Effectiveness of CRM system for customer service representatives (CSR) training at Telekom Malaysia

Abstract

Organizations viewed training as part of investments in their human capital development for the benefit of the business. Appropriate training evaluation tools, instruments and methodologies are needed to evaluate training programmes that are considered critical for business. Skill-based training programmes are considered critical to the business and the effectiveness of such programmes is of great importance. This study focused in evaluating training effectiveness of CRM system for Customer Service Representatives at Telekom Malaysia. This is to ensure effective training programmes will result in successful deployment of the CRM system. Questionnaires were used as the research instrument to assess the extent of effectiveness of CRM system training programme. The participants for the research were drawn from TM sales outlets (TMpoint) encompassing Customer Service Representatives (CSR) from areas that have been deployed with CRM system. The results indicated that the group that had undergone the CRM system training had shown marked improvement in terms of acquisition of knowledge and skills. The evaluation shows changes in knowledge, skill, and behavior to specific training interventions, thereby providing evidence to organizations with regards to the value of training and development. Although findings for relationship between knowledge and skills towards job performance was less significant but it was due to system performance immediately upon deployment. It has been perceived by respondents that system performance is affecting their job performance. The finding is of importance theoretically as it provided insights into methods for evaluating the training effectiveness of computer system skill training. For organizations, the findings of the study will help to provide an invaluable tool to assist organizations in evaluating IT system training.