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Continuing my series, Make Training Count: 10 Tips to Increase ROI, here is my seventh tip: The trainer/facilitator understands (as much as reasonably possible) the goals/objectives for the training as well as the target audience.
Assuming training is the right solution; the trainer should have a clear understanding of what the overall need/problem to be addressed is and develop training objectives that match that. Participants must know what to expect from the course. They must be clear on the overall objective of the program. For example if the program is designed to be a refresher for representatives on how to navigate a key desktop application, it is important to indicate whether the class will be taught at an advanced, intermediate or introductory level. If the class is on customer service skills/soft skills, what new behaviors should participants be able to demonstrate as a result of the training?
In addition, it is critical that the trainer (whether internal or external) know as much as possible about their audience. Some questions that will enable that understanding include, but are not limited to:
Click here to view my eighth tip, Match Call Center Training Delivery to the Need.
Rose Polchin is a Senior Consultant for ICMI. She brings over 25 years of contact center experience, both as an independent consultant and in contact center leadership roles within the financial services and health care industries. During her tenure as senior director of customer service strategies for one of the country’s largest health care services organizations, Rose’s leadership was instrumental in creating and implementing a common vision, strategy and processes across the company’s multi-site contact center network, which helped establish the contact centers as strategic assets for the business.
Rose now continues her commitment to excellence in customer experience through her delivery of ICMI seminars and by partnering with customers on key projects. Her hands-on experience has equipped her with the ability to consult with contact centers on all facets of contact center management from strategic development and deployment of resources to quality program design and employee engagement. Rose’s passion and focus is partnering with customers to develop and implement strategies that create value for their respective organizations, customers and employees.
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Thanks for your great post on customer service training and coaching. Many companies that are attempting to improve their customer service approach the very serious task with little planning or resources. Using an outside company that doesn’t understand—really understand—the issues, is not going to make a meaningful impression in call center training. It’s often difficult for companies to diagnose their own weaknesses in customer service internally, which is why it’s better to bring in a reputable training company that can effectively diagnose and work with the reps to bring about measurable change.
Agreed. Just having an external viewpoint can often be as valuable as anything else. But that viewpoint without sufficient knowledge of the audience and their environment will have little impact.Great list of questions.
This is so true Rose! Understanding your audience is the key to captivating the audience. I would add it's imperative to use this knowledge appropriately to have a positive impact. A friend attended a "mandatory" Change Management training at work the other day. When the trainer introduced the course she tried to relate to her audience and said she understood they were her "hostages" for the day,since it was mandatory. YIKES! She started off with one thing working against her, the fact that change management is a tough topic to discuss and then to highlight the fact they didn't have a choice to participate was a negative way to start a presentation. The friend said no one wanted to participate or engage with the instructor the entire day. I imagine she was trying to relate to the audience, but instead she shut off anyone that had an open mind going into the training. The situation got me thinking, what are great ways to start a training or presentation?