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PEERS POST:
Industry and Problem
Today’s Teacher, the nation’s largest company of teaching resources, tools, supplies, textbooks, and continuing education training, has consistently outperformed its closest competitor in customer service for the past 15 years. A recent audit of customer service satisfaction has determined Today’s Teacher has suffered a significant decline post-pandemic. Today’s Teacher hired the Instructional Design firm of Archer & Archer ID to conduct a needs analysis to determine why the customer satisfaction rating had decreased. The identified problem is a lack of training on an existing company tool called NoteBuilder, which aids the service center representative in accurately documenting a customer’s order. The lack of use of NoteBuilder has led to inconsistency and confusion.
Impact and Stakeholders
Today’s Teacher management, employees, and customers are the primary stakeholders. The impact of the NoteBuilder training will ensure each service center representative is creating the same notes and orders for each customer, creating consistency. The initial training will temporarily decrease the number of orders each service center representative will be able to receive. Still, upon mastery, the overall impact will be more accurate and consistent customer orders, lower After Call Work (ACW), lower Average Handle Time (AHT), higher job satisfaction, quicker turn-around times, a strong partnership between the service center and account managers, increased revenue, and satisfied customers.
Rationale for Instructional Intervention
Due to the time constraints in a call center, it is nearly impossible to pull staff off the phones to conduct training. Due to this fact, the ID will incorporate creativity and flexibility to address this challenge. “The instructional designer comes into an environment and determines what needs to take place based on what is going on in the environment. Instructional designers use a needs analysis process to get at the source of the problem.” (Brown & Green, 2020) In this particular situation, Brown & Green state, “Instruction is most appropriate when a change in skill or knowledge is desired.”
Instructional intervention is best suited for this situation as each service center representative will begin using NoteBuilder, which requires training. The training will be completed between calls, breaking it up into smaller increments, which will best suit the needs of the company and the customers. The Service Center Training Specialist will attend each Service Center Team meeting to answer questions and clarify any outstanding issues.
If the problem is not addressed, the consequences of inconsistency and confusion will mean the account managers cannot accurately fulfill customer orders. Not only will this directly impact Today’s Teacher’s customer satisfaction rating, but it will also lead to a decline in revenue, job satisfaction, and the company’s reputation.
-Christina
References
Brown, A. H., & Green, T. D. (2020).
The Essentials of Instructional Design; Connecting Fundamental Principles with Process and Practice (4th ed.). Routledge.
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