Hypothetical Aol Presentation

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Presented by: CMJ Consulting AMERICA ONLINE REQUEST FOR PROPOSAL

Transcript of Hypothetical Aol Presentation

Page 1: Hypothetical Aol Presentation

Presented by: CMJ Consulting

AMERICA ONLINE

REQUEST FOR PROPOSAL

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Agenda

Overview

Needs Assessment

Training

Training Course

Training Evaluation

Timeline

Project Costs

Responsibilities

Overall Gains & Benefits

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Overview

CMJ Consulting

Founded 2000 Located in Chicago, IL

Specializes in Training and Development Customer Service Training

Clients include:

Google

Yahoo

Apple

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Overview

America Online (AOL)

Global internet services and media companyOnline 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

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Overview

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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

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Needs Assessment

OrganizationalAnalysis

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 Consulting

Use their Methodology and

in-house training development.

Person

Analysis

Upper-Level Management

Determine what business unit or functions need training.

Midlevel Management:

Their responsibility to decide which employees within the

business function need training. The managers with

train with the customer service representatives.

CMJ Consulting

Has identified customer service representatives as potential

AOL employees needing training. The CSRs and

Managers will go through the same training which creates

buy-in for AOL.

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 Management

Help determine which job roles will make the biggest difference for training. CSRs has been one position identified for training.

CMJ Consulting

Their responsibility to identify what KSA’s are necessary for

the CSR position and whatever position Midlevel Managers

think will make a difference at AOL.

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Needs Assessment

Conducted through:

Interviews with SME’s

Questionnaires

Observations

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Training

Goals

Customer retention

Customers spend less time waiting and listening

to automated services

Provide empathetic customer service

Knowledgeable representatives

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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

• To inform, entertain, and connect the world

Mission• Customer Focus

• Compassion

• Communicates Effectively

• Managing Vision and Purpose

• Problem Solving

• Listens Actively

Competencies

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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.

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Training

Basic Data Entry and

Access Information

Technology:

• Phones

• Computers

• Technical Skills

• Detail of Products

Current Training

Customer Focused

Training

Blended Methods:

• Role Plays

• Seminars

• Workshops

• Developmental

• Assignments

• Call Monitoring System

Continuous Training Program

Future Needs of Training

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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

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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

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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

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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

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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 Method

Reaction 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

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Timeline

Schedule of Training Process

Months

December January February March April

RFP

Presentation

12/8/2010

Training

1/3/2011-1/14/2011

Evaluation

4/11/2011 - 4/13/2011

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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

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Responsibilities

CMJ Consulting

One Trainer Conduct each CSR Training Course

Two ConsultantsWork 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

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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

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Overall Gains & Benefits

• Maximize AOL’s Customer Retention

• Minimize the length of Customer Service Calls

• Minimize Customer ComplaintsGains

• Increased Customer Satisfaction

• Increase AOL’s credibility with customers

• Manage stressful situations more effectively

• Recognize the triggers of customer irritation

Benefits

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Questions