Ileana Wilburg and Jamal Wilburg The University of Tampa EME 620- Spring 2014
Instructional Design Portfolio 2
Table of Contents
Definition of Performance Problem ................................................................................................ 3 Introduction ................................................................................................................................. 3 Needs Assessment ....................................................................................................................... 4 Goal Analysis .............................................................................................................................. 5 Learner Analysis ............................................................................................................................. 7 General Characteristics ............................................................................................................... 7 Specific Characteristics ............................................................................................................... 7 Contextual Analysis ........................................................................................................................ 7 Orienting Context ........................................................................................................................ 7 Instructional Context ................................................................................................................... 8 Transfer Context .......................................................................................................................... 8 Task Analysis .................................................................................................................................. 9 Instructional Objectives ................................................................................................................ 11 Objectives Sequencing .................................................................................................................. 12 Objectives Strategies ..................................................................................................................... 12 Development of Instructional Units .............................................................................................. 13 Narrative of Product .................................................................................................................. 13 Product Document ..................................................................................................................... 14 Evaluation Plan ............................................................................................................................. 14 Formative Evaluation ................................................................................................................ 14 Summative Evaluation .............................................................................................................. 15 Appendix A.1 ................................................................................................................................ 18 Appendix A.2 ................................................................................................................................ 21
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Definition of Performance Problem Introduction In 2013, the combination of two of the nations largest electronic health records (EHR) vendors was made official. The new company, XYZ, Inc. will provide services to over 100,000 providers across over 20,000 medical companies. One of the challenges of combining any companies, especially large ones, is the implementation of policies and procedures. In order for this to be achieved, the policies that will dictate operations must be decided upon and rolled out to all campuses and employees. The standard operating procedures (SOP) for telephone interactions with customers is a critical policy for customer-facing employees. Previously, the main campus had a program that included a 90 minute instructor-led class. The class covered the quality monitoring guidelines that were to be followed during calls. The class prepared employees for a mock call, which was the culmination event of new hire onboarding, a mock call. The mock call was also historically the only time the process was formally evaluated due to the inability to monitor calls. Aside from the catchy alliteration, the title echoed the importance of having consistent phone interactions with customers as phone agents become the voice of the company. This is especially true in customer support (technical support). The support organization receives over 1,000 incoming calls daily from customers. These problems can range from simple how-to questions to more complicated break-fix scenarios that require additional research and escalation to more specialized teams or even research and development. There has been an increase in the hiring of technicians recently in the support organization for all three campuses. The new employees were hired based primarily on their problem solving skills (as determined by an aptitude test) and their customer service experience. Instructional Design Portfolio 4
A lot of these employees have never worked in a call center environment and are not familiar with talking to customers all day. This has caused a decrease in compliance with some of the standards outlined in the program, such as average call handle time, average hold time, and transferring procedures. Additionally, new software has been purchased for the purpose of call monitoring. Also, the program will need to be rolled out to the other campuses to insure the company is operating on a single standard. Needs Assessment If given the time and funds, the designers would conduct a needs assessment of the customer support organization within the company. The needs assessment would help further define the target audience, in this scenario the support technicians. Phase I: A participant list for interviews and surveys would be compiled consisting of new hire support technicians, experienced technicians, managers, and employees in other departments that used to work in support. Since this scenario appears to be a felt need, the needs assessment would be conducted with this in mind. Phase II: Once the participants are identified data would need to be collected using the sample sizes indicated in Table 1 through interviews and anonymous online surveys. The goal of the survey is to gauge the consistency of responses related to the phone guidelines based on the SOP. It also can be used to identify the attitudes of technicians concerning their confidence in their abilities to resolve customer issues over the phone. The interviews would be designed to get more qualitative responses.
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Participant Survey Sample Size Interview Sample Size New Hire Technicians 100% 10% Experienced Technicians 100% 10% Managers 100% 50% Former Technicians 100% 10% (at least 5) Table 1 Phase III: The data from the surveys and interviews would be analyzed to identify trends and prioritize needs. Phase IV: A final report would be compiled to provide a summary of the assessment, the findings, and recommendations. It would include the process of data collection and the participants. The results would be presented to the appropriate stakeholders within the company. Goal Analysis Step 1. Identify Aim- Have consistent quality interaction with customers that meets the quality guidelines stated in the SOP Step 2. Set Goals Focus on customer service How to use equipment SOP are followed Identify customer issues for triage Properly handle upset/escalated calls Communicate with proper phone etiquette for customer service Step 3. Refine Goals Demonstrate required phone use Properly maintain SOP Instructional Design Portfolio 6
Identify customer issues for triage Appropriately handle upset clients/escalated calls Communicate with proper phone etiquette Step 4. Rank Goals 1. Communicate with proper phone etiquette 2. Properly maintain SOP 3. Identify customer issues for triage 4. Appropriately handle upset clients/escalated calls 5. Demonstrate required phone function/use Step 5. Refine Goals Again 1. Communicate with proper phone etiquette to provide world class customer service. 2. Properly follow quality monitoring SOP to ensure key tasks and behaviors are present with every customer interaction. 3. Utilize proper problem solving techniques to efficiently triage and troubleshoot customer issues. 4. Appropriately handle upset clients/escalated calls in accordance with SOP. 5. Demonstrate ability to use required features and functions of Cisco VOIP phone. Step 6. Final Ranking 1. Communicate with proper phone etiquette to provide world class customer service. 2. Properly follow quality monitoring SOP to ensure key tasks and behaviors are present with every customer interaction. 3. Utilize proper problem solving techniques to efficiently triage and troubleshoot customer issues. Instructional Design Portfolio 7
4. Appropriately handle upset clients/escalated calls in accordance with SOP. 5. Demonstrate ability to use required features and functions of Cisco VOIP phone. Learner Analysis General Characteristics The customer support department consists of 100 technicians. The ages range from 18 to 50 years old and include both genders (males and females). The majority (60%) of the technicians have less than one year of experience (including current job) providing technical support in a call center environment. A small percentage (25%) of the technicians have been with the company, through as many as six mergers and acquisitions, for over 10 years with some as long as 35 years. Specific Characteristics Learners must have a working knowledge in using PC computers. They must also know the functions of a Voice over IP (VOIP) telephone. Efficient communication skills are required from the learners. Learners must also be willing to learn new technologies to keep up with the ever-changing technological world. The Associate Customer Support Technician position is considered an entry-level position and does not require any previous call center or technical support experience, though it is preferred. All support technicians must pass an aptitude test prior to consideration for hire. Contextual Analysis Orienting Context The purpose of the training session is to create a standard for all of the customer support technicians to use for phone interactions with customers. The technicians (learners) will learn Instructional Design Portfolio 8
how to properly answer calls as well as keep a quality standard in customer service. Although some of the information may not be new, the learners will get a refresher on information previously learned. It is important for the instructor to emphasize that the revenue generated by support contracts is the majority of the recurring revenue for the business, making the quality of interaction critical. Instructional Context The training sessions will take place in a conference room at the company. The room is equipped with tables, chairs, and audio-visual equipment (projector, screen). White boards surround the room and a few laptops are available for use with access to the internet and all company systems. There is a conference phone in the room but no individual phones like the ones the technicians use. To adjust, soft-phones resembling the actual phones are installed on the laptops for the technicians to use. There is ample fluorescent lighting and minimal outside noise from the rest of the office. The training is a one-time occurrence, lasting for about three hours during the third week of new hire onboarding. Transfer Context At the end of the one-time training, learners complete a mock call to apply skills and knowledge. The mock calls are recorded with the recording being used to coach the learner through mistakes in the call. Trainers should provide a handout for learners to refer to if they have any questions or need assistance in what steps to take next. Management should continue call monitoring, evaluation, and coaching in order to continue emphasizing proper call handling processes with technicians. Instructional Design Portfolio 9
Task Analysis Form of Task Analysis: Procedural Analysis We decided to use a procedural analysis to organize the phone procedure into key tasks with specific steps. This creates a flow that the technicians can use to ensure the call is following the appropriate steps. Since calls vary in length and complexity, it can be easy for a technician to miss a key step in the process while providing technical assistance to the customer. It also helps to create an evaluation tool for management to use for call quality monitoring and feedback. A procedural task analysis will provide the best blueprint for the creation of instructional materials and ensure that evaluation matches the objectives. 1. Open the call a. Answer the call i. Press headset button on telephone b. Use standard greeting i. Thank you for calling XYZ, Inc., my name is_____ how can I help you? c. Collect necessary customer information i. Verify customer first and last name ii. Verify company name and company phone number iii. Check to ensure account is current with support fees and not on accounting hold 1. In the top right-hand corner of the account detail page in Salesforce is an accounting alert flag that will be set to yes or no. 2. If the flag is set to yes, follow accounting alert SOP d. Establish reason for the call Instructional Design Portfolio 10
i. Inbound call - Establish the reason why the customer is calling. ii. Outbound call - Clearly state why you are calling. e. State willingness to help i. Sample phrasing, Id be glad to help you with that!...or Ill be happy to help you today! 2. Explore the need a. Accurately restate or paraphrase the customers issue or problem. b. Conduct proper triage to pinpoint issue i. Use probing, open and closed questions to find issue. Questions should build on each other. c. Clarify available support options when appropriate 3. Offer solution a. Summarize options and action plan i. Give options or solutions and work with the customer to determine the best course of action. b. Assist customer with solution i. Help customer apply any suggested solutions, if they require assistance. c. Confirm issue has been addressed i. Obtain confirmation from the customer that the issue has been addressed d. Identify opportunities for additional products or services i. Listen to customer and provide a business growth opportunity, when applicable. e. Promote self-help options and/or tips and tricks i. Guide customer to the Online Support Center, documentation, in-product Instructional Design Portfolio 11
help, or any other method to better equip them to resolve their own issues. 4. Close the call a. If case is not resolved, summarize next steps i. Review and summarize the information provided to the customer and future actions required by either the technician or the customer. b. If case is resolved, confirm resolution i. Review and confirm with the customer that the issue being reported in the call has been satisfactorily resolved. ii. Extend the invitation to call back with any concerns. c. Offer case number to customer d. Receive permission to close case, if resolved e. If not resolved, set call back time frame and verify call back number f. Use standard closing i. Show appreciation to the customer and thank them for their time. ii. Should be said as, Is there anything else I can help you with today? <Pause for response> Thank you for being a XYZ customer. Instructional Objectives 1. Using the Support Standards document as a guide, the learner will demonstrate answering an incoming customer call with the standard greeting. 2. Using probing, open- and closed-ended questions, the learner will conduct proper triage to pinpoint the customer issue. 3. The learner will summarize options and action plan 4. Using the Support Standards document as a guide, the learner will demonstrate ending a Instructional Design Portfolio 12
customer call with the standard closing. Objectives Sequencing The content of this instruction will be presented in a sequence that is consistent with the real-world flow of a customer support call. In order to accomplish this, the world-related sequencing in temporal order from the beginning of the call through the close of call. 1. Using the Support Standards document as a guide, the learner will demonstrate answering an incoming customer call with the standard greeting. 2. Using probing, open- and closed-ended questions, the learner will conduct proper triage to pinpoint the customer issue. 3. The learner will summarize options and action plan 4. Using the Support Standards document as a guide, the learner will demonstrate ending a customer call with the standard closing. Objectives Strategies 1. Using the Support Standards document as a guide, the learner will demonstrate answering an incoming customer call with the standard greeting. Initial Presentation: While listening to audio from a sample call, learners are encouraged to take notes on proper call opening. Generative Strategy: After listening to the call the learner will recall the required components of the standard call opening and be able to demonstrate on a mock-customer call. 2. Using probing, open- and closed-ended questions, the learner will conduct proper triage to pinpoint the customer issue. Initial Presentation: While listening to audio from a sample call, learners are encouraged to Instructional Design Portfolio 13
take notes on conducting proper triage for a customer call. Generative Strategy: After listening to the call, the learner will explain the difference between open- and closed-ended questions and demonstrate proper triage techniques on mock-customer call. 3. The learner will summarize options and action plan Initial Presentation: While listening to audio from a sample call, learners are encouraged to take notes on summarizing the results of the call and coordinating any additional follow-up, if necessary. Generative Strategy: After listening to the call, the learner will explain the importance of summarizing the results of a call and demonstrate providing summary on a mock-customer call. 4. Using the Support Standards document as a guide, the learner will demonstrate ending a customer call with the standard closing. Initial Presentation: While listening to audio from a sample call, learners are encouraged to take notes on the proper call closing. Generative Strategy: After listening to the call, the learner will be able to demonstrate proper call closure on mock-customer call. Development of Instructional Units Narrative of Product The product chosen to be used to deliver the instruction is an e-learning course. The instructional units were designed and developed using Microsoft PowerPoint and Adobe Captivate. Slides of the training were created in PowerPoint and converted into video using Captivate. The videos include training material for the following objectives: Instructional Design Portfolio 14
Using the Support Standards document as a guide, the learner will demonstrate answering an incoming customer call with the standard greeting. Using the Support Standards document as a guide, the learner will demonstrate ending a customer call with the standard closing. One video and PowerPoint is created for each objective. To access the instructional unit, the learners will log on to the companys learning center where the videos will be stored. Product Document Following a script, the designers narrated the training. The slides advance automatically, but the learner has the option to advance forward or backwards in the presentation. The learner also has the option to pause and play the video. At the end of each video, there is a small quiz to test if the learner acquired the new information. The scripts for both instructional units are located in Appendices A.1 and A.2 Evaluation Plan Formative Evaluation The types of formative evaluation that will be used in this instructional unit are small group evaluation and field testing. Small Group Evaluation. The evaluators plan to identify strengths and weaknesses of the current draft version of the instructional unit with small-group trials. The small group would ideally be comprised of 10 support technicians of varying experience and five support managers. In order to get the members for the small group, the evaluators will solicit recommendations from the support leadership team of managers and directors. Once selected, the group will meet in an adequately sized conference room that is equipped with laptops, internet access, and a LCD Instructional Design Portfolio 15
projector so that the instructional unit can be displayed to the small group. The group will first complete the instruction and the post-test followed by a discussion period with the evaluators. Since the majority of the customer support communication is conducted over the telephone, the attitudes of the small group will provide important feedback. Once the trials are complete, any necessary adjustments will be made to the final version of instruction for field testing. Some of the questions that will be asked to the small group include: 1. Was this instruction easy to follow? 2. Was the length of the instruction appropriate to the content? 3. Do you prefer this CBT or the original instructor-led course? 4. How would you make this instruction more appealing? 5. Is there any necessary content missing from this instruction? Field Test. The evaluators plan to field test the instructional unit with the new hire classes from the other offices. The pass/fail rate of the post-quiz at the end of the instructional unit will provide the initial feedback from the field test. The final feedback will occur when the learners complete the mock call to determine if all of the appropriate policies and guidelines are followed by the learner when placed in a realistic situation. Summative Evaluation Evaluation of Objectives in Instructional Unit 1. Using the Support Standards document as a guide, the learner will demonstrate answering an incoming customer call with the standard greeting. Test item: The performance data of the learners can be compared to the learners from the Tampa, FL office to ensure the learning objectives and key performance metrics are being achieved. Instructional Design Portfolio 16
Task Yes No Was the standard greeting used to open the call? Was the customers information verified? Did the technician have a willingness to help statement?
4. Using the Support Standards document as a guide, the learner will demonstrate ending a customer call with the standard closing. Test item: The performance data of the learners can be compared to the learners from the Tampa, FL office to ensure the learning objectives and key performance metrics are being achieved Task Yes No N/A If the case was resolved, did the technician summarize the resolution? Was the customers satisfaction verified? If the case was not resolved, were the next steps provided and explained to the customer?
Was the standard closing used?
Confirmative Evaluation This instructional unit is a module of the overall new-hire training program. It is designed to ensure the employees have the appropriate competencies to provide support to customers over the phone. The expected outcome of this training is to ensure a consistent model for quality customer interactions. In order to ensure the learners are performing the tasks correctly over time, calls are recorded. Each month two calls will be randomly selected and reviewed by the customer support leadership team. The rubric used to score the calls will include questions that specifically cover the call opening and the call closing. Customer surveys will also be reviewed to ensure the intent of the program (increasing customer satisfaction) is being met. One of the survey questions asks if the support Instructional Design Portfolio 17
representative treated the customer with proper courtesy. This likert response will provide quantitative data that can provide feedback on this instructional unit. The qualitative data from the comments section of the survey will also be reviewed for any meaningful feedback.
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Appendix A.1 Topic: Opening the call (Estimated lesson time is 3:00) Slide AUDIO SCREEN 1. Intro music Splash Screen: Lesson 3: Opening The Call 2. After completing this lesson, youll be able to open the call in a way that is consistent across XYZ, Inc.. After completing this lesson, youll be able to open the call in a way that is consistent across XYZ, Inc.. 3. Your call responsibility is to provide maximum value by fulfilling the customers needs and creating an extraordinary customer experience. Creating an extraordinary customer experience starts when you answer the phone. Your responsibility: Provide maximum value by fulfilling the customers needs and creating an extraordinary customer experience 4. Did you know that within the first three seconds of speaking to someone you are evaluated? During this assessment, people are observing everything about you. Over the phone, they will pay attention to not only what words you choose, but how you say them, your accent, inflection, enunciation, and telephone etiquette. What kind of impression are you making in those three seconds? Clock graphic, people meeting one another
Words come in at random places on the screen timed with audio:
Accent Inflection Enunciation Telephone etiquette 5. Do they hear a pencil tapping in the background? Picture of pencil tapping desk 6. a sigh or audible breath? Pic of person who looks like they are sighing (maybe eyes lifted up and to a corner) 7. a co-worker talking to someone else on a break? Pic of two people talking, holding coffee 8. Its natural to feel more relaxed on the phone than you would in a face to face meeting. But the truth of the matter is that it should be handled with just as much formality as talking with them face to face. Customers gauge the type of service they are going to receive by the way you answer the phone. Pic of professional on the phone Instructional Design Portfolio 19
9. At XYZ, Inc., answering the phone is as easy as 1, 2, 3thankmeyou.
Thank you for calling XYZ, Inc.! This is David. May I have your name, please?
Depending on the system you use, you may also ask for the customers account number. Dissolve in the 1, 2, and 3 at the top of the screen, build words as read 1) Thank 2) Me 3) You Below 1,2,3, place this sentence; highlight 1, 2, and 3 alternatively as read in these sentences Thank you for calling XYZ, Inc.! This is David. May I have your name, please? 10. This XYZ, Inc. greeting may be a little different than what youre used to. You may have added your department, division, or product name in the past; however, you should discontinue the old greetings. Show a flashing no symbol over these non-examples Thank you for calling XYZ, Inc. Customer Support, this is ____. I show you are calling from _____, is this correct? Thank you for calling Peachtree by XYZ, Inc. support. My name is _____. 11. The standard is very straight forward. Thank you for calling XYZ, Inc.! My name is... May I have your name, please? Thank you for calling XYZ, Inc.! My name is _____. May I have your name, please? 12. After pulling up the customer in your system, have the customer verify the information that is appropriate to your team. For example, your team may verify the customers e-mail address, company name, and address. This will ensure that our information is correct and that you are talking with the same customer you accessed. Build as read Verify the applicable information 13. We need certain information in order to know who we are talking with; however, we must not forget to model the trait of empathy as soon as possible. As soon as you have enough information, ask How can I help you today? Remember, this call is important to the customer. Empathize
How can I help you today? 14. In review, the standard XYZ, Inc. greeting is very straight forward: Thank you for calling XYZ, Inc.! Thank you for calling XYZ, Inc.! My name is _____. Instructional Design Portfolio 20
My name is... May I have your name, please? May I have your name, please? 15. Now that you have completed this lesson, you should be able to open the call in a way that is consistent across XYZ, Inc..
Next, try taking this short quiz to see how much youve learned. Now that you have completed this lesson, you should be able to open the call in a way that is consistent across XYZ, Inc.. 16. (drag/drop) Place the three parts of the XYZ, Inc. greeting in order. 1) Thank 2) Me 3) You 17.
(multiple choice) How should you answer the phone? A) Hello, this is Amy. B) Hello, this is Amy. What is your account number? C) Technical Support, this is Amy. How may I help you? D) Thank you for calling XYZ, Inc.. This is Amy. May I have your name, please? (answer) 18.
(multi-select) After you greet the customer and pull up their account in the system, what information should you verify with the customer? Select all that apply. e-mail address (answer) company name (answer) contact name address (answer)
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Appendix A.2 Topic: Close the Call (Estimated lesson time is 2:45) Slide AUDIO SCREEN 19. Intro music Splash Screen: Lesson 4: Personalizing the Call 20. After completing this lesson, youll be able to close the call in a way that is consistent across XYZ, Inc.. After completing this lesson, youll be able to close the call in a way that is consistent across XYZ, Inc.. 21. Your call responsibility is to provide maximum value by fulfilling the customers needs and creating an extraordinary customer experience. You can make sure the customer has an extraordinary experience by closing the call in way that makes certain their needs have been fulfilled. Your responsibility: Provide maximum value by fulfilling the customers needs and creating an extraordinary customer experience 22. After you have confirmed with the customer that you have fulfilled their needs, most calls can be closed using a four-step process. 1) Summarize the resolution 2) Verify customers satisfaction and the customer understands next steps 3) Close the call 4) Document the call Show process diagram
23. Summarizing the resolution may involve reviewing the procedure or recapping the order information with the customer, depending on the type of call you received. Highlight each as described 24. Verify that the customer is satisfied with the call and understands any next steps. This is important because you not only want to satisfy the customer today; you also want to show a willingness to help them in the future. For example, ideally in the support department, you should advise the customer where to go in online help or Highlight each as described Verify their satisfaction Close the call Summarize the resolution Document the call Verify their satisfaction Close the call Summarize the resolution Document the call Instructional Design Portfolio 22
other supporting documentation for the answer in the future. 25. Just as there is a standard XYZ, Inc. greeting, there is a standard XYZ, Inc. closing as well.
Is there anything else I can help you with today? (Pause) to give the customer time to think and to answer you, and then say Thank you for calling XYZ, Inc.!
The standard XYZ, Inc. closing must be used in exactly the same way across all XYZ, Inc. divisions. Dissolve out the diagram
Is there anything else I can help you with today? (Pause) Thank you for calling XYZ, Inc.! 26. Documenting the call could mean different things to the different divisions of XYZ, Inc.. Make sure you complete all required fields and that you describe the entire interaction. Dissolve back in the process diagram Highlight each as described 27. If you have tasks that require a follow up with the customer, provide the customer with a reference number. Verify the best call-back number, provide a timeframe for your return call, and then follow through on it. If you do not have the answer within the original timeframe, call the customer and let them know you are still working on an answer, and then provide a new timeframe. Always follow through on what you told the customer! Following up with the customer: Provide a reference number Verify a call-back number Provide a timeframe for your return call Follow through or call the customer and provide a new timeframe 28. In summary, you should close the call using this four-step process. 1) Summarize the resolution 2) Verify their satisfaction and that they understand any next steps 3) Close the call by asking Is Close the call using this four-step process. 1) Summarize the resolution 2) Verify their satisfaction and understanding of any next steps 3) Close the call Instructional Design Portfolio 23
there anything else I can help you with today? Pausing, and then saying Thank you for calling XYZ, Inc.! 4) Document the call Is there anything else I can help you with today? (Pause) Thank you for calling XYZ, Inc.! 4) Document the call 29. Now that you have completed this lesson, you should be able to close the call in a way that is consistent across XYZ, Inc..
Next, try taking this short quiz to see how much youve learned. Now that you have completed this lesson, you should be able to close the call in a way that is consistent across XYZ, Inc.. 30. (drag/drop) Place the four stages of the call closure process in order. 1) Summarize the resolution 2) Verify their understanding and satisfaction 3) Close the call 4) Document the call 31. (drag/drop) Place the three parts of the standard XYZ, Inc. closing in order. 1) Is there anything else I can help you with today? 2) (Pause) 3) Thank you for being a XYZ, Inc. Customer! 32. (true/false) Everyone in XYZ, Inc. should use the standard XYZ, Inc. greeting and closing with every customer telephone call. (true)