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Case 1:The Iams Company
Company Facts and Figures
Industry: Consumer Products
Scope of Services and Products: Produces and sells premium dog and cat food and pet care products
Estimated Number of Employees: 2,500
Year e-Learning Introduced: 1994
Offices and Locations: 17 office locations worldwide
Estimated 2002 Revenues: US$1.2 billion
Web Site: www.iamsco.com
Introduction
To build upon their tradition of attaining business success through developing people, The Iams Company identified a need to educate their employees, consumers, and business partners (such as distributors, retailers, veterinarians, and breeders) about the importance of dog and cat nutrition. As a result, The Iams Company established Iams University and also designed a three- phase Applied Nutritional Science program that today incorporates both live and self-paced e-learning with classroom learning. Phase 1, a requirement for all professionals at Iams, has three self-paced, e-learning modules covering dog and cat nutrition, label reading, and product knowledge (see Figure 16-1). It is an expansion of the first e-learning project launched at Iams in 1994. Initially, the three courses in this phase were facilitated by Iams’ veterinarians in a classroom environment reaching every employee. Iams University determined that this was not the best use of the veterinarians’ time and enlisted a team of learning experts to design and develop the program that is now in place. The first component, key to educating staff about the nutritional requirements of dogs and cats and the appropriate products to use during a particular stage in the animal’s life, also lays the groundwork for the instructor-led classroom session in Phase 2 of this blended learning program.
Figure 16-1: Phase 1-Foundations in Nutrition Module
The Phase 2 instructor-led classroom learning was planned with the sales force in mind. This second phase builds on the three self-paced prerequisite modules in Phase 1 and moves the sales force to the next level of nutritional knowledge and application. Conducted by Iams veterinarians and research nutritionists, the content in these sessions is driven by market trends. This classroom phase, conducted twice annually, is generally two hours in length and focuses on applied nutrition and also how to use this knowledge during sales calls. Recognizing that each person has a different level of understanding, Iams is currently working to establish a baseline level in Phase 1 that would equalize participants’ learning in preparation for Phase 2.
Why e-Learning?
The Iams Company selected an e-learning approach to:
Formalize their education process
Eliminate stand-up instruction for employees company-wide
Give Iams’ veterinarians more time for field calls
Train a distributed audience of learners
Reduce training time
Enable sales force to stay in the field
Reduce travel costs associated with training
Live online learning sessions are another component of Phase 2. Course content is specific to trends in the market place, new product launches, nutritional advances, and research relevant to existing products. These monthly sessions, delivered through a live e-learning platform tool by veterinarians, scientists, and senior sales and marketing persons within the organization, are available company wide and are typically 1.5 hours in duration. A sub-set of Phase 2 is a self-paced module targeted specifically toward the Veterinary Sales team and focuses on disease management. Delivered as self-paced learning via CD-ROM, this module helps sales teams understand how veterinarians diagnose and medically treat specific diseases or conditions. Also included are how these diseases or conditions can be nutritionally managed and which Iams products have been formulated to meet the nutritional needs of the animal impacted by the disease or condition. The disease management module includes 18 diseases or conditions and takes learners an average of 20 minutes per disease to complete.Phase is self-paced e-learning that reaches beyond the sales group to the customers and consumers who buy Iams’ products. This phase mirrors the courses in Phase 1; however, slight modifications have been made to meet stringent regulatory requirements. Iams University provides direct Internet access to this external group, and these courses have been well received.
Before The Iams Company’s Applied Nutritional Science program was introduced, much of the nutritional education at Iams was informal or on-the-fly, with an end goal of teaching as much as possible, whenever possible. For all Iams’ efforts, it was still difficult to achieve, or sometimes even recognize, this goal. The Applied Nutritional Science program helped Iams formalize their education process. Employees now have a starting point, and there are checkpoints along the way to meet educational requirements and professional expectations.
How Was the Program Aligned with the Business?
The Iams Company’s Applied Nutritional Science program is an integral part of the firm’s strategic plan of moving from the category of mere dog and cat food to nutritional healthcare for pets—unyielding in their conviction that nutrition makes a difference. Iams is passionate about dog and cat nutrition and in their commitment to educate employees, customers, and consumers about the benefits of their products.The Iams Company believes that if people are not thinking about how nutrition can make a difference in their pet, they will not spend money on the premium products Iams produces. To be successful in selling Iams’ products, it not only requires that all Iams’ employees understand the importance of nutrition, it is equally important that Iams educates the consumers and professional influencers.The Applied Nutritional Science program supports Iams’ corporate strategy to build and leverage organizational and operational excellence. By association, each employee is viewed by the general public as a dog or cat expert—a sales person. Iams feels strongly about professional development and education both inside and outside of the organization. Participation in this program enables an Iams employee, when asked, to make recommendations about pet care and nutrition.
Key Business Drivers
Create a sales force knowledge base about nutrition
Maintain passion about dog and cat nutrition with a continuing commitment to educate employees, customers, and consumers about the benefits of The Iams Company’s products
Find the most effective and efficient way to transfer nutritional information to all employees
How Was the Program Designed?
The Iams Company’s AppliedNutritional Science program was designed as a three-phase series using live and self-paced e-learning along with an instructor-led classroom session. Program duration for the Phase 1 self-paced learning is approximately 2.5 hours. Phase 1 is followed by targeted, monthly live e-learning sessions as well as classroom learning that reinforces and expands the concepts taught in the e-learning modules. The third phase of the program rolls out slightly modified versions of the Web-based programs and is directed to Iams’ customers and consumers.
Media and Tools
Macromedia
Authorware
Macromedia
Dreamweaver
Macromedia
Fireworks
Macromedia Flash
HTML
JavaScript
Adobe Photoshop
Centra Symposium
The Applied Nutritional Science program was designed and developed in approximately ten months by a nine-person internal team comprised of the Iams University e-Learning Group, Sales and Marketing College, subject matter experts, and regulatory affairs in collaboration with external vendors.
How Was the Program Deployed?
Courses are available on the company’s intranet (see Figure 16-2) and on CD-ROM. For Phase 1, tracking the user’s progress is immediate if there is a direct connection through the intranet. When a test is completed using the CD-ROM, progress is tracked on the user’s hard drive, then uploaded to the system the next time the user logs in.
Figure 16-2: Example of Iams University Curriculum
Deployment of Applied Nutritional Science program for new hires is through The Iams Company’s formal initial orientation. This program is again introduced during a quarterly orientation for all employees. Managers also reinforce learning goals and expectations with employees and incorporate them into the employee’s development plans. Field sales employees receive notification in their initial packets from Human Resources, and when they receive their laptops they are also given a CD-ROM containing Phase 1 of the Applied Nutritional Science program.
Marketing Approach
Internal communications
Manager-to-employee discussions
What Was the Business Impact of the Program?
With the implementation in Phase 1 of the three self-study courses, Iams has reduced the learning period for each participant from a total of 8 hours instructor-led training to 2.5 hours of self- paced e-learning. Results of pre-and post-testing show that along with reducing the learning period, participants using e-learning have either retained or exceeded the knowledge gained as compared to the previous instructor-led training. e-Learning has eliminated the travel involved to get to a central location for classroom training and also reduced the number of days the sales force is out of the field for the training sessions. This program has also allowed Iams to roll out product information more quickly and to a wider audience.The self-paced, e-learning courses have also given valuable time back to the veterinarians, who were the facilitators of classroom learning. Now they are available to train the sales force in more advanced topics during Phase 2 of the program and educate consumers and the professional influencers with regard to The Iams Company’s products.The Iams Company believes that this program, coupled with others that are in development, has brought to the fore- front that Iams University has the skills to impact efficiencies and the bottom line.
Learner Perspectives
Experienced sales people say that they wish that this program had been available when they started at Iams.
New hires are impressed with the short period of time it takes them to absorb all the information.
Learners are saying that e-learning:
“…helps me feel more knowledgeable and confident…”
“…has increased my credibility…”
“…sessions are quick, concise, and informative…”
Summary
Purpose: Provide employees, consumers, and influencers information on dog and cat nutrition focusing specifically on:
Foundations of nutrition
Label reading
Product knowledge
Program Structure: A blended learning model in three phases:
Phase 1: Self-paced e-learning via Internet or CD-ROM
Phase 2: Instructor-led classroom session and live online sessions that expand on knowledge gained from Phase 1 modules
Phase 3: Self-paced e-learning via the Internet
Number of Learning Hours per Learner: Approximately 15 to 20 hours for each sales person per year. However, market conditions can impact the number of live online sessions in Phase 2.Total Number of Hours of Learning in the Program:
Phase 1: 2.5 hours
Phase 2: 12 to 16 hours per year
Phase 3: Variable
Number of Learners:
Phase 1: 2,500
Phase 2: 300
Phase 3:Worldwide consumer base
Completion Requirements:
Phase 1 required for all employees; Module assessments completed either directly online or from a CD
ROM and results are uploaded when user signs on again to the system
Phase 2 classroom learning required for sales force; Live Web-based sessions available to all employees
Phase available to customers and consumers
Media and Tools:
Macromedia’s Authorware, Flash, Fireworks, and Dreamweaver
HTML
JavaScript
Adobe Photoshop
Centra Symposium
Deployment Mechanism:
CD-ROM
Intranet
Internet
Lessons Learned
Partner with IT from the start to ensure that the technical infrastructure can support the tools selected and the intended rollout plan.
Align all the different initiatives in the beginning of the project and work together for the end result.
Ensure subject matter experts understand their role and the impact on the project if they don’t follow through.
Start with the bigger picture and narrow it to several smaller projects.
Be sure of any external regulatory review processes that might differ from internal review processes that are in place.
Maintain a separation in the design and development processes.
Evaluate functionality and capability of existing systems for tracking and reporting purposes.
