The following report discusses the design, development, and evaluation of an online training on customer acquisition of telephone customers for a telecommunications company called ACN. The report includes a description of the following elements of the project: (a) the need and purpose for the instruction, (b) the target audience of the instruction, (c) the methodology and rationale for the design of the instruction based on relevant literature, (d) an existing materials search, (e) the instructional materials, (f) the evaluation, (g) the critique, (h) the schedule, and (i) the final budget report. The instruction was found to effectively teach learners the intended objectives which related to understanding the ACN approach to customer acquisition and how to answer common customer questions. Learners in the small group test gained an average of 58.8% on the posttest following completion of the instruction. In addition, qualitative feedback from learners was positive, with all of the learners suggesting that the instruction was helpful, well organized, and accessible. Content experts indicated that the instruction complemented the current ACN training system and that the essential content was covered in a logical manner, and design experts indicated that proper instructional design and web-based training principles were implemented.
College and Department
David O. McKay School of Education; Instructional Psychology and Technology
BYU ScholarsArchive Citation
Shippen, Kaly Gillette, "Customer Acquisition Training for ACN Independent Representatives" (2005). All Theses and Dissertations. 343.
telecommunications, ACN, relationship marketing, online training, customer acquisition, warm market, web-based training, Provenzano, Cupisz