Demonstrate Training Value with Star Witnesses

July 11, 2012

Kirkpatrick Quick Tip Vol. 2 #18

Demonstrating training value works best with a combination of quantitative and qualitative evidence. Numeric data that supports the contribution that training has made to the organization is necessary and important, but it is only part of the story of value that needs to be told.

After training, seek out “star witnesses” who are willing to share in person or via video their story with key stakeholders. These witnesses can be training graduates who have implemented what they learned in training and really made a difference, or they can be supervisors, managers, executives or clients who witnessed the transformation.

After you have presented your numeric data to your stakeholders, say, “There is someone I would like you to meet.” Bring out a witness to share an emotional story that vividly contrasts their situation before training, and what has happened after training and implementation. Numeric data may convince stakeholder minds that your initiative was a success, but witness testimonials will win their hearts. This is the winning combination that you need to convincingly show the value that your training has created.

Star witnesses can also make appearances in future training programs to inspire and encourage the next group of participants. Your witness will show the participants what is possible if they soak in the new knowledge and commit to applying it on the job.

Here is an example of a video testimonial from a key stakeholder executive at Emirates Airlines:

Thanks to Joyce Donahoe, Learning and Development Manager for Strategic Service Initiatives and Paul Beech, Global Contact Center Manager, the “bright light” interviewee from the business side of Emirates Airlines for their submission.


Additional resources:

Training on Trial

The Brunei Window Washer: Bringing Business Partnership to Life

Kirkpatrick Four Levels™ Evaluation Certification Program – Bronze Level

Kirkpatrick Four Levels™ Evaluation Certification Program – Silver Level

Kirkpatrick Business Partnership Certificate Program

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