Cingular identified a need for consistent training of newly hired retail sales consultants across its stores. It lacked a formal training program, leading to disparities in customer experience. IBM created a blended learning curriculum using synchronous and asynchronous methods, including workshops, self-study workbooks, eLearning, and virtual workshops. This comprehensive three-week, eight module program addressed Cingular's training gap and prepared new hires to quickly begin selling using best practices.

1. IBM CUSTOMER FACING SOLUTIONS
case study
Cingular
Filling a learning gap for Retail Sales Consultants
Challenge
Cingular’s Retail Operations division identified a need for a comprehensive training program
for newly-hired Retail Sales Consultants to help provide a consistent customer experience
nation-wide. A formal learning program did not exist for Retail Sales Consultants. Customer
experience disparities existed due to process breakdowns by mergers and acquisitions,
staff additions, and a growing number of part-time sellers who were unable to attend
existing training that was available.
Solution
IBM learning experts determined the best solution to be a blended learning curriculum.
Our team used a mix of synchronous and asynchronous delivery methods, leveraging the
strengths of each to create a complete solution suitable for Cingular’s diverse workforce.
Key deliverables included:
§ Learning roadmap
§ Delivery support and enablement
§ Curriculum: Three-phases, eight modules, spanning three weeks of part-time training,
using four delivery modalities:
ú Face-to-face workshop (Synchronous)
ú Self-study workbook (Asynchronous)
ú eLearning (Asynchronous)
ú Virtual workshop (Synchronous)
Results
IBM partnered with Cingular to successfully address the gap in their new hire training.
Providing analysis, strategy, instructional design, multi-media design, content development,
trainer training, quality assurance, and courseware engineering, our Learning Content team
brought forth a comprehensive learning program for Cingular which prepared their new
hires to quickly begin selling using best practices.
© 2008 IBM Centres for Solution Innovation :: TORONTO