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• Programme for the International Assessment of Adult Competencies
(OECD)
• Investigated the literacy in 24 countries
• A very happy Minister of Education
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• Only high educated people perfome better, the rest is falling back
• The amount of low literate people increases
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4. Loo van Eck
•
•
•
•
•
Founded in 1983
50 professionals passionate for language (trainers, writers, advisors)
Over 30,000 course members a year
Training, e-learning, e-coaching, v-training, writing
Focus on housing corporations, financial institutes, government
5. The challenge
‘Our company (17,000 employees) wants to communicate in a clear way to
our customers. How do we manage this? How do we teach our employees to
write in plain language?’
Insurance = 90% communications
6. Our approach
The 7 steps to success!
1.
2.
3.
4.
5.
6.
7.
From dream to behaviour
Getting the management to dream
Making the organization fit for the dream
Getting the employees to dream
Making MT and employees capable of living the dream
Measure!
Enjoy
7. 1. From dream to behaviour
Dear Mr Jones,
Dear Mr Jones,
In February, you let us know that you wanted to open a savings account. This
In February, you let us know that you wanted to open a savings account. This
account is required for paying your mortgage installments. Thank you for your
account is required for paying your mortgage installments. Thank you for your
request. In this letter, II will inform you about your savings account.
request. In this letter, will inform you about your savings account.
The reality at 2010 …
You get 10 secs.
We have opened a savings account for you. This account has been opened in
We have opened a savings account for you. This account has been opened in
<name>’s name. The account number is <number>. The savings account type is
<name>’s name. The account number is <number>. The savings account type is
“Capital Account Homeowner”.
“Capital Account Homeowner”.
This account is meant for your mortgage installments. The law also requires you to
This account is meant for your mortgage installments. The law also requires you to
use this account to pay off the debts for:
use this account to pay off the debts for:
--your house;
your house;
--your spouse’s house, or;
your spouse’s house, or;
--your domestic partner’s house.
your domestic partner’s house.
You save <amount> every month. This amount will be debited monthly from your
You save <amount> every month. This amount will be debited monthly from your
other bank account: <number>.
other bank account: <number>.
The first payment is due on the date mentioned on your quote, or on the date you
The first payment is due on the date mentioned on your quote, or on the date you
have arranged your mortgage. You will receive a letter with all the details about
have arranged your mortgage. You will receive a letter with all the details about
payment before the first payment is due. Are the data incorrect? Please let us
payment before the first payment is due. Are the data incorrect? Please let us
know. You can reach us at <phone number>.
know. You can reach us at <phone number>.
You will receive interest from the amount in your savings account. The interest
You will receive interest from the amount in your savings account. The interest
percentage equals the interest percentage of your mortgage. Both percentages are
percentage equals the interest percentage of your mortgage. Both percentages are
fixed for the same amount of time. This means more financial stability.
fixed for the same amount of time. This means more financial stability.
Do you have any questions? We are here to help you. Don’t hesitate to call us at:
Do you have any questions? We are here to help you. Don’t hesitate to call us at:
<phone number>
<phone number>
Kind regards,
Kind regards,
8. 1. From dream to behaviour
The dream for 2012…
Dear Mr Jones,
Thank you for your request to open a savings account for your mortgage.
We have opened a savings account for you
This account is in <name>’s name. The account number is <number>. The
savings account is called ‘Capital Account Homeowner’.
You have to pay off your mortgage with this savings account
You save<amount> every month. We will debit this amount monthly from your
other bank account: <number>.
Your first payment has to be by <date>
You will receive a letter with all the detailsabout payment. You will receive this
before the first payment. Are the data incorrect? Please let us know. You can
reach us at <phone number>.
You will receive interest on the amount you save
The interest percentage on your savings account is just as high as the interest
percentage on your mortgage. Both percentages are fixed for the same
amount of time.
Call us if you have any questions: (055) 579 81 00
We are here to help you.
Kind regards,
9. 1. From dream to behaviour
The reality at 2010:
mortgage offer
11. 1. From dream to behaviour
Defining goals &
setting targets
Mission & Goals
‘Real contact’
Values
Empathy
Clarity
Honesty
Behaviour
Designing a style
(standard)
12. 1. From dream to behaviour
Everybody sets goals!
check
Communications
standard
Department
goals
Adjusting
Processes
Personal
goals
Defining goals &
setting targets
influence
Personal
journey
13. 2. Getting the management to dream
Examine the managers if the can manage the change
1.
A manager is capable? Great! Reward!
25%
2.
3.
A manager is having a hard time? Let him set a goal!
A manager is negative? Get rid of him!
50%
25%
Dare to act!
14. 3. Making the organization fit for the dream
Compliance
Mission & Goals
HR
IT
Values
Management
•
•
•
•
•
Processes
Marketing
Product management
Communication
Behaviour
Standard documents
HR instruments
Legal affairs
IT processes
Business processes
15. 3. Making the organization fit for the dream
Case
A woman wants to collect her money…
17. 5. Making MT and employees
capable of living the dream
Training & testing
Mission & Goals
Values
Processes
Competencies
Behaviour
Four levels
•Knowing
•Adjusting
•Writing
•Coaching
18. 5. Making MT and employees
capable of living the dream
Training & testing
Knowing:
I know the principles of Real Contact. I recognize a letter in Real
Contact style. To reach this level, I will:
- watch the inspiration movie.
- do the elearning (Know)
In the end the user does an automatized exam.
19. 5. Making MT and employees
capable of living the dream
Training & testing
Adjusting:
I am able to adjust a Real Contact text. To reach this level, I will:
watch the inspiration movie.
-do the elearning (Know)
-do the elearning (Adjust)
-receive an advice for further education
In the end the user does an exam (Adjust).
20. 5. Making MT and employees
capable of living the dream
Training & testing
Writing:
I am able to write a complex Real Contact text. To reach this level, I will:
watch the inspiration movie.
-do the elearning (Know)
-do the elearning (Adjust)
-do the elearning (Writer)
-receive an advice for further education
In the end the user does an exam (Writer).
21. 5. Making MT and employees
capable of living the dream
Training & testing
Coaching:
I am able to coach colleagues and judge text. To reach this level, I will:
watch the inspiration movie.
-do the elearning (Know)
-do the elearning (Adjust)
-do the elearning (Writer)
-do the elearning (Coach)
-do a coach session and a measure session
-do the coach training
In the end the user does an exam (Coach).
22. 5. Making MT and employees
capable of living the dream
Training & testing
Exam
E-coaching
Assignment
E-coaching
Training
Me
Extreme
Makeover
E-coaching
Workshop
Motivation
movie
Elearning
Know
Elearning
Adjust
Elearning
Writer
Knowledge bank
Elearning
Coach
Manual
