Smurfit Kappa (SK) is one of the leading providers of paper-based packaging in the world, with operations across 350 sites in 22 European countries, 13 countries in the Americas, and 1 country in Africa. They manufacture approximately 12.5 billion square metres of corrugated packaging annually, and have key supply positions in solid board, folding carton and tube markets.
As a company that employs 47,000 people globally, the biggest challenge they have faced is creating a common commercial language for their people. Their need was to get their workforce to approach the need to create value with a #OneSmurfitKappa mindset.
We first met the SK team at the Training & Development Summit, an annual event for learning leaders held in the UK. Eddie Fellowes (CEO UK&I), along with the HR, Learning and Finance teams have been instrumental in the development of three bespoke programmes – Commercial Foundation, Commercial Advanced and Finance for Non-Finance Managers.
All three programmes are designed to replicate the real-life commercial decision making required in Smurfit Kappa (SK), with the measures of success in each experience being matched to the organisation’s performance metrics. This is critical to embed the mindset required of SK employees.
In Commercial Foundation, teams are immersed in a live, competitive marketplace, bidding for customers. They must work together to set a pricing strategy and try to win ‘good’ business in order to make the most net income. We want them to walk away with a common commercial language, enhanced commercial skills and knowledge (provided by SK subject matter experts), and an understanding of key drivers behind pricing decisions.
In Commercial Advanced, teams navigate complex and delicate commercial opportunities, with the challenge of creating an innovative partnership with their customers. The learning objectives of this game are focused on creating a mutual understanding between Sales and Commercial functions, as well as the wider business, and how to use Value Selling Propositions to improve customer packages.
For Finance for Non-Finance participants, teams run their own version of Smurfit Kappa, competing with the other teams to create the most profitable business. This game gives SK employees a wider perspective of the whole organisation, and how different functions’ decisions affect profit. They are given the tools to apply the financial concepts and commercial implications of their decisions during business discussions.
Since 2019, we have delivered these simulations to approx 150 participants each year, and the sessions continue to receive overwhelmingly positive feedback.
Participants praised the interactive and immersive nature of the simulations, which simplified complex business concepts and facilitated practical application. The Net Promoter Score (NPS) for these programmes since their launch is 75%.
Smurfit Kappa has observed a marked improvement in participants’ understanding of commercial implications and financial principles following the simulation programmes. The realistic scenarios, that are based on the reality of life at SK, have enabled participants to receive actionable feedback and gain insights applicable to their day jobs. Smurfit Kappa have noted enhanced employee performance and a deeper appreciation for business dynamics among programme participants.
“I enjoyed the environment – slightly competitive but not judgemental. It was all about making mistakes and embracing them.”
“The setup of the commercial training worked very well as it was so interactive which kept us focused. It was intense and you had to really think with the different exercises – not death by PowerPoint!”
“It was also nice to network and meet some new people at Smurfit Kappa. It’s sometimes easy to forget there is a whole global group all working together to achieve a common goal.”
Our mission is to bring game-based learning experiences to all corporate training programmes. Since 1987. We have designed games for over 500 organisations, providing unique learning experiences to nearly 500,000 people globally.
To find out more, our team would love to hear from you.
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