Options
A training needs analysis for customer service operators in a call centre
Author
Pang, Mui Nee
Supervisor
Williams, Michael D.
Abstract
The objective of this dissertation is to look at how a needs analysis was carried out for an overseas telecommunications organisation, XYZ Telecommunications Ltd., to address its performance gap.
In the case of XYZ, it was the need to solve a performance problem that initiated the conduct of this needs analysis. According to industry best practice, not more than 3% of all incoming calls get transferred past the first answering point. From XYZ's extant data analysis, about 10% of all calls coming to a Customer Service Operator (CSO) are transferred. Therefore, XYZ needs to cross-train all the CSOs to enable them to handle all incoming enquiries regardless of product line. The ultimate objective is to improve the level of customer service rendered so that it will be the differentiator from competition.
Relevant research questions were drawn up to guide me in data collection and analysis :
● What is the current job performance level of the CSOs?
● What is the desired job performance level of the CSOs?
● What kind of product training is being provided?
● What areas in existing training programmes/new training programmes they would find useful in improving their job performance?
● Do the CSOs receive feedback about how they are performing?
● Are there any consequences for performance or non-performance?
● What are the possible ways to solve the performance probelm?
A performance problem analysis was then carried out to find out the extent the problem arose due to insufficient abilities among the performers, or because of other systemic causes. In the process, I examined the following problem solving models :
● Mager and Pipe performance analysis flow diagram (1997);
● Gilbert's performance engineering model (PEM, 1978); and
● Clardy's model (1985), an integration of the above 2 approaches.
From the analysis of data collected, recommendations were made to satisfy the needs relating to each of the research questions. Some of the needs could be satisfied by my organization's e-learning programme while the remaining needs could not be satisfied by the proposed training, I have categorised them according to the factors that were mentioned in Clardy's model (1985). I also highlighted the relevance of Gilbert's performance engineering model (PEM) and Mager and Pipe situation-specific performance analysis flow diagram, whenever applicable.
From the needs analysis conducted, we concluded that it is important that relevant environmental factors need to be identified and dealt with appropriately as they have an impact on the success of an instructional solution, that is to be implemented to solve a performance problem. Some of the factors discussed include the overall learning architecture, management support and the organization's feedback and reward systems.
In the case of XYZ, it was the need to solve a performance problem that initiated the conduct of this needs analysis. According to industry best practice, not more than 3% of all incoming calls get transferred past the first answering point. From XYZ's extant data analysis, about 10% of all calls coming to a Customer Service Operator (CSO) are transferred. Therefore, XYZ needs to cross-train all the CSOs to enable them to handle all incoming enquiries regardless of product line. The ultimate objective is to improve the level of customer service rendered so that it will be the differentiator from competition.
Relevant research questions were drawn up to guide me in data collection and analysis :
● What is the current job performance level of the CSOs?
● What is the desired job performance level of the CSOs?
● What kind of product training is being provided?
● What areas in existing training programmes/new training programmes they would find useful in improving their job performance?
● Do the CSOs receive feedback about how they are performing?
● Are there any consequences for performance or non-performance?
● What are the possible ways to solve the performance probelm?
A performance problem analysis was then carried out to find out the extent the problem arose due to insufficient abilities among the performers, or because of other systemic causes. In the process, I examined the following problem solving models :
● Mager and Pipe performance analysis flow diagram (1997);
● Gilbert's performance engineering model (PEM, 1978); and
● Clardy's model (1985), an integration of the above 2 approaches.
From the analysis of data collected, recommendations were made to satisfy the needs relating to each of the research questions. Some of the needs could be satisfied by my organization's e-learning programme while the remaining needs could not be satisfied by the proposed training, I have categorised them according to the factors that were mentioned in Clardy's model (1985). I also highlighted the relevance of Gilbert's performance engineering model (PEM) and Mager and Pipe situation-specific performance analysis flow diagram, whenever applicable.
From the needs analysis conducted, we concluded that it is important that relevant environmental factors need to be identified and dealt with appropriately as they have an impact on the success of an instructional solution, that is to be implemented to solve a performance problem. Some of the factors discussed include the overall learning architecture, management support and the organization's feedback and reward systems.
Date Issued
2002
Call Number
HF5549.5.T7 Pan
Date Submitted
2002