PowerPoint Presentation

Creating a Business Case for Responsible Training

Stacy ShawDirector of Corporate Social Responsibility Oregon Lottery Janine Robinson M.Ed, CPGC, RP, Responsible Gambling Innovation, Training Research and Development

Janine Robinson

Oregon State Lottery Stacy ShawM.ED, CPGC, RP

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4Today we will discuss:Creating a clear and compelling business case for responsible gambling training Using a customer service positioning Strategies for 360stakeholder engagementOvercoming challenges associated with delivering training

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5AgendaAbout the Oregon LotteryA Case Study: Responsible Gambling & YouVideo Lottery Retailer TrainingLottery Employee Training

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7A Case Study: Responsible Gambling & You: Video Lottery Retailer Training

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8Video Lottery Retailer Training: Answering QuestionsWhy start with retailers instead of employees? What do we hope to accomplish?What do we envision?How do we get started?

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9Video Lottery Retailer Training: Answering QuestionsWhy start with retailers instead of employees? 2400+ retailers10,000+ retail employeesAnd retailers believe:

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10Video Lottery Retailer Training: Answering QuestionsWhat do we hope to accomplish?

S; Increase knowledge base of our retailers which was really low , go from one person trained to multiple people trained, leverage customer service skills create better customer experiences

11Video Lottery Retailer Training: Answering QuestionsWhat do we envision?

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12Video Lottery Retailer Training: Answering QuestionsHow do we get started?

S& JWe talked to a lot of people and then engaged Janine

13Video Lottery Retailer Training: Setting the Stage

S & J Conducting focus groups with all these groups to understand objectives, objections and current knowledge levels.-why not simply white label a training? Because Oregon, like every jurisdiction, has distinct needs and idiosyncrasies and is at a specific location in its RG culture-building. A white label training does not address specific needs of specific jurisdictions

14Video Lottery Retailer Training: Setting the StageGain commitment from influencersDemonstrate top down supportReflect in contract

S - Notes for contract Responsible Gambling: Lottery recognizes and promotes a shared responsibility for the promotion of responsible gamblingBest Practices: Retailer agrees to make a good faith attempt to make players aware of the passage of time

15Video Lottery Retailer Training: Building the CaseResolving retailer ambivalenceDemystifying RG trainingEmphasizing customer service skillsGood Corporate Citizenship

J - This training is not about counseling or intervention, but focuses instead on techniques for having conversations about how Lottery games really work and the resources available for people with gambling issues. Simply put, it leverages the great customer service skills that our retailers already have

16Video Lottery Retailer Training: Building the Case

Responsible Gambling is for All Players, All the Time

J This training is not about counseling or intervention, but focuses instead on techniques for having conversations about how Lottery games really work and the resources available for people with gambling issues. Simply put, it leverages the great customer service skills that our retailers already have

17Video Lottery Retailer Training: Building the CaseCan lead to a negative perception of gambling venues

Recreational players the core player base can have bad experiences if they are interacting with people who have gambling problems.

People with gambling problems are not viable long-term customers

Problem Gambling is BAD for business

J In an era of corporate social responsibility, NOT having a robust RG program can be damaging to the industry in multiple ways, not the least of which are:

18Video Lottery Retailer Training: Building the CaseLeverages customer service skills to provide a better gaming experience

Helps clarify staff roles by providing tools to handle common situations

Supports employee morale and higher job satisfaction

Supports a sustainable player base who enjoy gambling as a recreational activity

Its part of a shared commitment with the Lottery ( and its required)

Why Responsible Gambling Training is GOOD for business

J -resolves retailer concerns that this is an added item for their staff: it actually can help make the work easier. Refer to Quilty, Robinson research on job satisfaction-Helps employees provide accurate game information to players: an informed customer base can make decisions about their gambling within their OWN limits-can provide information to players about resources, help and change options. Employees sleep better at night if they feel they can help someone when needed.

19Video Lottery Retailer Training: Building the ProgramProviding Accurate Information

The most common staff encounters

Customer service solutions

Simple, honest clarity about the games

J These are common myths you may hear. The curriculum is designed to be relevant to staff, using example gleaned from focus groups. The responses are, as you will hear, honest and direct, while also being friendly and customer-service oriented.-It is unusual to hear the games take in more than they pay out, or simple, accurate information about the stop buttons. We are proud of this: and Lottery is still profitable and serving the public!!

20Video Lottery Retailer Training: Building the ProgramDirectly addressing concernsEmphasizing joint responsibilityDebunking myths about RG

Understanding Roles

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21Video Lottery Retailer Training: Building the ProgramResponding to opportunities to provide information on resources for help

Emphasizing player autonomy

Respectful offers of information

Destigmatizing response

J - Janine: emphasis on not having to quit and non-treatment language. Recount some of our discussions, Stacy and Janine, about wanting to ensure people seek services and how Janine kept insisting that treatment and abstinence language prevents people from seeking help. AND, you have to be VERY even handed in how you transmit this information. We provided honest information earlier (vlts always take in more than they pay out, for example) and are trying to be as credible as possible throughoutOffering materials: review the concepts reinforced in this video-destigmatizing the conversation-using customer service-normalizing the customers situation etc

22Video Lottery Retailer Training: The Pilot Launching and LearningCommitted to training all employees within 2 weeks Joint PR campaign Commission presentation

Additional 200 locations of the Retailer Advisory panel

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23Video Lottery Retailer Training: The Pilot Launching and LearningConsidered training beneficial and a success

Agreed to participate in post training research

Identified group trainings as an alternative method

Identified need for a condensed print version Committed to including in new employee onboarding

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24Make Field Sales staff responsible for selling RG training Train them to sell it, incorporate special curriculum into existing professional selling skills program

Creating an elevator speech

Overcoming objectionsOver 50 objections identified and answers providedBoth objections around the training itself and logistical objections

Scenario based learning

Video Lottery Retailer Training:The Rollout Training and Selling

Janine to talk about developing the course and training the trainers Stacy talk about the FSR role in selling

25Video Lottery Retailer Training: The Rollout Training and Selling

Utilize sales contact management system and dashboard

Create multiple touch points for sales staff to engage with retailers on the trainingKit: Letter from Director, appointment cards for the training, giftInclude training in retailers quarterly business reviewDeliver completion certificatesCompliance visit (last resort)

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26Video Lottery Retailer Training: Pilot Impacts

27Video Lottery Retailer Training: Pilot ImpactsResearchPost training research with pilot retailers in progressIncorporate into retailer engagement surveys

Additional Training3 additional language versions for video retailers (print)Training specific for traditional only retailers

Partnering with Oregon Liquor Control Commission to include Responsible Gambling training with server training

28A Case Study: Lottery Employee Training

29Lottery Employee Training: Answering Questions

What do we hope to accomplish?

What do we envision?

How do we get started?

100% participation, we promoted with posters and email around the building, leveraged retailer training

30Lottery Employee Training: Building a program for all Lottery employees

J Providing Good information: supporting retailers and the public to understand how the games work, and why providing good information is an important part of RG-challenges of employees in different roles, customer/non-customer facing, for example-based on empirical evidence, tailored via focus groups

31Lottery Employee Training: Building a program for all Lottery employees

-note the ways in which the messaging addresses the subtle but distinct concerns employees have about their role in RG compared to retailers-these were compiled via focus groups information-there is additional content in the training that reinforces ALL lottery employees, and ALL players

32Lottery Employee Training: Building a program for all Lottery employees

Offering materials: review the concepts reinforced in this videoJanine: speak to the value of having something that all employees could relate to: a situation where they were ambassadors or spokespersons, or villainized, by someone in public for being an employee selling gambling productsStacy: speak to video production, any internal discussions perhaps that illustrate the value of this example to Lottery staff? How do people respond to it? etc

33Lottery Employee Training: Impacts100% of employees trained Post training research in progressIn person training for player and retailer facing employeesIncorporated into onboardingAnnual certification

-practice evidence is compelling, and usually predates empirical evidence. So, while we wait for the data to roll in, ..

34In ConclusionI have presented a lot of the RG training lately and have been very surprise by the very positive feedback from the retailers. In most cases it grabs their attention to the point we can have a good discussion on all of our responsibilities for RG. Staff can have a conversation with a player and feel like they have helped. We recognize the importance of this training and include it along with required server training for all new employees. We encourage every retailer to support this Responsible Gambling initiative its not just the right thing to do, its good for businessProviding this training to customer service staff is an important step in promoting awareness of problem gambling and the importance of responsible gambling. The Lottery has worked closely with its council partners on this project and we congratulate the Lottery and its retailers for bringing this important information to retailer staff. Kelly Sheldon Operations Officer Dottys

Aaron Ostrom Lottery Field Service Representative Tom MooreOregon Council on Problem Gambling Executive Director

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Questions?

THANK YOU

ROOM MONITOR: Please make your way back upstairs for lunch.

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