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CRM Training
Project Trailer
The Problem
The client needed to refresh their CRM training for executives and transition from on-site sessions to a fully digital learning experience. The key concern was losing the impact and engagement of in-person training. The main challenge was recreating a true classroom experience in a digital environment from a knowledge base that was updated very frequently, with limited SME availability.
My Role
I was requested to propose a content strategy that would enable the SME to fully rely on the digital courses to replace the on-site training. I had to modernize the learning experience while making sure the updated knowledge was well applied to the new content format. The client is a Dublin-based unit of a leading global automotive manufacturer, specializing in vehicle sales, after-sales services, and customer support.
I proposed using AI avatar-led video training. Knowing this approach can sometimes feel robotic or unnatural, I first developed a demo to test tone, realism, and engagement. The client responded very positively, which led us to fully commit to the concept.
I designed a decision-making tree model that allowed users to make choices at every step of the learning journey. This ensured continuous engagement without interrupting the natural learning flow or delaying assessments for too long.
The module was structured as an ongoing conversation, using back-and-forth questioning to keep the experience intuitive and human. Every interaction carried consequences: each decision had a clear impact, reinforcing accountability and helping users understand the stakes of their choices.
After the demo was approved, the system was implemented across the full training program. With four distinct AI trainer characters, the final solution delivered a complete digital course capable of fully replacing the original on-site training while preserving its interactive qualities.
