Case Study of a large group of Companies, where we used HR Analytics techniques for performance measurement and training need analysis.
HR Analytics was used for a large organization with over 1000 customer facing staff, to measure their current customer service levels and then enhance it with an accurately designed training based on the training need analysis .
The project encompassed collection of data on various key competencies of the customer facing staff through various sources which included Mystery Shopping Surveys, Customer Surveys, Customers Suggestions and Complaints as well as Internal Performance appraisals.
Based on advanced econometric techniques such as Principle Component Analysis, nine key categories of competencies related to excellence in customer service were agreed with HR team of the organisation. Each competency category had between seven to ten skills and latent behavioural attributes. Hence overall over eighty performance attributes, i.e.m data points were compiled for measurement of the current Customer Service Levels.
The Data for these attributes was gathered through regular, large volume random mystery surveys over three months so as to collect data on as many individual staff as possible. In addition Customer suggestions and complaints received over last two years were also analyzed using text analytics for feedback and comments related to the selected performance attributes data points. The internal performance appraisals which also measured some of the performance attributes were also taken into the account.
The data from these diverse sources was first cleaned and curated for standardization of measurement so that it could be combined seamlessly for measurement of the selected performance attributes. The qualitative data from qualitative responses was also converted into a quantitative variable using a text analytics and natural language processing.
The overall scoring of the performance attributes and the nine competencies were for done for each staff . Statistical tests and techniques were used to analyze competency patterns and performance gaps across various employee profile dimensions like demographics, years of service, duty shifts, training attended , qualifications and experiences as well as their engagement levels.
Clear patterns on Customer Service performance levels & competencies emerged for different employee profiles highlighting the key performance skills and behavioral intervention that was needed for each group.
Accordingly seven different types of training modules were developed to meet the specific requirement of each employee group . The trainings were delivered and based o statistical analysis, were found to be highly effective as per post training customer service levels measured through mystery surveys.
Encouraged by the results, the client is making changes to its performance appraisal system for better capturing and measurement of the performance attributes while continuing to use the customer’s suggestions and complaints as well as regular mystery visits in the analytical model for accurate measurement of customer service levels and more effective training investmenst and of course enhanced customer service.
Operating reality
- Performance evidence came from different businesses, roles and assessment sources, so a raw score could not be compared fairly without a common structure.
- Training attendance and satisfaction did not show whether a capability had transferred into observable work performance.
The analysis did not begin with a preferred conclusion. Marketways examined how the evidence was generated, which differences the design could support and whether credible alternative specifications changed the interpretation before connecting the result to action.
How our engagement contributed to business impact
- Performance measurement and training-needs analysis
- Method: Statistics & Econometrics, Machine Learning & Predictive Analytics, Research & Evidence Collection.
- Evidence: More than 80 performance attributes, mystery-shopping results, appraisal evidence and two years of customer complaints for over 1,000 customer-facing employees.
- Decision supported: Organise performance evidence into nine competency groups and focus training on gaps connected to observable work.
- Impact measure: Coverage across roles, consistency of competency measures, training relevance and subsequent performance change.
Services and methods used
Services: Workforce Performance & Capability Assessment, Employee Experience & Engagement Research.
Methods: Statistics & Econometrics, Machine Learning & Predictive Analytics, Research & Evidence Collection.