COMPETENCY RESEARCH

AATD Standards are based on more than 30 years of competency research, sponsored by major companies (TOYOTA, 3M, DuPont, B.A.T et al.) and an award-winning instructional system design. AATD is internationally recognized for developing the first competency pool of 100 competencies in Europe with detailed definitions, based on behavior indicators collected through observation of 3,000 managers and salespeople. This groundbreaking research project led to the STAR Sales & Management Competency Assessment and Training Program, an international bestseller with more than 1 million participants.

THE PIONEERS OF TRAINING EVALUATION

Dr. Jack Phillips, ROI Institute
The industry waited nearly thirty years for Jack Phillips to come along, who expanded on Kirkpatrick’s idea and developed a system to calculate ROI. Kirkpatrick was truly brilliant in his ability to grasp this concept. Had he developed tools to concretely analyze his abstract ideas, there would be no talk of Jack Phillips and the ROI network today. Neither of these highly respected experts has outlined the fact that the quality of benefits derived from training & development is generally the most important part of this process.

Dr. Herbert J. Kellnerm United States Online University
Consequently, the research team at USOU and AATD under the direction of Dr. Herbert J. Kellner developed the Value of Investment System (VOI). With ROI, Jack Phillips greatly improved upon Kirkpatrick’s model. At last, with the arrival of the Value of Investment System, it is now possible to subject training & development to a critical, qualitative analysis. This type of analysis takes into consideration derived benefits and paints a complete picture of the effects of training & development.

THREE COMPLEMENTARY SYSTEMS

Dr.Herbert J. Kellner pioneered the Value of Investment System and trained leading training directors, business and performance consultants, and business coaches in this revolutionary method to evaluate training and development projects. He also wrote the book on Value of Investment (VOI). The Value of Investment System is the natural progression of the works of Dr. Donald Kirkpatrick and Dr. Jack Phillips.

BASE MEASURES: The Four-Step Plan
Kirkpatrick revolutionized the world of training and development when he first introduced his methods for evaluating continuing education programs. His four-step plan for rating training and development curricula is applicable and continues to be implemented by many in this field. For several years, however, critics have noted that Kirkpatrick’s model does not sufficiently delve into the effects of specific training programs on a company’s success.

MICRO-MINDSET: The ROI System
Therefore, Phillips improved upon Kirkpatrick’s concept and added a fifth step. This additional step specifically analyzes the financial results of training programs and thereby emphasizes the Return on Investment (ROI). Thanks to Jack Phillips, the business world has been able to relate better to the world of training and development. Naturally, managers are more familiar with the language of ROI, than with the voodoo scrutiny of the training directors. However, many continue to resist this trend and insist that learning and training are in a league of their own and should not be subjected to conventional, corporate analyses.

MACRO-MINDSET: The VOI System
Determining the actual benefits of investing in training and development is quite complex from both technical and methodological standpoints. The Return on Investment (ROI) is merely a part of the entire process that we call the Value of Investment. ROI calculations demonstrate whether an action is justified financially.  With the VOI mindset, we are conscious of the fact that in many situations, the ROI may show a negative result, however, the given training may be of great value and nonetheless should be carried out.

THE COMPETENCY PERFORMANCE UNIT (CPU)™

Competency-based training and learning cannot be measured in contact hours. It needs a completely different measurement approach. That’s why we developed the Competency Performance Unit (CPU). Competency is the balanced mix of knowledge, attitudes, and skills. A Competency Performance Unit (CPU) is the application of that knowledge, attitudes, and skills in the workplace, based on standards of performance. A CPU is the smallest unit that can be assessed and measured. Competency and performance standards define the knowledge, attitudes, and skills that contribute to the desired business results. Performance criteria specify the required level of performance and show the extent of competency needed to effectively perform in the workplace.