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This portfolio piece is from a learning project implemented in 2016, designed to enhance customer engagement skills for telecom company employees. I’ve adapted a segment of this project into Storyline for my portfolio. The content has been modified to exclude branding and proprietary information to adhere to the non-disclosure agreement and data protection rights.
Role- Instructional design, Visual design, Storyboarding, eLearning development.
Audience- Customer Service Specialists in a Telecom store.
Tools- Articulate Storyline, Figma, Adobe XD, Adobe Ai, Mind Meister, Microsoft PowerPoint & Clipchamp, Snagit, Google docs.
Problem
The store experienced low customer satisfaction scores due to increased wait times. The main issues identified were the employees failing to ask the right questions for customer needs assessment, attending customers’ randomly without following the Queue Management System (QMS), and improper handling of customer queries.
If left without an intervention, the increasing customer complaints can lead to decreased revenue for the store and a damaged reputation for the business while the employees face reduced monetary incentives and potential layoffs.
Solution
A needs analysis identified several gaps contributing to this issue. Considering the geographically dispersed nature, varying roles, and hardware access of employees, a "Customer Focused Engagement" strategy was implemented.
I recommended an eLearning solution with a scenario-based, story-driven approach, simulating common customer engagement situations and providing immediate feedback and realistic consequences in a low-stakes environment.
Additionally, non-eLearning solutions included regular analysis of Queue Management System reports by managers to predict high footfalls and ensure proper staffing, along with bi-monthly role plays and feedback sessions with employees by a trainer.
My Process
I started the analysis with targeted research, initially reviewing relevant business impact metrics for the past 6 months.
I also conducted surveys and interviews with employees and managers to gather insights on current practices and challenges. Additionally, I performed direct observations of customer interactions to identify specific behaviours contributing to increased wait times.
The training needs analysis revealed performance gaps contributing to increased wait times. Employees lacked the skills to ask the right questions to accurately assess customer needs and recommend appropriate services, indicating a skill gap.
Employees attended to customers randomly, ignoring the Queue Management System (QMS), highlighting a need for behavioural change. Additionally, employees did not know how to use the Routing Matrix to explain the solution process, indicating a knowledge gap.
Action Map
Using the action mapping process, I identified three critical actions for employees:
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Ask for a token to follow the Queue Management System.
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Use the Routing Matrix to address customer questions correctly.
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Ask the right questions to assess customer needs and recommend appropriate services.
These actions became the learning objectives to define the goal of the project:
Decrease the average wait time for customers by 30% within 4 months by implementing the Customer Focused Engagement strategy for customer service specialists in-store via eLearning.
Storyboard
I initially crafted a text-based storyboard for the eLearning module, with the story pausing at three critical moments where learners choose from three possible actions. A progress bar at each junction prepares learners for positive reinforcement or potential discomfort based on their choice.
The correct choice advances the story, while incorrect choices lead to unique consequences for the employee, customers, and the store. Additionally, a mentor character named 'Sim' guides and assists learners throughout the learning experience.
Visual Design
Once the storyboard was approved by the relevant stakeholders, I began the visual design process. I incorporated the company’s branding elements and themes into the style guide.
While compiling the mood board, I mapped the user journey to identify which visual features and interactive elements would boost engagement and improve understanding. I also designed a range of expressions and gestures for each character, allowing learners to visually perceive subtle dynamics on the store floor.
Prototype
After the stakeholders approved the visual design mock-ups, I used static graphic elements in Figma and Adobe XD for slide creation.
Subtle animations, such as the store opening and mail receiving sequences, were created using Microsoft PowerPoint and Google slides.
To stay organized, I divided the course into six scenes: the introduction, the outcome, the routing matrix access, and one for each of the three scenarios. The course also includes a downloadable job aid at the end.
Execution
After stakeholders approved the interactive prototype, which showcased key interactions and streamlined the feedback process, I used the insights gained to develop the final product in Articulate Storyline.
To ensure optimal functionality and user experience, I conducted a pilot run with a select group of learners to gather feedback on navigation, content clarity, and engagement. After making necessary adjustments based on their input and receiving management approval, I proceeded with the full-scale implementation of the eLearning module.
Result
The eLearning module reduced average customer wait times by 30% within four months. Learner performance was monitored through the Learning Management System, offering insights into engagement and assessment scores, while business metrics like wait times and satisfaction scores evaluated effectiveness.
For continuous improvement, bite-sized refresher training on the module was introduced after six months and incorporated into new hire programs, embedding these skills as standard engagement practices.
Reflection
Given more time, I would integrate xAPI into the pilot phase to gather detailed data on time spent, question success rates, and potential issues affecting learner progress. This would enable to refine the learning experience further by addressing any identified challenges.
