Micro-learning makes the tire industry smarter and more profitable


Doesn’t it seem like our industry is constantly evolving? From new offerings from tire manufacturers to best safety practices, it’s important for everyone in our industry to keep up with these changes to better serve our customers.

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Acquiring this knowledge requires investment. In the past, this investment could have looked like a blockage of several hours or days at a time to train employees in the new tools and solutions introduced to the tire industry and its dealers. But in today’s busier environment than ever, it’s not always possible for store operators or small teams to devote uninterrupted hours to training.

Fortunately, technological advancements have made it easier and more efficient for employees in all areas of our industry to expand their knowledge.

When paired with the right technology, micro-learning can boost business performance through increased employee engagement and customer satisfaction. When done right, micro-learning leads to higher productivity, fewer security issues or incidents, better knowledge retention, and lower turnover.

Increase knowledge two to five minutes at a time

Key aspects of a successful micro-learning implementation are providing your audience with bite-sized, easily digestible nuggets of knowledge when needed, from the convenience of their own devices. .

The Association for Talent Development has found that training sessions lasting two to five minutes, whether it be a chat, discussion, survey or video, are most effective in enriching the learning experience. This gives learners the opportunity to absorb educational content in a different way to reinforce learning. These micro-assessments also allow learners to check their progress towards their training objectives.

Continuous microlearning offers a solution, as it easily integrates into workflows and, in just a few minutes a day, enables employees to learn without feeling pressured or overloaded.

Deploying micro-learning to thousands of learners or adding courses and modules is efficient and cost effective than other conventional e-learning or instructor-led training options.

Microlearning Gaining Ground Amid COVID-19

A recent report from Mordor Intelligence shows that microlearning has grown exponentially over the past two years, with the COVID-19 pandemic serving as a catalyst. In fact, the microlearning market is expected to continue growing at a compound annual rate of 12.1%, from $ 1.27 billion in 2018 to $ 3.18 billion by 2026.

The accelerated growth of microlearning has been made possible by an increase in the number of smartphones and mobile devices that have directly created a vast gamification base in the microlearning market. Gamification systems are proving effective in inducing innovation, productivity and engagement.

The effectiveness of microlearning is evident in our industry. We will see the micro-learning model continue to develop as more companies adopt these practices to develop and retrain their employees while preparing for the future.

Micro-learning benefits the tire industry

Micro-learning modules can be customized to suit the needs of the business and team members, where participants can learn through their own experiences and at their own pace. Built on artificial intelligence and machine learning, these platforms know what each employee needs to learn and how. The content progresses with the business associates.

Through the platform, employees are exposed to detailed product, sales and leadership information, all in a consistent, easy-to-consume format. When a participant begins training, a personalized algorithm is developed based on the number of correct answers from that individual and the pace of responses. The following lessons are then based on the individual performance of the previous training.

For example, in a tire store scenario, if a technician is just starting their career, the content would be very specific and slow. However, for a mastered technician, the platform’s algorithm would bring it to more advanced levels of content at a faster pace.

Users can access this content from a phone, computer or tablet at any time of the day, whether on site or at home. The three to five minute classes allow technicians to continue working on cars and salespeople to continue selling tires.

These programs also serve as an effective communication platform. Business owners can easily notify employees of changes or recalls and rest assured that everyone will be well informed with just a few clicks.

Real-time analytical dashboards allow business owners to see the level of training and activity of the entire store, including down to individual employee level.

With this insight and analysis, owners can see if their entire team or an individual is struggling with a topic.

The first successes of microlearning

We have seen growth in knowledge translate into growth in service tickets and sales across our organization and in our dealer stores. More and more services like brake fluid flushes are recommended as technicians become more in-depth and confident in their inspections, while some service technicians have even used the platform to earn their ASE certification.

As the tire industry continues to evolve, so will our platform. New questions and sessions are added as often as new tires are released, new safety bulletins are issued and new business goals are pursued.

Ultimately, micro-learning will be the backbone of a successful, digitally connected ecosystem that will help build knowledge, foster lifelong learning, fuel constant curiosity, and unleash resilience and agility. a workforce.

The culture of the future is here now, and microlearning can take your team into the future.

ATD’s micro-learning platform increases revenue

For American Tire Distributors, even in the face of the COVID-19 pandemic in 2020, the company claims it has been able to increase its revenue.

ATD says her success can be directly attributed to the power and knowledge of its sales force, which has been exposed to microlearning since 2017. When ATD introduced its microlearning platform, it had a core knowledge score of 62%. Today, the current scores stand at 86%, representing a 39% growth in knowledge. In just three years, its salespeople have become more knowledgeable about new tools and solutions that can help customers and help them run successful businesses, adds ATD.


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