UNIQ Training and Consultancy, Istanbul, Turkey

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Company: UNIQ Training and Consultancy, Istanbul, Turkey
Company Description: UNIQ was founded in 2007 to provide training and consultancy services to the call center industry. Company founder Alp Kohen has an extensive call center background, and he has put together a team with first-hand experience in call management. UNIQ’s clients include private and public sector companies in widely divergent fields from finance and insurance to tourism, security and GSM.
Nomination Category: Solution Provider Awards Categories
Nomination Sub Category: Customer Service or Call Center Training Practice of the Year

Nomination Title: UNIQ Company

Tell the story about what this nominated organization has achieved since the beginning of July 2013 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

MANAGEMENT DEVELOPMENT ACADEMY (MDA)

Turkey’s Call Center industry employs nearly 80,000 as of 2014 and continues to grow at a rate of around 15-20% per year. Competent managers skilled at team management are crucial for call center success in this fast evolving market.

Researching training outcomes in call centers, UNIQ discovered that trainings failed to deliver requested results for 3 main reasons:

1) No comprehensive need analysis was performed prior to designing training programs,
2) Only one-off trainings were provided and success was not thoroughly assessed,
3) Information obtained in training was not transferable to real business situations.

In light of these findings, UNIQ began to work on the MDA in 2011. First of its kind in Turkey, MDA is specifically designed for Team Leaders or Supervisors, and aims to develop the entire set of competencies and skills expected from a Call Center Manager.

MDA METHODOLOGY consists of 3 basic steps.

1) NEED ANALYSIS:

Before designing training content, UNIQ consultants carry out a multi-tiered need analysis to assess participant competencies and company culture.

Consultant observations: Our consultants visit client companies prior to Academy trainings, and perform one on one interviews with individuals from every position as well as on-the-job observations.

360-degree survey: UNIQ’s competency assessment forms help take stock of managers’ skills.

Case study/simulation: Participants who will join the training are evaluated using case studies and simulations.

Appraisals: Manager profiles are determined through tests and surveys including ‘leadership style assessment test’ and ‘personality inventory’.

Need analysis allows UNIQ to identify development areas for managers. Class contents, case studies and homework are designed accordingly, adding up to training tailored to the specific client.

2) CLASSES:

Effective Call Center Management (2 days): Fundamentals of call center management, basic dynamics and operation principles in figures.

Successful Call Center Leadership (2 days): Correct and effective leadership techniques.

Performance Assessment and Evaluation at Call Center (1 day): Means to assess and techniques to improve team performance.

Coaching Skills at Call Center (3 days): Step by step proper and effective coaching for call center employees.

Follow Up 1 – Individual Coaching Interview (1.5 hours per participant): Training outcomes, acquired coaching skills and results of team performance assessments are reviewed together.

Creating and Managing a Successful Team (2 days): Provides guidance in how to create a high-performing, high-achieving call center team.

Follow Up 2 – Performance Evaluation Presentation (1.5 hours per participant): The participant is asked to prepare a presentation implementing all the know-how acquired throughout the Academy program.

3) ASSESSMENT OF TRAINING RESULTS:

Training results are assessed in 4 phases with the Kirkpatrick model.

1) Reaction: Satisfaction of the participants related to the training, trainer and training materials.
2) Learning: Pre-test and post-test results.
3) Behavior: 360-degree surveys and follow up trainings to assess behavioral transformations based on the information acquired.
4) Impact on business outcomes: Participant’s presentation to higher management on the progress and the impact of training on business outcomes.

At the end of the Academy, a graduation report card is issued for each participant. Attendees are able to keep track of their report cards with a personal password over UNIQ’s website throughout the term.

OUTCOMES

UNIQ’s MDA program enhances managers professionally, and creates a demonstrable difference in the call center work environment. Teams overseen by Academy trained managers exhibit greater employee satisfaction and much higher performance. Management development has a significant impact on business outcomes, customer satisfaction, efficiency, profitability and employee loyalty.

Post training evaluations for UNIQ MDA are as follows:

1. Reaction
Satisfaction in Trainer 4,9/5
Satisfaction in Content 4,9/5
Satisfaction in Training Material 4,9 /5

2. Learning
Pre test Average 62,5 Points /100 Points
Post test Average 80,7 Points / 100 Points
Learning Percentage 29%
Above data covers the period of July 2013-July 2014

UNIQ MDA Academy has fulfilled a real need in the market. Beginning with 370 participants from 7 companies in 2012, attendance has fetched up to 1138 participants from 13 companies since July 2013.

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