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Culture and Communication Training Transformation A  learner centric  approach  to curriculum design
Re-iterating the Business Goal Business Need How  Impact Reduce cost of training agents Reduce training time while improving agent performance Increase savings in direct training cost ( +  100,000 USD/month) Improve agent performance by creating a  more  effective CCT curriculum ,[object Object],[object Object],[object Object],[object Object],[object Object],Improve AHT, CSAT etc scores from current state Increase savings in direct training cost
Step 1: Analysis of training and non-training factors that impact agent performance Analysis: Snapshot of Analysis  Activities ,[object Object],[object Object],Analyze
Click each orange highlight to see analysis findings. Click  here  for next section (Analysis to Design.) Analysis Findings
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analysis Findings Click each orange highlight to see analysis findings. Click  here  for next section (Analysis to Design.)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analysis Findings Click each orange highlight to see analysis findings. Click  here  for next section (Analysis to Design.)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analysis Findings Click each orange highlight to see analysis findings. Click  here  for next section (Analysis to Design.)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analysis Findings Click each orange highlight to see analysis findings. Click  here  for next section (Analysis to Design.)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analysis Findings Click each orange highlight to see analysis findings. Click  here  for next section (Analysis to Design.)
Analysis to Design Current Challenges  Design Recommendations No direct transition of knowledge imparted in CCT to skill set required by agent on the floor Call Flow-based  curriculum design Introduce  caller personas  to create cultural and situational realism Limited practice of mock calls Role Play backbone  to increase practice of mock calls in the context of the vertical/ program ‘ One size fits all’ approach to address different learner needs Self-paced  Learning Built-in  flexibility  for focused attention to specific learner needs within a batch Concept Library  to re-enforce knowledge  ‘ One size fits all’ approach to address different program needs Concept Library to re-enforce knowledge Integrating knowledge topics in the  context  of a call-flow based curriculum Integrate  program-specific role-plays, word/ phrase list Agents unable to understand and respond to customer queries Increase  Call recordings ,  Call debrief  to analyze good and bad calls Agents unable to handle irate customers Introduce caller persona to create cultural and situational realism Agents unable to multitask between listening to customer, using applications and responding to customer query Active listening and multitasking through  listen and type exercise
[object Object],[object Object],[object Object],Redesigned CCT Curriculum: Approach To: From: Comprehension Culture Grammar  Pronunciation  “ Calls   are   People .  People   have a spectrum of   issues. You   can provide a   solution. The  solution   depends on the   context.”
Redesigned CCT Curriculum: Approach “ Calls   are   People .  People   have a spectrum of   issues. The  solution   depends on the  context. ” You   can provide a   solution. 4. Agents provide a solution within the context 3. Conversation happens within a context (programs supported by agents) 2. Customers inform agents of their issues 6. Customer Experiences drive Customer Satisfaction Ratings 5. Conversations influence customer experience 1. Agents and customers converse via telephone
Redesigned CCT Curriculum: Framework Situated Learning 5. The Redesigned curriculum derives inputs from the curriculum framework, concept library, and the PST curriculum. CURRICULUM  FRAMEWORK BEGINNING MIDDLE END CALL FLOW 1. Redesigned curriculum is structured around the three phases of a Client-Agent conversation- Beginning, Middle, and End. 4. Prior to CCT training, the learner will be provided an overview of customer service fundamentals and the call life cycle. PRE REQUISITES ,[object Object],[object Object],3. Competencies define learning objectives for each program vertical. The Concept Library is a dynamic repository of  learning objectives. CONCEPTS Concept Library COMPETENCY GUIDED  DICOVERY CONCEPTS PRACTICE DISCOVER Simulation Reinforcement SELF PACED LEARNING Scripted Guided Free Speech Role-play Evaluation Application Knowledge Analysis Synthesis Evaluation ROLE PLAY BACKBONE 6.  A training day will have three parts- Discover, Role Play Backbone, and Self Paced Learning.  FINAL  EVALUATION Self Paced Interview Panel 7. Agent skills will be evaluated via online self-paced evaluation  and a final F2F mock call evaluation by an Interview panel FINANCE TECHNOLOGY CUSTOMER  CARE PST 2. The curriculum will be customized to equip the learner with competencies required for each program vertical.  Program-Specific Drivers
Training Day Snapshot Each training day is divided into three sections. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Current CCT Proposed CCT Comparison of Current CCT Curriculum to Redesigned Curriculum ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Comparison of Current CCT Curriculum to Redesigned Curriculum Training components Current CCT Proposed CCT Clearly identified learning outcomes   Topics and lessons mapped directly to job competencies   Customized for all lines of business   Comprehensive grammar and pronunciation lessons   Multi-tasking practice   Comprehensive Customer Service practice   Multiple role play opportunities   Self-paced Learning modules  
Summary ,[object Object],[object Object],[object Object],[object Object]
Appendix
[object Object],[object Object],[object Object],[object Object],[object Object],Training Day Snapshot: Section I
[object Object],[object Object],[object Object],[object Object],Training Day Snapshot: Section II
[object Object],[object Object],[object Object],[object Object],Training Day Snapshot: Section III
Current CCT Training Theoretical Not performance based Lack of practice Does not meet specific program needs Cannot be customized based on specific student needs Not connected to what agents do on the floor Compartmentalized and not flexible
Proposed CCT Training Performance based practice Flexible Context specific (programs/ verticals) Context specific (PST) Call centric Knowledge based Realistic Customizable (student needs /verticals) Maps to job competencies

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A Learner Centric Approach to curriculum design for Call Centre Representatives

  • 1. Culture and Communication Training Transformation A learner centric approach to curriculum design
  • 2.
  • 3.
  • 4. Click each orange highlight to see analysis findings. Click here for next section (Analysis to Design.) Analysis Findings
  • 5.
  • 6.
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  • 8.
  • 9.
  • 10. Analysis to Design Current Challenges Design Recommendations No direct transition of knowledge imparted in CCT to skill set required by agent on the floor Call Flow-based curriculum design Introduce caller personas to create cultural and situational realism Limited practice of mock calls Role Play backbone to increase practice of mock calls in the context of the vertical/ program ‘ One size fits all’ approach to address different learner needs Self-paced Learning Built-in flexibility for focused attention to specific learner needs within a batch Concept Library to re-enforce knowledge ‘ One size fits all’ approach to address different program needs Concept Library to re-enforce knowledge Integrating knowledge topics in the context of a call-flow based curriculum Integrate program-specific role-plays, word/ phrase list Agents unable to understand and respond to customer queries Increase Call recordings , Call debrief to analyze good and bad calls Agents unable to handle irate customers Introduce caller persona to create cultural and situational realism Agents unable to multitask between listening to customer, using applications and responding to customer query Active listening and multitasking through listen and type exercise
  • 11.
  • 12. Redesigned CCT Curriculum: Approach “ Calls are People . People have a spectrum of issues. The solution depends on the context. ” You can provide a solution. 4. Agents provide a solution within the context 3. Conversation happens within a context (programs supported by agents) 2. Customers inform agents of their issues 6. Customer Experiences drive Customer Satisfaction Ratings 5. Conversations influence customer experience 1. Agents and customers converse via telephone
  • 13.
  • 14.
  • 15.
  • 16. Comparison of Current CCT Curriculum to Redesigned Curriculum Training components Current CCT Proposed CCT Clearly identified learning outcomes   Topics and lessons mapped directly to job competencies   Customized for all lines of business   Comprehensive grammar and pronunciation lessons   Multi-tasking practice   Comprehensive Customer Service practice   Multiple role play opportunities   Self-paced Learning modules  
  • 17.
  • 19.
  • 20.
  • 21.
  • 22. Current CCT Training Theoretical Not performance based Lack of practice Does not meet specific program needs Cannot be customized based on specific student needs Not connected to what agents do on the floor Compartmentalized and not flexible
  • 23. Proposed CCT Training Performance based practice Flexible Context specific (programs/ verticals) Context specific (PST) Call centric Knowledge based Realistic Customizable (student needs /verticals) Maps to job competencies