A Total Enterprise Business Simulation for Sales Staff SIG workshop on games, simulations and virtual worlds 15 th April 2011

Context & Purpose Classroom use of a business simulation with a group of Schneider Electric sales staff in the USA. Schneider Electric is the world’s power and control specialist. American division sells via electrical distributors Simulation involved running an Electrical Distributor (the business run by their clients). To improve sales engineers “Business to Business” knowledge Replicate a Schneider Distributor In company rather than academic use – Andragogy rather than Pedagogy

Practical Issues & Concerns Be run by Schneider staff – would they have the requisite business and training knowledge? Active Learning – necessary for andragogic learners and engaging sales staff is particularly difficult. Last no more than a day – possible cognitive overload. Existing business simulation provided a foundation but would require significant customisation and already lasted a day. Electrical Distributors have low margins and are difficult businesses to manage – possible problems with affection.

What was done (software) Radical Customisation involved: –Increasing number of Decisions by 67% –Simulation Model increased by 46% –Number of Parameters increased by 63% –Number of Reports increased by 55% Decisions & Issues introduced progressively Decisions Simulation Model Results Parameters

What was done (development work) Software development & testing (UK) Piloting (USA) –stress test, check cognitive load, familiarise trainers. Post Pilot Review & Train the Trainer (USA) –check learning focus, calibration & tutor support Shadow live run(s) (USA) –ensure tutoring & final tuning

Client Feedback Recalibration ensured the simulation was real world Continuous introduction of new ideas kept everyone interested Training by Schneider employees was more about local market knowledge than cost. Each decision needed to be accounted for by another to maximize impact. Schneider has been trying to teach thinking through the process for years – this class helped them understand.

Evidence Kirkpatrick Level 1 (reaction learners & client) –learning (knowledge or wisdom)? –learning investment issues –experienced business people Viral Spread –beyond sales to marketing & all regional staff Usage –began in 2004, still in use 2010

Implications Reality, Simplification & Stylisation –focus on learning, cognitive load, duration & engagement Customisation vs. design from scratch –one fifth time and cost Tutor Support –Information to help manage & ensure learning Embedding the Simulation –whole experience, tutor skills, knowledge & experience

Jeremy J. S. B. Hall Churchill Fellow, FRSA Website: Latest book: Corporate Cartooning – the art, science and craft of computer business simulation design - free download from

SAGSET Conference successful simulations and technology enhanced learning The 2011 conference of the Society for the Advancement of Games and Simulations in Education and Training will be held at Derby University 20 th to 21 st July See