Using video to communicate important information and increase engagement with L&D
As part of a drive to educate employees all over the world in offering excellent service every time, the Operations team at Costa wanted to develop a series of training videos.
This was a project of two parts. Firstly, the team had recently developed a new online training platform known as Costa Way. They wanted to create an engaging explainer video that would introduce this system in a simple and engaging way.
Following on from this, Costa wanted to create a number of video productions to be uploaded onto the new platform as training material that demonstrated best practice in-store.
Step 1 – Launch with animation
Costa wanted to communicate the Costa in a Box message in a positive way to their teams all over the globe. It was important that their colleagues bought into the new platform, felt empowered to embrace the change and encouraged to make the most of what Costa in a Box has to offer.
We produced a complex animation, which told the story of Costa in a Box, explaining what this business change was all about and why it was happening. The video also demonstrated some of the key features of Costa in a Box, to help users get a basic understanding of what the platform does. The piece was successful in meeting the objective of both exciting the colleagues and encouraging them to take on the new platform with both hands!
Step 2 – Video content for the platform
VPI assisted Costa in producing a series of training films to populate the platform with relevant and engaging learning resources. Here are two key examples:
The Customer Journey
One of the key messages Costa wanted to push was that good customer service and a well-presented store leads to a better customer journey and a higher value sale per customer.
We created a unique point-of-view film that brought the customer journey to life through the eyes of the customer. The video starts by documenting how a store shouldn’t be presented (messy cabinets, not being served quickly, limited interaction from staff). It demonstrates how value can be lost as a result of poor store management. A number of set up scenarios are used to visualise things that negatively impact the buyers’ decision making.
The film then moves on to repeat the customer journey, but with the store being perfectly set up and staff offering the best experience possible. Added graphics are used to keep track of the impact on the monetary value of that customer.
Day in the life
Another video that our clients wanted to create for Costa in a Box was a video that outlines a typical day in the life of a store manager. It was important that the video showed practical tasks that are a part of store managers routines. In addition, the video needed to capture the characteristics and enthusiasm that store managers should exhibit.
To create the training video, VPI interviewed one of Costa’s store managers at a UK store. We probed where appropriate and moderated the interview to make sure we had footage which 1) outline daily routines, and 2) showed the managers enthusiasm and passion for his work. We then filmed b-roll and cutaway shots that show practical tasks and procedures in-action. This included actions like end of day check-ins, colleague development and checking the store floor.
The end result was a video which gives key information about the practicalities of the job, whilst maintaining an engaging tone and presenting the role as fast-paced and exciting.
