{"id":320,"date":"2018-08-17T23:10:44","date_gmt":"2018-08-17T23:10:44","guid":{"rendered":"http:\/\/www.smartbuilder.com\/blog\/?p=320"},"modified":"2018-08-21T16:03:35","modified_gmt":"2018-08-21T16:03:35","slug":"2-real-world-elearning-challenge-improve-call-center-customer-satisfaction","status":"publish","type":"post","link":"https:\/\/www.smartbuilder.com\/blog\/2-real-world-elearning-challenge-improve-call-center-customer-satisfaction\/","title":{"rendered":"2-Real-world elearning challenge: Improve call center customer satisfaction"},"content":{"rendered":"

PART 2 of 4: Determining the Business Goal<\/h2>\n

Client<\/strong>
\nLarge financial services company with call centers across the United States.<\/p>\n

Recap<\/strong>
\nTo refresh your memory about the challenger and the problem, read Design challenge \u2013 Part 1 of 4: Meet the Challenger<\/a>.<\/p>\n

The first step in our challenge is to identify the business goal.<\/p>\n

What Is a Business Goal?<\/strong>
\nA business goal describes the result<\/strong> we hope to achieve with our elearning solution; it\u2019s the \u2018What\u2019s in it for me?\u2019<\/p>\n

Our client was receiving low call satisfaction scores. Their analysis revealed that CSRs weren\u2019t escalating calls to supervisors at the appropriate times. As a result, callers weren\u2019t getting their problems resolved quickly enough, and that\u2019s why they were giving low scores.<\/p>\n

So, the company crafted this goal for their training:<\/p>\n

Company\u2019s Original Goal<\/em>
\nAfter taking this course, all CSRs will know the process of escalating a customer call to their manager.<\/p>\n

You may have seen\u2014or written\u2014goals like this. Clients often say that they need training to help their employees \u201cknow,\u201d \u201cunderstand,\u201d or \u201cbe aware of\u201d some process or policy. These words are usually a dead giveaway that the goal is missing the result<\/strong> component: what happens when employees know what they\u2019re supposed to know.<\/p>\n

Knowing something isn\u2019t the same as doing it. Many people know how many miles are in a marathon, but that doesn\u2019t mean they can complete one. Similarly, CSRs\u2019 test scores after instructor-led training were great, but their performance wasn\u2019t. Knowing<\/em> the escalation process didn\u2019t mean they could do it successfully.<\/p>\n

First, Ask Why<\/strong>
\nOur conversation with clients about their business goal often starts with \u201cwhy\u201d questions.<\/p>\n

Why should CSRs know the process of escalating a customer call to their manager?<\/em>
\nSo that they will be able to escalate calls when they need to.<\/p>\n

Why should CSRs escalate calls when they need to?<\/em>
\nSo that managers can solve problems that the CSRs can\u2019t solve on their own.<\/p>\n

Why should managers solve problems?<\/em>
\nSo that we will get higher scores on call resolution.<\/p>\n

We are on the right track: an increase or decrease signifies a result<\/strong>. (Unless you\u2019re talking about increasing awareness. Nice try.) A few more whys<\/em> confirm that increasing scores on call resolution is an appropriate goal.<\/p>\n

Why should we get higher scores on call resolution?<\/em>
\nSo that we know our customers are happy.<\/p>\n

Why should our customers be happy?<\/em>
\nSo they\u2019ll come back, and refer their friends, and we\u2019ll stay in business!<\/p>\n

It shouldn\u2019t take more than five whys<\/a> to hit pay dirt\u2014money is usually the ultimate why.<\/p>\n

Then, Ask How<\/strong><\/p>\n

How will we increase scores on call resolution?<\/em>
\nOur analysis indicates that higher scores correspond to problems being resolved quickly.<\/p>\n

How do we resolve problems quickly?
\nCSRs can resolve many problems on their own, but some problems need to be escalated to a supervisor. Our analysis suggests that calls aren\u2019t escalated often enough.<\/em><\/p>\n

This conversation confirms that the client was right to focus on call escalation, but their business goal still needs a result<\/strong>.<\/p>\n

Revised Business Goal<\/em>
\nCSRs will correctly escalate calls, in order to increase call satisfaction ratings.<\/p>\n

This is much better than the original goal, because:<\/p>\n