LMS is a fairly common and used (or over-used) phrase in eLearning parlance and means, primarily a software system that allows customers to do a few or many things when it comes to adopting eLearning as a part of the overall Learning strategy. For quite some time now I have been trying to understand – how does a customer look at the LMS? Are more customers looking it as a mere tool which automates tasks and increases the productivity and efficiency of training department or are they looking it as a ‘solution’ or maybe something much bigger than that as well – strategy?
Also, one of the questions I have been trying to answer for myself is – Should the LMS be sold as a tool or a strategy? What approach would bring out the best value to the customer in terms of dollar savings, easier management of tasks, learning delivered, performance improvement, etc.
Ideally, the even bigger question than ‘how to sell’ and ‘how customer sees’ is what actually an LMS is? Is it strategy or is it just a tool? I am sure there are arguments either ways and also there is a mix of factors that we may want to consider before we answer this question. E.g. does it make a difference if an LMS has more or less features? Or does it make a difference if it is SaaS or onsite deployment? Or does it make a difference if the LMS has social learning elements or collaboration tools or not? And a few more such questions.
For the sake of simplicity I am making two categories – one who use LMS for selling training or for just putting up eLearning and one who use the LMS for the entire Learning and Development process.
I am focusing on the second category in this post in the context of workplace learning and, the LMS there is definitely a strategy and should be looked at as a strategic exercise rather than a software (tool) implementation. No doubt LMS is still a software but it is not merely a tool to achieve something but rather a complete exercise in itself which needs to become an integrated part of the entire process in more ways than one. This view is strengthened by the growing popularity (and usefulness) of the social networking elements becoming a part of an LMS in a manner that it would gradually become imperative for the training departments to look at the LMS as a strategy in itself which can bring about the required outcome (and any changes) in the way the employees are learning (and sharing). If the LMS continues to be looked at as a tool even in such circumstances I believe that the overall value added by the LMS to an organization would be undermined and that not only affects the customer but also the LMS providers who would be facing a big wall in near future in the context of what is being offered and what is expected.
This view also calls for the LMS providers to look in this direction strongly and re-align their value propositions along the strategic aspect rather than just a set of features which will make learning management tasks easier. I guess the time calls for the focus to shift to more ‘learning’ than ‘management system’. That an LMS helps in management, etc. is a given now and perhaps not even a differentiator or part of value proposition. The true value of any LMS (should the acronym make way for something more appropriate then? I don’t know!) would be to enable customers to not only implement their learning process but also define new (and better) learning process and ensure that the end result of training (and learning) is met – which is performance improvement leading to a direct/indirect positive impact on topline and bottomline.
I’d like to hear more views on this. I believe it’s a critical question for the LMS providers to answer in order to move to the next level in LMS offerings. I am sure some providers are already thinking on similar lines and I’d be keen to understand their experiences and opinions on this.
March 18th, 2010 at 5:16 pm
A very interesting post! I guess you give the answer away in your post itself. An LMS is what it is based on how you use it.
When do you use it as tool: My answer ( I may be wrong ) to this is when the LMS is unusable. When the tool itself is difficult to use, you use an LMS for basic things that HAVE to be done.
When do you use it as a strategy: When the LMS is a dream to use; when it is designed for the user. When it easy for everyone involved to use, the user can make use several ‘features’ that enhance the learning experience.
But I completely agree that an LMS can be much more than a tool. Thanks for sharing this.
March 18th, 2010 at 5:46 pm
Hi Amit,
Interesting post! I found the title a bit confusing but I understand that it is a teasing effect. And it works because I read your post and let a comment!
To your question “Should the LMS be sold as a tool or a strategy? », I would answer that « It should be sold as a tool to serve a strategy ». The reason is that I believe that technology should not drive strategic choices. When I help organizations to select an LMS, I try to spit the process into 3 steps:
Define your strategy, I mean the goals you want to achieve, the links with the business, WHY you want to implement e-Learning. Don’t take care about technology and tools at this point.
Define tactics to serve your strategy, I mean instructional scenarios, WHAT to do to achieve your goals. It includes the choice of concepts which are not technologically neutral (blended learning, mobile learning, tutoring, social learning…) but once again, try not to think about tools. For instance, social learning may be implemented with some LMS features or with a social networking system (SNS).
Then, define solutions, I mean HOW to implement tactics. It may includes LMS, LCMS, SNS, virtual classroom, authoring tools, integration issues, methods, management… The choice between SaaS and BTF is made at the step of the process.
Now, the reality is that a lot of buyers don’t think in terms of strategy, maybe because of a lack business and e-Learning culture. They choose an LMS on arbitrary criteria and then experiment tactics with the LMS provides. With some chance, it will enable to achieve business goals…
What is you return on experience? How many clients take the time to define a strategy before deciding to choose your LMS?
March 18th, 2010 at 6:57 pm
@Archana
Thanks for chipping in. You make some valid points there specially on the overall usability of the LMS and how that can be a factor in making it a tool or not. I agree.
I was also looking at it from the perspective when customer starts thinking about an LMS – are they using it just for the purpose of selling online courses or are they looking at it from the angle that the LMS could help them solve their learning and development challenges.
Yes, what features (and more than that the benefits) an LMS offers may be a factor in what kind of value does it add.
April 11th, 2010 at 12:25 am
I have worked with a company that wanted to train their staff in some new medical technique. The person managing Moodle – which is what they were going to use- did not even know what online learning was. The company that wanted the learning, had no clue how it would work.
I was asked to come in and design the instruction- after the contracts were signed and Moodle was contracted on a managed server – I am also a medical professional, instructional designer and college educator- I had gone into the situation expecting that they knew what they wanted but come to find out, that no one involved understood the whole process. They spent the money, the person managing Moodle had gone for training and did not realize that if the program I design was put on Moodle, that they have to keep managing the server for the company getting trained- like several years and not just 6 months as she thought. It was a nightmare come true.
I was so surprised to discover the mess and I had to figure out how to develop the training that would work within the many major constraints of the 2 companies. They both thought it would be synchronous. The medical company thought that their computers would manage ( they had old computers that could not handle video or sound) and that is what they had wanted.
The people who are “buying” or selling these server managed systems make a lot of money to people who are clueless. Then, the system sits there. I went through months of work and developed the project for them in a way it would work and 2 years later, they have still not used it. Both companies lost over $10,000 each. Neither could afford that as both were not for profit.
So, here, was it the strategy or the tool? Or neither that they bought because they were clueless about distance learning and how it works.
I thought the story would interest you. I look at what I did and I did get paid in the end, but the stress from all parties was impossible. I, as the person who knew about how to do the online learning, was hired after they got all of the contracts in place.
I often think I should hire myself out as a consultant, but am way to busy to even consider it. Although, I bet I would earn more as there are a lot of people doing the same thing out there. Wasting money on the LMS since they think it manages the learning for them.
I teach online as well as face to face right now, but I have a lot of experience with managing online learning and designing it as well.