Learn! for Daimler

The Challenge

At Daimler suppliers play a central role in the timely delivery of high quality products such as Mercedes Benz cars or trucks. Over the last years the global automotive manufacturer has increasingly recognized the fact that their suppliers play a central role in the company’s value chain. Hence, Daimler has started to manage its relationship to its suppliers at same quality as it does with its partners at the sales channels. Relationship management requires effective communication, in fact not only communication, but also learning.

In fact automotive manufacturer’s suppliers have quite a learning agenda to follow-up before they become fully empowered for effectively operating the internet-based supply chain management software that takes a key position in the buying process of Daimler. For Daimler convey the tool know-how to responsible person at the supplier site is of critical importance, since operating failures trigger costly escalation and emergency procedures. In order to satisfy this learning need Daimler used to held classroom-based courses in the German and English language requiring its suppliers to fly in for day or two in order to learn about the tool. The chosen learning format had a number of drawbacks:

• The lack of flexibility of the learning offering increased the time-to-competence. The logistics expert at the supplier either had to wait for the next course available in his the desired language or was required to operate the tool without being properly trained.
• The transportation effort was an additional effort and cost factor for the supplier that Daimler was interested in reducing
• The classroom-based courses lacked a personalized approach. Learners were not able to choose their own learning path and speed.
• For Daimler it was a quite challenge to keep track with information on whether a supplier’s personnel has been trained or still needs to receive training. The problem increased when new releases of the supply chain management software required a more detailed book keeping of the learning activities.

Learning Innovation

As a consequence of the above mentioned challenges Daimler suppliers management unit decided to switch to e-learning. Hereby its suppliers would be able to learn at anytime, anywhere.

After an evaluation phase Knowledge Markets was selected as partner for this project. KM set up a scaleable learning portal based on OpenACS and DotLRN technology that allows Daimler suppliers to register for online courses and earn certificates that document their competence in handling one or several modules of the supply chain management software.

The technology’s flexibility was a particular asset in this project. Daimler had very particular requirements with respect to the registration process. Also the learning deliver needed to be adapted to the very specific demands of a leading car manufacturer dealing with a user base that can basically come from everywhere in the world. However, most importantly Daimler required a very powerful reporting and analysis component that allows them to keep track on the learning delivered to their various customers. The flexible learning portal ensures Daimler a dynamic learning environment, primed to the future defiance of knowledge management.

As a result of the flexible architecture of our application framework we were able to incorporate the special needs of our customer and offer a customized solution. Especially the aligned user and certificate administration of the system allows Daimler a transparent overview and evaluation of the learning progress. Only due to the adaptability of the software framework, KM was able to fully serve its clients needs.

Since the start of the project KM is not only responsible for designing, implementing, and deploying the technical infrastructure, but also for assisting Daimler in organizing and passing on the most precious and short commodity of an economy that stands in an increasing stress of competition (knowledge). With the consultancy of KM in all ranks, ranging from the didactic concept for online courses, content creation and editing, to the learning design and technical implementation, Daimler managed to be keep pace with rapid changes in their supplier’s learning needs.

An online course originates from a didactical concept based on the following elements:

• motivation: informs about the relevance of the course
• learn: conveys the relevant information in a structured form
• practice: includes interactive exercises and feedback
• verify: provides a final test with certificate

The contents of the trainings are logically structured in chapters and content pages, whereas in addition to text, symbols and charts, as well as demonstration films are used to impart the knowledge (motivation and learn). Each chapter is complemented by a number of exercises, which reinforce the learned knowledge and serve as a preparation for the final exam (practice). After passing the final exam (verify) the platform generates a digital certificate, which is at the disposal of both the learner and Daimler, and is as well evidence of the successful            acquisition of knowledge.

Additionally the learning platform provides an optimal environment for the learner for their individual access to knowledge: placing of bookmarks, opportunity of inserting individual notes or suggestions for improvement as well as search function, faqs and a download area increase the willingness to learn and facilitate the access to digital knowledge adoption.

Results

• statements praising the flexibility (Drach, Riehl, Ostertag)
• reasons why we were selected (Marianne Hornung)
• usage: courses, trained
• web site traffic advertising value (brand recognition)
• evaluation (bildungscontrolling study)

Screenshots