Front-line staff rise to training challenge

A UK telecommunication-service company improved its customer-retention rates through a one-week training program.

Some 44 advisors at Pipex Homecall, now part of Tiscali, were trained to handle customer objections positively and present the Pipex Homecall product– after-care support for residential telephone and broadband products– with confidence. The initiative earned the company a North-West regional award in the UK National Training Awards.

The training took place in workshops at which the staff had many opportunities to win prizes. The learning was measured through role-plays based on scenarios that the staff face every day, giving them a chance to try out what they had learned during the session.

Shahid Shami, operations training manager in Pipex Homecall’s learning and development department, said: “Not only was this an effective measure of their learning … but it also had the additional effect of increasing their confidence in presenting the Pipex Homecall product.”

Within four weeks of training there was a noticeable improvement among most advisors – and the figures prove this. The company increased its pre-live retentions – customers who have 14 days’ cooling-off period in which to cancel their order – by 10 percent. Post-live retentions –customers looking to cancel and move to another service provider –increased by 17 percent.

The training investment paid big dividends for the company, which was established in 2001. For every £1 invested in the initiative, the company recouped £16.14.

“One of the most significant outcomes from the program was the exceptional commercial success as a direct consequence of the training,”said Shahid Shami. “The company now has an increased awareness of the link between effective training and commercial success.”

Mark Carberry, Pipex Homecall director of sales and service, said: “The training … has left a lasting impression on the agents within the retentions department and the organization as a whole. The success of this course has left operations managers feeling that the training function offers viable and relevant solutions to various issues.

“This piece of training has proved that not only do well-trained staff contribute significantly to the financial success of our business, but also that innovative and inclusive learning experiences result in a happy, motivated and productive workforce.”