Lyra Components is a car parts manufacturer and distributor who produces bespoke performance parts for some of the top auto brands and for freight vehicles, motorbikes, armed forces vehicles and other sectors.
The high volume of parts produced, and the nature of some of their customers meant specifications could change on a regular basis. This meant they needed the staff of their retail partners to maintain their product knowledge to ensure parts sold or fitted to vehicles were always correct.
To support and build their retail partner relationships, Lyra offered staff training for new recruits free of charge which took place remotely via webinar.
While attendance of the initial training sessions was high and seemed to be appreciated by their retail partners, take up of ongoing training and change bulletins were extremely low. Staff were expected to read through specification sheets and fitting guides before taking quizzes and tests. On average, each module, which covers between 3 – 5 products, can take over 20 minutes. Change bulletins were created to inform retail staff of changes to part specifications.
As top-up training take up is low, Lyra were having issues with incorrect parts being fitted or parts being fitted incorrectly. Customer satisfaction was dropping and Lyra’s retail partners were struggling to consume all the information they were receiving.
The staff within Lyra’s retail partner network fitted into three main categories:
In search of employee motivation techniques which would work, focus groups and retail branch drop-ins were undertaken across 32% of the audience to gather full feedback and idea suggestions. The main points raised were:
Following on from these sessions, the agency worked with a small group of retail partner staff to create a new bulletin format that would allow Lyra to communicate changes to parts by highlighting key information, recalls, or fitting instructions by colour coding information, while removing information that is not a change.
These documents reduced content by 50% which made them significantly easier to follow.
Additionally, an app was created that housed two main functionalities:
See more Usage Models below:
*for illustrative purposes only