Case Study Phone House: Customize a video game to become customer-centric


“Training nowadays, in the digital age, requires innovation. Not just innovation for its own sake, but with a goal in mind. And games work. Working with Gamelearn for the past six years has brought us many things, and we want this to continue.”

Carlos Rubio, Training and Development Manager at Phone House Spain

CompanyPhone House, telecommunications
TrainingCustomize a video game to become customer-centric
Skills DevelopedContinuous learning, self-confidence, coaching, communicating effectively, conflict management, innovation and creativity, negotiation, problem solving, tolerance to pressure, decision-making, customer service.
ProgramPeriod: 2017. Trained employees: 1000
Serious Games2100, serious game on customer service


Phone House is one of the most recognizable retailers of electronics, mobile devices, ADSL networks, TV and other telecommunications services. It has over 2,400 stores in eight countries in Europe and around 10,000 employees.

One of company’s biggest challenges was to change the culture in the organization and make employees more aware of how important customers are. Phone House wanted store managers and staff to be aware of the consequences of each of their actions with customers. Therefore, the challenge was to send a strong message that penetrated the organization and reinforced the habits of its nearly 1,000 employees in its more than 500 stores in Spain.


  • To build a customer-centric company culture.
  • To reinforce the implementation of the company’s established sales and customer service protocols.
  • To enhance customer experience in order to boost sales and net promoter score (NPS).


  • Customization. The company introduced all content it considered advisable within the video game, such as theoretical lessons for employees and, above all, simulations representing real situations of the problems and questions arising in Phone House stores.
  • Maximum availability. Since the only requirement to play the game is an internet connection, employees could play on their PCs, tablets or cell phones (no installation of software needed) and complete the training at anytime from anywhere.
  • “Learning by doing”. Thanks to the 2100 simulator, the video game ensured practice from the outset, guaranteeing that employees not only read the concepts and information related to products, but that they also acted out and practiced what they learned.


  • 4% higher sales at stores that took the course
  • 12,5% increase in net promoter score (NPS)
  • Completion rate 98,5%
  • Applicability rate 96,8%