Instructional Design Document

Project Name:

PJ Enterprises - Customer Service Training and Development

Brief Project Description

Design 4 Solutions will develop training for customer service representatives at PJ Enterprises, which
will help to improve customer satisfaction, employee efficiency and satisfaction, and as a result will
improve profitability for PJ Enterprises.

Design 4 Solutions will design, develop, and deliver a learning program for the telephone operators and
customer service supervisors with two distinct focuses (1) to increase the efficiency and ability of
telephone operators to retrieve merchandise information from the catalog database in order to describe
features/benefits of products, (2) to train telephone operators in customer service skills and telephone
etiquette in order to answer customer questions and improve customer experience and (3) provide a
report to Human Resources on recommendations for policies and employee structure of telephone
operators and customer service representatives. The intended outcomes will be to improve company
profitability, increase customer call satisfaction scores, increase the number of calls received per hour,
and to improve employee retention and satisfaction.

Instructional Need
Based on the front end analysis that we conducted, our data collection and observation found that the
Telephone Operators lack basic customer service skills and confidence to be able to effectively
execute their tasks. Calls/inquiries from customers are not adequately attended to, and customers
have provided feedback that the Telephone Operators place them on long holds or redirect the call to
their supervisor.

While we identified distinct skills and knowledge gap amongst the customer service representative, we
also identified areas of improvement required for Human Resources policies and procedures.

Target Audience
Customer service representatives at PJ Enterprises comprising of 4 Customer Service Supervisors
and 25 Telephone Operators.

Learner Characteristics
As the target learners for this course are working adults, the design of this instruction will be based
on Adult Learning Theory. Learners are largely self-directed and bring a large amount of background
knowledge or related experiences. As a result, learning should be: (1) task-oriented or create
opportunities problem solving; (2) build on a participants prior knowledge and experiences; and (3)
include a rationale for learning.

Primary Audience
 25 Telephone Operators at PJ Enterprises

Secondary Audience
4 Customer Service Supervisors

General Learner Characteristics

18 years or older
High School Degree or equivalent
Able to read, write, and speak English proficiently
Problem solving skills

Entry Characteristics
Sales experience
Able to navigate a keyboard
Type 15 WPM
Experience with Microsoft applications
Work effectively in a team based environment
Uses time efficiently

Learning Environment
The following denotes the recommended learning environment for both, Classroom Training and
Computer-Based Training:

Classroom Training
- 3 sessions conducted on-site with a maximum of 10 learners per session

Computer Based Training

- Access to RLO through the organizations Learning Management System

Requirements

Onsite Facilities/Classroom Training

Air conditioned - temperature set at 64F
Training room to accommodate approximately 10 students and 2 facilitators
Emergency Exit Diagram
WiFi/Internet access
Classroom seating layout
A/V equipment - Projector, lapel mic, external speakers, laptop with CD-ROM insert,
projector screen/wall
Whiteboard
Flipchart stand and flipchart pads
Marker pens
Writing pads and pens for learners
Masking tape/blue tack
Washroom

Computer-Based Training
Have Internet access with a 28.8K modem or faster
Accept browser cookies
 Enable JavaScript on Web browser
Set browser to refresh at every page
Not be behind a firewall that blocks cookies or blocks access to a secure server
Turn off pop-up blocking. (Internet Explorer users only)
Have speakers connected to the computer and turned on
Be in a quiet environment - without interruptions
The room should have good lighting

Constraints

Onsite Facilities/Classroom Training

Working schedule/rotation of the customer service representatives to be available so
that they can attend their scheduled training

Computer Based Training

Learning environment that the learner chooses is beyond our control

Recommendations

Onsite Facilities/Classroom Training

Food & Beverage - 2 snacks and 1 lunch per learner/day

Computer Based Training

Adobe Acrobat Reader 5.0 or higher
A minimum 56k modem is recommended to download components such as audio files

Training Format

The training format consists of :

1. Technical Catalog Training: Blended

a. Instructor Led with Role Play Activities
b. Reusable guide and instructions on catalog database
2. Customer Service Training: Blended
a. RLO
b. Quick Reference Guides (QRGs)
c. On-site training (Role Play Activities)

1. Terminal Objective: Given a customer request for an exchange or return, customer service
operators will be able to provide a solution to customer exchange and return problem, without
escalating to a customer service manager, 90% of the time.
Enabling Absorb Do Activity Connect Activity
Objectives Activity
Identify the PJ Read PJ Given scenarios with a Given scenarios without a resolution to a
policies and Policies and customer request and customer request, identify the policy or
regulations regarding Regulations appropriate resolution, identify regulation that applies and will resolve
exchanges and regarding the policy or regulation that the request.
returns. exchanges was followed.
and returns.
Assessment: (Connect Activity) Application of appropriate policy to solve
a customer request.
Apply the If, And, Read the If, Given several written Listen to several examples of a customer
Then Decision Table And Then descriptions of a customer service representative solving customer
to solve a customer Sample problems and their problems, before the customer service
problem. Decision appropriate solutions, identify representative solve the problem, use the
Table the steps taken on the If, And, If, And, Then Decision Table to
Then Decision Table to determine the correct course of action.
determine that solution. After each example, finish listening to the
response the customer service operator
provided and compare your answer.

Assessment: (Connect Activity) Comparative answer to suggested

answer.

Demonstrate the Read the Given the steps in a mixed Practice (3) processing separate
steps to make a steps order, sort the steps in the requests for customer exchanges
customer exchange. required to correct order. demonstrating the appropriate steps.
make a
customer
exchange.
Assessment:
Successful completion of the (3) exchanges.

Demonstrate the Read the Given the steps in a mixed Practice (3) processing separate
steps to make a steps order, sort the steps in the requests for customer returns
customer return. required to correct order. demonstrating the appropriate steps.
make a
customer
return.
Assessment:
Successful completion of the (3) returns.

2. Terminal Objective: At the conclusion of RLO and scenario-based instruction, telephone operators
will successfully perform correct phone etiquette 90% of the time.
Enabling Absorb Activity Do Activity Connect Activity
Objectives
Identify best RLO containing Multiple Choice Scenario Based Activity - Real world decisions in phone
practice phone real life etiquette made leading to happy/unhappy customers. Feedback provided
etiquette when scenarios that on why the customer is happy/unhappy. Time allotted to reflect on how
assisting represent real the experience made the learner feel and what choices could be made in
customers. life operator the future.
experiences
Assessment: Multiple Choice Scenario Based Activity

Demonstrate best Scenario Scenario Practice - Telephone operators role playing specific scenarios in
practice phone Presentation pairs and then providing feedback. Each person playing the role of the
etiquette via customer and telephone operator, in turn.
scenario based
Assessment: Scenario Practice - Each pair conducts role playing scenario
activities.
in front of the class. Large group provides feedback on areas well done
and those areas of opportunity.

Demonstrate Script Script Practice - Telephone operators role playing specific scenarios in
script usage as Presentation pairs using provided scripts and then providing feedback. Each person
related to playing the role of the customer and telephone operator, in turn. Job aid
customer calls and provided.
service.
Assessment: Assessment: Script Practice - Each pair conducts role
playing scenario in front of the class using provided scripts. Large group
provides feedback on areas well done and those areas of opportunity.

Assessment Summary
Scenario assessment choices will appeal to the problem-centered learning styles of our adult learners,
and setting up scenarios that are based on their day to day experiences will have relevance and
impact on their lives and their work. Multiple choice was chosen to reinforce Blooms Remember and
Understand, but feedback and scenario discussion would extend learning to deeper aspects of
Blooms Taxonomy highlighting Apply and Analyze. Repetition as a learning strategy is employed to
increase exposure to material, increase insights into the need for phone etiquette and to help the
learner see how this step helps the overall structure of customer service. It also builds to the need for
and helpfulness of scripting.

Evaluation Plan
Formative

Analysis: Project training and deliverables agreed upon by PJ Enterprises based on GAP
analysis. PJ Enterprises signs off on Project Charter and Project Management Plan.

Design: Review of design document by a third party instructional designer. Storyboards

reviewed by PJ Enterprises executives. All documents are revised according to feedback given.

Development: Learning modules are tested in accordance with the usability test and debugged.
 Learning modules are rated using the Quality Matters Continuing and Professional Education
rubric and revised. Project is reviewed by PJ Enterprises executives and revised according to
feedback given.

Implementation: Procedure for training facilitators is developed and followed.

Summative

Design 4 Solutions team

Project closure report detailing an executive summary, project results, budget
performance, schedule performance, change management, lessons learned, and next
steps.

Confirmative

3 months after project completion:

Survey to reassess telephone operator and customer service representative satisfaction
Analysis of these results as a written report to PJ Enterprises