The Customer Care Champions Programme (CCCP)

Background

 -The delicate balance of mentoring someone is not creating them in your own image, but giving them the opportunity to create themselves- Steven Spielberg

The Customer Care Champions Programme was developed to meet the needs of businesses where it is difficult to take rostered staff from the operation for classroom, or face-to- face training.

Traditionally, many of these businesses ran numerous training courses to ensure all staff received the necessary training, which often meant that only a handful of staff attended any one course.

In the current economic climate this is a financial burden, and managers are now looking for a more cost-effective training format, where the cost of training per staff member can be more realistic.

In addition, the experience of many organisations who go to the effort of taking staff out of the business for training is to discover that the learned material is quickly forgotten.

In this we are firm believers in the old adage: 

– Training imparts the message, but coaching reinforces the message– 

Research into memory retention, particularly Hermann Ebbinghaus’s studies on the “Forgetting Curve,” provides insights into how quickly information can fade after training sessions. 

Ebbinghaus’s experiments revealed:

• Within 20 minutes individuals might forget approximately 42% of memorised information

• After 24 hours, this forgetting can increase to 67%

• After a month, about 79% of the information may be forgotten, leaving a retention rate of around 21%.

However, retention rates can be significantly improved through specific strategies: 

• Spaced Repetition:

Research by worklearning.com found that distributing learning sessions over time enhances memory consolidation. 

For instance, spacing repetitions over 30 days can double retention compared to a 1-day interval. 

• Active Recall: 

Further research by University of Houston indicated that engaging in activities that require retrieving information, such as teaching others or self-testing, can bolster retention.                                                                   Some models suggest that teaching material can lead to retaining up to 95% of the information. ​

 –We make a living by what we get, but we make a life by what we give–  Winston Churchill

In summary, the learning process involves:

• Imparting the knowledge to the Learner
• Reviewing the knowledge with the Learner on a regular basis to reinforce the learning

These factors of high cost and low retention rates from conventional training formats led us to explore options and develop the Customer Care Champions Programme.

The CCCP – Summary

The CCCP is built around the concept of creating champions, or ambassadors within the operation that encourage, mentor and coach other staff in areas of customer care. 

In this way a culture of customer care is embedded in the operation and is nurtured by dedicated Champions.

This concept must be accepted and supported by the management who can see the long-term benefits of creating a culture of customer care. 

 -The teacher who is indeed wise does not bid you to enter the house of his wisdom but rather leads you to the threshold of your mind-  Khalil Gibran

 This process begins when we run a training session within a business, where we seek to identify attendees who are suitable candidates to be trained as Champions.

We then create a panel of Champions to continue coaching, mentoring and encouraging staff in all areas of customer care.

How it works – Setting up the system

Once the panel of Champions is identified we normally have an introductory meeting to explain the concept and outline the objectives.

Each person is provided with a basic tablet which will hold all the coaching material, and which can be used to screen digital training modules. 

The main objective is to create and embed a culture of customer care within the operation.

This is achieved as follows:

• We run a Champions Forum to discuss and agree all the main headings in our Advanced Customer Care Course:
  • Why is customer care important
  • Communication skills
  • Customer interaction skills 
  • Dealing confidently with customers
  • Conducting role play scenarios
  • Running a Quality Circle forum
  • Techniques for developing customer loyalty

• We then review, and if necessary, update the company policy on Customer Care

• Each participant is given a folder of relevant paperwork and a tablet with all the digital support material. This includes a module of the Advanced Customer Care Course, as well as Mind Maps of relevant material

 

• -A picture paints a thousand

For short coaching sessions we strongly recommend the use of digital and visual presentation formats as being far more effective than written material.

This is even more relevant when we take into consideration that the average attention span of humans is now reckoned to be less than 10 seconds.

In the short time available for coaching its far easier to communicate a visual message that run through a written format.

This is why the use of the table is so important:

• In a fast-paced working environment it is difficult to use written material for coaching purposes, where a visual image, or screen material, is more likely to impact on the Learner
• We use graphics, Mind Maps, and video content which is far more appropriate and suitable for the current generation of learners.

In addition, we also advise then visual content be sent to the learner’s phone to reinforce the learning message – with the Learner’s agreement.

 -Tell me and I forget, teach me and I may remember, involve me and I learn. – Benjamin Franklin

• We explain the concept of Quality Circles:
  • Quality Circles are used as brain-storming system to focus on solving a particular problem using the experience and expertise of the staff who are on site

• We give guidelines to the Champions on how to implement the system:
• The management will make all staff aware of the roles of the Champions 

• Theirs is a supportive and non-directive role, they do not have authority to intervene with fellow staff members

• They may hold very short, informal coaching sessions within the workplace such as corridor coaching

• They should plan to meet once a month to review the operation of the system and suggest any changes

• An appointed manager should sit in on this meeting at least every two months

• The manager should organise the Quality Circle meetings if one is required

• Customer Care Insights will normally meet with the Champions group every three months to review progress and suggest changes or improvements

Summary

The Customer Care Champions Programme is a practical and cost-efficient way to help nurture and embed a culture of customer care in your organisation. 

Using the expertise and resources of our organisation and the enthusiasm of the selected Champions will consolidate customer care as a vital business strategy for the business. 

Contact Frank on 087 206 1934 or at frank@cystomer.ie to discuss the best options for your business. 

 -Mentoring is not about making people like you, but about helping them become the best version of themselves-  David Stoddard