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Case Study : Etisalat Corporation $$ Training Needs Analysis for Improved Customer Service

Background:

Etisalat Corporation is a medium$-$sized company in the telecommunications industry, offering a wide range of services including internet, mobile phone services, and digital TV$.$ The company has grown rapidly over the past five years, but recently, customer satisfaction scores have declined, with an increase in customer complaints regarding poor service quality and ineffective support from the customer service team.

Etisalat Corporation$$s leadership has identified that the key issue lies with the customer service department, which handles customer inquiries, technical support, and complaints. Senior management is concerned that poor customer service may lead to increased customer churn and loss of market share, particularly as competitors offer more personalized and responsive support options.

Problem:

The customer service department has received feedback from several channels $($customer surveys, complaint logs$,$ and call audits$)$ indicating the following issues:

$$ Long call handling times and frequent transfers between agents.

$$ Lack of product knowledge and inability to resolve customer queries in the first call.

$$ Poor communication skills, including a lack of empathy and professionalism.

$$ Increasing employee turnover within the customer service team, suggesting possible job dissatisfaction.

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Your Task:

Etisalat Corporation wants you as a $$Training Consultant$$to conduct a Training Needs Analysis $($TNA$)$ to identify the root causes of these performance gaps and design a training program that can improve customer service performance and boost customer satisfaction.

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Three levels of analysis:

$1.$ Organizational Analysis:

$$ Etisalat Corporation$$s strategic goal is to improve customer satisfaction and reduce churn by $10\%$ over the next year.

$$ The organization has invested in new products and services, but the customer service team has not received adequate training on these updates.

$$ High levels of customer complaints are damaging the company$$s reputation, impacting sales and market share.

$2.$ Operational $/$Task Analysis:

$$ The customer service role involves handling incoming calls, providing technical support, resolving billing issues, and addressing customer complaints.

$$ Key tasks require strong communication skills, product knowledge, problem$-$solving abilities, and the ability to handle stressful situations.

$$ Current job descriptions highlight the need for basic technical knowledge, but ongoing support for upskilling has been limited$.$

$3.$ Individual$/$Person Analysis:

$$ Data from performance appraisals and call audits show that many customer service representatives lack the necessary product knowledge, leading to longer call times and unresolved issues.

$$ Employee turnover is high, suggesting a need for both technical and soft skills training, as well as better career development opportunities.

$$ Some employees are relatively new to the team and may require onboarding and training in customer service best practices, particularly around handling difficult conversations.

Now, as a training consultant and after you have read, understood all aspects of this case study, please answer the following questions:

What kind of trainings program you could offer to resolve this problem? Name $3$ programs with brief explanation of each one of them.