aol presentation
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Presented by: CMJ Consulting
AMERICA ONLINEREQUEST 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:
Google Yahoo Apple
Overview
America Online (AOL) Global internet services and media company
Online 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
Organizational Analysis
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 ConsultingUse their Methodology and
in-house training development.
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 ManagementHelp determine
which job roles will make the biggest
difference for training. CSRs has been one position
identified for training.
CMJ ConsultingTheir 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
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.
TrainingBasic Data Entry and Access
Information
Technology:• Phones• Computers• Technical Skills• Detail of Products
Current
Training
Customer FocusedTraining
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 MethodReaction 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 AprilRFP
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 (13 days) 8hrs/day x $150hr $15,600
Total for 5 month Training Process $20,600
* The total cost per trainee is $122.62 ** There are 168 total trainees
Responsibilities
CMJ Consulting One Trainer
Conduct each CSR Training Course Two Consultants
Work 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
Gains
• Maximize AOL’s Customer Retention
• Minimize the length of Customer Service Calls
• Minimize Customer Complaints
Benefits
• Increased Customer Satisfaction• Increase AOL’s credibility with
customers • Manage stressful situations more
effectively • Recognize the triggers of customer
irritation
Questions