Case Study: A Blended-Learning Transformation for Customer Service in Technology
Executive Summary
TrainingPros‘ client, a technology company, identified a need to enhance the skills of their customer service agents to address shifting customer communication preferences during the COVID-19 pandemic. The client engaged TrainingPros expert instructional designers to design and develop a comprehensive blended-learning program to improve the customer service agents’ ability to provide customer service and drive sales through asynchronous channels like chat and messaging. This initiative aimed to improve key business metrics negatively impacted by the pandemic.
The Challenge
The technology company faced a significant challenge during the COVID-19 pandemic as customers shifted from voice to asynchronous communication channels such as chat and messaging. This shift led to a decline in several key performance indicators, including customer Net Promoter Score (NPS), sales conversion, Closed Conversation per Logged-in Hour (CCPLH), and revenue per day per guide. The primary issue identified was that the customer service agents lacked the necessary skills to provide the same level of service and sales effectiveness through messaging channels as they did via voice. The customer service agents were not adept at transitioning from support and troubleshooting to sales in a messaging context.
The Solution
In response to these challenges, TrainingPros provided instructional design talent to help our client implement a robust blended-learning program designed to upskill their customer service agents and Supervisors. The program aimed to improve customer satisfaction, increase sales conversion, and boost the number of customers served per hour. Key components of the program included:
- Learning Modules on the phases of the customer interaction such as greeting, conversation agenda, discovery, and tone.
- Multiple learning modalities including Virtual Instructor-Led Training (VILT), eLearning courses, microlearning in TikTok style, role plays, system simulations, and 360 feedback sessions.
- Train the Trainer (T3) events to empower supervisors to deliver the training effectively and to enable them to provide ongoing coaching.
- Calibration sessions to review real-world messaging transcripts in order to identify gaps in the training and align the training with messages agents experience.
The Result
The blended learning program achieved significant improvements in the technology company’s key business metrics. Notable outcomes included:
- Customer Satisfaction: Net promoter score increased by 1.47%.
- Sales Conversion: Conversion to sales improved by 0.8%.
- Efficiency: Conversation handling times improved by 0.18%.
- Revenue: Revenue generated each day by customer service agents increased by an average of $12.72.
The program not only enhanced the customer service agents’ skills but also fostered a more cohesive and capable support team, able to handle both customer service and sales through messaging channels effectively. The initiative was instrumental in adapting to the new communication landscape brought about by the pandemic, ensuring the technology company could continue to meet and exceed customer expectations.
Why Blended Learning Makes Sense
Resources Provided
Technology Used
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