CRM and Scenario-Based eLearning Module
FedPak Customer Care Guide
The holidays can be stressful, and at this logistics company’s call center, they also meant poor customer satisfaction ratings and an overwhelming number of complaints about delays, damages, and unresolved issues. For the 2024 season, I brought back holiday cheer with scenario-based training featuring real-world interactions in a controlled environment and an interactive CRM mock-up, building employee confidence and competence in handling customer concerns.
Project Information
Audience: Customer service representatives at FedPak Logistics
Responsibilities: Project Management, Needs Analysis, Instructional Design, Scenario Development, CRM Simulation Design, Voiceover Coordination
The Challenge
During the 2023 holiday season, FedPak Logistics faced a series of challenges that significantly impacted customer satisfaction. The call center was overwhelmed with complaints stemming from delayed, damaged, or lost packages, which were exacerbated by an ineffective AI chatbot on the company’s website. Additionally, customer care agents lacked the necessary training to handle emotionally charged calls, and many customers reported that their cases remained unresolved after multiple calls. These challenges highlighted the need for a reboot, including a training program to equip employees with the skills and tools required to address customer concerns effectively.
The Solution
I started with a comprehensive needs analysis which identified several steps: replacing the AI chatbot with live human support and thorough training based on real-world interaction which emphasized de-escalation techniques and solutions-based processes. I developed a comprehensive scenario-based training program that focused on practical tools and interactive learning techniques that had two main components: a scenario-based module to train call center agents on effective de-escalation strategies, helping them respond to customer concerns with empathy and a focus on solutions. The module includes realistic branching scenarios for agents to practice managing delays, resolving damaged package complaints, and handling difficult customer interactions in a controlled environment, building their confidence and competence. The program also incorporates CRM simulations to ensure employees can effectively analyze data, proactively solve problems, and close the loop with follow-up communication.
Development
While it is my standard practice to utilize several AI tools during the creation process, including AI neural voice generation, it was clear that for this project, the scenario-based de-escalation training required the nuance of human voices. I hired and directed a professional voiceover artist, who brought authenticity to a branching tree of dialogue, helping agents learn to interpret callers’ emotions through tone. This added humanity and realism to the de-escalation exercises.
In addition to the dialogue-driven scenarios, I designed an interactive mockup of FedPak’s CRM system. This mockup allowed agents to practice the entire process of customer interaction: from locating a caller’s package and identifying the cause of its delay, to finding an appropriate solution, and generating and sending a detailed follow-up email. The follow-up email documented the content of the call and outlined next steps, restoring transparency and trust in FedPak’s customer care process. Together, these elements provided a comprehensive and immersive training experience that directly addressed the company’s operational challenges.
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