Improving Sales Performance Through Gamification

Brian Knudson, Founder and Co-Owner, NogginLabs
Jenny Roof, Field Digital Learning and Program Design Manager, maurices

Host: Rachel Cooke, Chief Operating Officer, Brandon Hall Group

Together maurices, a women’s specialty clothing retailer, and NogginLabs partnered to develop an innovative way to engage and train the sales and services teams through gamification. They were recipients of Brandon Hall Group Excellence Awards for Best Use of Mobile Learning (Gold) and Best Use of Games and Simulations for Learning (Silver) in 2016. shutterstock_378281839

In this podcast, I talk with Brian Knudson, founder, and co-owner at NogginLabs, and Jenny Roof, field digital learning and program design manager at maurices, about how they developed a highly innovative gamification learning solution for the sales and services teams in an environment that has never even used eLearning. Not only did they implement a new form of learning, but they transformed maurices’ approach from individual selling to team-based. They changed the selling model to support their consumers based on their buying trends and behaviors. Whether consumers were shopping in stores or online, maurices needed a unified method that encouraged the sales and services teams to work together toward a common goal.

Our discussion included the following:

  • The drivers of the change in approach
  • Timeframe and design of the program
  • Critical successes, such as extensive testing prior and throughout the development of the learning solution to make sure it was relevant and practical
  • Lessons learned and what is next

About Brian Knudson
Founder and co-owner at NogginLabs, Brian is an expert in instructional design with deep expertise in programming and media design. NogginLabs is instrumental in building courses that hit every spectrum of learning –from teaching psychologists how to conduct group therapy and mindfulness training, to teaching folks at McDonald’s everything the restaurant crews need to know.

About Jenny Roof
With more than 17 years of maurices field and corporate experience, Jenny leads the field team in learning and development. Jenny creates, strategizes, and produces training content for 1,000 maurices stores and 10,000 associates, from area sales leaders to new sales associates. The training includes leadership training, product training, new store training, and much more. Jenny also supports field meetings by creating content and activities to engage associates in the latest retail needs and specifically providing them tools to better support their interactions as a team and the maurices customer.

About maurices
A hometown specialty retailer, maurices elevates the true magic of hometowns as the epicenters of style and inspiration across North America.
Based on a philosophy that encompasses style, community and everyday life, maurices outfits its customers’ small-town lives. From workday to weekend, mothers to daughters and with prices and sizes that are inclusive for every woman, maurices has roots – and stores – in places where fashion is still fun at every age.

To listen to the interview, you can download the podcast anytime at the HCMx Radio site.

-Rachel Cooke, Chief Operating Officer, Brandon Hall Group


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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.