The Banque Populaire des Alpes (BPA) implemented a training program on the digitalization of client relations. The program was set up by Grenoble Ecole de Management and will train 1,000 sales and customer relations managers to better understand the bank's digital transformation.
As a bank integrates digital technology, its customer relations undergo an important evolution. "Exchanging with clients by email and telephone is becoming all the more common. The recent deployment of tablets in our branches has opened the way to new ways of working. Mobile screens that authorize electronic signatures are also becoming available." explains Philippe Morado, in charge of the BPA's project on connected clients. In this context, providing training about the digital transformation of client relations is key to optimize employee sales efficiency.
Improving employee agility
"The training program had a primary objective: To raise employee awareness about the multiple 'contact points' available to interact with clients. This multiplicity requires agility: the ability to have face to face interactions, to converse by telephone, to exchange by email and to use tablets." highlights Philippe Morado.
In addition, Cécile Darmon adds that: "The mix of participants, from branch directors to sales associates, really created a dynamic learning environment." Cécile Darmon is an affiliate teacher at Grenoble Ecole de Management who helped implement the program with Laurent Lesavoir, a Grenoble Ecole de Management researcher and professor specialized in theatrical expression for management practices.
Theater as a way to overcome barriers
In order to understand the transformation taking place within BPA, Cécile Darmon and Laurent Lesavoir immersed themselves in the daily activities of several branches. "We do not simply provide a sales class. The key was to create behavioral training that also integrated the use of digital tools" says Cécile Darmon.
"Training through theatrical exercises is fun. All of the participants become actors of change. And they integrate new practices that help unlock difficult situations. In addition, by using a variety of contact points, we develop the skills to capitalize on new sales opportunities and increase our client services." adds Philippe Morado.
The theater and role playing were the key tools behind this training. Over the course of a two day training session, participants took part in specific exercises and role play situations that were adapted to match each step of the sales process. In order to improves sales interactions, the two consultants worked with employees on various aspects of the theater (how to speak, how to use silence, what posture to use, etc.). The training program began in September 2015 at Grenoble Ecole de Management and will continue until June 2016. The program will include a dozen training sessions.