Case study: UFI, a customer focus

Learndirect is the largest e-learning network of its kind in the world. Some 620 learndirect courses are available in subjects as diverse as literacy and numeracy, specialist IT and business and management.

Throughout May and June 2008 almost 60 people from across ufi completed a one-day training course on root cause analysis provided by a dedicated CQI trainer. ‘The training was designed to help us manage our customers’ complaints and queries, so that we can get to the root of any problem rather than just treating the symptoms,’ says Amanda Cookson, head of customer service at ufi .

Senior managers in the business were asked to nominate people to undertake the training. Participants were drawn from numerous departments, including customer service, marketing, products, management information and technology. They were then organized into five groups of 12 made up from people in the same department or subject area, where possible.

The course content was modifi ed so that it could be covered in a single day. ‘We made it very focused on each team’s impact on the customer experience,’ says Amanda. ‘We gave people a blueprint for a way of thinking and working.’ Participants were provided with a pack of information created by the customer service team that identified issues highlighted in customer satisfaction surveys and contact with the helplines. ‘Participants worked through this information during the training,’ Amanda says. ‘As a result, some improvements for customer experience came directly out of the training course.’

As an example of how the training has had an impact, Amanda refers to a root cause analysis session that ufi organized as part of National Customer Service Week. The session focused on the fact that many callers to the learner services helpline were asking for the contact details of their learning centre. Callers were already enrolled at the centres and should have had their contact details already. ufi staff who had been trained in root cause analysis looked into a number of ways to combat the issue, for example, establishing where there might be gaps in communication.

‘We were able to find some quality improvements that I don’t think we would have found without the training,’ Amanda says. ‘It has provided a more thorough way of solving problems. Amanda says, 'Quite a few directors now will talk about the need to get to the root cause of things. The language has really made an impact on our way of working.’