aol training presentation
DESCRIPTION
This is a project Matt Kaiser, Jaclin Principato, and myself developed for our Training and Development class. It focuses on the need for Customer Service Training at AOL.TRANSCRIPT
Presented by: CMJ Consulting
AMERICA ONLINE
REQUEST FOR PROPOSAL
Agenda
Overview
Needs Assessment
Training
Training Course
Training Evaluation
Timeline
Project Costs
Responsibilities
Overall Gains & Benefits
Overview
CMJ Consulting
Founded 2000 Located in Chicago, IL
Specializes in Training and Development Customer Service Training
Clients include:
Yahoo
Apple
Overview
America Online (AOL)
Global internet services and media companyOnline software
Dial-up internet service
Separated from Time Warner in 2009
Headquarters is located in New York, N.Y.
Ranked #1 for Poor Customer Service
2008, 2009, and 2010
Resulted in Profit losses
Overview
Overview
Why is AOL Ranked #1 for Poor Customer Service?
Lost more than 9 million customers between 2002 through 2006
Customers spend extended periods of time with automated services
Customers are NOT allowed to cancel their service
AOL is tricking customers into buying products
Customer Scenario
http://www.youtube.com/watch?v=xmpDSBAh6RY
Needs Assessment
OrganizationalAnalysis
Upper-Level Management Consists of Directors, CEO’s,
and VPs who focus on the business strategy to see if training fits that strategy.
Midlevel Management:
Their role is to identify how much of their budget they are willing to dedicate to training.
CMJ Consulting
Use their Methodology and
in-house training development.
Person
Analysis
Upper-Level Management
Determine what business unit or functions need training.
Midlevel Management:
Their responsibility to decide which employees within the
business function need training. The managers with
train with the customer service representatives.
CMJ Consulting
Has identified customer service representatives as potential
AOL employees needing training. The CSRs and
Managers will go through the same training which creates
buy-in for AOL.
Task
Analysis
Upper-Level Management
Help CMJ Consulting to determine if AOL has the right
employees with the appropriate KSA’s to compete
in the marketplace.
Midlevel Management
Help determine which job roles will make the biggest difference for training. CSRs has been one position identified for training.
CMJ Consulting
Their responsibility to identify what KSA’s are necessary for
the CSR position and whatever position Midlevel Managers
think will make a difference at AOL.
Needs Assessment
Conducted through:
Interviews with SME’s
Questionnaires
Observations
Training
Goals
Customer retention
Customers spend less time waiting and listening
to automated services
Provide empathetic customer service
Knowledgeable representatives
Training
Objective: Use customer service competencies and align them with the brand and mission of AOL. Currently does not connect and has resulted in loss of
customers, profit, and complaints
• AOL is a brand that stands for creativity
Brand
• To inform, entertain, and connect the world
Mission• Customer Focus
• Compassion
• Communicates Effectively
• Managing Vision and Purpose
• Problem Solving
• Listens Actively
Competencies
Training
Customer Focus
The current AOL CSR:
• May not put the customer first
• May think they know what the customer needs are
• May be unwilling to handle criticism, complaints, and special requests
After the training, CSR will:
• Become dedicated to meeting the customers’ expectations and requirements
• Act with the customer in mind
• Establish and maintain effective relationships with customers to gain trust and respect
Developmental Assignment:
The CSR will manage a dissatisfied external customer through a performance or quality problem with an AOL product or service
Compassion
The Current AOL CSR:
• May be less caring or empathetic to customers
• May be only results driven
• May have less sympathy for problem with customers
After the training, CSR will:
• Genuinely care about customers
• Available and ready to help
• Demonstrate real empathy with the joys and pains of others
Developmental Assignment:
• The CSR will manage the outplacement of a group of people at AOL.
Managing Vision and Purpose
The current AOL CSR:
• May not communicate or sell a vision
• May not act like they really believe in the vision
After training, CSR will:
• Communicate a compelling and inspired vision
• Makes the vision shareable with managers, employees, and customers
Developmental Assignment
• The CSR will build a multifunctional AOL project team to tackle la common customer service issue.
Training
Basic Data Entry and
Access Information
Technology:
• Phones
• Computers
• Technical Skills
• Detail of Products
Current Training
Customer Focused
Training
Blended Methods:
• Role Plays
• Seminars
• Workshops
• Developmental
• Assignments
• Call Monitoring System
Continuous Training Program
Future Needs of Training
Training Course
Day 1: Initial Training Visit
Presentation of CSR Training Process to engage
and yield executive buy-in
Answer any preliminary questions regarding the
training competencies, processes, and
administration
Training Course
Days 2-9: Customer Service Training Course
Consists of two separate two hour sessions
Consist of 160 CSRs and 8 managers
20 CSRs and 2 managers per day
Week 1: Call Monitoring System
Week 2: Bi-annual workshops
Continuous observations of the CSRs during both
weeks
Training Course
Call Monitoring System
Consists of random phone screening for each CSR
Screen 10 to 15 calls per employee during each
performance appraisal
Customer Service Workshops
Consists of bi-annual meetings that will review the
customer service competencies and future concerns
Training Course
Day 10: Training Evaluation AOL and CMJ Consulting will evaluate the effectiveness of
the CSR Training. Impact
Clarification
Questions
Return three months after Training Evaluation Average call length
Number of complaints
Employee reaction
Customer retention
Return on Investment
Training Course Evaluation
Kirkpatrick’s Four Levels of Evaluation
Evaluate the Training Program on April 11th through April 13th
Training Course EvaluationEvaluation Type Evaluation Description Evaluation Method
Reaction How the customer service
representative feels about the
training and learning experience
Verbal Reaction and a
Post-Training Questionnaire
Learning How well the customer service
representatives knows the
competencies
Workshops and Developmental
Assignments
Behavior How well the competencies of
customer service trainings are
integrated in AOL’s corporate culture
Call Monitoring
Results How influential the customer service
training is upon the overall
organization i.e. ROI
Average Call length, Customer
Retention, and Number of
Complaints
Timeline
Schedule of Training Process
Months
December January February March April
RFP
Presentation
12/8/2010
Training
1/3/2011-1/14/2011
Evaluation
4/11/2011 - 4/13/2011
Project Costs
Investment
Airfare (roundtrip) 3 x $300 x 2 trips $1,800
Lodging (13 days) x $200 $2,600
Car Rental $300 x 2 trips $600
Labor (18 days) 8hrs/day x $150hr $21,600
Total for 5 month Training Process $26,600
* The total cost per trainee is $158.33
** There are 168 total trainees
Responsibilities
CMJ Consulting
One Trainer Conduct each CSR Training Course
Two ConsultantsWork in conjunction with the managers to create and
design the call monitoring system and bi-annual workshops
Work with the Executives during the initial presentation and final evaluation
Assist the Trainer throughout the Training process
Responsibilities
AOL Must provide Executive support to yield the most
organization-wide buy-in
Must provide adequate facilities for the training program Requirements: Common meeting room that holds 25
individuals equipped with an overhead projector, tables, chairs, and phones
Must provide CSRs and managers flexibility in regards to regular scheduled work hours
Must continue with the bi-annual workshops, call monitoring system, and developmental assignments
Overall Gains & Benefits
• Maximize AOL’s Customer Retention
• Minimize the length of Customer Service Calls
• Minimize Customer ComplaintsGains
• Increased Customer Satisfaction
• Increase AOL’s credibility with customers
• Manage stressful situations more effectively
• Recognize the triggers of customer irritation
Benefits
Questions