Performance Analysis Report

for PJ Enterprises by Optim Learning Solutions

03/19/2017

Performance Analysis Optim Learning Solutions Team 1 1

Introduction and Background
PJ Enterprises has employed Optim Learning Solutions (OLS) to design,
develop, and implement an innovative training program for Telephone Operators
and Customer Service Supervisors.
Senior management at PJ Enterprises has indicated they believe increased
product knowledge, which they suggest forms the core of this training, will
increase the skills and expertise of these employees. The instruction is ultimately
intended to improve customer service scores and increase sales results.

In order to fully assess the needs of the organization, a Performance Analysis was
completed to determine if training is the correct intervention in delivering the
results desired by management. This Performance Analysis provided the
information necessary to determine if there are other actions which may be
required to ultimately achieve client goals.
Jane Mackenzie, the projects management sponsor, authorized the attached
analysis. The Optim Learning Solutions team carried out the Performance
Analysis over the period of March 1319, 2017.

Purpose of the Report

The purpose of this report is to ensure management has documentation of the
results of our findings. These findings, along with potential causes and solutions
for increasing sales in the Telephone operator department and decreasing
Customer Service complaints, are captured in this document.

Analysis Methods
To determine causes and recommended solutions, OLS performed the following
tasks:
Surveyed employees to better understand issues related to performance,
retention, meeting participation, and overall job satisfaction
Interviewed VP Sales for details on current and desired state, business
plans beyond catalog division, capital expenditures, growth rate, and
related concerns
Interviewed Catalog Director and Merchandising Manager regarding
decisions on catalog offerings changes for coming season, distribution
plans, and contractor and vendor selection and their impact on net
profitability, as well as existing employee training strategies and
evaluation and assessment data
Interviewed Sales System Manager regarding actual sales data and CRM
reporting; customer list strategy and its impact on sales results and
projections; and expenses related to sales efforts

Performance Analysis Optim Learning Solutions Team 1 2

 Held a focus group with cross section of customers to identify perceived
weaknesses and strengths of the company as well as unfulfilled customer
needs
Interviewed Customer Service supervisors about customer survey data,
the nature of customer complaints, and detailed accounts of problems
and challenges observed by Customer Service leadership
Interviewed the Head of Human Resources Department for details
regarding hiring, retention, staff meetings, policies, and customer
satisfaction
Interviewed learners (Customer Service Supervisors and Telephone
Operators) to understand their perspective on customer relations and the
service process, and identify the obstacles they feel are interfering with
optimal communication and process flow
Conducted data analysis on current training strategy to identify effective
and ineffective strategies
Analyzed data from customer feedback surveys to explore the
relationship between customer feedback and existing training
Observed Customer Service Supervisors and Telephone Operators on the
job to better understand work processes and identify any obstacles or
gaps in skills or knowledge

Data Summary: Sales

The chart below compares actual sales performance in 2016
with the targets that have been set for 2017.

Actual 2016 Performance vs. 2017 Targets

14

12

10
Millions of dollars

0
Annual sales Catalog sales Retail Acquisitions Net profit

Performance Analysis Optim Learning Solutions Team 1 3

Data Summary: Customer Complaints
The chart below shows a breakdown of customer complaints by type.

Distribution of Customer Complaints

Wait time in
Product queue
knowledge 22%
30%

Telephone
etiquette
48%

Wait time in queue Telephone etiquette Product knowledge

Data Summary: Telephone Operator Survey

An anonymous electronic survey was distributed to the 25 telephone operators
currently employed by PJ Enterprises. All 25 responded. The chart below shows
the distribution of their responses.

Telephone Operator Electronic Survey Results

Perfer learning by seeing (visual) 18

Prefer learning by doing (hands-on) 18

Training only on new or changed products 0

Training in shorter increments 20

More timely training 0

More efficient computer hardware or

22
software

Performance Analysis Optim Learning Solutions Team 1 4

Findings, Needs, and Recommended Solutions
The findings in the analysis below outline current conditions, with associated needs and potential recommendations for
the management of PJ Enterprises to evaluate. Although there is consensus that telephone operators require additional
product training, we identified other non-training solutions that may be required in achieve business objectives.

Performance Analysis Optim Learning Solutions Team 1 5

 Finding Need Recommended Solution

HR

Employees are not motivated to Employees are motivated to attend Motivate employees to attend
attend meetings since they are training and meetings. meetings by making them paid and
optional and without pay. required.

Staffing for high seasonal purchase Staffing is appropriate to customer Identify peak staffing needs and
times is inadequate. levels consistently throughout the times and hire in advance of peak
year. order traffic.

Institute a hiring/tenure/referral
bonus structure to motivate current
employees to stay in their positions
longer as well and refer qualified
friends and acquaintances for open
job postings.

Morale is low, with apathy among Workers enjoy higher employee Develop team building
employees. morale and increased job opportunities to create a cohesive
satisfaction. team with sense of purpose.

Leverage meeting opportunities to

be inclusive and participatory.

TO turnover is high. Lower TO turnover. Increase job satisfaction by

instituting reward and recognition
program based on employee
feedback, so employees stay with
the company longer.

Performance Analysis Optim Learning Solutions Team 1 6

 Finding
Staff development is not yet put in
place. Advancement opportunities
and career paths are lacking.
Current incentive plans are not
effective or motivating.
Supervisors dont take the time to
understand concerns, listen to
issues or pass them on to upper
management.
Supervisors & Managers are not
visible or easily accessible to TOs.
There is lack of interaction and a
silo mentality.
Performance Analysis Optim Learning Solutions Team 1
Need
Staff development and career
opportunities/paths for TOs and
supervisors.
Incentive plans should motivate
employee to perform to the
companies standards.
Supervisors listen to their
employees and are committed to
finding solutions that address
employee concerns.
Supervisors are visible and
accessible to TOs.
7
Recommended Solution
Implement staff development and
career path opportunities.
Create opportunities for personal
and professional growth through
participation and mentoring.
To motivate TOs and Customer
Supervisors based on errorless and
complaint-less calls, and for
reaching monthly sales quotas,
allow each team member to suggest
what types of rewards, recognition
and incentives they would like to
see as part of the incentive. Some
have already said money, or
additional vacation or personal
time off.
Create an open door policy for
employees to communicate with
management.
Implement expectation that
requires supervisors and managers
to be visible and have more
interaction with their employees.
 Finding
Current training manager is
resistant to change from how things
are currently done.
TOs are not aware of the new self-
evaluation process and HR does
not have any data of its use.
Training
TOs have not received telephone
etiquette training.
TO script use is inconsistent.
Performance Analysis Optim Learning Solutions Team 1
Need
Training manager embraces
company challenges and works to
develop support solutions.
Employees use the self-evaluation
process.
TOs know what is expected of
them in the job and how they will
be evaluated.
Telephone operators handle all
customer interactions in a polite
and courteous manner.
8
Recommended Solution
Determine reasons for resistance.
Develop the WIIFM for training
manager.
Involve training manager in the
development of new training
process to the point they are vested
in their success.
The onboarding process should
include a handbook of roles, rules
and procedures.
Have employees sign off on the
self-evaluation process to ensure
that they use it.
Develop specific training standards
for TOs, with certifications
designed to ensure they can
demonstrate proper phone
etiquette.
 Finding
TOs do not have a standard
greeting.
TOs often struggle to provide
product information quickly,
efficiently and completely.
Assessments are not used to
measure TO performance during
training.
Performance Analysis Optim Learning Solutions Team 1
Need
Telephone operators exercise an
appropriate and consistent method
when greeting or having a
discussion with customers.
TOs access product information
quickly.
Training assessments should
measure TO performance.
9
Recommended Solution
Develop training standards,
including greeting and call scripts,
for TOs, with certifications
designed to ensure they can
demonstrate proper greeting and
call process.
To improve knowledge and skills,
and resources and to build on the
camaraderie and mutual support
that already exists among operators
introduce, train and use a Product
Guide which allows TOs to
immediately ask questions and get
group sourced answers. Optim can
use data from the messaging topics
to identify areas for additional
training.
Implement assessments throughout
the training that measures expected
TO performance.
 Finding
Training time is not sufficient to
cover all products.
TOs do not have adequate training
time to learn new products.
Training does not include any
hands-on practice.
TOs feel supervisor expectations
are unreasonable and they only
receive negative feedback.
Performance Analysis Optim Learning Solutions Team 1
Need
Provide adequate training time to
cover all products (once
determined).
TOs need time to receive training
on new products.
TOs need to practice skills before
being put on the job.
Supervisors need to be able to
provide constructive feedback.
10
Recommended Solution
Define and implement training time
needed to complete training that
results in desired employee
performance.
Develop a training course that
allows enough time to go through
all products.
Implement micro training sessions
in monthly meetings for the new
products released throughout the
year, instead of training all the new
product learning at once around the
launch of the new catalog.
Incorporate hands-on practice as
part of the on boarding and
refresher training.
Develop supervisor training that
includes providing constructive
feedback and ongoing support.
 Finding
Employee expectations are only
provided during the interview.
Collateral Materials
Product information is not easy to
find. Calls are immediately
forwarded to supervisors when
product information cannot be
found.
Product guide has no search
function.
Paper copy product guides are not
sturdy.
Performance Analysis Optim Learning Solutions Team 1
Need
TOs need to understand the
expectation that they are being held
to.
TOs should be able to quickly and
efficiently locate product
information so customers do not
have to wait.
Product guide that is easily
searchable for TOS and provides
guidance for how to sell products
and answer customers questions.
Product information must be
consistent and predictable.
11
Recommended Solution
Incorporate Employee Expectations
into the revised training and
employee review.
Ensure employee staffing
expectations are clearly defined
and communicated during hiring
process.
Complete a redesign of the Product
Guide.
The new guide will be electronic,
have products listed alphabetically
(with photos) and a cross section
listing of the product name, product
number and the page where it is
located.
The revised guide will include
product descriptions that include
information that customers ask the
most such as what the product as
the fabric the item made from, any
washing/care instructions.
 Finding
There arent any training guides or
materials. There are no post-
training Job Aids.
Systems/IT
The order system and product
information systems are not linked.
Environmental Considerations
TO work environment is an open
call center, not conducive to
excellent customer service (large
room, bright lights, no privacy).
Performance Analysis Optim Learning Solutions Team 1
Need
Training guides and Job Aids.
Product information is integrated
into order entry system.
TO work environment is
professional and comfortable, with
more privacy, lower lights and a
more relaxed atmosphere, which
enables them to handle customers
in a relaxed and inviting way.
12
Recommended Solution
Develop training guides for the
revised training. Job Aids and
reference material must be
designed to provide material post-
training.
Conduct feasibility study for
system with linked information.
If not feasible, provide product
information in a more durable and
useable format. The most desirable
way would be a combined system.
Work with operations and
management to make workspace
more private, relaxed, professional
and comfortable so it facilitates an
excellent employee/customer
experience.
 Finding
TOs do not have appropriate
headphones and are expected to
purchase or do without.
Customer Satisfaction
Customer satisfaction is low (2 out
of 3 are not satisfied with
interactions with the TO).
Performance Analysis Optim Learning Solutions Team 1
Need
TOs have appropriate sound
deafening headphones that enable
them to provide the best customer
experience.
Customer satisfaction scores need
to increase by at least 10%.
13
Recommended Solution
Provide employees with proper
headphones to increase
productivity.
Provide TOs with a model for
answering difficult calls and train
them how to get customers
questions answered quickly and
efficiently to improve customer
interactions.
Proposed Solutions for Consulting Firm to Carry Out
Based on our findings, we have identified 10 key areas to improve the knowledge and skills of the
primary learners, Telephone Operators and Customer Supervisor and secondary learners, middle
Managers and Specialists. We feel confident that these innovative training solutions and job resources will
have a substantial measurable impact on PJ Enterprises business objectives.
Priority Solution
1 Improve Product Information
access and accuracy
2 Develop an Instructor-Led
Product Training for TOs and
CSS training approach
e3 Data driven skills assessments
that align with work time
evaluation tools
Performance Analysis Optim Learning Solutions Team 1
Description
To improve product information
access and accuracy, develop a
digital Product Guide that is
searchable by product code
and/or keyword.
To improve knowledge, skills
and motivation, develop
training that includes:
Product Guide use
Call opening & closing
standards/guidelines
Common call situations
Difficult customer
scenarios
We recommend
developing training
modules that access
existing content from
manufacturers to train
TOs to use the new
Product Guide as a
learning tool, help TOs
learn call scripts, and
use role playing to
handle real world
difficult conversations.
To improve process flow and
work standards. Use the existing
customer service data as a
baseline and design assessment
tools to measure product
knowledge, # of calls per hour,
number of mistakes, and phone
etiquette. Use these tools all
through the training and role
14
 Priority Solution Description
playing so TOs have a clear
sense of how they are being
measured. This will influence
how they commit to knowledge
and skills development, and the
use of new Job Aids.

4 Create Training Operator script To improve process flow, and

available factual information.
To normalize and simplify the
whole sales process and for
each common challenge and
obstacle. Train TOs through role
plays during required monthly
sales meetings.

5 Market all future training To motivate, position training as

a commitment to the
professional development of
TOs to improve their knowledge
and skills and to lead to career
advancement.

6 Management training To improve skills and

knowledge and to improve
alignment with operational
goals for supervisors. To
improve coaching and feedback
skills, and how to provide the
best development of their TO
teams.

7 Monthly meetings are used for To motivate and to improve

micro trainings knowledge and skills, meetings
can be used as micro training
sessions. Instead of training all
the new product learning in a
three hour training session
around the launch of the new
catalog, Optim can invite
product vendors to conduct
training from a subject matter,
expert point of view.

8 Employ instant To improve knowledge, skills

messaging/collaboration and resources and to build on
software to ask questions and get camaraderie and mutual support

Performance Analysis Optim Learning Solutions Team 1 15

 Priority Solution Description
group sourced answers during that already exists among
calls operators, codify this collective
intelligence process. Use
messaging software to ask
questions and get group sourced
answers, Use this data from the
messaging subject and FAQ to
inform areas for additional
training.

10 Leadership professional To motivate and to improve

development for supervisors and
middle managers
knowledge and skills, offer
Leadership development
training to supervisors. Focus
on understanding PJ enterprises
operational goals. Train them
how to lead with vision and
purpose and to lead people
through coaching and feedback.

Evaluation plan
OLS will work with PJ Enterprises to determine how effective the proposed
solution is through systematic evaluations that we will conduct every quarter for
the next year. We will measure and evaluate the following criteria from the same
quarter of the previous year. OLS will determine if the solution requires
modification or revisions based on the results.
The criteria to measure and evaluate includes:
o Customer Sales from weekly reports
o Customer Satisfaction from a focus group or survey
o Order Accuracy, including measuring # of calls/volume/calls per
hour, as well as customer phone wait times, from weekly reports
o TO turnover rates from weekly reports

Request for Proposal

OLS, a premier performance improvement solutions champion, has conducted a
thorough Performance Analysis of PJ Enterprises current policies, work
practices, training programs, customer and employee feedback and the work
environment. Based on the results, OLS is prepared to provide PJ Enterprises
with a proposal defining specific performance improvement solutions designed to
most effectively improve the companys bottom line.

Performance Analysis Optim Learning Solutions Team 1 16