Case study : Answering the Phone (10 Marks)

Jim Mullens likes supervising the Customer Service Unit. This unit is responsible for updating customer accounts and files as well as for providing information to customers and other employees. Typically, the customer service representatives (CSRs) he supervises answer questions about the services offered, provide information about the customer's account, and modify the files so that they are up-to-date and correct. This unit was formed only recently, to handle the increasing volume of direct customer calls more efficiently by using the newly installed on-line customer information system.

Unfortunately, the planning for the new unit was not done well. The on-line computer system was purchased and installed before the actual operations people were brought in. As a result, Jim was given the responsibility for getting the unit up and running within one week. He had to make some quick personnel se lections and take care of a lot of administrative details within a short period of time.

Now, three weeks after receiving the assignment, Jim feels quite a sense of accomplishment. He has been lucky that things have worked out as well as they have. In fact, the only thing Jim is concerned with now is the way in which his reps handle customers over the phone.

Jim knows that good telephone etiquette is essential to the successful accomplishment of his unit's mission, yet his reps use many different styles in answering the phone and do not follow basic rules. For example, the reps commonly neglect to put customers on hold while they search for information. When asking questions, they do not explain the reason for the inquiry; they do not verify information; and, at times, they may react defensively when they don't know the answers. These are the major-but not the only-things they do wrong.

Jim knows that he must train them in the techniques of proper phone etiquette. There is no available training program to which he can send his personnel. Therefore, he must provide the training and coaching to the reps while they are on the job.

Question: what are the aspects of ADDIE (Analysis, Design, Develop, Implement, and Evaluate) model presented in this case? Provide a detailed answer.