Recommendation Report
May 2, 1999
Mr. Client Name
Company Name
Street Address
Indianapolis, IN 46241Dear Mr. Client Name:
Several weeks ago I came to you with the question "What can (conmpany name)do to improve customer service?" At that time, you were very helpful in allowing me to see the issue of customer service from a managerial view. That session has been essential in allowing me to gain a better understanding of the problems that have to do with providing customer service, and I am thankful. As I left your office that day my project was already underway. Most recently, I have spent these past weeks researching expert opinion on workplace learning and customer service and discussing these matters with (company name)employees.
In conclusion, I have found (company name) to be full of strengths in the area of customer service. Additionally, I have found one area for improvement. More specifically, I have determined that a greater emphasis on acquiring technical skills needed to operate Wizard would be essential in improving customer service, as well as employee morale. With the aid of my research, I have identified several positive methods for improvements available to the company. Appropriate recommendations for implementing these methods are given, according to the capabilities of the company to use them.
Of significant interest to you may be the findings of the survey analysis that relate to Michael Maude’s research involving ‘Employee Needs.’ Overall, a greater focus on meeting the employees’ needs has been determined as key in allowing (company name) to continue to surpass current standards in providing customer service. Thank you for your time in this matter.
Sincerely,
Project Introduction:
(Company name) in Indianapolis is strongly committed to providing quality customer service, but like all companies whose financial success depends on the satisfaction of its customers, (Company name) must view the provision of customer service as a corporate skill. And for companies to be successful at effectively using the skills that make them competitive, they must focus on training and re-evaluating their methods for achieving those skills. Current business trends tell us that technology is defining the market and changing the way companies are doing business, and in the area of customer service, today’s technology has redefined the position altogether. Experts suggest customer service is now as teachable as any skill learned in school; it has as much to do with the ability to meet and be prepared for technical challenges as it does with the inherent qualities of empathy and concern. Because of this, the attitude a company takes on technological training is perhaps the most important decision the company must make. This report examines (Company name)' current attitude on technological training, as well as the influence this attitude has on its provision of quality customer service.
Statement of Need:
The ability to operate the technology a company possesses is crucial to that company’s image. Because (Company name) currently possesses one of the most complex and innovative systems used to manage their worldwide car rentals, training for this system is paramount in maintaining Avis’ competitive edge. Currently, (Company name) does not provide structured training for new-hires after the initial Wizard-based training is complete. In addition, research has indicated that the initial Wizard-based training is insufficient in providing new-hires with the technical skills needed to perform the basic duties of the rental sales agent. Also, research shows customer dissatisfaction is often the result of inefficient operations of the Wizard system by rental sales agents. In effect, customer satisfaction is sometimes negatively affected by the inability of (Company name) employees to meet (Company name)' own technical challenges. Identifying possible solutions for providing new-hires with a greater ability to meet (Company name)' own technical challenges and examining the necessary steps needed to implement a more structured plan for post-Wizard training is the scope of this project.
Research Methods:
A variety of research tools have been used to examine the influence of technical skills on the ability to provide quality customer service both on the national and local level, and specifically at the Indianapolis (Company name) location. Research from a variety of business journals has been used in establishing a significant correlation between greater amounts of training and increases in employee voluntary effort, as well as increased levels of employee satisfaction. The importance of employee retention and the employee’s desire to positively influence the workplace is also significant to this issue and is addressed in many of these articles. One journal provides a current overview of the Wizard system used to manage (Company name) car rentals from one of the co-creators of the system, which is helpful in establishing a criterion for determining the complexity of the rental sales agent position. In addition, discussions with (Company name) representatives and surveys given to (Company name) employees have been used for a greater understanding of the situation at (Company name) in Indianapolis.
Summary of Literature:
Because attitudes toward workplace learning at (Company name) Indianapolis can only be determined by evaluating opinions raised by (Company name) employees, expert opinion on training and workplace learning has been used to determine that increased training has an overall positive effect on the workplace. Though this summary of literature is by no means inclusive of all resources used while evaluating this project, the three articles below are exceptional in revealing the two main focuses of all the literature. These focuses are the "Benefits to the Company" and the ‘Needs of the Employees."
· Benefits to the Company
David Weldon suggests that increases in training will lead to greater employee retention. In his article, a Price Waterhouse representative explains, "Our employees are very sensitive to building their own set of marketable skills. We’re going to be more successful in retaining those employees if they feel we are addressing those needs.
Linda Morris identifies what makes employees want to give voluntary effort at work and an increase in training is cited by Morris as invaluable to this end. A survey of 1,563 employees of various occupations was given. Of those responding, 41% believe the ability to use one’s own full range of skills is essential in causing voluntary effort and 30% suggest the opportunity to develop new skills is essential in causing them to increase their voluntary effort at work.
· Employees’ Needs
Michael Maude states that one or more of the following motivations drives all employees: a desire for competence, a desire for achievement, a desire for recognition, and a desire for power. Maude suggests that employees are not content unless the specific motivation they seek at work is fulfilled. Those employees whose needs are not being met at work are reported to care less about the success of their company as well as their performance at the job, in comparison to those employees whose needs are being met.
Survey Analysis:
Several articles from the literature placed an emphasis on the company’s attitude toward workplace learning and how this affects its employees. In order to assess the current attitude on workplace learning at (Company name) Indianapolis, a survey was distributed to 14 rental sale agents (Appendix A). Results from the survey have been used to determine employees’ attitudes on workplace learning at (Company name) Indianapolis. (Appendix B). Of the 14 surveys submitted,10 were returned for a 71% sample. Findings from the survey are as follows:
· Length of time employed as RSA
Establishing the length of time the employee has been working as an RSA has been essential in determining the effect of experience on the RSA’s attitude toward (Company name) workplace learning. Of the surveys returned, 20% did not answer this question, 30% answered greater than 3 months, 20% answered greater than 1 year, 10% answered greater than 2 years, and 20% answered greater than 5 years.
· The effect of Wizard training on the new hire’s ability to perform RSA job duties.
Because Wizard-based training is the only "structured" training new-hires receive, it is important to determine how effective Wizard training is in preparing employees for the counter. Seventy percent of the sample expressed that Wizard training did not sufficiently prepare new-hires for the counter. 30% felt that the Wizard training did prepare new hires sufficiently for the counter. Of the responses from employees with 5 years of experience or more, 100% suggested that Wizard training is not sufficient in preparing new hires for the counter.
· On the job experiences
One hundred percent of the sample cited on the job experience as the way they have learned most. However, 70% of the population suggest they would prefer to be trained for a situation rather than to learn it in the middle of a transaction when possible.
· Employee self-esteem
Employee self-esteem is vital to the success of any corporation. At the RSA position it is easy to become frustrated with the job. A lack of training can only compound such feelings. Employees were asked if difficulties using Wizard ever produced feelings of low self- esteem. 20% responded never, 50% responded 1-5 times, 20% responded 5-10 times and 10% responded greater than 10 times. Of those hired less than a year, 66.6% suggest this has occurred 5 or more times.
· Customer Dissatisfaction
Because customer satisfaction at Avis is dependent on efficient and helpful service at the counter, RSA’s were asked how many times they have seen customer dissatisfaction increase due to an RSA’s trouble using Wizard. Of 8 responses 38% suggest they have witnessed this 1-5 times, 50% suggest 5-10 times, and 12% suggests 10-20 times. See Figure 1.
Figure 1-- Customer Dissatisfaction
(image not shown)
This chart reveals the number of instances employees have witnessed customer dissatisfaction increase due to either their own or another employees’ trouble operating Wizard.
Analysis
According to rental agents, customer dissatisfaction often arises from technical difficulties operating Wizard. Almost 2/3rds of those responding have witnessed these situations 5 times or more. Interestingly, employees hired 5 years have longer have seen the most of these instances, and employees hired 1 year or less suggest witnessing these instances on numerous occasions as well. Employees hired 2 years or longer suggest this is not as big a problem as do those with greater and lesser amounts of seniority.
· Mastery of Wizard
Of all employees responding 30% suggest they currently have mastery knowledge of Wizard. 70% do not have mastery abilities operating Wizard. Of those possessing mastery knowledge of Wizard, 100% suggest all employees should be trained to master Wizard because customer service would improve either substantially or dramatically. Of the total survey sample, 60% believe training all employees for mastery on Wizard would improve customer service substantially or dramatically. See Figure 2.
Figure 2--Wizard Mastery and Improved Customer Service
(image not shown)
This chart explains what effect this training will have on customer service, according to agents.
Analysis
Employees feel that increasing amounts of training will have positive effects on customer service. Employees of various levels of experience think increases in training will improve customer service at least substantially. However, 10% of the responses suggesting customer service will improve dramatically come from employees with 5 years of experience or more. Again, employees with just over 2 years of experience feel the improvements will be less significant than others do.
· Employees’ concern with (Company name)' success
Finally, employees were asked to rate their concern for (Company name)' success. As Michael Maude tells us (see Employees’ Needs) this concern is directly related to the receiving or denial of specific needs that should be met in the workplace. Though 60% responded that they were at least substantially concerned with (Company name)' success, 20% responded moderately, while 10% responded somewhat, and 10% responded very little.
Interestingly, 100% of those responding substantially and moderately are employees on the opposite ends of the seniority scale.
Conclusion:
(Company name) Indianapolis is a customer-service driven organization that will remain customer service oriented by focusing on the needs of its employees. Research has indicated there is a significant need to better orient the new-hire to the technical skills one must possess in order to be a rental sales agent. A survey analysis of (Company name) rental agents has established the facts that 70% of (Company name) Indinapolis rental agents have not been have not been sufficiently trained from the Wizard training, while only 30% suggest that would not have prefered to have been better trained. In addition, 80% of rental agents have experienced low self-esteem on a number of occasions due to technical difficulties at the counter, and 60% of rental agents feel increases in training will improve service at least substantially. Research has also indicated a correlation between surveys suggesting that training will not improve service and surveys suggesting lacks of concern for the company. Workplace literature has indicated that allowing employees to have greater responsibilities and increased technical knowledge of Wizard may be beneficial to the workplace in a number of ways. Experts say increasing employees’ technical skills is likely to promote voluntary effort, retain employees, and create a more satisfactory work environment. Experts also suggest the ability to continuously develop new skills is essential in fulfilling the basic needs of the worker. In evaluating this project, it has been determined that Avis must focus on fulfilling the employees’ needs in order to improve customer service. Consequently, four findings and recommendations have been made which are indicative that Avis is clearly capable of improving customer service using this method. These findings and recommendations are as follows:
Finding 1
New hires are not being Wizard-trained after their initial Wizard sessions are over. Though employees will constantly learn using the Wizard system, employees often have no idea what to learn until it is actually time to use the skill.
Recommendation 1
Create checklists that allow employees to look at specific skills they should learn or already know. These can be used for new hires to help orient them to the system as well as employees of all levels of experience. A skills inventory should be established in order to customize the learning process for each individual
Finding 2
Some employees may not be experiencing enough motivational factors to cause them to have a great amount of concern for their success as a rental sales agent, or Avis’ success as a rental car company.
Recommendation 2
Establish a true mentoring system. Encourage employees to team up and teach other less experienced employees for pre-determined lengths of time. Though not every employee should be considered a training coordinator, even relatively inexperienced employees should be deemed a "mentor" for employees less experienced than they. This allows for employee self-esteem to increase by increasing employee responsibility. Also, when ‘mentoring’ is completed for individuals, rewards can be given honoring the teamwork and achievement.
Finding 3
Communication between management and employees about training is lacking. Understanding that employees have not felt prepared for their job duties after training should prompt other managerial actions. A criterion for understanding if employees feel they are benefiting from the training is necessary in retaining and satisfying employees.
Recommendation 3
Establish a feedback policy. Management should meet with new-hires regularly. Also management should approach all employees regularly with the intent of prompting feedback from them, or determine that each employee meet with management at regular, pre-determined times.
Finding 4
Most employees desire to achieve mastery operating Wizard.
Recommendation 4
Encourage (Company name) to push Wizard creators to create advanced Wizard training sessions. Find ways to train for Wizard mastery prior to on the job experiences. Also encourage Wizard creators to create interactive software than will allow for other employees to role-play as customers. Allow for the new employee to train by mimicking rental experiences as closely as possible.
Appendix A- Actual Survey given to (Company name)employees
Attention (Company name) Colleagues:
I am conducting a survey in order to complete a project I have begun as a student in an IUPUI Professional Writing course. This project deals explicitly with our Avis workplace and the way rental sales agents learn at work. I request your help in the matter by providing a survey for each rental sales agent to complete. You may discuss this survey amongst yourselves but please let each of your answers be your own. Do not be overly skeptical about the implications of this survey, I assure you I am not interested in agitating or negatively interfering with our workplace. You need not put your name on your survey, but please return your survey to my main-counter locker no later than Saturday, April 10th. Your opinions will remain confidential, but the overall findings will be submitted to (client name) in an official report. If there is anything you would like to add, please feel free to do so in the space provided. Thank you.
PLEASE CIRCLE THE BEST ANSWER
1. I am a rental sales agent at (Company name) Indianapolis Airport location.
True False
2. I have been employed by (Company name) as an RSA for over . . .
3 months 1yr 2yrs 3yrs 5yrs
3. I started here at (Company name) as a . . .
Rover Rover/RSA RSA PSR Other
The Wizard training I went through in order to be an RSA provided me with sufficient skills to perform the duties of an RSA.
True False
5. On average, I must ask my coworkers for help while using the Wizard system . . .
More than once a day Once a day Once a week Once a month Never
6. I become frustrated with the Wizard system . . .
Never Once a month Once a week Once a day More than once a day
7. I have seen customer dissatisfaction increase when an RSA has trouble
using the Wizard system . . .
Never 1-5 times 5-10 times 10-20 times Over 20 times
8. I think the Wizard system can best be described as ________ to learn.
very easy moderately easy moderately difficult difficult
9. I feel that I have mastered all aspects of the Wizard system.
True False
10. I have been trained to master all aspects of the Wizard system.
True False
11. I have been trained in mastering all aspects of the Wizard system that have to do with
the RSA position.
True False
12. The largest portion of my Wizard knowledge comes from . . .
Wizard training On the job experiences
13. I have learned something new on Wizard while in the middle of a rental situation . . .
Never Once 1-5 times 5-10 times 10 times or more
14. When a coworker is not available to help and I become temporarily stuck trying
to address a Wizard prompt, my first reaction is to . . .
Figure it out myself Call the other counter Get a manager Get the counter-quick
15. If I have taken a long time or gotten stuck during a rental situation, the customer has
made me feel like I am not doing a good job . . .
Never Once 1-5 times 5-10 times Over 10 times
16. I would prefer to be trained for a situation rather than learn how to deal with
the situation when it first arises.
True False
PLEASE COMPLETE THE SENTENCE
17. If I were a manager who oversees the training of new hires I would improve the
current process by . . .
CIRCLE THE BEST ANSWER
18. ______ would be most helpful in order for (Company name) to improve customer service by improving all RSAs' mastery of Wizard.
1.More Wizard training
2.A greater involvement from management of the skills RSA's are acquiring
3.More experience on the counter
4.Taking advantage of opportunities to learn from coworkers when business is slow
19. I feel that if all RSA's were trained for mastery on the Wizard system, customer
service at the counter would improve. . .
Very little Somewhat Moderately Substantially Dramatically
20. As a RSA, I find myself concerned with the success of the Avis Indianapolis
Airport location. . .
Very little Somewhat Moderately Substantially Dramatically
Please explain answer 20 briefly . . .
Appendix B- Official Tally of Survey Analysis
Number of responses are highlighted Bold
.
1. I am a rental sales agent at (Company name) Indianapolis Airport location.
True 10,
False 02. I have been employed by (Company name) as an RSA for over . . .
3months 3,
1 year 2,
2 years 1,
5 years 23. I started her
Never 1,
e at (Company name) as a . . .
RSA 9,
RSA/Rover 14. The Wizard training I went through in order to be an RSA provided me with sufficient skills to perform
the duties of an RSA
True 3,
False 75. On average, I must ask my coworkers for help while using the Wizard system . . .
More than Once a day 1,
Once a day 1,
Once a week 4,
Once a month 3,
Never 16. I become frustrated with the Wizard system . . .
Once a month 4,
Once a week 37. I have seen customer dissatisfaction increase when an RSA has trouble
using the Wizard system . . .
1-5 times 3,
5-10 times 4,
10-20 times 18. I think the Wizard system can best be described as ________ to learn.
very easy 1,
moderately easy 5,
moderately difficult 2,
difficult 19. I feel that I have mastered all aspects of the Wizard system.
True 3,
False 710. I have been trained to master all aspects of the Wizard system.
True 1,
False 911. I have been trained in mastering all aspects of the Wizard system that have to do with
the RSA position.
True 4,
False 612. The largest portion of my Wizard knowledge comes from . . .
On the job experiences 10
13. I have learned something new on Wizard while in the middle of a rental situation . . .
1-5 times 2,
5-10 times 3,
10 or more times 514. When a coworker is not available to help and I become temporarily stuck trying
to address a Wizard prompt, my first reaction is to . . .
Figure it out myself 5,
Call the other counter 4,
Get the counter quick 115. If I have taken a long time or gotten stuck during a rental situation, the customer has
made me feel like I am not doing a good job . . .
Never 2,
1-5 times 5,
5-10 times 2,
over 10 times 116. I would prefer to be trained for a situation rather than learn how to deal with
the situation when it first arises.
True 7,
False 317. If I were a manager who oversees the training of new hires I would improve the
current process by . . .
Answers vary
18. ______ would be most helpful in order for Avis to improve customer service by improving all RSAs'
mastery of Wizard.
Option Two 2,
Option Three 2,
Option Four 619. I feel that if all RSA's were trained for mastery on the Wizard system, customer
service at the counter would improve. . .
Very Little 1,
Somewhat 1,
Moderately 3,
Substantially 4,
Dramatically 120. As a RSA, I find myself concerned with the success of the Avis Indianapolis
Airport location. . .
Very Little 1,
Somewhat 1,
Moderately 2,
Substantially 5,
Dramatically 1
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