Brief introduction of Mirjam Singstra
“My name is Mirjam Singstra and I have been working at the staatsloterij since 2009. In 2016 we merged with the ‘Lotto groep’ and continued under the name ‘Nederlandse Loterij’. I started as a trainer and coach for points of sale, but now I am also responsible for e-Learning, content, reporting and everything that comes with it.”
Function within the Nederlandse Loterij
“My official title is ‘Retail and Sales Product Trainer’, but I like to call myself trainer/coach and recently also e-Learning specialist. I am part of the Rayon Managers. Here I coach Retail Service, these are the employees who are on the phone. In addition, I also coach the field staff, which are my direct colleagues who supervise our points of sale. For now, I am the sole author in FLOWSPARKS and manage all digital training for our 5,000 points of sale.”
Types of training and origins
“After the merger in 2016, the need for knowledge transfer to all our outlets arose. The challenge here: to be able to reach 5,000 points of sale as quickly and efficiently as possible and focus on the three pillars: knowledge, skills and behaviour.
In the past, we tried to reach our points of sale by sending newsletters and magazines, but it soon became clear that this lacked effectiveness. Therefore, we decided to partner with FLOWSPARKS. E-Learning soon proved to be the solution for us to reach all 18,000 retail employees as quickly and efficiently as possible.
In FLOWSPARKS I developed modules on gaming, terminal operation, and regulations. The latter is a very important one for the Nederlandse Loterij as it deals with issues (selling our products responsibly, etc.) that are mandated within the government.
Indeed, to the Chance Game Authorities we have to be able to demonstrate how we inform all retailers about the code of conduct. This is why I developed the ’18+ module’ which was made mandatory for all outlets. Once someone has passed this module with flying colors, he/she receives a certification that is valid for 18 months. If this certification expires, this person is not currently allowed to sell games of chance.
So a very important module that I report on weekly. I have to monitor this certification very strictly and for this I use the convenient reporting in FLOWSPARKS.”
How e-Learning reaches the right people
“We offer all our content through FLOWSPARKS LMS, which we call our retail training platform. Thanks to an API link to SalesForce, all accounts are neatly created for each point of sale. Self-registration allows our retailers to log in to the training platform to track all e-Learning.”