Learning Opportunities for Employees Are No Accident at Farmers Insurance Group of Companies Farmers Insurance Group of

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Learning Opportunities for Employees Are No Accident at
Farmers Insurance Group of Companies
Farmers Insurance Group of Companies is the third-largest
insurer of auto and homeowners insurance in the United States and
also provides other insurance and financial products. Farmers has
60,000 employees and exclusive and independent agents in every one
of the 50 states. It processes millions of insurance quotes, new
policies, renewals, and bills each year. In the insurance industry,
legal requirements and the introduction of new products, processes,
and services make training and development critical for business
success. At Farmers Insurance, learning professionals are rewarded
based on the degree to which training programs change the behavior
of employees and help the business meet its objectives. Learning is
delivered based on the desired end result. No wonder that Farmers
has been ranked in the Top 10 of Training magazine’s Top 125 for
the last four years and will be inducted into the Hall of Fame!
Farmers uses a blended learning approach to deliver effective
learning to its multigenerational employees and agents who are
located across the U.S. Farmers believes that rather than allowing
learners to choose the type of training method that they believe
best fits their style, a blended learning approach is more
effective. As a result, its training programs integrate
face-to-face instruction, print, online, video, audio, virtual
simulations, and coaching. Technology is used for delivering
knowledge and instructor-led training is used for skill
development. In the past five years, the amount of learning
delivered through instructor-led classroom based training has
dropped from 90 to 50%. The other 50% is online or informal
learning. For example, Farmers is using various training methods to
help its employees cope with the changes made in claims processing,
ratings, billing and product systems in support of Farmers business
strategy, which emphasizes customer experience, distribution, and
product management excellence. For example, field managers were
required to complete online training and webinars designed to
provide the new knowledge they needed. Then the managers received
instructor-led training, videos, and coaching guides. Farmers also
revised its training program for new agents as a result of an
increased failure rate of new agencies. The revised program
includes more coaching, performance support aids, and multimedia
methods. It also insures that new agents learn knowledge and skills
when they are relevant to their jobs rather than forcing them to
learn everything at once and having them frustrated with being
unable to recall the information when they need it later. As a
result of the program revision, converting new agents to full-time
status improved by 12%, sales results exceeded sales goals by 11%,
and agency success rates increased 10%.
Recognizing that new technologies are potentially useful for
training delivery and instruction, Farmers has started to use
virtual classrooms, mobile learning, social networks, electronic
tablets such as iPads, and learning simulations. While taking
courses at the University of Farmers, learners can use electronic
tablets to take notes, access websites and articles, and view
videos. The video capabilities of the tablets allow instructors to
use them to record the learners’ practicing skills and then provide
feedback and coaching. Also, the instructors can create learning
materials such as iBooks with embedded videos. To encourage
learning outside of a formal classroom environment, Farmers
developed iFarmers apps for customers, sales agents, and employees.
The iFarmers customer app helps customers learn about different
insurance products. An iClaims app gives customers access to input
and manage their insurance claims. The iAgent app provides
business-focused learning for sales agents. Farmers has also been
experimenting with social networking for employees to collaborate,
create and share knowledge, and to provide performance support.
Some training programs are using social network for collaborative
exercises. Farmers’ “Agency Insider” program allows learners to
specify whether they want to use Twitter, Facebook, e-mail, or an
RSS feed.
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