"Call-center training: the Integra Trading case study"


For Integra Trading, imaginary realised a training product which makes use of Serious Games. The simulation of the working environment that the tool offers, and its implementation with a large number of people are two of the main reasons why the customer found imaginary’s solution innovative and successful. The aim of the programme was to train call-center personnel, in particular developing and improving the ability to modulate and modify their behaviour depending on the interlocutor, the context, and the aim of the interaction, and paying special attention to the management of objections.

 
The training course was delivered as blended-learning: a first introductory meeting with a communications expert from imaginary was followed by the presentation of three non-branching stories of increasing difficulty. At the subsequent follow-up session, a branching story Serious Game was presented, in which the telephone conversation was constructed on the basis of choices made by the player in function of the proposed scenario that the player him/herself also helped to determine.

The advantages of such an approach can be summarised as follows:

  • the increasing difficulty of the Serious Games proposed helped individual operators to become aware gradually of the different types of objection;
  • the training sessions were modelled in itinere, taking account of work-loads and calibrating as skills grew;
  • the follow-up sessions with imaginary’s communication experts were greatly appreciated by operators, as they were seen as significant opportunities to compare experience on the immediateness and applicability of the strategies in identifying and managing objections.

The project was undertaken in collaboration with E.M.&M.
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