ict10.1108/ictIndustrial and Commercial Training0019-7858Emerald Group Publishing Limited10.1108/ict.1999.03731dab.010e-non-articleSecondary articleNotes and newscat-HOBHR & organizational behaviourcat-TDEVTraining & developmentInteractive training course delivers customer care to Italian Post Office01071999314© MCB UP Limited1999Italy, Customer care, Interaction, Efficiency.peer-reviewednoacademic-contentnorightslinkexcludedInteractive training course delivers customer care to Italian Post Office

Interactive training coursedelivers customer care to Italian Post Office

Keywords Italy,Customer care, Interaction, Efficiency

The Italian Post Officehas trained 1,000 employees in customer care skills, in just 22 days, using amultimedia training course from Xebec McGraw-Hill, the interactive learningcompany. Following the training, independent research has shown a 40 per centimprovement in customer service and efficiency.

The multimedia pilot, the first for the Italian Post Office, was sanctionedby Cesare Vacigo, General Manager. One thousand staff in 76 post offices and anarea sorting centre in Umbria, near Tuscany, took part in what amounted to acomplex logistical exercise.

"Cesare Vacigo was keen to try multimedia and asked us to choose anappropriate course", said Massimo Vinciguerra of Individual Training, amultimedia reseller in Italy. "We felt that a customer care course couldmake the biggest impact in the shortest time, so we recommended Front LineCustomer Care from Xebec McGraw-Hill, which is not only informative andentertaining but also shows multimedia to the full."

Individual Training presented the details of the pilot to 120 middle managersfrom the Post Office. Also present were the Chief of Police, the Mayor and theCardinal, as well as local politicians and journalists. The presentationincluded a video message from Cesare Vacigo, who highlighted global competitionas the driving force behind the need to improve customer service and efficiency.

As the Italian Post Office is strictly unionized, Massimo Vinciguerra alsohad to gain union buy-in. "The unions were enthusiastic and encouraged theirmembers to take part in the scheme", he said. "They understood that, tosafeguard jobs in the future, customer satisfaction must be improved."

Seven consultants from Individual Training trained eight Post Officeemployees in how to use the course and how to cascade the training throughoutthe pilot group.

"The employees chosen by the Post Office for this role had only ever usedvery simple computer programs as part of their work", explained MassimoVinciguerra. "They had never seen a multimedia course. Yet, within threedays, we had shown them how to use a multimedia PC, how to use the course andhow to answer queries and deal with objections."

Vinciguerra pinpoints the role of these employees as a major factor in thesuccess of the pilot. "Multimedia can be very effective but it will not workin isolation", he said. "It needs the backing of senior managers andusers need appropriate support. These employees were able to provide thisbecause they had recently been through the course and they could empathize withtheir colleagues with full knowledge of the potential difficulties."

The entire pilot was undertaken in 22 days. Forty multimedia PCs were sharedamongst the 76 offices and the area sorting centre. Feedback amongst those whotook part was very positive. "Ninety-two per cent were very enthusiastic",said Massimo Vinciguerra. "Perhaps the most uplifting aspect of the exercisewas the support that each member of the staff gave to their colleagues. Trainingtook place at the workplace and had to be slotted into allocated times, whichmeant that some jobs had to be shared. This was unusual, given the extent andbelief in union rules, but people wanted the pilot to succeed and they simplyenjoyed using the course."

Front Line Customer Care features three stand-alone CD-ROM learning units,which cover the essential knowledge and skills, from customer care fundamentalsto the challenges of handling angry customers successfully. The course is soldin seven languages across 18 countries worldwide.

The three composite modules provide around eight hours of training but thecourse features a short multiple choice quiz which enables it to recommend whichsections will be most appropriate for each user. As a result, the average coursecompletion time on the pilot was less than five hours.

"We were able to demonstrate that a multimedia course can adapt to suitthe needs of each individual, taking account of their previous knowledge andexperience", said Massimo Vinciguerra. "This is a major selling pointover more traditional forms of training."

For more details, call Xebec McGraw-Hill on 0800 585889.