PSA Group

 
Lean Management and customer satisfaction

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  Context

The PSA Group, owner of the Peugeot, Citroën, DS, Opel and Vauxhall car brands, has implemented the Excellence method in order to improve the company’s performance in the long term. For the group, this improvement is achieved first and foremost by developing the skills of its employees, by meeting the challenges of appropriating and anchoring the best practices to be applied at the sales’ point, and then by simplifying and streamlining the processes.

The Excellence method is therefore based on the Lean Management approach and the Group’s Quality approach in order to guarantee that employees, who are autonomous and involved in common objectives, have better control and improve their activities.

  Need

Face-to-face training within the group is of great interest in order to anchor the good practices of the Excellence method among the employees. Previously, it was provided in the form of on-site coaching sessions by local trainers in the countries. However, it can reach certain limits for a large international group like PSA, which needs to train learners regularly all over the world. In this context, digital training appears to be essential in order to address all employees, engage them and reproduce as closely as possible the situations they will face.

At PSA, the role of the Zone Managers is essential to animate the points of sale and develop their performance, particularly in terms of customer satisfaction. They must have a perfect understanding of the methods recommended by the Group and their good practices. This is why the group needs a digital training course in the EXCELLENCE method that focuses on all the operational skills required for a Zone Manager, while providing participants with a personalised experience.

Solution

Serious Factory responded to this need with the design of a realistic two-part training simulation to work on the key skills of the Zone Manager:

  Verification of compliance with standards (VRS).

  Problem solving method (MRP).

In this module, the innovation is based on the principle of a “coach” in Digital Learning. The learner plays the role of Luke, a Zone Manager of a point of sale, and coaches his interlocutors on the method through immersive, gamified and realistic scenarios. The objective is to confront him with frequent or rare situations to help him manage them effectively. Learning by trial and error and regular feedback gives learners a good level of confidence and mastery and as they progress, they become more effective in customer satisfaction, management and operational processes.

The deployment of the experience is done in all countries at the same time on a smartphone and does not require any additional logistics.

  Benefits and results

The PSA Group opted for the LXP VTS Perform to obtain statistical feedback from the simulation once deployed. Indeed, VTS Perform enables the group’s trainers to obtain rich and exploitable statistical feedback for each of the two parts of the experiment and its scenarios. A large-scale deployment was successfully carried out, facilitated by the Virtual Training Suite software solution, which makes it easy to add local languages with synthesised voices, and to monitor the progress of skills acquisition.

The trained employees were thus able to be put in a situation to assimilate the method in an operational way and to anchor the right behaviours, which would not have been possible with traditional e-learning. Also, the digitalization and the gamified pedagogy of the scenario made it possible to strongly increase the rate of engagement and completion (more than 50% in 6 months!). The format also made it possible to deploy the training simulation among importers and to reach other complementary populations.

  Quelques chiffres

62%

participation rate.

68 minutes

total duration of the module.

905 hours

of cumulative time

"At PSA, the role of the Zone Managers is essential to animate the points of sale and develop their performance, especially in customer satisfaction. With the Serious Game pedagogy, the Zone Manager is put in an operational situation to support his points of sale. By playing immersive scenarios, he learns the method and how to deploy it at the point of sale. We have chosen to deploy it on a smartphone, which means that it can be done in all countries at the same time. This new pedagogy has increased the number of training achievements by more than 50% in just 6 months!"

Laurence PICHENOT
Head of the PSA Group's Zone Manager training programme
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