Background: Business Process Outsourcing (BPO) company provides services to a luxury automotive brand as their North American Customer Relationship Center (CRC). Prior customer service experience and automotive knowledge are always beneficial but are not required for this position. The current training material covers the basics of vehicle components and briefly covers the most recent product line for the luxury brand. New models are released every year and the last model year for one brand was a relatively large makeover and the client pushed for dedicated personnel to cover calls from these customers.
Now: This all led to the program manager thinking about creating a tiered system (based on the English Football League system) that requires agents to complete model-specific training to become an SME for those models. This then expanded to various other processes within the CRC, including financial aid cases, in-vehicle technology, part delay cases, retailer engagement, repurchase cases, etc. Finally, this idea evolved into an idea for incentivizing agents to boost their Key Performance Indicators (KPIs), hence the tiered structure. In the English football league, teams get promoted and regulated depending on their performance during each season. If they do poorly, they get relegated to a lower league; conversely, if they do well, they get promoted to a higher league. The program manager wants to instill this type of system within the CRC to:
Create more SMEs for complex processes
Create a “bench” for internal promotions
Provide data to the client for a possible need in additional resources
The idea would be to have agents work through trainings and hit certain marks in their KPIs to be awarded a badge that shows which league (tier) they are in. The program manager is also wanting to find a way for agents to be able to display their badges, not only for new hires to know who to go to for certain things, but also to help instill a little friendly competition with building their personal KPIs.
AECT Standard 1 (Content Knowledge): Candidates demonstrate the knowledge necessary to create, use, assess, and manage theoretical and practical applications of educational technologies and processes.
Indicator: Creating - Candidates demonstrate the ability to create instructional materials and learning environments using a variety of systems approaches.
AECT Standard 4 (Professional Knowledge and Skills): Candidates design, develop, implement, and evaluate technology-rich learning environments within a supportive community of practice.
Indicator: Leadership - Candidates lead their peers in designing and implementing technology-supported learning.
During this project, the developers used the PIE (plan, implement, and evaluate) method. Developed by Newby, Stepich, Lehman, and Russell in 1996, this method focuses on the “what, when, why, and how” (Dousay & Stefaniak, 2023).
The developers have designed a five-tiered badge system to help the Customer Relationship Center (CRC) become SMEs and to show improvement. The courses are designed in multiple modules that focus on the product line, as well as leadership skills. These have defined the “what”, “why”, and “how.” The program should be implemented as soon as possible and should continue until evaluations determine if the badges are producing the desired results- defining the when.
AECT Standard 1 (Content Knowledge) - Participants will need to showcase their knowledge in order to gain access to the five-tiered badges. Through matriculation of the program participants will have opportunities to demonstrate their knowledge obtained from the training. If the participants are successful in using and/or creating they will be awarded a badge. As a team, we will be using several learning tools to create the badging program as well as the training courses themselves. We will mostly make use of Canva to create the badge, then we will use Articulate Rise for the training course. The badging program will be new to Business Process Outsourcing (BPO)’s CRC, and it will be a new approach towards increasing the CRC’s interest in professional development and training courses.
AECT Standard 4 (Professional Knowledge and Skills) - The program will require participants to showcase professional knowledge and skills in order to qualify for a badge. Indicator: Leadership - the program is designed to
Create more SMEs for complex processes
Create a “bench” for promotions/professional development, and
Provide data to the client for a possible need for additional resources. The program’s design is motivated by creating leadership opportunities, and peer support.
AECT Standards, 2012 Version. 2012 . Retrieved from https://www.aect.org/docs/AECTstandards2012.pdf
Dousay, T. A. & Stefaniak, J. E. (2023). Instructional Design Models. In R. E. West & H. Leary (Eds.), Foundations of Learning and Instructional Design Technology: Historical Roots & Current Trends. EdTech Books. https://edtechbooks.org/foundations_of_learn/id_models
Course 1: The Basics of Soft Skills
Objectives:
Understand the difference between open-ended and closed-ended questions.
Recall strategies to improve communication through Active Listening, Word Choice, and Tone.
Demonstrate the use of empathy statements.
Overview:
The Basics of Soft Skills course covers the impact of soft skills, such as communication, on the customer experience and strategies to help improve your soft skills. Soft skills include interpersonal (people) skills, communication skills, listening skills, time management, and empathy, among others. These skills allow you to build a rapport with the customer and present a positive impression of the Luxury Automotive brand.
As a case manager, you will communicate with Luxury Automotive customers over the phone and email. In this course, you will learn how soft skills impact the customer experience and effective strategies to help improve your soft skills. You will also learn techniques to help improve your soft skills. Mastering soft skills gives you the ability to create an excellent customer experience for Luxury Automotive customers and allows you to be more effective in your role, possibly even raising those Quality Assurance (QA) scores!
All activities included in this course are necessary for your success. Please provide thorough and thoughtful participation.
Course Lessons:
Active Listening
Word Choice
Voice Tone
Empathy
Effective Questioning
Assessment:
This question type is answered with a yes or no or a specific piece of information.
Close-ended Question
Clarifying Question
Open-ended Question
Verifying Question
Which step is part of the Active Listening process?
Sit Up Tall
Being Supportive and Professional
Avoid Trigger Phrases
Withhold judgment
Short Answer: Statements that may annoy or upset customers.
Trigger Phrases
List the four ways to improve your voice tone.
Avoid being monotone
Smile
Sit up tall
Watch your pace
Which is an example of an Empathy Statement?
That must have been horrible.
I am sorry that happened to you.
If that happened to me I would be angry too.
That is a shame.
Course 2: Talk the Talk: Advocacy
Objectives:
Understand the importance of advocacy.
Recall how to advocate for customers, retailers, and the JLR Brand.
Recall advocacy statements.
Overview:
As a case manager, you have the unique role of advocating for everyone all at once. The balance of fighting for the customer, partnering with dealerships, and positively representing Luxury Automotive during each interaction may seem daunting, but we've got you covered!
In this course, you'll learn how to “talk-the-talk” when it comes to advocating for customers, retailers, and the Luxury Automotive brand.
Course Lessons:
1. What is Advocacy
2. Talk the Talk - Practice Scenarios
Assessment:
Understanding how you, the customer, and the retailers work together to make up the JLR family will prepare you to be an ___________ when necessary.
Advocate
Advocacy is about going ____________ to help our customers.
Above and Beyond
Advocacy statements are similar to empathy statements, but advocacy shows customers that you will take an ____________ in understanding and resolving the issue.
Active role
Which is an example of an Advocacy Statement?
I'll keep you informed as we work to get this resolved.
Yes, I see the repair you are speaking about.
I am sorry that happened to you.
Congratulations on your new vehicle!
Ms. Fensby is having difficulty locating her Vehicle Identification Number (VIN). Which options below would demonstrate advocating for the customer? Select all that apply. Advise the customer to:
Call their retailer.
Check the driver's side vehicle door.
Check the Vehicle Title.
Call their insurance company.
Course 3: Effective Questioning
Overview:
The Effective Questioning course introduces you to ways you can guide conversations and get information more efficiently using specific types of questions. This skill is essential in your role and communicating with Luxury Automotive customers, retailers, and your peers. Using the right questions can help you get the information you need to quickly solve a problem.
Effective questioning is a technique that uses different types of questions to intentionally guide a conversation and gather information as efficiently as possible.
Course Lessons:
Types of Questions
How to Ask Questions
Scenario-Based Practice
Assessment:
Which are examples of a laser-focused approach to asking questions? Select all that apply.
Think before you ask
Ask a lot of questions
Ask limited number of questions
Ask questions in strategic order
The order in which you ask your questions can have a significant impact on a conversation. Arrange in chronological order which questions you would ask when applying the Question Funnel approach?
Open-ended - 1
Clarifying - 2
Closed-ended - 3
This type of question allows you to ask for further explanation or confirmation when the situation or request is unclear.
Clarifying
Open-ended
Verifying
Closed-ended
This type of question allows you to obtain specific information required to respond to a situation or request. These questions are typically asked at the beginning of a conversation before we are able to assist someone.
Clarifying
Open-ended
Verifying
Closed-ended
This type of question allows someone to respond with a short answer. These questions are typically used to gather specific information and maintain call control.
Clarifying
Open-ended
Verifying
Closed-ended
Course 4: Fight for Your Customer
Overview:
As a case manager, you'll often hear the reminder to "fight for your customer." But what does fighting for your customer look like? Are boxing gloves involved? A shiny championship belt? In the Fight for Your Customer course, you'll get the answers to these questions and more!
When you hear the word "fight," what does it make you think of? Someone throwing a punch? An army charging into battle? Two animals engaged in combat?
Typically, these are the images that appear in our minds. However, when we say that you should "fight" for your customer, we aren't saying that you should start throwing punches or take up arms. Rather, we are referring to a different definition of this word.
Merriam-Webster puts forth two main definitions of the word "fight" - to contend in battle or physical combat and to put forth a determined effort. The second definition is the perfect description of what we mean when we say that you should "fight for your customer."
Course Lessons:
It’s In Our DNA
Two Very Different Experiences
Moving Forward
Assessment:
List the six traits that make up the Case Manager DNA.
Empathy
Proactive
Accelerate
Advocate
Keep Customer Promises
Inform
Which of the following is a good example of fighting for your customer? Select all that apply.
Doing as much research as you can prior to making a phone call to the dealership.
Giving the dealership an extra day to respond to your message.
Asking someone to gather the information and get back to you whenever is convenient.
Making sure the customer's concerns are adequately documented in the case notes.
Focusing all your attention on one thing at a time.
Discussing whether we can offer assistance to a customer who would normally be denied due to extenuating circumstances.
Match the actions on the left to the Case Manager DNA trait on the right.
Letting the customer know they are not alone. - Empathy
Seeking out additional resources while waiting to hear back from someone. - Proactive
Making sure the dealer is moving forward with repairs while you work on securing funds. - Accelerate
Explaining the customer's situation to your supervisor to see if an exception can be made. - Advocate
Following up with the customer on the scheduled date. - Keep Customer Promises
Letting the customer know what you discussed with the dealership.
Course 5: Proactive Thinking
Overview:
Have you ever heard that being a proactive thinker is an important part of a great customer experience? Whether you have or you haven't, this course gives an overview of what proactive thinking is and how you can be a proactive thinker.
Being proactive can bring peace of mind, efficient case handling, and a better customer experience. These all affect you directly through your experience at work and your Quality Assurance (QA) scores.
The word proactive is often tossed around in the workplace with little context.
Have you ever been instructed to “be more proactive?” Have you wondered what that really means? This is the critical question that never seems to get addressed—and it’s why so many professionals struggle with the concept.
Course Lessons:
Understanding Proactive Thinking
How to Think Proactively
Show What You Know
Resources
Assessment:
Which of the following are ways to intentionally be proactive? Select all that apply.
Be prepared and participate in meetings.
Ask forward-thinking questions.
Provide updates only when asked.
Ask for feedback regularly.
List the three behaviors of proactive thinkers.
Interact
Anticipate
Collaborate
What does it mean to be interactive at work? Select all that apply.
Ask Questions
Stay Focused
Maintain a Strict Calendar
Suggest Ideas
Think Beyond
List three skills you can practice to improve in the areas of being a proactive thinker.
Possible answers include:
Recognize Patterns
Think Like a Customer
Set Reminders
Create Multiple Plans
Keep a Calendar
Proactive collaboration relies on which two items. Select all that apply.
Active Listening
Being Open-Minded
Continue Learning
Good Communication
Understanding Expectations
Badge Awarded:
Badges are created using Canva and will be awarded to agents upon completion of each course. There are five tiers within each module (copper, bronze, silver, gold, and diamond). In order to reach each tier, agents must complete one course. For example, to get the copper badge, agents must complete one out of the five courses. To get the bronze badge, they must complete a second course, and so on. In order to achieve the gold and diamond badges, agents must also show improvement in their scores for both call monitors (gold and diamond) and customer satisfaction scores (diamond only). Badges will be able to be added to email signatures and after IT assistance, there will be a dedicated space on the team’s SharePoint site to view everyone’s badges.
Overview:
Delve deep into the world of automotive engineering with our comprehensive module on Luxury Car Models. Explore the intricacies of vehicle design, from the sleek curves of sports cars to the robust construction of trucks and SUVs. Gain insight into the latest trends in automotive technology and discover how different car models are engineered to meet varying consumer needs. The Car Model module is a comprehensive guide that covers all aspects of vehicle design and engineering. From classic vintage cars to the latest electric and hybrid models, this module explores the history, technology, and performance of a wide variety of automobiles. Participants will learn about the principles of automotive design, manufacturing processes, materials, and technologies used in the production of different car models. Through interactive learning activities and engaging content, participants will gain a deeper understanding of the evolution of car models and how they have shaped the industry. By the end of the module, participants will be supplied with in-vehicle technology. Upon completion of the module, participants will take a multiple choice quiz and will know how to effectively explain and identify the various car models, technology, and troubleshooting techniques. The goal is to give one-of-a-kind customer service within and outside of the company (coworkers and customers).
Overview:
In the infotainment module, participants will be taken through five different courses that focus on key areas of the infotainment ecosystem that will help elevate participants into a SME. Issues with the infotainment ecosystem are the number one call driver into the Customer Relationship Center (CRC) and therefore require specialized attention. Courses within this module will include in-vehicle-specific features (expanding further than information reviewed in new hire training), in-vehicle-specific features troubleshooting, mobile application features, functions, and troubleshooting, internal systems used to troubleshoot and resolve issues, and subscription renewal systems and troubleshooting. The end of each course will require participants to pass an assessment before being awarded their badges. Since these types of calls typically result in case creation, along with improving their call monitor scores to achieve the gold and diamond badges, participants will also have to show improvement in their case progression audits (a process designed to ensure agents are creating, progressing, and resolving cases correctly and efficiently).
Overview:
In today's competitive business landscape, building and maintaining strong relationships with customers is essential for sustainable growth and success. This comprehensive training program is designed to equip the company employees with the necessary skills and knowledge to enhance customer relations effectively. Through a combination of interactive workshops, practical exercises, and real-world case studies, participants will develop a deep understanding of customer needs, communication techniques, and strategies for building long-term customer loyalty. To ensure the effectiveness of the training program, participants will be evaluated through assessments, feedback surveys, and real-world performance metrics. Follow-up sessions and resources will be provided to reinforce learning and support ongoing skill development in customer relations. By investing in this training program, it can empower employees to cultivate strong customer relationships, drive customer satisfaction, and ultimately contribute to business growth and success in today's dynamic marketplace.
Overview:
In the Documentation course, participants will learn how to accurately document customer interactions using their Customer Relationship Management (CRM) system. When documenting customer interactions, there is specific information that is important to include in the call: who called, reason for the call, solutions that were offered to the customer(s), and how the call ended. If another department was needed to assist or take over the call, that information should also be documented in the event the customer calls again with the same concern. Participants will also learn how to navigate the CRM and will be provided suggestions on how to swiftly document customers’ concerns, like using a word document initially to type any and all information in the event the CRM freezes during the customer interaction. Participants will work their way through role-play scenarios, testing their knowledge of what information should and should not be documented during the customer interaction. Upon completion of the module, participants will take a multiple choice quiz and will know how to effectively use the CRM, how to document customer calls, and how accurate documentation can affect others in the workplace.
Overview:
Not every person can be a leader. Leadership is not dictating what someone should or should not be doing. It is not micromanaging a project that the “Leader” should have just completed themself. Luxury Automotive is committed to fostering leadership development and promoting within. The Leadership module isa five module course that is based on how to train and the performance of the trainees after being released by the trainer. Courses will focus on developing strong leadership skills such as coaching, delegation, problem solving skills, decision making, and more. In addition, individuals can achieve this badge by completing approved professional development. Luxury Automotive knows that learning is a continuous process and to keep up with competitors, we must continue to grow within our leadership team with professional development.
There will be five levels of badges that participants can earn: copper, bronze, silver, gold, and diamond. Below are the requirements participants will need to meet in order to acquire each badge.
Copper: completion of 1/5 courses
Bronze: completion of 2/5 courses
Silver: completion of 3/5 courses
Gold: completion of 4/5 courses and improvement in applicable scorecard areas of call monitors
Diamond: completion of 5/5 courses, continued improvement in applicable scorecard areas of call monitors, and increased Customer Satisfaction (CSAT) scores
Samples of the diamond badges for each module can be viewed below.