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Company: Bank of America
Category: Best Use of Video for Learning

Nomination Title: Life Stages Video Series

 

Entry:

The Academy, a partnership between the business and Learning & Leadership development, is Bank of America’s onboarding, training, and development organization that prepares over 80,000 employees in the Consumer Bank, Merrill and Private Bank to successfully serve our clients’ needs. The Life Engagement Team helps teammates establish long-term relationships with clients through conversations focused on what the client is experiencing in life versus one focused on financial products.

In 2017, Bank of America created a “Life” framework to help employees establish long-term relationships with clients through conversations focused on what clients are experiencing in life versus one focused on financial products. At this time, we identified the need for a learning solution to educate employees on this framework to help clients plan for their current life stage while preparing for their next one.

In 2018, The Academy and Life Engagement Team introduced a nine-hour training program called The Life Stage Navigation Curriculum, based on a multi-year research study called the Life Map report. It identified six major Life Stages where people experience significant financial impact and need advice and guidance.

-Early Adulthood

-Parenting

-Caregiving

-Retirement

-Widowhood

-End of Life/Legacy

Shortly after the nine-hour training program was deployed, we received feedback:

-“Shorten length of training”

  •  
  • -“Provide greater context of how I should apply the Life Stage training to meet the needs of my clients ”

In 2019, The Life Stage Video Series was developed to replace the 3-hour introductory track. The short burst video series consists of 5 six-minute videos for each Life Stage, plus a 17-minute Introduction Module – overall going from 240 minutes of seat time down to 47 minutes.
The use of video allowed us to incorporate clear conversation examples and ties to solutions. The video series supports learner implementation with actionable job aids that draw connections between life stage personas, client conversations, and Bank of America solutions that support the unique needs of clients in each life stage.
For example, building a relationship with a client that mentions her aging mother is moving in with them next week, the Caregiving Video can be used as a refresher prior to the interaction – providing critical insights such as:

-Most Caregivers say it is an honor (not a burden) to care for a loved one

-Caregivers spend ~30 hours per week caring for their loved one.1

-Caregivers spend ~$7,000 per year toward the needs of their loved one. 1

-Caregivers want the power to maintain the dignity of their loved one. 1

More than 34,000 employees have viewed each of the five Life Stages videos.
The content in the Life Stages Video Series was built from a first of its kind research study on these life stages, completed by North America’s foremost thought leader in understanding the effects of an aging population.

The video series provides context around the experiences, mindsets and challenges our clients face throughout their life to enable empathetic interactions while exposing employees to life stages they may not have experienced yet. More than 80% of employees surveyed stated that they strongly agree or agree that the Life Stages training is beneficial in helping them engage, discover and resolve for clients.

This video series allowed us to deliver all of the learning objectives of the previous learning program, in less seat time, with more “hands on” interactive elements, allowing us to:

  • Provide maximum flexibility to leaders in implementing the video series locally
  • Better capture the attention of our target audience – 25-30 year olds. We live in a streaming on-demand world – short burst videos have become the norm
  • Reduce seat time for the formal education aspect, creating more room for role-play, practice, application and coaching (Employees learn 70% of what they need to do their jobs through practice, 20% from peers and 10% from formal training )

Since the introduction of this program, there has been an improved performance in client satisfaction scores, retention and learning assessments that confirm employees are more knowledgeable as a result.

Source: Age Wave/Merrill, 2017, The Journey of Caregiving: Honor, Responsibility and Financial

Source: 70:20:10 Towards 100% Performance, 2015, Jos Arets, Charles Jennings, Vivian Heijnen

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