Reference no: EM133143037
MANAGING PEOPLE
Learning through Gaming at GameStop
GameStop, a retailer of new and used video games, consumer electronics, and wireless services, has over 53,000 employees in more than 5,800 locations worldwide. GameStop customers can get games there that aren't available anywhere else, and the company allows customers to buy, sell, or trade old games and electronics, unlike many of its competitors. GameStop serves a variety of customers, from five year olds and their parents who are looking for Nintendo games, to adult gamers who want to buy the latest gaming equipment. Most GameStop employees (called game-associates) hold part-time, entry-level jobs that require them to work several shifts during the week. Most new employees who join GameStop are expert gamers, have expertise about the technology and trends influencing the gaming market, and were loyal customers themselves. GameStop believes the gaming experience and gaming passion of its employees differentiate it from big-box retailers that also sell games.
Training is especially important for GameStop because of the business realities of normal turnover and seasonal hiring. Game-associates often leave for other jobs or opportunities such as going back to school. During the holiday season, the company hires and needs to train up to 25,000 temporary employees. Although only approximately 15% of these temporary employees become full-time employees, even if they never work for GameStop again, they are still potential customers. Training helps ensure new employees provide consistent customer service, which translates into satisfied customers and return business. As a result, GameStop's training doesn't focus on teaching employees about video games but instead emphasizes how to interact with customers and understand their gaming needs. Also, the training helps employees become ambassadors for the company by sharing their knowledge and passion for gaming with customers.
The Level Up program is an online game-based training program that enables employees to complete training on their own time and at their own pace, scoring points and earning badges based on achieving different skills and advancing to the next level. Learning missions require trainees to read documents, watch videos, and take quizzes. No mission is longer than 30 minutes. Training content varies based on the employees' needs, allows them to log in and out of training at any time, and allows them to skip content they already know. As they earn complete levels, the next level of learning is unlocked, giving them access to new badges and learning missions. In addition to preparing new game-associates, the Level Up program provides training for more experienced game associates who may be more interested in a retail career and want to gain the knowledge and skills necessary to become assistant managers and store managers. To support online learning, all managers complete a train-the-trainer program designed to help them mentor and coach all employees, but especially seasonal hires. Managers learn how to explain the customer service process, create opportunities for new hires to "shadow" them, and provide feedback when trainees make mistakes.
The results for Level Up have been positive. Customer surveys show high levels of satisfaction, employees feel prepared to do their jobs, and managers like having the ability to easily track employees' training progress.
QUESTIONS
1. Does Level Up support GameStop's business? Explain.
2. Do you think that online game-based learning like Level Up needs to be supplemented with some type of face-to-face training or coaching? Why or why not?
3. What features of game-based learning such as Level Up contribute to its effectiveness as a training method? Explain why.