

For the initial rollout, the BMW Business Ethics course was announced to staff via e-mail. Employees signed up for the class through the learning management system. First-time users attending a live e-learning session receive an e-learning kit, which helps transition learners from a classroom model to an e-learning model. Using the e-learning kit, employees can prepare for the course and learn more about other online learning opportunities. Kits include: headphones for the session, directions for accessing the course, a yellow tape sign that says “training in progress,” a learning contract for the employee and his or her manager, and candy. The learning contract is an agreement stating that the online courses support the-learning objectives established for the year and that interruptions should be kept to a minimum while attending an online session.

Marketing Approach

BMW Business Ethics is a mandatory course.

The learning management system provides class and date information and also facilitates registration.

E-mail reminders are sent on a regular basis.

Each person receives an e-learning kit.

Employees receive training credits.

If the BMW Business Ethics course is the first exposure of the employee to the live e-learning tool, he or she took a 15-minute online preparation class that covered basic navigation of the tool.

As a follow-up measure to ensure that all employees complete the BMW Business Ethics course, e-mail reminders are sent via the learning management system to those who have not enrolled in a session. In addition, the course was recorded, so that new hires and employees who are unable to attend a live session can access the course to complete their training.

What Was the Business Impact of the Program?

Before 1999, few employees at BMW North America had experienced e-learning. As of 2002, almost 20 percent of the employee population completed an asynchronous course, and over 85 percent completed a live e-learning course. BMW believes that this number will certainly continue to grow. During the first 11 months of the BMW Business Ethics course, an incredible 83 percent of the target attendance goal was met.

Implementing an e-learning solution has changed the way employees learn at BMW. Employees are accepting the new technology and taking other business-related online courses purchased from an external vendor.

Learner Perspectives

"I have to tell you, it was a wonderful way to take the training…

I felt I was right there with everyone in the class… I really appreciate the opportunity to be able to attend classes this way. Thank you."

"What a wonderful way to learn! I do not know what I was so unnerved about. Thanks for all your help."

“I like technology and think it is a wonderful facility for learning."

Summary

Purpose: Compliance training at BMW of North America cultivates professionalism and reinforces the premium level of quality expected within the BMW workplace. The BMW Business Ethics course provides training to all 1,300 employees located throughout the United States so that they will:

Understand the BMW Code of Conduct

Use the Ethics Now Model to resolve ethical concerns

Realize what constitutes acceptable professional behavior and what does not

Recognize BMW’s core values

Program Structure: A 90-minute live synchronous session, which includes:

Breakout sessions and real-life scenarios conducted by three facilitators

Assessments, which are presented in segments and discussed in detail

Number of Learning Hours per Learner: 90 minutes

Total Number of Hours of Learning in the Program: 90 minutes

Number of Learners: 1,300

Completion Requirements:

Learners must complete the BMW Business Ethics course within one year from program initiation

Media and Tools:

Live audio, application sharing, and custom developed content

Real-time Web collaboration sessions, presented using Centra’s live e-learning platform

Deployment Mechanism: Deployed on an ongoing basis though BMW’s learning management system, THINQ. Marketing approaches include:

E-mail sent to all employees at time of launch

Reminder e-mails sent if employees have not enrolled in the course

Recorded version available for review and for new hires

Lessons Learned

Implement e-learning in small steps.

Get to know your IT manager.

Partner with a consulting firm that specializes in implementing learning technologies.

Network with other professionals in the learning industry.

Attend professional meetings to learn more about what other learning organizations and vendors are doing in the industry.

Participate in professional organizations because they provide many benefits, such as technical skills and best practices needed to implement e-learning.

Recognize that the role of training director has shifted to include skills of an IT director. Training directors now must be knowledgeable about implementing learning technology within their organization.