1

Design Document for

A-Z Training: Taking Customers Calls & Selling A-Z
Products
By Team 3 - West of Eastern

Document Description [AK]

The Design Document contains a thorough description of West of Easterns
(WoE) plans for Customer Service training and Telephone Operator/Supervisor
training on the new order entry system Simply Order. The training will be
delivered in September 2017.

Purpose of the Course [AK]

The purpose of this course is to train Telephone Operators and Supervisor staff
on customer service best practices and on the new order entry system Simply
Order. The training will increase the knowledge and skills required to research
product information as well as take and place customer orders in a polite and
courteous manner. After taking this course, Telephone Operators and Supervisors
will have a better working knowledge of Simply Order. Additionally, customer
complaints will decrease and satisfaction with A-Z Specialties will increase due
to staff delivering higher tier customer service. Improved customer service will
increase the likelihood of repeat customers, thus helping to meet A-Zs goals of
increased sales during the next fiscal year.

Audience Description [AK]

The audience for this course includes both Telephone Operators and Supervisors
in A-Z Specialties Catalog Division. All the employees involved in the training
are women between the ages of 18 and 65 with a basic level of education.
Supervisors arrived in their positions after working for some time as a Telephone
Operator.
Characteristics of Learners
Audience: Telephone Operators and Supervisors
Age: Learners range in age from 18 to 65. Most learners are 18 to 35 and
55-65 with the smallest number of learners aged 35-55 years.
Gender: All learners are female.
Education: All learners have a high school diploma or GED. Some learners
have college experience.
Work Experience: For Telephone Operators, most have worked with A-Z
for two to ten months. For most, this is their first time working in a
company call center. For Supervisors, most have been with the company

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for two to six years. Each of the Supervisors arrived at their position after
working for some time as a Telephone Operator.

Course Description [AK]

The course WoE has developed for A-Z Specialties will be delivered in one day.
The training consists two sections, Taking Customer Calls and Selling A-Z
Products. Taking Customer Calls is made up of two lessons. Lesson One will
cover phone operation, how to answer a call, and call routing. Lesson Two will
cover phone etiquette and will highlight topics including using a clear voice,
scripted greetings, demonstrating politeness, and empathy.
Selling A-Z Products is made up of three lessons. Lesson Three will cover how
Telephone Operators and Supervisors are to answer product questions, navigate
the Simply Order database, and find and relay relevant information to customers.
Lesson Four will cover assisting with customer orders, navigating Simply Order,
adding and removing items from customer orders, troubleshooting issues with
Simply Order, and empowering the customer on how to make future orders with
A-Z. Lesson Five will cover practicing sales tactics, identifying upselling
opportunities, and offering customer encouragement.
Each component of the training will include numerous opportunities for learners
to demonstrate use of Simply Order, role play scenarios, ask questions, and
participate in other activities designed to enhance the content of the training. A
facilitator guide and job aid will be provided as part of this training.

Course Seat Time [MD]

The total seat time of the course will be 8 Hours.

Instructional Architecture/Strategy for Course [CD]

For this course, the primary instructional architecture will be directive, as
information and instruction is delivered to the learner and then they will have the
opportunity to use that knowledge in job-like situations.
The Taking Customers Calls training will build from soft skills on operating the
phones and using their voice to more complex situations dealing with customer
questions and concerns. This training will provide general guidelines for
approaching customer issues using examples, role play scenarios and
assessments.
The Selling A-Z Products training will be directive as well, as the lessons cover
procedures on navigating the Simply Order software, looking up products,
finding product information, working with orders, and sales tactics. This training
will give learners information on using the Simply Order system, provide
demonstrations and let students practice placing orders and finding products
while receiving instructor feedback.

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Major Course Objectives [CD]

At the end of Taking Customers Calls training, learners will be able to:
Operate the phones properly, including answering calls, placing calls on
hold and properly routing calls with no mistakes.
Identify the purpose of the call with no errors.
Use the scripted greeting, asking for the customers name when answering
the phone every time.
Demonstrate phone etiquette and politeness using please and thank you
every time. Practice phone calls will not exceed 10 minutes, 100% of the
time.
Accurately identify the specific A of the AAA three step empathy
method 100% of the time.
At the end of Selling A-Z Products training, learners will be able to:
Navigate the Simply Order Database accurately 100% of the time.
Find products in the Simply Order database within 1 minute, 100% of the
time.
Locate relevant product relevant information in Simply Order database
within 1 minute 30 seconds, 100% of the time.
Create and add items to a customer order with no mistakes.
Remove items from a customer order with no mistakes.
Troubleshoot Simply Order problems in less than 2 minutes.
Recommend relevant products to add on to a sale based on customer
interest every time.
Recommend higher priced items based on customer interest every time.

Learning Assessment for Course [MD]

There will be no formal assessment for this course; however, we are including
informal assessment activities throughout the course. Assessment methods
include practicing and applying customer service principles and guidelines,
practicing and demonstrating ordering procedures through a variety of activities
and role-plays.

Course Outline [AJ]

Course Overview
Warm Welcome
Guided Exercise: Introducing the Instructors/Students
Introducing the content
Setting expectations and guidelines
Introducing the parking lot and answering questions

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Section 1: Taking Customer Calls

Lesson 1: Operating the Phones

1.1 Identifying lesson objectives
1.2 How to answer calls
1.3 Probing to determine a calls purpose
1.4 How to route a call
1.5 How to place a call on hold
1.6 How to end a call
1.7 Taking sample calls exercise
1.8 Lesson Summary
1.8.1 Recapping the lesson
1.8.2 Answering questions

Lesson 2: Demonstrating phone etiquette

2.1 Identifying lesson objectives
2.2 How to use a clear voice
2.2.1 Enunciating
2.2.2 Speaking at an even pace
2.2.3 Speaking at an even volume
2.2.3 Avoiding mouth sounds
2.3 Using scripted greeting(s)
2.4 Verifying a customers name
2.5 Showing politeness
2.5.1 Using please and thank you
2.5.2 When to apologize appropriately for mistakes or
misunderstandings
2.5.3 Asking for permission to assist when necessary
2.5.4 How to maintain a pleasant tone
2.6 Keeping calls timely (less than 10 minutes when possible)
2.7 Expressing empathy
2.7.1 Acknowledging customer frustration or dissatisfaction
2.7.2 Aligning with their concerns
2.7.3 Assuring them of potential solutions
2.8 Phone etiquette role-plays
2.9 Lesson Summary
2.9.1 Recapping lesson
2.9.2 Answering phones

Section 2: Selling A-Z Products

Lesson 3: Searching for Products and Answering Product Inquiries

3.1 Identifying lesson objectives
3.2 Probing for customer needs/wants
3.3 How to navigate product catalog/Simply Order database
3.4 How to search for products
3.5 How to find relevant information
3.6 How to relay relevant information

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3.7 Product knowledge scavenger hunt

3.8 Lesson summary
3.8.1 Recapping lesson
3.8.2 Answering questions

Lesson 4: Assisting with customer orders

4.1 Identifying lesson objectives
4.2 How to navigate Simply Order
4.3 How to add items to customer order
4.4 How to remove items from customer order
4.5How to troubleshoot Simply Order problems
4.6 Simply Order mock orders
4.7 Providing education on future order placement (empowering
customers)
4.8 Lesson summary
4.8.1 Recapping lesson
4.8.2 Answering questions

Lesson 5: Practicing sales tactics

5.1 Identifying lesson objectives
5.2 How to identify add-ons / cross-sell
5.3 Making suggestions
5.4 Offering customers encouragement
5.5 How to ask for the sale/up-sell
5.6 Sales tactics role-plays
5.7 Lesson summary
5.7.1 Recapping lesson
5.7.2 Answering questions

Course Summary
Final summary of content
Final questions
Goodbye

Media [MD]
We will be utilizing slides with screenshots and/or wireframes of the new
ordering system including product page images, and handouts as necessary. We
will utilize Adobe Photoshop and or Microsoft PowerPoint to manipulate
screenshots and create wireframes.

Development Tools [MD]

This course will be developed in Microsoft Word, Adobe Photoshop, and
Microsoft PowerPoint.

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Development Time [MD]

The development time of the course will be 440 Hours

Support requirements [MD]

To develop the training, we will require A Z catalog samples, access to the
Simply Order system, screenshots and/or wireframe samples of order system, and
images of product examples.

Ownership [MD]
WoE will maintain all training materials developed for A-Z for one year beyond
the initial training, after which A-Z personnel will maintain the training
materials. After one year, if A-Z would like to have WoE maintain and adjust the
training, we will be happy to provide A-Z with a proposal to identify the new
scope.

Project Sign-off [MD]

Please sign below indicating agreement with the proposed course plan and
approving start-up of the development phases.

Instructional Designer Date

Project Manager/Sponsor Date

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Appendix A: Detailed Course Outline

Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

20 min. Telephone Operator NA Presentation of NA Instructor / Student Slides with

Training Course Facts. Introduction text and
Introduction exercise: Each graphics
learner will stand up
Warm welcome
and state the
Instructor / Student following:
Introductions Exercise
1) Their Name
Overview of content
2) How long they
Overview of have been with A-Z
guidelines and Specialties
expectations
3) What is their
Questions / favorite product that
Introduction of the A-Z sells and why.
Parking Lot
When the class
reconvenes,
introduce them to
the class.

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Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

NA Presentation of NA NA Slide with text

2.1 Customer Service -
Facts. and graphics.
Empathy
2.7
5 min. Introduction
Overview of
content
Lesson
Objectives

Introduce the benefits of

the AAA three step
method for expressing
empathy with the
customer.
Acknowledge
customer
frustration.
Align with
customer concern
Assure them of
solutions.

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Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

2.7.1 List, demonstrate, Given customer Demonstrate Practice use of Acknowledge- Slides with
discuss, and practice the scenarios and application of principles. Align- text and
2.7.2
AAA three step method dialogue, learners principles. Assure-Statement graphics
2.7.3 guidelines. will accurately Exercise:
Slides with
30 min. identify the
Acknowledge 4 slides with text text and audio
specific A of
customer and audio stating of sample
the AAA three
frustration. customer customer
step method that
Align with complaints. complaints.
is being
customer concern. Instructor will call
demonstrated,
on random students
Assure them of 100% of the time.
to give examples of
solutions.
acknowledging,
aligning and
assuring statements
for each sample.

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Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

2.8 Using the AAA three Given scenarios Demonstration of Application of principles/ guidelines. Slide with
step method for with dissatisfied principles/ texts and
20 min. Learners will draw dissatisfied customer
expressing empathy for customers, guidelines. scenarios from a hat and use the AAA three graphics.
the customer. learners will step empathy process to handle it every time. List of
express genuine A-Z is out of the item the customer dissatisfied
Demonstrate
empathy for the wants. customer
Practice.
customers The system is slow responding causing a scenarios and
circumstance longer customer wait than is desirable; a hat.
using the AAA your customer is becoming short and Semi-scripted
three-step method, impatient. customer
100% of the time. The customer has an accent and is responses for
frustrated with you because you keep the facilitator.
asking him to repeat what he is saying.
The customer is getting upset because
you cannot offer them a discount on a
product they say is cheaper somewhere
else.
The customer is angry that they received
the wrong item, it was not what they
ordered.
It is 2 days before Xmas and the
customer is insistent the order needs to
be there by Xmas, and you know that the
order is past all shipping deadlines.
The customer has called two times
already, and was cut off both times and
was angry from the start.
A customer calls and is upset that
batteries were not included with their
kids new toy. It clearly says batteries
are not included.

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Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

2.9 Lesson Review, NA Presentation of NA NA Slides with

Summary, Q&A Facts. text and
10 min.
graphics.

3.1 Product Research Course NA Presentation of NA NA Slides with

Introduction Facts. text and
5 min.
graphics.
Overview of content
Overview of
guidelines and
expectations
Relevance
Objectives

3.3 Navigate Product Given instructions Demonstrate Practice / Learners will be Instructor
Catalog / Simply Order to navigate A-Z Application of Demonstrate seated at individual screen share
10 min.
Database Simply Order Procedure. use of computer learning on projector.
Database, learners Procedure. stations. Each
will demonstrate station will contain
fluent navigation an A-Z Holiday
of the system Catalog.
100% of the time.
Learners will be
guided through the
needed steps to
navigate the Simply
Order Database and
A-Z Holiday
Product Catalog.

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Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

3.4 Search Catalog and Given a product Demonstrate Practice / Learners will be Slides with
Simply Order Database general Application of Demonstrate seated at individual text and
10 min
for Products description and/ or Procedure. use of computer learning graphics.
product id Procedure. stations; each
The following
number, learners station will contain
information can be used
will find the an A-Z Holiday
to find products in the
product in Simply Catalog.
Simply Order search
Order database
function: Learners will be
within 1 minute,
instructed to search
Product Name 100% of the time.
the Simply Order
Keywords Database for
products pictured on
Item Number the projector screen.
Steps to look up product Learners will be
information is as timed.
follows:
1. Type product
name, keyword,
or item number
in the search bar.
2. If entered
properly, you are
taken to the
product page.

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Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

3.5 How to find relevant Given a product Demonstration of Application of Learners will be Slide with text
product information in general procedure. procedure/ given specific and graphics.
15 min.
the Simply Order description and/ or practice task products to find Screen shots
product database product additional of Simply
identification information in Order.
number along for Simply Order. Practice
a request for version of the
For Example, find
specific software.
the available sizes
information,
and colors of the Activity in
learners will find
Festive Door Student
product relevant
Holiday Wreath. Guide.
information in
Simply Order
database within 1
minute 30
seconds, 100% of
the time.

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Mins. Task / Topic / Key Objective Instructional Assessment Assessment Visuals /

Concept Method Method Description Media Support

3.7 Product Knowledge Given a variety of Demonstrate Practice use of principles and Workstation
Scavenger Hunt and customer service application of demonstrate use of procedures. with a
60 min
Customer Service scenarios, learners principles and computer and
Learners will be paired up at a shared
will apply the procedures. Simply Order
computer containing Simply Order.
AAA empathy installed.
principles as well One learner plays the customer using a 8 scripted
as the procedures scripted scenario to place an order and customer
to locate product the other learner plays the telephone scenarios with
information in operator who does not get a script. The customer
Simply Order script contains customer issues that the questions.
within 1 minute telephone operator must address using
30 seconds, 100% the most appropriate responses from
of the time. AAA empathy principles. The learner
will also have use Simply Order to find a
requested product/ product information
to provide the customer. The rest of
the class will watch as this scenario plays
out. After each scenario, the class will
review what worked well and give
feedback for improvement opportunities.
Each learner will get a chance to play the
customer and telephone operator as the
rest of the class observes. Each scenario
should only take about 3 minutes.
3.8 Lesson Review, NA Presentation of NA NA Slides with
Summary, Q&A Facts text and
10 min.
graphics.

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