Tombola describe how 2macs used drama to improve their Customer Experience:

One of Sunderland’s largest employers has introduced a unique way of improving staff  ‘performance.’ Tombola, Europe’s biggest online bingo company, which employs nearly 300 people from its Wylam Wharf HQ in Sunderland, is using drama to develop its team of chat room moderators.

Professionally-trained actors from Gosforth-based training company Macnaughton McGregor ran a series of day-long courses for Tombola, during which various scenarios are acted out.

Philip Harrison and Joy Sanders are the drama trainers from Macnaughton McGregor.

Joy said: “We’re fully-qualified trainers as well as actors, but our performances help bring focus to situations those on the course may encounter. Our training isn’t just about rules; it’s about improving working cultures and helping to really embed that change.

“We use drama as the main training medium and this guarantees our training is memorable and delivers results.”

Susanne Kennedy, Head of Customer Experience at Tombola, said: “We introduced the drama-based training programmes last year and they’re working really well. They’re a different approach to helping build our chat room moderators’ current skills. The programmes also help the moderators see things from a players’ perspective.

“The actors play the roles of moderators and players in different scenarios and they’re absolutely convincing, making them close to real-life situations.

“It seems a better way of developing our teams than just sitting in a classroom. Our moderators are more engaged with this way of learning which is great fun for them, good for Tombola and good for our players,” Susanne explained.

Training is a key focus for Tombola – last year the company announced pioneering partnerships with Sunderland College and the University of Sunderland, which created the Tombola academy, training the next generation of hi-tech talent. The academy recruits both apprentices and graduates.