Project Description

This page showcases the overview of the entry of a 2015 Peer Awards for Excellence finalist, which was judged at conference.

Interested in this year’s Peer Awards?
FINALIST: Thomson Reuters
Entry Title: Customer Administration Learning Passport: A Campaign-Based Approach
Talk Title: Driving Learner Engagement
Category: Employee Engagement (People & Performance)
Financial Services
Customer Administration (CA) at Thomson Reuters deals with order processing, billing, customer contracts and cash collections. When CA Academy was established, training had little structure or relevance to company goals and was seen as stale and marginal. Our challenge has been to create a pull for CA Academy offerings – to encourage learner and business engagement.

The CA Learning Passport highlights priorities and engages learners used to a clunky corporate Learning Management System. Via the Passport, CA staff now build skills, demonstrate competence and gain Passport stamps for targeted modules. We have adopted a learning campaign approach around key modules.



Neale Houlden, Head of Process Improvement, says: “CA Academy has brought a new dimension to training to make the learning stick. The Passport packages this into a nice inventory of skills.”

In our Credit Management Challenge (online gaming), 85% of staff were engaged.
We have also impacted business results. Our MyAccountaBILLity campaign (launched to reduce customer billing issues) started as a Passport learning campaign and is now the accepted label for all effort around the resolution of billing issues within 30 days. The number of billing queries over 30 days reduced from several hundred to single figures.



For most campaigns, learners and managers are given practical branded takeaways (e.g. pens, mugs). These giveaways encourage senior leaders to ask “What’s this all about?”. We also encourage fun and competition. Here are two examples.

For the launch of the Passport, we created a board game to reinforce concepts about the Passport as well as encourage competition on questions about CA priorities and resources.

For the Credit Management Challenge, we collaborated with an external partner, Jollydeck, on a month-long game-based campaign involving a countdown, avatars, short rounds of online quizzing and the opportunity to rise up a leaderboard.



What’s our advice for other L&D teams?

• Create a brand for your learning. Make your learning and the team visible and memorable.

• Communications are key. What’s the point of great learning for your benefit only? Generate interest and excitement. Think of each learning project as a learning campaign.

• Get your learning embedded in the business. Intertwine your roots. Even the Head of Customer Admin adopted our MyAccountabILLity logo in his email signature.

• If you like fun, competition, novelty and freebies, your learners will be similar. A department called Customer Administration Academy doesn’t need to be dull!