Project Design Brief

Name: Howard Seibert

Client: Tellotech

Date: August 19, 2020

1. Problem Statement
The main function and purpose of inbound call centers is to provide customer service or deal with inquiries
or complaints (Mazareanu, 2019). There is an understanding that this will entail a large call volume,
however, Tellotech is not currently able to field the same number of calls as it has in the past with the
same number of personnel. This would indicate that the turnover times on calls has decreased over time,
which shows a lack of competency or knowledge on the operator’s part when it comes to handling scripts
or finding answers and knowing where to redirect. Therefore, we need to train operators to become more
efficient with handling calls quickly and effectively, satisfying customer needs. Additionally, the employees
need to be comfortable with their scripts and sure of how to direct calls. We want to provide better call
resolution and faster exchanges that will increase customer satisfaction. Supervisors need to be able to
identify and track problems immediately so they can do on the spot corrections and retrain when and
where necessary.
Right now, Tellotech has no formal training program so their new, as well as existing operators need to be
trained in proficiency of call handling. Additionally, due to the restraints set by a decrease of call handling
by each operator, the company cannot afford to have operators away from the phones for long periods of
time to conduct formal training. Unless formal training can be developed that can be implemented in
small sections allowing for minimal down time, the cycle will continue and become exponentially worse.
This will also lead to newer, less trained personnel handling calls because as call centers grow, they
develop larger turnover rates (CallMiner, 2019).

A statistical study on average call times should be conducted to assess where we should focus on
improvement with the operators at Tellotech. We will research current trends on call center turnover
rates and productivity improvement. Investigating and assessing key performance indicators (KPIs) and
communicating the value of call center KPIs, specifically tailored for Tellotech and their niche will be the
foundation of the courseware. We will be utilizing the consultation and expertise of the SMESGroup,
(https://smesgroup.com/), to help develop a set of unique KPIs and methods of improvement, specific to
Tellotech operators and their vision statement.

2. Learning Outcomes
We are hoping to achieve the application level of Bloom’s Taxonomy with the learning tools we create.
Operators are following scripts and performing specific duties and functions that require very little
evaluation or creation. There is a slight bit of analysis done at the operator level but for norming and
standardization, the training will be focused on achieving application level understanding of the KPIs and
how to improve them. Through repetition and muscle memory, much of the techniques will become
second nature over time.

This training will yield the following results:

  Operators will be able to identify proper scripts within a few seconds of the phone call.

 Hold times will decrease due to the efficiency of script identification and call direction.

 Operators will resolve 80% of calls the first time they come in.

 Operators will correctly identify and direct calls in less than 3 minutes, improving average handle
time.

All of these are measurable outcomes that can be quickly and easily observed, catalogued, evaluated and
reviewed. Once these objectives are met, call times, hold times and abandonment rates will decrease,
while first time resolutions, speed of answering, average handle time, and customer satisfaction will
increase.

3. Proposed Media Assets and Delivery Method

The first media asset which has already been created in draft form is an infographic poster that can be
placed in break areas, work centers and/or in any location where operators have down time and will be in
sight of the infographic. The infographic is designed to function as both a motivational and a training
reinforcement tool. The other media asset is an eLearning training module that can be interacted with by
operators either on the available iPads or on their PC workstations during downtime or during scheduled,
small blocks of training instruction.

There will be a short tutorial type of instructor led “train the trainer” training, which will be led by our
team. Once the supervisory staff has been trained in how to use the eLearning tool, they can introduce the
product to their employees who, in turn, will then be able to train other operators in the products use.
There will be a constant evaluation process going on during the first running stages of implementation and
we will adjust in real time to satisfy any issues that arise during the trial phase.

4. Learner Assessments
Formative assessments will be built into the eLearning modules so that operators have a chance to
demonstrate their understanding of each module before moving on. These will consist of student checks
on learning in forms of multiple-choice questions or through scenario training. We will attempt to use real
Tellotech scripts and procedures in the developed training in order to provide realism that will transfer to
the floor.

Summative assessments will be conducted in real time, on actual phone calls. Call times and handling
procedures will be evaluated by supervisors who will implement critique and retraining in areas where
operators prove to be inefficient.

Prototype Production Workflow

(Enter timeframe here) (Enter timeframe here) (Enter timeframe here) (Enter timeframe here)
Week 1 Week 2 Week 3 Week 4
Analysis Design & Development Implementation Evaluation
We will begin Tellotech We will begin creating We will start testing the We will work with our
specific research scripts and detailing draft eLearning tool and team and floor
 through surveys and call instructional materials. check for ease of use supervisors to evaluate
studies to determine The content will be and understanding. the effectiveness of the
specific KPIs to develop outlined, and we will Through call studies and training and check our
and train on. start on the module checks on knowledge, measurable learning
creation. we will adjust the outcomes. At this point,
Prototype
materials to better we will do any final
Prototype
We will introduce wire convey the learning changes to the
frame sketches and a We will create points as necessary. eLearning product and
draft for the storyboards and a draft, adjust the infographic
Prototype
supplemental working model of the to match the finalized
infographic eLearning tool that we Through real time materials.
will use to train adjustments, we will
Prototype
operators. further develop the
eLearning tool for ease Final infographic and
of use and material final eLearning tool.
comprehension.

Evaluation
Throughout the entire ADDIE process, we will be following Kirkpatrick’s evaluation methods of
Storyboard/Content Validation, Usability Testing & Functional Testing (Victor, 2018). We will be
continuously checking instructional effectiveness and ease of use, as well as checking for any technical
discrepancies such as broken links or failed audio/video components (Victor, 2018). Once we enter the
week 4 evaluation phase, we will be evaluating learner reaction through surveys and short interviews.
Once we have determined the usability of the tool, we will be measuring through the learning evaluation
by working with our team and floor supervisors to evaluate the effectiveness of the training and check our
measurable learning outcomes.
During the evaluation phase, we will also be looking at overall attitude and behavioral changes among the
operators. One of the factors we looked at was whether or not employee practices would show an
increase or decrease in motivation at the workplace. Call centers can have high attrition rates and we
looked at incorporating some resiliency training if the improvements are too overwhelming. The final
evaluation will come through call studies and checks on knowledge. If call times, hold times and
abandonment rates decreased, and first-time resolutions, speed of answering, average handle time, and
customer satisfaction increased. Then we will have been successful in our mission.
The return on investment (ROI) will be measured by the turnover rate of phone calls and first-time
resolutions. We will look at the 2 months prior to training and catalogue the number of calls received and
routed and we will compare them to number of received and routed calls during the 2 months following
the training events. The ROI will be evident if the number of received and routed calls show a significant
increase after training. Adjustments could then be made to freeze hiring or minimize staff to handle the
same number of calls that the current clients demand, ultimately saving Tellotech money.
 References

CallMiner. (2019, December 10). Call Center Statistics You Should Know. Retrieved August 11, 2020, from
https://callminer.com/blog/call-center-statistics-you-should-know/

Longelin, J. (2018, August 29). The 10 Best Metrics To Measure Call Center Agent Productivity. Retrieved
August 15, 2020, from https://blog.playvox.com/metrics-to-measure-call-center-agent-
productivity

Mazareanu, E. (2019, July 4). Topic: Call center services industry in the U.S. Retrieved August 11, 2020,
from https://www.statista.com/topics/2169/call-center-services-industry-in-the-us/

Victor, S. (2018, October 29). Tips for Measuring Course Effectiveness and ROI. Retrieved August 21, 2020,
from https://www.obsidianlearning.com/blog/2015/10/tips-for-measuring-course-effectiveness-
and-roi.html