Training Industry Quarterly - Winter 2009 - (Page 25) Resources Although it’s hard to imagine, some programs are implemented without objectives. Unfortunately, these programs tend to flounder and they are subject to poorly designed evaluation. Below are some resources that may help you develop powerful program objectives: ■ Table 3: Objectives for Software Implementation Level 0 Input Objectives The purpose of the software is to assist in increasing sales and improving customer satisfaction scores. ■ Software to be used is ACT! Contact Manager by Sage. ■ Initial training will include 25 sales team members (one group). ■ Software application to be accessible on 25 computers located in Training Room 3 in IT. ■ Training will last two full days during the third week in December. ■ Facilitation by Sage consultant. Level 3 Application Objectives Following the workshop, the participants will: ■ Enter data for 80% of new customer prospects within 10 days of workshop completion. ■ Increase the number of planned follow-up contacts with customers within three months of workshop completion. ■ Use the software daily as reflected by an 80% score on an unscheduled audit of use after one month of workshop completion. Anderson, L. W., Krathwohl, D. R., Alrasian, P. W., et al. A Taxonomy for Learning, Teaching, and Assessing: A Revision of Bloom’s Taxonomy of Educational Objectives, Abridged Edition. River, NJ: Allyn & Bacon, 2000. Essentials of Developing Program Objectives part of the ASTD Essentials Series. www.astd.org/ content/education/ certificateprograms/essentialsseries. Mager, R. F. Preparing Instructional Objectives: A Critical Tool in the Development of Effective Instruction, 3d ed. Atlanta: CEP Press, 1997. Phillips, J. J. and Phillips, P.P. Beyond Learning Objectives: Develop Measurable Objectives that Link to the Bottom Line. Alexandria: ASTD Press, 2008. Level 4 Impact Objectives Three months after implementation, there should be: ■ Reduction in the number of customer complaints regarding missed deadlines, late responses and failure to complete transactions . ■ Reduction in time to respond to customer inquiries and requests. ■ Increased sales to existing customers. ■ Increased customer satisfaction composite survey index by 20% on the next survey. Level 1 Reaction Objectives After reviewing the software, the participants will: ■ Provide a rating of 4 out of 5 on the relevance for specific job applications. ■ Indicate an intention to use the software within two weeks of the workshop (90% target). ■ Level 2 Learning Objectives After participating in the workshop, participants will: ■ Score 75 or better on a software test (80% target) ■ Demonstrate four of these five key features of ACT with zero errors: ■ enter a new contact ■ create a mail-merge document ■ create a query ■ send an e-mail ■ create a call report Level 5 ROI Objective Implementation of the new software should achieve a 25% return on investment using firstyear benefits. ■ ■ Takeaways Before objectives are developed, organizational needs must be identified beginning with the highest level of need. This will ensure the program is aligned with the business. To clarify needs ask the following questions: What is the potential payoff or cost-burden that needs to be addressed? Is there opportunity to make money, save money and/or avoid costs? What business measures need to be improved in order to take advantage of the opportunity or to reduce the cost-burden? What if we do nothing? What job performance needs to change in order to improve the defined business measures? What do people need to know in order to do what they need to do? How best can the information, knowledge or skills be delivered so that people acquire the knowledge they need in order to change performance? Write powerful objectives that represent the chain of impact and include conditions and criteria. Follow the SMART objective guidelines for all levels of objectives. Make them Specific, Measurable, Achievable, Realistic and Timebound. Set an ROI objective when programs are strategic, expensive, highly visible, target a large audience and hold the interest of senior management. Use objectives to direct the design, development, implementation and evaluation of your programs. Communicate objectives to all stakeholders to ensure they understand the potential success of your program or project. 25 Training Industry Quarterly, Winter 2009 / A Training Industry, Inc. ezine / www.trainingindustry.com/TIQ http://www.astd.org/content/education/certificatePrograms/online-programs/essentialsSeries/ http://www.trainingindustry.com/TIQ
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