Digital learning is not just about training

Digital Learning, a multifaceted tool for communication

While digital learning offers a multitude of formats and supports, the purpose is always the same: to transmit.

Transmit knowledge, technique, idea or even vision, taking advantage of the natural advantages of digital technology:

• The ability to transmit messages, even complex ones, adapting in real time to the learner. And those thanks to interactive tools and the possibility of adding a playful dimension through «gamification».
• The ability to customize content for different targets in the company and to overcome the constraints of physical distance.
• The use of multimedia content and learning technologies that promote memorization.

The many applications of Digital Learning

Thanks to its many strengths, Digital Learning is used in a variety of ways within the company.

Digital Learning for training, naturally

Of course, e-learning was initially introduced to the company in order to boost training and simplify its dissemination among employees, even those spread across many sites.

Internal communication support and HR tool

Digital Learning is also the ideal tool to share company values and culture, for example when integrating a new employee. It can also be useful for raising awareness of a cause. For example, awareness of disability, which can be presented through an online “role-play” program.

HR teams also use its pedagogical virtues to explain new procedures to employees. For example, whether it is the withholding tax or the impact of new regulations on their work (GDPR...).

Marketing and Commercial Tool

Digital learning can become a preferred tool for marketing or sales teams. To train the sales teams with real-life situations (serious games) or even, made available in stores, help customers take a new product into their hands.

External communication support

External communication teams can use e-learning tools to enhance the company’s value. Communicate on an innovative technique (through an interactive tutorial for example) or offer useful content to its audiences. Some companies offer MOOCs for the general public, based on their areas of expertise.

At L'Occitane, Digital Learning is the heart of business

*** Among the leaders** in the natural cosmetics market, L'Occitane Group is a good example of these companies that know how to use Digital Learning in many areas. The Group, which manufactures and markets its products in more than 3,000 sales outlets worldwide. It has been using e-learning modules in its points of sale and distributors for the past two years, reaching almost 9,000 people. Claudia Furtado, International Digital Learning Manager of the L'Occitane group. “We offer product training, internal sales techniques and our retail operations such as merchandising or loyalty program. In total, some 50 training courses, based on 100 modules, were developed and then deployed in 40 countries (25 subsidiaries and 15 distributors). Each country is invited to take ownership, translate and adapt them.

Digital Learning is not just about training

Thanks to these modules, all L'Occitane consultants communicate with their clients in the same way, reinforcing shared values.

L'Occitane also used ITycom to create more graphic, immersive and interactive content. Focused on the customer experience and the sales team posture. “Learners are placed in specific situations and earn “empathy” and sales technique points based on their responses... The salespeople are then invited to test the concepts they have learned with their relatives or customers, and then to share their experience,” explains Claudia Furtado.

With connection and completion rates reaching an impressive 90%, L'Occitane has already come a long way. But the company still has many projects of Digital Learning, to improve the commercial efficiency of its teams. On the agenda this year: mobile learning to gain in mobility and customized courses to adapt to learners and local specificities.

Digital Learning has become a key tool for in-company training in recent years. Flexibility of the digital format, ease of customization, richness of content, innovative teaching techniques... All these assets quickly convinced companies to use digital learning in other areas than training. HR tool, internal and external communication support, instrument to serve sales teams... e-learning now serves many issues. The proof by example, with the L'Occitane group.