Performance Analysis Report

for Best Products, Inc.

by Coast to Coast Design Group

April 2, 2018

Introduction and Background

Coast to Coast Design Group met with Best Products, Inc. management to discuss their concerns about training. Best Products, Inc. identified
several issues that could prevent the company from achieving their projected goals and objectives for the coming year. They stated their belief that
an increase in knowledge and skill in describing the features and benefits of the products in the catalog and in answering questions not answered in
the online information is necessary to increase catalog sales and reduce customer complaints. To meet their financial objectives, they have
requested Coast to Coast Design Group address the personnel and customer service concerns and propose training solutions that would alleviate
these issues.
Coast to Coast Design Group recommended an analysis be completed to better understand the identified concerns and assess the root causes of the
personnel and customer service concerns. Best Products, Inc. agreed to the analysis.

Purpose of the Report

This Performance Analysis is a report of the findings of the analysis agreed upon by Best Products, Inc. and Coast to Coast Design Group.
The purpose of the Performance Analysis is to provide Best Products, Inc. with the results of the analysis completed by Coast to Coast Design
Group. These results include a breakdown of:
● Root causes of the personnel and customer service concerns
● Current state, desired state, and recommendations to reach the desired state
● Proposed solutions and an evaluation plan

Analysis Methods

Coast to Coast Design Group utilized a variety of methods to conduct a thorough gap analysis. The methods included in-person interviews, a
survey, an assessment of the workplace and environment, workflow observations, and a review of documentation and reports.
 The following is a high-level breakdown of each strategy type that was used:
In-Person Interviews
Interviewed management personnel individually to gain insight into the company, culture, processes, goals, and expectations.
● Mike Merrill, Vice President Sales
● Jane MacKenzie, Director of Sales Support / Director of Catalog Sales
● Judi Thompson, Catalog Director
● Sheena Perez, Merchandising Manager
● Susan Turner, Human Resources Manager
● Tsien Yun, Manager of New Sales Systems Installation
● Lucy Feldman, Manager Internet Enterprise System
● Ted Higgins, Manager Intranet

Interviewed Customer Service Supervisors and Telephone Operators to gain perspective on job duties, expectation, and procedures, as well as
elicit insight into their perception of customer questions and complaints.
● Interviewed all Customer Service Supervisors
● Interviewed a random sample group of Telephone Operators
● Interviewed Telephone Operators who have been incentivized for being error free and a sample group of those that have never received
this incentive.
Survey
All staff were sent an electronic survey, or by paper if no access to a computer, to gather information about their job, view of management, work
environment, view on training provided and any issues that exist with recommendations for resolution.
● Surveys received a 42% return rate
● Subsections included in the survey specifically for Telephone Operators and Customer Service Supervisors to complete

Assessment of workplace physical environment (conditions and needs)

● Conducted tours of the office with focus on the space where Telephone Operators work
● Assessed physical space factors including workstations for Customer Service Supervisors and Telephone Operators
● Assessed equipment that Telephone Operators use including telephones, handsets, chairs, computer monitors, mouse, etc.
● Observed environmental factors including lighting, temperature, and white noise
● Assessed current dedicated training space
Workflow Observations
● Call monitoring at the customer service center
● Observed Telephone Operators using online system and product manual to assess for usability and functionality
● Utilized secret shopper for customer service sales and support via phone
Documentation/Report Review
● Reviewed Telephone Operator call reports
● Examined current product training materials
● Reviewed product manual used by Telephone Operators
● Reviewed customer surveys
● Reviewed formal job assessments of Telephone Operators and Customer Service Supervisors
● Examined Automated Telephone System training materials
● Reviewed the checklist of call behavior
● Reviewed informal Telephone Operator’s interviews

Data Summary: Customer Complaints

The Customer service data below reveal that two out of every three customers that responded to the customer service survey had a complaint about
the Telephone Operator. The three largest complaints are with telephone etiquette, product knowledge and long waiting time in the queue.
Data Summary: Reasons for Telephone Operator Dissatisfaction

Data compiled from interviews with Telephone Operators indicated dissatisfaction with their jobs in the areas below.

Note: Numbers add up to more than 100% because some people stated more than one reason.
Data Summary: Telephone Operator Performance Barriers

The chart below summarizes the barriers identified by Telephone Operators that prevent them from performing efficiently and effectively on the
job.

Note: Numbers add up to more than 100% because some people stated more than one barrier.
Current State, Desired State, and Recommended Solutions

Customer satisfaction depends on happiness and longevity of telephone operators.

The following items will be influential in changing the level of satisfaction for telephone operators:
● A change in policy to mandate regular pay for attendance to all company meetings
● A change in incentive for customer service employees by either extending the time limit for them to purchase company products at a
discount (perhaps no time limit-only just continued employment necessary), or better yet, a monetary reward and a customer purchase at
discount instead.
● Most importantly, a change in the procedures to access information on purchase items. This can be approached in many ways, some very
inexpensive such as flyers delivered in laminate form for new products quarterly showing all pertinent data, to the more expensive solution
of integrating the order and product catalog for easy access for customer service reps.

Based on examination of the current state of the Best Products, Inc. (including the findings presented above), Coast to Coast Design Group has
identified a list of current and desired states for Best Products, Inc., in addition to recommendations for the company to consider that would help
them achieve their goals.
PRODUCT TRAINING
Current State
Trainings sessions are paid, but meetings
are not paid.
The current training delivered to Telephone
Operators and Customer Service
Supervisors, both during orientation and
during quarterly catalog trainings, is not
sufficient for the company’s needs.
New product training is delivered quarterly,
two (2) weeks prior to the next catalog’s
release. It reviews every new product
(approximately 125 items/catalog).
There is not always time to review every
new product or for questions. Training is
perceived by staff as ineffective, trainer’s
perception is staff should recall and use
product manual.
Desired State
All meetings are compensated according to
the Fair Labor Standards Act (FLSA).
Training includes more detailed
information and training materials for the
facilitator and the learners.
TOs retain product information and are able
to locate the product information to assist
customers.
Recommendation to Achieve Desired State
Provide compensation for meeting
attendance.
Design, develop, and deliver a robust
Telephone Operator training program
complete with lesson plans.
Training Materials:
● Handbook
● Facilitator’s guide with
accompanying PowerPoint
presentation
● Participant’s guide
● Quick reference guides and tip
sheets on the following:
● Telephone etiquette
● Telephone system
● Online order entry system
Design and develop training modules to
include strategies for learners to practice
and apply new skills to satisfactorily
perform on the job.
Learners retain product information and are
able to locate it through:
● Demonstration of procedural tasks
● Guided discovery
● Experiential learning opportunities
TELEPHONE ETIQUETTE TRAINING
Current State
Training on appropriate telephone etiquette
is not provided to Supervisors or Telephone
Operators.
Telephone Operators are not able to maintain
politeness and patience that meet the
expectation of the company when they
become frustrated.
There is no training on telephone etiquette.
Management’s position is that they hire
polite employees, so etiquette training is
unnecessary.
Customers complain about TOs’ attitudes
and patience.
Telephone Operators complain about the
lack of interface between the catalog and the
online ordering entry procedure.
Management perceives that the delays are
caused by Telephone Operators not
Desired State
TOs demonstrate professional telephone
etiquette on every customer call.
Supervisors accurately assess Telephone
Operator on-the-job performance.
Telephone Operators are able to maintain
politeness and patience throughout each
customer interaction.
Management sees how time needed to
respond to customers’ requests plays a role
in TOs attitudes and patience on customer
service calls.
Management acknowledges the need for
changes in the response time are related to
order entry issues and that these issues
impact TOs customer service skills
(politeness and patience) when handling a
call.
A streamlined interface between the catalog
information and the order entry system
including:
● easily retrievable catalog
descriptions
Recommendation to Achieve Desired State
Create role-play, scenario-based etiquette
training for telephone operators.
Provide training on phone etiquette in new
hire orientation training. Continue to
reinforce the desired behavior through e-
learning modules assigned at intervals
determined by Best Products, Inc.
Place management in a role-play, meeting
with ghost shoppers requesting purchases
(especially for new quarterly items).
Response time should be calculated after a
succession of six calls within the hour. Then
a round robin can take place as management
discusses their respective experiences
New items quarterly to be available on a
one-page laminated desk reference
Online catalog to be available using same
order number that customer reports for
remembering product details from quarterly ● ready access to pop-up menus in the
training. main application interface
●
purchase, so information is easily and
quickly accessible.
Pop-up menus made available including
cross-over sales items.
PHONE AND ORDER SYSTEM TRAINING
Current State
Automated phone system training
and order system training is
provided during new employee
orientation. Additional trainings are
not formally offered.
Desired State
Staff will be provided with periodic
review and e-learning modules that
will allow them to increase their
skills using the automated phone
system and order system correctly
and efficiently.
Recommendation to Achieve Desired State
Provide annual and on-demand e-learning refresher training on
the automated phone system and order system to all staff.
Ensure staff has updated manual and tips sheets (job aids) for
both automated phone system and order system.
Provide just-in-time training if changes to the systems change
and provided updated manual and tip sheets.
 NEW EMPLOYEE TRAINING
Current State
New employees are provided one
day of training with several
components. The components
include: a company overview; order
system information; product
information; and, automated system
training. It does not include
telephone etiquette training.
Desired State
New employee training will be
spaced out over 2-3 days to include
an introduction and overview of the
company, ordering systems,
product information and telephone
etiquette.
Sufficient time for practice will be
included on the order system
training. Supplemental materials will
be distributed upon completion of
this initial training.
Recommendation to Achieve Desired State
Redesign new employee orientation for improved effectiveness
considering best practices to allow for retention, time and
technique.
Training modules will be created that are shorter sessions and
allow for more direct skill development over several days. This
will include real-life job shadowing of TOs provided in
between sessions (using y-jack that allows the learner to listen
to the conversation of the call) and ask TO’s questions between
calls.
SUPERVISOR TRAINING
Current State
The supervisor role is to oversee
and ensure call quality,
performance review, and
reinforcement. Current
supervisors have worked their way
up into this role. Supervisors are
not trained on soft skills (e.g.
coaching) to deliver constructive
performance feedback to
Telephone Operators.
Desired State
Supervisors will receive
comprehensive training, tools and
resources to learn the skills
necessary to provide constructive
feedback and support to Telephone
Operators.
Recommendation to Achieve Desired State
Train supervisors to build leadership skills. Consider providing
supervisors with training that is focused on coaching,
mentoring and delivering constructive feedback (both verbally
and in written form). Training can be offered as a blended
approach to include classroom and online learning.
Consider using SurveyMonkey to complete periodic surveys of
the telephone operators regarding the training and support
provided by their supervisors.
Supervisors would benefit from feedback on their training.
Two-way feedback is crucial to the effectiveness of the
feedback itself.
Develop mentoring program for management to provide
supervisors with support and coaching on their leadership
skills, using their expertise as SME’s to coach TO’s, and
empathy to support TO’s.
Create process for routine quality assurance practices:
● Call recording review
● Coaching
● Call grading
CURRENT TRAINERS
Current State
The current trainers are product
experts; however, they have not
had the opportunity to be formally
trained in successful facilitation
skills.
Current new product training
involves lecture-style delivery and
no handouts are distributed.
Trainers are divided - one trainer
would prefer to have someone else
champion the training; the other
enjoys this function being
included in their job
responsibilities.
Desired State
The current trainers are adept in
facilitation and training delivery.
Training incorporates hands-on
opportunities that allow TOs to
immediately apply the newly
learned skills. Job aids will be
created to keep at their
workstations.
Trainers identify training as a
desirable part of their job.
Recommendation to Achieve Desired State
Consider these possible solutions:
● The current trainers will attend train-the-trainer
sessions and acquire the knowledge and skills to
effectively deliver product training to Supervisors and
Telephone Operators.
● Training is moved under the HR department
● Allocating the training to those who express a desire to
be part of the training department, or hiring someone
directly for this role with instructional design
experience for a sales company.
● If the budget allows, hire new trainers with facilitation
experience, preferably in the same industry.
Hire consulting firm with demonstrated knowledge of adult
learning principles for application in the Telephone Operator
Product Training development.
Establish dedicated trainer role(s) and responsibilities whether
a separate job or have training responsibilities incorporated
into a current position as additional duties.
 TELEPHONE OPERATOR EQUIPMENT
Current State
TO’s are provided telephones and
handsets.
They are encouraged to purchase
their own quality headsets if
desired.
TOOLS - JOB AIDS
Current State
Telephone Operators are not
provided with scripts to follow when
assisting customers.
The Checklist of Call Behavior
created for supervisors is not
required to be used.
Desired State
Telephone operators use higher
quality headsets, not handsets, to
answer calls. This increases TO
productivity. This increase in
productivity decreases customer
wait times resulting in lower
customer dissatisfaction which
increase customer survey scores.
Desired State
Telephone operators are provided
with recommended scripts to assist
them in providing excellent
customer service.
Supervisors use the Checklist of Call
Behavior when coaching Telephone
Operators.
Recommendation to Achieve Desired State
Headsets are more efficient than handsets – operators’ hands
are free to type/enter orders, take notes or handle documents
during the call.
Consider adding a line item in the budget to purchase quality
headsets for Telephone Operators.
Recommendation to Achieve Desired State
Develop a standard script for Telephone Operators to follow
when assisting customers.
Train the Supervisors on how to translate the checklist into
actionable items to be shared with the TOs to help improve
their job performance.
Consider updating the Checklist to include:
● listening for skills
● friendliness
● vocal clarity
● adhering to scripts
● customer greeting and asking how they can assist the
customer
PROCEDURES / PERFORMANCE EXPECTATIONS
Current State Desired State
TOs are expected to answer, on
average, six calls per hour. The hourly expectation will be met
by 90% of TOs. A 10% margin is
allowed for those times that
customer needs exceed the 10-
minute average call time.
Extended wait times in the queue
Wait times are reduced by 20%. The
resulting in higher customer
number and type of questions per call
complaints. minimized due to more
comprehensive descriptions in the
product catalog guide.
HIRING PRACTICES / INTERVIEWING
Current State Desired State
The Telephone Operator interview
process consists of applicants A formal interview process is used
answering a sample phone call to to screen applicants more
ensure the company is hiring people thoroughly and ensure they possess
who are courteous and polite. the skills, qualifications and
experience to be successful on the
job.
TECHNOLOGY AND IT
Current State Desired State
Product manual is not integrated into
computer (paper) or organized in a Product manual is online, user-
way that is easy to navigate friendly and organized so that
according to the TO. product information is easy for TO’s
Recommendation to Achieve Desired State
Consider updating expectations of calls per hour.
Included additional product content to Telephone Operator
product user guide for frequently asked questions such as:
● Fabric content and care
● Colors available
● Advice on personalized gifts
● Shipping weights and costs
● Shipping times/expected delivery date(s)
● Product dimensions
● Volume discount availability
Consider adding a cross-reference database search engine in the
future.
Recommendation to Achieve Desired State
Consult with the Human Resources department to discuss types
of screening and interviewing techniques used to hire customer
service positions as well as prerequisites required for training.
Recommendation to Achieve Desired State
Create a workgroup of TOs and Supervisors to organize the
product manual to be usable ad explore recommendations
already provided by staff.
 to locate quickly.
Explore opportunities for product information to be in the
TO describes:
computer system
● Not searchable by number
or alphabet
● No cross reference
● No search feature
● Exact description is needed
● Items are written in
paragraph form.

The online ordering system is not
linked to a product database.
Product catalog information and
the online ordering system are
linked resulting in retrievable,
more-in-depth catalog descriptions.
Work with IT Department to investigate the possibility of
accessing the online catalog to be available using same order
number that customer reports for purchase. Also explore
options if pop-up menus can be made available including cross-
over sales items and upselling.
EMPLOYEE SATISFACTION
Current State
Staff does not identify with
leadership, does not feel that
management is approachable, and
often feel blamed for not
remembering training and products.
Desired State
Staff identifies with leadership and
the relationship between staff and
management is supportive and
communicative.
Leadership roles are firmly
established and identified by staff.
Plan of action for resolving issues
has specific rules identified in the
company handbook.
Recommendation to Achieve Desired State
Clarify management’s role/identify roles of supervisors and
when to approach them (what issues to present to them).
Provide schedule for when management will be on the call
center floor to assist TOs as needed with product
questions/information for call resolution.
Staff development:
Update on new and discontinued products. If Telephone
Operators are unable to attend the optional monthly meeting, a
weekly communication should be provided to them so that they
are aware of new products. Currently, new product information
is discussed at these meetings which Telephone Operators
don’t always attend.
EMPLOYEE SATISFACTION
Current State
The employees’ perception is that
the incentive program is difficult to
reach.
Desired State
Incentives are obtainable, and the
incentives identified as desirable by
staff.
High job satisfaction noted due to
incentives, benefits, and job
recognition.
Adequate pension plan as perceived
by employees
Recommendation to Achieve Desired State
Define reasonable terms for achieving rewards or incentives.
Grading calls for incentives (those that meet all requirements in
each all get an incentive.
Explore options for incentives that staff would find desirable.
Positive, motivational, climate change with staff can occur
when there is follow through with employee suggestions.
Consider the following incentives, benefits, and opportunities
for staff recognition:
● % of sales for upselling commission
● Opportunities for advancement
● Kudos or recognition for individuals
● Celebrations for meeting goals (e.g., staff pizza party).
● Recognition for years of service
● Possibility of raises perhaps connected to both
performance reviews and years of service.
● Additional PTO, paid day off on birthday, or floating
holidays. schedule permitting
● Arrange for a company discount for employees at a
local daycare facility.
● Pension plan is competitive with “like” companies.
CUSTOMER COMPLAINTS
Current State
Customers complain about lack of
telephone etiquette of TOs
Customers complain about TOs not
having product knowledge.
Desired State
TOs are equipped to provide
excellent customer service.
TOs have product knowledge and
have tools to locate product
information quickly and easily.
Recommendation to Achieve Desired State
● Training to include telephone etiquette.
● Leadership role to include Quality Assurance of calls,
call coaching, and support.
● Covered in handbook.
Train TOs to locate product information in manual and online
(if this information does eventually become accessible online.)
Offer “Lunch and Learns” with vendors presenting their
products.
Product manual with photos organized to be usable and easily
navigated.
Product training will be effective (see specific solution under
training).
PHYSICAL WORKING ENVIRONMENT
Current State
Training room is currently an LCD
projector and tables.
CUSTOMER SURVEY / FEEDBACK
Current State
Customer surveys on the call are
conducted by the TO.
Desired State
Training room has adequate training
stations and appears
inviting/welcoming to new staff.
Desired State
Customer surveys are offered and
transferred to allocated customer
survey personnel who can complete
the survey with the customer.
Customers will be asked if they
would like to complete a survey at
the conclusion of the call. If so, the
customer will be transferred to
complete an automated survey.
Recommendation to Achieve Desired State
Computers for online training components.
Consider adding motivational (office-themed) artwork or even
a plaque and picture on the wall for the employee of the month.
Recommendation to Achieve Desired State
Having a separate group of personnel will hopefully improve
the morale of the TOs and allow both the TOs and the
customers not to feel awkward completing the survey on the
phone. It will also allow customers to speak more freely about
the service they received on the call.
Consider investing in an automated survey system
Proposed Solutions for Consulting Firm to Carry Out
Coast to Coast Design Group proposes to assist with the following solutions:
Priority Solution
1 Design, develop and deliver a
new Telephone Operator
Product User Guide.
Description
The first version of the updated guide will be
housed in a binder-style format and products will be
organized by product number. This will provide all
Telephone Operators a consistent way of locating
additional information when answering customer
questions regarding information that is not included
in the paper or online customer catalogs.
If information is available, the updated guide will
include:
● Product description with images
● Shipping weights and costs
● Delivery timelines by zip code
● Fabric content and wash-ability
● Item dimensions
● Demographic variables (e.g., age group) of
the target market audience.
● Sustainable product review for new items
The binder-format was selected in order to provide
an efficient updating method when new products
are introduced each quarter and retired products are
to be removed (once they are no longer available).
We will provide to Best Products, Inc., the Excel
worksheet of product information we create while
developing the updated user guide (preparation for a
potential future project concerning an online
product database).
 If time permits, an alternate version to the paper
guide is an integrated electronic database that
includes product information or even EPSS-like
(Electronic Performance Support System)
functionality. It includes the search capabilities
listed above.

2 Telephone Operator We will design, develop and deliver customer

Customer Service service training focused on phone etiquette skills.
Training The goal is to present the appropriate ways in which
the company expects Telephone Operators and
Supervisors to answer customer questions and
concerns and completing sales transactions.
We will provide consistency in responses of
telephone operator by introducing user scripts for
delivering information succinctly.
We will provide a short, classroom-based session
for introduction to the scripts followed by online
modules for completing scenarios. A follow-up
assessment by the trainer would include a role-play
activity to assess each learner understands how to
use the scripts with a customer before the learner
returns to the customer call center floor.

3 Leadership Development We will provide training, tools, and support to

and Quality Assurance Customer Service Supervisors to help them be
Training successful in their role of addressing call quality,
completing performance reviews and providing
reinforcement.
Create a leadership training program for new
Customer Service Supervisors focused on soft skills
such as coaching, mentoring, and delivering
constructive feedback, both orally and written. The
training will use a blended approach with classroom
 and online components.
Develop a mentoring program for management to
provide Customer Service Supervisors with ongoing
support and coaching to practice providing feedback
and encouraging them to use their empathy and
expertise as subject matter experts, likely having
been in the Telephone Operator role.
Create a Quality Assurance process that includes
regularly scheduled listening to call recordings, call
coaching, and call grading to each individual
Telephone Operator to meet the standard of
excellence set by the company.
Create a Survey Monkey for Telephone Operators
to evaluate and provide feedback on the Customer
Service Supervisors skills and coaching.

4 New Hire Orientation We will create a comprehensive new hire

orientation that will be offered in 2-hour segments
over 2-3 days. This allows more time to have the
new employees get acclimated with their new
company and their role.
The training will include an introduction to the
company outlining its mission statement, as well as
an introduction to reference guides, the product
information system (database), the order entry
system, and customer service skills training.
It will also include HR topics such as benefits,
performance incentives, and common questions
asked in the company handbook.
We will develop lesson plans in conjunction with
your HR department and current trainers.
 Lesson plans for training will include both passive
and active learning activities to increase active
engagement and retention of the information
presented.
A new hire training manual packet with basic
information on using the above systems as well as a
place for taking notes will be provided along with a
copy of the company handbook.

5 Employee Satisfaction We will create avenues for improving employee

satisfaction through multiple means. We will
provide guidance for a reporting hierarchy and
encourage increased supervisor accessibility defined
by job roles and responsibilities with increased
availability to speak with management/supervisors.
We will provide HR a new agenda format for
running an effective and motivational company
meeting for communication building. A well-run
meeting can build positive culture and create
transparency. The agenda will focus on: enhancing
the updated company incentives program including,
but not limited to, staff recognition, relationship
building, addressing staff concerns, allowing for
questions and answers regarding new products and
company wide system updates, as well as
communicating any new policies and procedures.
We will also develop a plan to encourage
employees to achieve the company’s values and
goals as a team with the addition of small team
huddles.

6 New Product Training We will design, develop and deliver an updated

Quarterly New Product Training program.
Training will be delivered and reinforced using the
following strategies:
● Role-play scenarios: Practice upselling with
new items using role-play activities.
● Offer “Lunch and Learns” with vendors
presenting their new products.
● Request samples from vendors of new
products to display in Telephone Operators
work areas.
Train the trainer sessions for the current training
personnel are included.
Evaluation Plan

Coast to Coast Design group will collect and analyze data on the following items and compare the data gathered from pre-implementation of the
solutions. Changes in data points for improvement will be tracked at regular intervals over the course of one year on a quarterly basis. We will
measure:

● Wait times for completion of customer service calls based on standards established
● Percentage of customer complaints compared with those reported in previous years
● Results of Telephone Operator and Supervisor satisfaction surveys based on former year’s results

Request for Proposal

Coast to Coast Design Group has an exemplary history of providing quality service in both identifying and analyzing training needs and providing
a comprehensive plan for action. We have a proven track record for achieving great success in improving both staff and customer satisfaction, as
well as employee performance, retention and attitudes. At your request, Coast to Coast to Coast Design Group would be happy to forward you a
proposal to implement the solutions outlined in the section above “Proposed Solutions for Consulting Firm to Carry Out.”