Focusing learning on customer service: an example from the public sector

Abstract

Describes an example of a successful learning programme focused on customer satisfaction. Reports on a programme for experienced staff in the European Patent Office called ChOral (CHairing ORAL proceedings). The stages of the programme included sponsoring by a top manager to overcome initial resistance, to support cognitive task analysis and to give “pep talks” to the learners to emphasise the customer‐satisfaction goal; using a consultant to learn “active listening” and “empathy” techniques, which were then included as training content; creating representative case studies and “courtroom” role‐playing exercises; self‐study by the learners of the recommended procedures; and a video‐based, role‐playing practice and feedback system using recently trained examiners as “models”, demonstrating the procedures to be learned by new trainees, with subsequent feedback commentary from respected experts.

Citation

Woods, G., Lantsheer, C. and Clark, R.E. (1998), "Focusing learning on customer service: an example from the public sector", The Learning Organization, Vol. 5 No. 2, pp. 74-82. https://doi.org/10.1108/09696479810212033