'Training is a 'planned process'
to modify attitude, knowledge or skill behaviour through learning
experience to achieve effective performance in an activity or
range of activities.'
Staff Training and Assessment by David Osborne
Training is 'a planned process' which deals with
people's 'attitude, knowledge and skills' which are all affecting
Planning + ACTION
As business owner you need to plan for it. It won't come
by itself. You will have to decide: can the service my company delivers
be improved on and if yes, what am I going to DO about it? You
will have to act on it and be prepared to invest in it.
The attitude of your
employees - are they only
friendly and nice to your customers when they are in a good mood. How do they
treat your customers when they are having a bad day? When you are not
present? How do they treat a complaining customer? How do they treat
your customers 5 minutes before closing time?
Training changes attitudes!
Knowledge and Skills
Appropriate training can prepare your employees in
advance for different situations. Training will give them the knowledge
and skills to handle difficult situations. Training will help them to
look at customers with a different eye and let them understand the value
of each and every customer - the nice ones and also the difficult ones.
Training will equip them with 'tools' for their
work, increase their confidence and self-esteem. How does an employee
feel when a customer compliments him or her on their good service? Yes,
they will feel proud, appreciated and motivated to deliver even BETTER
Employees have a deep hunger for learning because
they know about the positive things it can do for them. They also know
the embarrassment and pain when things are done wrong because of a lack
of knowledge and skills.
Efficiency is doing things
Effectiveness is doing the
Thomas K. Connellan
Training changes efficient employees into
effective ones. Being productive but doing the wrong things just
doesn't make sense.
As far as performance is concerned, the beauty of training is that
the return on your investment is almost immediate.
Your employees can receive
their training today and your customers can experience the
What learners take away with them are of utmost importance
to us. The greatest part of learning occurs through seeing and hearing
and great emphasis are placed on the effective use of audio-visual
material to deliver the training message.
Besides colourful visual presentations, videos, concise
to-the-point, easy-to-remember oral instruction with real life examples we also encourage
active participation during all training sessions.
A trained person is a 'changed' person
When a person learns something new,
his or her behaviour CHANGES. Through learning we
become able to do things we weren't able to
do before. There would be no physicians, pilots, engineers,
lawyers, teachers, tradesmen, etc. if it was not for
the 'planned process' of formal learning and training.
If customers receive good customer
service in an organisation then it happened because
the management and staff went through a 'planned
process' where the appropriate skills and knowledge
have been taught to them - it did not come
What training can do for
Improves the morale of your employees
Increases their co-operation
Improves their self-esteem
Increases their productivity & effectiveness
Increases team work in your company
Increases their job satisfaction
Increases your profits
Helps secure repeat business
Sorry, just being
'friendly' not good enough ...
Many business owners and employees
think that good customer service is being friendly and helpful. These are skills or attributes
most people are born with. What happens the day when
you are in a bad mood or short of staff and under
To care for your customers
professionally under all circumstances requires
knowledge and skills. Employees need to know what
are the words and actions that will trigger goodwill
and a positive response in their customers. They
also need to know what not to do and not to say in
How this training
can help you as owner ...
You, more than anyone else in your
business, know how vital customers are if you want
to survive as business. You also know how important
proper treatment and service are to customers in
this service- conscious world of today.
When your employees know that you know
you have sent your staff for training, each one of them
that you know that they now also know the value of
customers to the business.
They will now know what
your expectations will be in future. They will be
held accountable for their performance and that there
will be no excuse for poor treatment and
service to customers in future.
They will understand when you stress
in meetings the importance of good customer care.
They will also understand when you link customer
care incentives with their remuneration.
Training will put everyone in your
business on the same playing field and everyone can
enjoy the pleasures and success that good customer
care will bring to the organisation.
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