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Client:
Regional bank
Engagement:
Our client identified significant underperformance by Customer Service Representatives (CSRs) in the sales of a specific product suite. Our initial consultation explored several symptoms of the problem and we determined that incomplete product knowledge was a key factor in the failure to sell. Although product information existed within marketing materials, learning all of the relevant product information required visiting multiple sources coupled with independent integration of the information.
Deliverable:
We developed a coherent learning strategy that converted existing product manuals and other print material into a superior learning tool for CSRs and other employees whose success was strongly impacted by mastery of product information.
The “Personalizing the Products” self-instructional program included:
Periodic check points and cognitive mastery exercises within the product material to permit self-assessment
Workshops that promoted retention of information and reinforcement of important concepts
Self-study, self-paced design that made this program especially flexible
Result:
Our client reports that personal mastery of the relevant details of bank products has substantially increased sales in the targeted product areas. In addition, the CSRs’ sales confidence has noticeably increased, resulting in corollary and repeat sales. The self-study design reinforces the entrepreneurial responsibility envisioned by the bank for its CSRs. In addition, completion of this program prior to attendance in classroom training allows the CSR to concentrate on skill-building to capitalize on the sales opportunities represented by each product mastered.
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Advisory
