Performance Analysis Report

for Team #3
11-8-15

Introduction and Background

Per the case study outlined in the Cox text, the scope of this project is to develop a
training that is to be completed by employees prior to an upcoming catalog mailing. We
have been hired to design, develop and deliver a learning program for the telephone
operators, (Cox, 2009) with a target audience of customer service supervisors and
operators. This face-to-face training program will replace a prior face-to-face training
program, which was designed and delivered by one of the individuals who will serve as a
subject matter expert for this project. A $400,000 budget has been set for the project, with
an end goal of aggressive growth to maintain or exceed projected targets of $7 million in
annual sales, focus on quality, a 10 percent improvement on customer-service scores and
improvement of work environment including staff development and recognition. Phase
one of this project included an extensive front-end analysis through qualitative and
quantitative research, which will serve as the rationale for the solutions that we
recommend. Currently, customer-survey figures indicate an increase of 30 percent in
customer complaints with the telephone operators, which caused many the customers not
to do business with PJ again. Meanwhile, telephone operators reflected that the order
entry system is not user-friendly and the text-based product reference guide created
difficulty to quickly find information for the customers. The company has a high turnover
of staff on all levels. In order to maintain profitability, the company is seeking the
solutions to change the current performance issues. Should training be deemed to be an
appropriate solution to some of the needs assessed, ID Solutions will work with
appropriate stakeholders, including SMEs, to develop, design, and implement a training
program. Following implementation, ID Solutions will evaluate the training solution,
seek client feedback, and re-assess needs and revise as appropriate.

Purpose of the Report

This performance analysis report of PJ Enterprises is to determine the causes and possible
solutions ,of poor customer service and sales, and possible solutions to those causes for
the company.

Analysis Methods
To determine causes for the recommendation of solutions, the team performed the
following analysis of company information:

Observation: Watched telephone operators on all three shifts, on

different days, unannounced, to view them in their work environment.
Also performed an auditory review of recorded telephone operator calls

Mystery Shop: Using a planned scenario, calls were made to operators

on different days and shifts.

Staff Surveys: Our team conducted surveys for both current and former
operators and supervisors.

Interviews: Our team interviewed three groups within PJ Enterprises

human resource managers, the project sponsor, and subject matter
experts.

Customer Satisfaction Analysis: our team reviewed the data of the

customer service surveys from 2014 and to current in 2015.

Overview of Business Goals:

Business Plan Goals

$200,000
Net profit
$100,000
$1,200,000
$1,000,000

Acquisitions
Retail Division

$700,000
$500,000
$1,300,000
$1,000,000

Catalog Sales
Annual Sales
$0

$700,000
$500,000
$500,000
Last Year's Targets

Performance Analysis
Team #3: Instructional Design Solutions

$1,000,000

$1,500,000

This Year's Targets

Data Summary: Turnover

Turnover Rate
35%
30%
25%
20%
15%
10%
5%
0%

Data Summary: Response Time

Review of 30 Customer Calls

Unfinished: Customer
ask for transfer
Unfinished: TO
escalate the call

17%
10%

50%

17%

Unfinished: TO lost the

patience
Unfinished: Customer
cancelled the order
Finished but customer
was curt

7%

Performance Analysis
Team #3: Instructional Design Solutions

90%

Usage of Telephone System Capacity

85%

90%

CS Ability to Answer ? In 2-minutes

% Calls Transferred to CS

0%

85%

16%
64%
20% 40% 60% 80% 100%

Response to Customers Observed

Response to Customers Expected

Performance Analysis
Team #3: Instructional Design Solutions

Data Summary: Customer Service

Positive Satisfaction Ratings from Customer Surveys
(1-10 Scale score of 7 or above)

Total Score

56%

38%

Satisfaction with Telphone Operator

63%

33%

Timliness of Taking Order

51%

Timliness of Answering Call

45%

30%

Telephone Etiquette/Courtesy

35%

Product Knowledge/Accuracy

65%

40%

55%

50%

0% 10% 20% 30% 40% 50%60% 70%

2015

2014

Would You Do Business with Us Again Answered No

2014

2015

20%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Performance Analysis
Team #3: Instructional Design Solutions

Analysis Findings
Based on the findings above, our team has determined that the following points
give an overview of the current situation at PJ:

Customers and employees are showing frustration in the process of

looking up product information; product reference guide books are
cumbersome and employees cite difficulty in locating information. As
evidence by the data above:
o

64% of calls are being transferred to customer service are

because the telephone operator cannot meet the customer's
needs,

50% of calls result in an unfinished call with no revenue for the

company.

There has been an increase in loss of repeat customers. As evidenced by

the data above:
o

50% of customers surveyed said they will not do business with

PJ enterprises again.

Satisfaction scores in all surveyed areas have decreased. As evidenced by

the data above with a loss of satisfaction in all areas.

Telephones are not being used to at full capacity to help customers.

There are no standard checklists for greeting customers or handling

common calls and questions.

Frequently asked product questions such as fabric content, washability,

variety of colors, target age for use, size, dimensions, and shipping costs
and timelines are not included in the training nor the product guide.

Employees are not motivated with current structure of meetings or

incentive programs.

Training does not include:

Performance Analysis
Team #3: Instructional Design Solutions

orientation with hands-on use of computers or systems so

employees can practice application of their skills

sales techniques

telephone etiquette

supervisory training

detailed product training on all new products with time to ask

questions and assess understanding

an assessment of the learners to target training to best method for

retention.

Supervisors spend a lot of time solving problems but do not assist the
TOs in their lack of knowledge about products.

Turnover is high resulting in companys inability to increase knowledge

base as well as increased recruiting, hiring, and training costs.

Employee meetings are poorly attended because of the employees

working hours and they are not compensated for attending these
meetings.

The entire company agrees that an equipment upgrade is needed and has
plans to implement.

There is not a standard greeting, nor guidelines on handling calls;

nevertheless, the sponsor, supervisor and employees have different
definition on the duties such as what kind of calls need to be transferred
to supervisor.

Current performance evaluation program is not understood or

consistency utilized.

Expectations and current data is not shared with the employees to know
if they are hitting or missing company goals.

Identification of Needs
Based on the analysis findings, our team has identified the following systemic
needs to help PJE achieve its 2016 business objectives:

In order to improve the telephone order efficiency, the new order system
needs to be updated with product information embedded for easy
searching. .

Catalogs and product reference guides need to be redesigned to include

more product information such as size, dimensions, color, price, images,
washability, fabric content, target age for use, shipping information and
listed in a database that can be utilized with the current order system and
then integrated with the new order system.

An easy to use database with all the detailed product information needs
to be created, maintained and updated on a regular basis that employees
can easily access.

Monthly meetings need to be restructured to accommodate employees

working schedule and increase attendance.

Performance Analysis
Team #3: Instructional Design Solutions

HR needs to consider a better incentive program and pay employees for

their time attending the monthly meeting as well as for meeting goals
beyond just an option to purchase company products.

Based on the analysis findings, our team has identified following list of needs for
training solutions:

A training program needs to be designed to help supervisors build

leadership skills.

A training program for employees needs to be designed to cover:

order entry system;

telephone sales skills including telephone etiquette

use of automated telephone system;

product information including search on catalog and get familiar

with the product;

A follow-up training assessment needs to be developed to assess the

training.

Based on the analysis findings, our team has identified the need for the following
culture changes and job aides:

A set of standard operator greetings and related guidelines needs to be

created and distributed to the employees.

The current performance evaluation program needs to be introduced to

all employees in detail and PJE must ensure that all supervisors are using
them to evaluate all employees regularly.

In the long term, the company needs to create a good communication

channel with all employees at different levels to foster employees
ownership. Build a good communication channel with employees for
better understanding to each other

Recommended Solutions for PJ Enterprises to Consider

According to the needs identified above, our team recommend the following
solutions for the company to consider:

Contact the new Order Entry System Company, SimplyOrder, to see if

they could embed product information into the system to reduce the
searching time. information. Until the implementation of the new order
system, it is suggested that a product database be developed for ease and
efficiency in product information look ups.

Performance Analysis
Team #3: Instructional Design Solutions

The embedded information, or database, should contain frequently asked

details and questions. While the embedded product guide is being
upgraded, it is recommended the that are design of the catalog and the
product reference guides be placed in a searchable database to include
more product information such as fabric content, washability, variety of
colors, target age for use, size, dimensions, product images, and shipping
costs and timelines.

Redesign the catalog and product reference guide for customers and TO
to easily search the product information and have answers to FAQs.

Update all training programs to include training manuals for orientation

and annual skills training. All training should also include scripts and
lesson plans , in a facilitator guide, for trainers to ensure consistency, and
handouts for learners to take notes and review.

Orientation training should be redesigned to include:

sales techniques

telephone etiquette

order entry system

use of telephone system

use of product database

hands-on use of computers and systems so employees can

practice application of their skills

product information from current catalog

how to handle common concerns.

Conduct annual training and as-needed re-training for staff on:

o

sales techniques

telephone etiquette

supervisory training

customer service

teamwork

Create a follow-up assessment to evaluate the training that helps

employees retain what they have learned.

Before the launch of each new catalog, conduct a training for staff on:

Performance Analysis
Team #3: Instructional Design Solutions

all new products with time to ask questions and assess

understanding

a role-play portion of training to enhance teamwork and

understanding of products.

All training should include a competency assessment to measure staff's

ability to perform the tasks

Provide job aides for staff on:

o

standard operator greetings

guidelines on handling common customer concerns and handling

common customer questions

a reference guide on shipping costs and timelines.

Suggest the order entry system and telephone etiquette trainings be

delivered as computer-based training for basic skills to reduce trainer
time and increase training consistency. If this approach is not doable, at
least record the trainings for the future review. Keep the sales techniques
and new product trainings as face-to-face to keep up with the new
changes.

Ensure a consistent performance evaluation process is well

communicated with all employees and conducted on a regular basis so
company can collect timely information for additional training and
development as indicated. Also suggest use of these evaluations for
recognition and awards for outstanding performance to motivate
ownership contribution.

Suggest the monthly meeting become an important channel to

communicate with the employees about new product information,
product updates, company situation, problems raised and discuss the
solution. It is also suggested that the meetings are scheduled to
accommodate employees working schedule and add the compensation
for attending the meeting.

Proposed Solutions for Consulting Firm to Carry Out (KM,

CMD)
Priority
1

Performance Analysis
Team #3: Instructional Design Solutions

Solution

Description
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We will create a fillin-the-blank style

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Performance Analysis
Team #3: Instructional Design Solutions

T
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training module for

the launch of new
products and catalogs.

These fill-in-theblank templates will

make ease of
updating with a drop
and fill for each new
catalog item at each
launch, for future
training. The training
templates will include
detailed products
training, a role-play
scenario, and posttraining assessment
tools.

We will create a series

of training programs
directed at
supervisors. The
training programs will
include situational
leadership for staff,
performance
evaluations, staff
development, and

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supervisory skills.

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We will create an
orientation manual for
the training of new
employees. The
training program will
include sales
techniques, telephone
etiquette, use of the
order entry system,
use of telephone
system, how to handle
common customer
concerns, and an
overview of products,
use of product
database, and product
information from the
current catalog. The
manual will also
include hands on
training using the
phone, computer, and
other systems. The
training will also
include scripts and

h
ir
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s

Performance Analysis
Team #3: Instructional Design Solutions

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lesson plans, in the

facilitator guides, for
trainers to ensure
consistency, and
handouts for learners
to take notes and
review.
4

Redesign the catalog

and the product
reference guides

Performance Analysis
Team #3: Instructional Design Solutions

A
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Include more product information such as

fabric content, washability, variety of
colors, target age for use, size, dimensions,
product images, price, shipping costs and
timelines. The guide will list by product
numbers or alphabetically for easy
searching. The ideal solution is to create a
database to replace the paper guides for
easy sorting the product information.
We will create an
annual skills training
manual for all
employees. The
training programs will
include telephone
etiquette, sales
techniques, handling
the upset customer,
and teamwork. The
training will also
include scripts and
lesson plans for
trainers, in a facilitator
guide, to ensure
consistency, and
handouts for learners
to take notes and
review.

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Evaluation plan
Instructional Design Solutions will work with PJ Enterprises to validate our
training by conducting evaluation studies quarterly for 18 months to
determine the effectiveness of the training solutions by ensuring customer
service scores have reached the target improvement of at least 10%.

We will measure:

Timeliness of taking orders

Product knowledge accuracy

Calls per hour

Employee turnover - compare data from previous year

Customer satisfaction - compare findings and trends to same time

previous year

Repeat Customers - compare data from previous year

Amount of calls transferred to customer service supervisors

Telephone system capacity use currently at 85%

Annual sales compare annual sales to show a correlation to training

Performance Analysis
Team #3: Instructional Design Solutions

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Request for Proposal

Instructional Design Solutions has proven its expertise and value in analyzing the
PJ enterprises company needs and obstacles for their future improvement. With a
strong consultation background, Instructional Design Solutions has developed a
full scope of recommendations for the company and would be happy to submit a
proposal to carry out the solutions outlined in the section, Proposed Solutions
for Consulting Firm to Carry Out.

Performance Analysis
Team #3: Instructional Design Solutions

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