Case Study – Customer Retentions Solution

Background

A company part-owned by a large US company and part Government owned was facing the challenge of a new competitor joining the marketplace on which they previously held a monopoly.

Footprint Learning and Development was approached to design a solution which would prepare front-line agents to face this new challenge. The company is based in Male, the capital of the Maldives and the new competitor was joining the marketplace approximately 8 weeks after we were approached.

The location, budget and timescales all provided a challenge for any solution which was going to be delivered.

Purpose and Objectives

Our objectives were to conduct a training needs analysis, design a solution of no more than two-days in duration and train a selection of managers and trainers to deliver this material to the agent and leadership population across the retail, front line and call centre areas of the business.

The ultimate aim was for agents to minimise the amount of customer churn when the new competitor entered the marketplace.

Stage One

Two needs analysis questionnaires were developed – the first for leaders and the second for front-line agents. The Head of Training & HR facilitated the collation of these to minimise costs to the business.

Footprint analysed this research and provided recommendations which maximised the return on investment, whilst considering the constraints.

The research revealed gaps in the following areas:

• Questioning;
• Building rapport including a lack of confidence in holding human conversations;
• Beliefs – e.g. some believed good service was to do exactly what a customer asked for including closing their account without asking questions etc.
• A lack of sales process and sales ability;
• Questioning and listening to uncover needs.

Stage Two

Working closely with the Training & HR Manager, we designed a two-day event for agents to address the gaps identified.

We also designed and delivered appropriate support material, including workbook, slides, case studies and learning games which contributed to the project meeting the business objectives.

The face to face events were highly innovative, using fun activities such as balloon bending and ‘Chinese Whispers’ to embed the learning.

A train the trainer event was designed to up-skill the trainers and appointed leaders to deliver this material. This event included a feedback framework and observation tool to ensure the training would be delivered to a consistently high standard, whilst maintaining the key messages.

Stage Three

On arrival at Male, Footprint Learning and Development spent time in each of the areas of the business to ensure the solution would prepare people for the challenge they would be facing.

The train the trainer event was delivered in the first week of July 2005 with excellent feedback received from attendees. This feedback included a knowledge check to test understanding of the material.

At the event, each delegate was expected to deliver one of the sessions from the newly designed training practice. We then provided verbal feedback following this delivery. This was supported by comprehensive feedback reports for each of these delegates. In addition recommendations were provided to the Training/HR Manager regarding who had met the criteria for ongoing delivery and if they did not meet the criteria, what support was needed to help them meet this standard.

Outcomes

The results of the train the trainer are documented below with additional verbal feedback received from the company regarding customer churn.

Verbal Comments

• The training has been well received by the target audience with 100% of the delegates stating they would recommend this event to colleagues.

• The average score on the knowledge test at the end of the two day programme was 12 out of 13.

• The key elements delegates will do differently as a result of the training are:
• Increased Focus & new techniques for Building Rapport
• Overcoming objections using CLEO
• Identifying customer needs
• Changing own beliefs for a more positive outcome

• Delegates stated that the Train the Trainer helped them to:
• Be more confident about delivering the training
• Learn more training techniques
• Look forward to the challenge of delivering

• Footprint also provided recommendations for embedding learning and the support required to enable ongoing sales success.

Comments from the Managers attending the train the trainer were:

• The context was relevant and the trainer was nice and friendly.
• The training was energetic, interactive, thorough and easy to understand.
• I’ve learned a lot of things that I’m sure would help my colleagues
• The trainer was interesting and well prepared.

Customer Churn

“With a new competitor joining the marketplace, we expected to lose some customers however the numbers have been far lower than we expected.”

Business Sponsor

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