Presented by: CMJ Consulting

AMERICA ONLINEREQUEST FOR PROPOSAL

Agenda

Overview Needs Assessment Training Training Course Training Evaluation Timeline Project Costs Responsibilities Overall Gains & Benefits

Overview

CMJ Consulting Founded 2000

Located in Chicago, IL Specializes in Training and Development

Customer Service Training Clients include:

Google Yahoo Apple

Overview

America Online (AOL) Global internet services and media company

Online 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

Overview

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

Customer Scenario

http://www.youtube.com/watch?v=xmpDSBAh6RY

Needs Assessment

Organizational Analysis

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 ConsultingUse their Methodology and

in-house training development.

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 ManagementHelp determine

which job roles will make the biggest

difference for training. CSRs has been one position

identified for training.

CMJ ConsultingTheir responsibility

to identify what KSA’s are necessary for the CSR position

and whatever position Midlevel

Managers think will make a difference at

AOL.

Needs Assessment

Conducted through: Interviews with SME’s Questionnaires Observations

Training

Goals Customer retention Customers spend less time waiting and

listening to automated services Provide empathetic customer service Knowledgeable representatives

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

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.

TrainingBasic Data Entry and Access

Information

Technology:• Phones• Computers• Technical Skills• Detail of Products

Current

Training

Customer FocusedTraining

Blended Methods:• Role Plays• Seminars• Workshops• Developmental• Assignments• Call Monitoring

System

Continuous Training Program

Future

Needs of

Training

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

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

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

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

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 MethodReaction 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

Timeline

Schedule of Training Process

Months

December January February March AprilRFP

Presentation

12/8/2010

Training

1/3/2011-1/14/2011

Evaluation

4/11/2011 - 4/13/2011

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

Responsibilities

CMJ Consulting One Trainer

Conduct each CSR Training Course Two Consultants

Work 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

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

Overall Gains & Benefits

Gains

• Maximize AOL’s Customer Retention

• Minimize the length of Customer Service Calls

• Minimize Customer Complaints

Benefits

• Increased Customer Satisfaction• Increase AOL’s credibility with

customers • Manage stressful situations more

effectively • Recognize the triggers of customer

irritation

Questions