Dbap Design Document

Design Document for
Customer Service and SimplyOrder Training

By DBAP, Inc.
Document Description
This Design Document will provide ECG a detailed overview of the training
solutions proposed by DBAP, Inc. Additionally, this document will allow for
quality assurance and charter compliance prior to the development of the
training. This blueprint will:
 Introduce the learning approach and strategies to be employed
 Itemize the media to be used to support the training
 Outline the learning objectives, illustrating appropriate scope and
sequence
 Highlight the training activities and assessments to be used
The first trainings for Customer Service Skills and SimplyOrder will be delivered
to ECG Telephone Operators and Customer Support Supervisors sessions
provided on June 18th and July 9th respectively.
Purpose of the Course

The purpose of the Customer Service course is to train Telephone Operators
(TOs) and Customer Service Supervisors (CSSs) on standards and procedures
used in communicating courteously with customers on the phone, as well as
techniques for upselling and cross-selling products to customers.
The purpose of the SimplyOrder course is to train Telephone Operators (TOs)
and Customer Service Supervisors (CSSs) on the new features and functionality
of SimplyOrder, so they can find product information more quickly and submit
new or modified orders in the new entry system more efficiently.
With these two courses, TOs and CSSs will gain knowledge and skills which will
result in a decrease in customer service complaints and an increase in customer
orders, supporting ECG’s financial goal of increased profits, as well as
improving customer service survey scores, quality of staff development, and job
satisfaction among TOs and CSSs.
Audience Description
Primary Audience
 Telephone Operators
Secondary Audience
 Customer Service Supervisors
2/1/2017
DBAP, Inc. Design Document, cont’d.
General Learner Characteristics

 Age: [17-35] 44%; [35-50] 16%; [50-65] 40%
 Gender: Female
 Education: 80% earned GED or HS diploma; 20% some post-secondary
education
 Average Tenure at ECG: 2-10 months
 Language: 28% are not native English speakers but have self-reported as
fluent
Entry Characteristics
 More than 75% indicated some level of dissatisfaction with their job and
previous trainings.
 All current ECG Telephone Operators and Customer Service Supervisors
have past experience with the previous order entry system.
 All current ECG Telephone Operators and Customer Service Supervisors
have past experience interacting with customers via phone.
Learning Preferences
 Shorter increments of training
 Hands-on/Doing activities
 Visual instruction.
Course Description
This training sequence developed for ECG Telephone Operators covers two areas
of instruction and is based on a job task analysis that identified roles and the
necessary tasks to complete each role successfully. Each training will take place
in a four-hour session. Sessions are scheduled to accommodate all operators
employed in three shifts. A course description for each one is listed here:
Customer Service Skills Training

The Customer Service Skills Training focuses on the primary skills necessary for
creating positive sales experiences with customers who call in to place catalog
product orders. It includes instruction regarding proper phone protocol, handling
difficult customers and using effective sales techniques.
SimplyOrder Training
The SimplyOrder Training is designed to introduce the newly implemented
product ordering software and its functionality to the Telephone Operators. The
operators will learn how to search for products, create new orders, and handle
returns and exchanges using the new platform
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Course Seat Time

The duration of the two courses, Customer Service Skills Training
and SimplyOrder Training, is four hours each.
Instructional Architecture/Strategy for Course

The instructional architecture for this course is rooted in Directive
Instruction. An initial foundation of understanding will be established through a
brief lecture introducing the concepts, principles and procedures in small chunks
that are appropriately sequenced to adequately scaffold skills and
understanding. Each content chunk will embed a series of interactive exercises
to reinforce content and provide formative feedback to the trainer. These
exercises include sandbox interactives, customer scenarios and role-playing.
Major Course Objectives

At the end of the Customer Service Skills course, Telephone Operators and
Customer Service Supervisors will be able to:
 Complete a customer call, within 10 minutes, following proper customer
service etiquette, given call scripts and phone protocol job aids.
 Employ all four steps of the HEAT method before closing or transferring
a call, given a difficult customer.
 Employ upselling or cross-selling sales techniques for other products
within a 10-minute call, given a customer placing an order.
At the end of the SimplyOrder course, Telephone Operators and Customer
Service Supervisors will be able to:
 Find specific product details within 1 minute of beginning the search in
the SimplyOrder system with no errors, given a customer inquiry about a
product.
 Fill out all fields in a new order form and submit it with no errors, given
a customer placing a new order.
 Explain the Return process to a customer, send a return label to a
customer, and submit a credit to a customer’s account with no errors,
given that a customer has met all conditions for a return.
 Explain the Exchange process to a customer, send a return label to a
customer, and submit a modified order with the desired product with no
errors, given that a customer has met all conditions for an exchange.
Learning Assessment for Course

Learning assessment for the Customer Service Skills and SimplyOrder training
courses are entirely formative in nature and marked by practice activities that
include role plays, games, and class discussions. Activities are designed to
reinforce the instructor presentation and to precede scenario role play activities
3
that will allow the operators to demonstrate what they have learned through
hands-on practice. The course assessment design supports building a thorough
understanding of training content for skillful on-the-job application. Assessment
will be conducted throughout the course to inform the instructor regarding skills
and concepts that need immediate remediation. No summative assessment will
given.
Course Outline
Course outlines were developed to reflect a comprehensive list of the tasks for
the Customer Service Skills training and the SimplyOrder training. Details
regarding the instructional objectives, methods and assessments for each segment
of the outline may be viewed in Appendix B.
Course 1 Overview (Customer Service Skills)
A. Introductions
B. Ice-breaker activity
C. Overview of training
D. Importance of Training
E. Objectives
Lesson 1: How to Employ Proper Phone Protocol
A. Introduction
B. Objectives
C. Using Proper Phone Protocol
1. Answering the phone and greeting customers
2. Employing customer service etiquette
3. Quick Check for Comprehension and Practice: Elbow partner
practice “Greetings”
4. Prompting customer to complete the survey
5. Closing the telephone call
6. Interactive Role-play Activity: Phone Protocol
D. Review and Summary
Lesson 2: How to Employ Basic Sales Techniques
A. Introduction
B. Objectives
C. Employing Basic Sales Techniques
1. Asking clarifying questions
2. Making recommendations
i. Upselling
ii. Cross selling
practice “Making Recommendations”
4. Handling objections
5. Accepting customers’ decisions
6. Closing the sale
7. Interactive Role-play Activity: Sales Techniques
Lesson 3: How to Handle Difficult Customers
A. Introduction
B. Objectives
C. Employing HEAT
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1. Hear them out

practice “Hear them out”
3. Empathize
practice “Empathize”
5. Apologize
practice “Apologize”
7. Take action or responsibility: Elbow partner practice “Take
Action”
8. Interactive Role-play Activity: Difficult Customers
D. Escalate to Supervisor
1. Respond to initial request
2. Respond to request within call
3. Interactive Role-play Activity: Call Escalation
E. Review and Summary
Final Summary
A. Review
B. Q&A Session
C. Closing Remarks
Course II Overview (SimplyOrder)
A. Introductions
B. Ice-breaker activity
C. Overview of training
D. Importance of training
E. Objectives
Lesson 1: How to Launch SimplyOrder
A. Introduction
B. Objectives
C. Launching SimplyOrder
1. Logging in to SimplyOrder
2. Touring the SimplyOrder platform
3. Logging out of SimplyOrder
4. Computer Practice Activity: SimplyOrder Basics
Lesson 2: How to Search for Product Information in SimplyOrder
A. Introduction
B. Objectives
C. Searching for Product Information
1. Using the Search Function
2. Computer Practice Activity: Product Search
3. Identifying Product Details
4. Computer Practice Activity: Product Details
Lesson 3: How to Take New Orders
A. Introduction
B. Objectives
C. Taking New Orders
1. Searching for product
5
2. Accessing existing customer

3. Quick Check for Comprehension and Practice: Sandbox
Practice
4. Providing any information on product
5. Entering payment information
Practice
7. Applying discount codes
8. Completing the order by specifying shipping options
9. Computer Practice Activity: Taking New Orders
Lesson 4: How to Modify an Existing Order
A. Introduction
B. Objectives
C. Modifying an Existing Order
1. Explaining order change policies
2. Changing the shipping address
Practice
4. Adding or deleting items
5. Changing payment type
Practice
7. Cancelling an order
8. Computer Practice Activity: Modifying Existing Orders
Lesson 5: How to Handle Returns and Exchanges
A. Introduction
B. Objectives
C. Handling Returns
1. Retrieving order
2. Identifying reason for return
3. Sending a return label
5. Detailing process and charge refund to customer
6. Computer Practice Activity: Returns
D. Handling Exchanges
1. Retrieving order
2. Identifying reason for exchange
3. Entering information for a new or exchanged product
4. Sending a return label
5. Detailing process to customer
6. Computer Practice Activity: Exchanges
E. Review and Summary
Final Summary
A. Review
B. Q&A Session
C. Closing Remarks
6
Media
Customer Service Skills Training: The training will begin with a tutorial that
will contain slides and graphics throughout as appropriate. The slides will use
stock photos and animated graphics as appropriate to represent various customer
service scenarios. Furthermore, audio clips will be used to illustrate appropriate
HEAT responses under different kinds of customer service situations. Scripts will
also be used during role-play sessions.
SimplyOrder Training: This hands-on training will involve demonstration

and practice exercises on the sandbox. Slides will be used for presentation
of facts, as appropriate. The slides will use stock photos, animated
graphics, and screen captures from SimplyOrder. In addition, scripts will
be provided as a part of assessment activities. Handouts of procedural
steps, which will also have the screen capture photos, will be provided to
the employees during the practice exercises.
Development Tools
Development tools to be used for the creation of the training materials and
exercises include:
 PowerPoint for the direct instruction of HEAT
protocol and SimplyOrder
 Microsoft Word for Telephone Operator Scripts, Job Aids and exercise
scenarios
 Adobe Photoshop to modify screen shots within SimplyOrder
 Snipping Tool to capture screen shots within Simply Order
 Audacity to capture audio for HEAT protocol activities
 SimplyOrder sandbox
Development Time
DBAP, Inc. will require the following hours for development:
 Customer Service Training: 200-250 hours of development time
 SimplyOrder Training: 200-250 hours of development time
These hours include development of facilitator and student guides, presentations,
and job aids, as well as training assessments for Train-the-Trainers.
Support requirements
For successful completion of the two courses, ECG management will help
DBAP, Inc. in the following ways:
 Provide existing training documents and other related data electronically
7
 Provide training room and the necessary IT support

 Ensure the sandbox is functional at least two business days prior to
pilot SimplyOrder Training
 Supply detailed procedures and guidelines, especially for the new order-
entry (SimplyOrder) processes and standard customer service protocols.
 Direct appropriate IT staff to provide Sandbox access for screen
capturesfor SimplyOrder Training
 Inform Operators and Customer Service Supervisors about the training
schedules in advance
 Assist in printing of training materials
 Ensure that the deliverables are timely reviewed and signed off as per
scheduled dates.
 Promptly communicate any delays and/or roadblocks to meet deadlines
Ownership
ECG will own both the trainings, Customer Service Skills Training
and SimplyOrder Training. DBAP, Inc. will maintain all training material for
ECG for one year after the initial training. Thereafter, ECG personnel will
maintain the materials.
If, however, ECG would like DBAP, Inc. to continue maintenance of the training
materials, DBAP will provide a proposal regarding the scope and cost of the
services provides
Project Sign-off
Please sign below indicating agreement with the proposed course plan and
approving start-up of the development phases.
Instructional Designer Date
Project Manager/Sponsor Date
8
Appendix A: Job Task Analysis

You may view this JTA to full scale at the following website: https://tinyurl.com/y2ot9q4j
9
Appendix B: Detailed Course Outline

Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals / Media
Concept Method Method Description Support
3 15 min Course Overview N/A Presentation N/A N/A include specific

A-E (Customer Service of Facts graphic ideas
(CS) and SimplyOrder
Training)
3
A-D  Introductions
(SO)
 Ice-breaker
activity
 Overview of
training
 Importance of
training
 Objectives
How to Handle
3A 5 min N/A Presentation N/A N/A PowerPoint
Difficult Customers
3B of Facts slides with text
(CS)  Lesson
Introduction
o Overview
o Objectives
10
HEAT protocol
3C 10 min N/A Presentation N/A N/A PowerPoint
 Hear them
1-4 of Guidelines slides with text
out
(CS)
 Empathize
 Apologize
 Take Action
Practice Activities Demonstration Application of

3C 20 min Given a series Role-play
 Protocol of Principles Principles
5-6 of scenarios, scripts
Guidelines
(CS) Telephone
 Interactive (Using guided (Formative During role-play
Operators will
Role-play activities and Assessment exercises, learners will
employ the
simulations) using role- employ the HEAT
HEAT
play) protocol with printed,
guidelines
responses to scripted scenarios to be
model used by learners and the
appropriate facilitator. Learner
responses scripts may only involve
without error. prompts to which the
elbow partner would
respond. Learners will
be evaluated through a
checklist/rubric.
Escalating to
3D 5 min N/A Presentation N/A N/A PowerPoint
Supervisor
1-3 of Guidelines slides with text
 Immediate
(CS)
requests
 Requests
during call
11
Practice Activities Demonstration Application of

3D 15 min Given a series Role-play
 Protocol of Principle Principle
4-5 of scenarios, scripts
Guidelines During role-play
(CS) Telephone
 Interactive (Using guided (Formative exercises, learners will
Operators will,
Role-play activities and Assessment employ HEAT and
without error,
simulations) using multiple determine the
employ the
choice and appropriate time, if any
appropriate
role-play) to escalate the customer
response to
escalation to a supervisor using
requests and printed scripts. Learner
recognize scripts may only involve
when to prompts to which the
escalate a call elbow partner would
to a respond. Learners will
supervisor. be evaluated through a
checklist/rubric.
3E 10min Review and N/A Presentation N/A N/A PowerPoint slide

Summary of Facts s with text
(CS)
12
2A 5 min How to Search for N/A Presentation of N/A N/A PowerPoint

2B Product Information in Facts slides with text
(SO) SimplyOrder
 Lesson Introduction
o Overview
o Objectives
13
2C 15 min Using Search Given a Demonstration Application of Learners are PowerPoint

Functionality product of Procedure Procedure given product slides with
1-2
 Demonstration of number,
Instructor will
numbers, text/graphics
(SO) procedure with keyword or keywords, and
demonstrate the SO Sandbox
steps product name, product names
new search
TOs and CSSs and search for
1. Find Search functionality and
will find the product in SO
Field throughout steps for
product sandbox.
SO searching for a
within 1
product 3 Product Numbers:
2. Enter a Product minute of
different ways in #D584, T996,
Number…or beginning the
the SO sandbox. W423
search in the
3. Enter a
SimplyOrder Product Keywords:
Keyword…or
system with examples: “Personalized
4. Enter a Product no errors. glasses”, “Mosaic
Product #: C156
Name art”, “rustic table”
Keyword:
5. Review Pop-up Product Name:
“chevron
Results Window “Lucy Collection
blanket”
Quilt”, “Firefly
6. Select the
Product Name: Pendant Lamp”,
appropriate item
“Celia Collection “Jack Tufted
from the pop-up
candlesticks” Ottoman”
window
7. Click Close
button to close
pop-up window
 Practice Activity
using Product
Search procedure
14
2C 15 min Identifying Product Given a Demonstration of Application of Procedure PowerPoint

Details customer Procedure slides with
3-4  Demonstration of Instructor will have scripts of different
inquiry about text/graphics
(SO) procedure with Instructor will customer scenarios asking about
a product,
steps demonstrate how product details. Learners will go SO Sandbox
TOs and CSSs
to obtain specific through the steps of finding product
Search product will find
1. product details. details and answer “customer” with the
specific
Review list of correct answer.
2. product Product 1 Ex:
products details within Product #C156 Scenario 1:
3. Click link for a 1 minute of Colors: B&W “What material is the paisley rug made
specific product beginning the Available: Aug 1 of?”
search in the Similar: #C236 Answer-Wool
4. Identify specific SimplyOrder Deliver: 1 week
product detail Scenario 2:
system with Product 2: Ex: “How big is ‘Fuzzy Buzzy Bee’ lamp?”
5. Identify product no errors “Chevron Answer-20 inches
availability blanket” –
Scenario 3:
6. Identify similar Material: Wool
“Do you have similar glass Halloween
or Available: Aug 1
décor like the pumpkins in your
complimentary Similar:
catalog?”
products “Checkerboard
Answer-Glass witches
blanket”
7. Identify expected Deliver: 2-3 Scenario 4:
delivery date weeks “If I buy the Jillian ottoman and rug
8. Click Close together, is there a discount available?”
Product 3: Ex:
button to close Answer-10% from the same collection
“Celia Collection
pop-up window candlesticks” – Scenario 5:
Size: 9 inches “I’d like to buy the chrysanthemum
 Practice Activity Available: Sep 8 centerpiece. When can it be delivered?”
using Product Similar: “Beth Answer-After Oct 3rd
Details Search Collection
procedure candlesticks”
Deliver: 1 week
15
2D 10 min Review and Summary N/A Presentation of N/A N/A PowerPoint

Facts slides with text
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Appendix C: Final Assessment

There will be no final assessment for either Customer Service Skills Training or SimplyOrder Training. Both the courses, however, will
include formative assessment activities with immediate feedback, such as role plays, tutorials, games, and discussions. These activities
will have appropriate rubric/checklist based on which the trainers will monitor the progress and suitably guide the Telephone Operators
and Customer Service Supervisors.
17

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Design Document for

Customer Service and SimplyOrder Training

Purpose of the Course

General Learner Characteristics

Customer Service Skills Training

Course Seat Time

Instructional Architecture/Strategy for Course

Major Course Objectives

Learning Assessment for Course

1. Hear them out

2. Accessing existing customer

SimplyOrder Training: This hands-on training will involve demonstration

 Provide training room and the necessary IT support

Instructional Designer Date

Project Manager/Sponsor Date

Appendix A: Job Task Analysis

Appendix B: Detailed Course Outline

3 15 min Course Overview N/A Presentation N/A N/A include specific

Practice Activities Demonstration Application of

Practice Activities Demonstration Application of

3E 10min Review and N/A Presentation N/A N/A PowerPoint slide

2A 5 min How to Search for N/A Presentation of N/A N/A PowerPoint

2C 15 min Using Search Given a Demonstration Application of Learners are PowerPoint

2C 15 min Identifying Product Given a Demonstration of Application of Procedure PowerPoint

2D 10 min Review and Summary N/A Presentation of N/A N/A PowerPoint

Appendix C: Final Assessment

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