Guy Hoquet proposes a new educational method for transmitting knowledge, powered by artificial intelligence

The brand is launching a unique system: a new educational method for transmitting knowledge to professionals, with segmentation of content by gestures, with potential increased tenfold by the use of artificial intelligence. Decryption of this project at the forefront of innovation.

The creation of a new educational method for transmitting knowledge

It is a strategic choice made over 3 years ago: Guy Hoquet l'Immobilier has integrated the training of franchisees and their employees into the franchise economic model. Clearly, franchise partners and their teams benefit from an unlimited training offer at no additional cost, both face-to-face and remotely, thanks to a proprietary e-learning platform. It is the only franchise network that offers this unique model. Results: a turnover halved, and increased performance with 26% additional turnover for an employee regularly trained by the network.

New stage in the transformation of the model: Guy Hoquet l'Immobilier has chosen to adapt to new information consumption behaviors, to review its teaching methods through a long research and development project. While those over 35 still massively consume television, radio, the written press and even the internet, the younger generations are now ultra-connected, and in particular on social networks. However, to capture and then retain their attention, new content models have emerged: the advent of short formats and video. The Guy Hoquet network has seized these new behaviors to completely rethink the educational method of its training, intended for franchisees and their employees.

For Stéphane Fritz, president of Guy Hoquet l'Immobilier: “The world is changing: we are taking advantage of it to improve further in terms of training, which constitutes the major pillar of the company's project. We have mapped the entire customer experience and employee journey, to identify every interaction and every touch point. Each iteration became what we called a 'gesture', and each 'gesture' gave rise to a training module. »

This work of segmentation of the entire production chain of employees and their managers was the subject of a colossal project of identification of gestures and classification by theme, so that the learner can consume the module of which he needs it, when he needs it. “This is similar to the coach, who comes to help you prepare or remind you of the fundamentals of your meeting, just before you go there. Our objective with this new method of transmitting knowledge is to bring learning closer to the gesture to acquire skills,” explains Stéphane Fritz, president of the group.

Increased potential thanks to artificial intelligence

In this context, the Guy Hoquet group must respond to two major challenges:

• produce training modules by the hundreds
• be as responsive as possible to the regular changes that impact real estate-related activities (taxation, regulations, legislation, etc.)

For Stéphane Fritz, president of Guy Hoquet l'Immobilier: “The segmentation of know-how, for example for transaction and rental management activities, represents more than 500 actions! It's dizzying. On the other hand, real estate is a sector of activity that is constantly evolving. So, we imagined a way, not only to produce training modules in large quantities, but also to be even more reactive in the training of employees, in order to deliver reliable information to end customers: artificial intelligence offers unrivaled power to meet these two major challenges. »

It was necessary to consider new resources and imagine new working methods, to rethink the way of creating gesture-based training modules, and make them available to the network of 3200 employees with the greatest responsiveness. For this, Guy Hoquet l'Immobilier took advantage of artificial intelligence: technology to increase human capabilities. In collaboration with the Brainsonic agency, the network has initiated work to create avatars using artificial intelligence. “AI avatars make it possible to address the issues of volume, cost, and in a counter-intuitive way, humanization of training,” explains Mathieu Crucq, general manager of Brainsonic.

Through these avatars, trainers bring to life scripts written specifically so that the training modules allow the learner to discover or review a gesture in 2 or 3 minutes maximum. To design these new training modules powered by artificial intelligence, it was necessary to adapt the working methods: specific writing, a capital synthesis effort, to obtain impactful comments in return, a method of implementation that promotes learning and a tone that calls for action.

For Stéphane Fritz, president of Guy Hoquet l'Immobilier: “It is by experimenting that we have improved the quality of the training modules and that we can now make the results of this colossal work available to the network. Guy Hoquet is the first network to use artificial intelligence to deploy a completely new educational method for transmitting knowledge. »