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Maybe It's Not the Job, But the Customers Warren Bobrow, Ph.D. All About Performance LLC

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Presentation on theme: "Maybe It's Not the Job, But the Customers Warren Bobrow, Ph.D. All About Performance LLC"— Presentation transcript:

1 Maybe It's Not the Job, But the Customers Warren Bobrow, Ph.D. All About Performance LLC

2 A Brief History of Context in Validation Local validation studies required Local validation studies required Context extremely important to validity coefficients Context extremely important to validity coefficients Meta-Analysis demonstrated that contextual differences were really measurement error Meta-Analysis demonstrated that contextual differences were really measurement error Same job, same predictors, no matter where the job was being performed. Same job, same predictors, no matter where the job was being performed.

3 And Then Theres Technology Computer technology has changed how jobs are done and how we assess for them Computer technology has changed how jobs are done and how we assess for them Straight typing moved to software knowledge Straight typing moved to software knowledge Technology has not only affected the tools employees use, but also the tools that customers use Technology has not only affected the tools employees use, but also the tools that customers use

4 Technology and Customer Service Customers can go to chat rooms, forums and databases to find answers Customers can go to chat rooms, forums and databases to find answers Much more DIY culture Much more DIY culture Companies have enabled more access to help Companies have enabled more access to help Phone, chat, , and remote access Phone, chat, , and remote access Cost efficient for them Cost efficient for them Offers more perceived control to user Offers more perceived control to user

5 Does Technology Impact Valid Hiring Practices? Companies want to know if they have the right people in the right positions Companies want to know if they have the right people in the right positions Are some people better at chat than phone interactions? Are some people better at chat than phone interactions? If so, can these differences be predicted by assessment? If so, can these differences be predicted by assessment?

6 Background of Project Multiple years of validating tests for phone representatives Multiple years of validating tests for phone representatives Originally a concurrent study, now predictive. Originally a concurrent study, now predictive. Company moving towards chat/ for agents Company moving towards chat/ for agents Criteria based on customer surveys and monitoring of calls Criteria based on customer surveys and monitoring of calls Some agents are exclusive in a modality while others handle all forms of customer input Some agents are exclusive in a modality while others handle all forms of customer input Data is separated by type of call. Data is separated by type of call.

7 Job Analysis Led to the Following Predictors Reasoning Reasoning Numeric Numeric Abstract Abstract Verbal Verbal Basic Math Basic Math Reading Comprehension Reading Comprehension Agreeableness Agreeableness Self-Confidence Self-Confidence Conscientiousness Conscientiousness Openness Openness Work Drive Work Drive Customer Service Orientation Customer Service Orientation Empathy Empathy Biodata Biodata

8 Results--Aptitude Test/Measure Performance on Phone Contacts (n of agents=646) Performance on Chat Contacts (n of agents =168) Numeric Reasoning 0.16*** 0.16*** 0.15* 0.15* Abstract Reasoning 0.15*** 0.15*** 0.24*** 0.24*** Verbal Reasoning 0.12*** 0.12*** 0.21** 0.21** Basic Math ** 0.19** Reading Comprehension 0.22*** 0.22*** 0.22** 0.22** Stronger or equal coefficients for Chat contacts

9 Results--PersonalityTest/Measure Performance on Phone Contacts (n = 646) Performance on Chat Contacts (n of agents =168) Agree 0.07* 0.07* -0.13* -0.13* Self-Confidence 0.08* 0.08*-0.07 Conscientiousness 0.07* 0.07*-0.12 Openness Work Drive 0.11** 0.11**-0.06 Customer Service 0.07* 0.07*-0.03 Empathy Biodata 0.21*** 0.21*** 0.28*** 0.28*** Personality not as strong of a predictor as aptitude, but is a predictor for Phone contacts, but not for Chat contacts.

10 Implications For Client Separate scoring when agents are being hired for a specific modality Separate scoring when agents are being hired for a specific modality Must pass for both to handle both types of customer input Must pass for both to handle both types of customer input

11 Implications for Assessment Results indicate that there are differences in what customers are looking for when contacting the company Results indicate that there are differences in what customers are looking for when contacting the company A customer who comes in looking for help on chat is much more interested in getting the problem solved than the interaction with the agent A customer who comes in looking for help on chat is much more interested in getting the problem solved than the interaction with the agent Perhaps demographic, or people who choose to use the phone tend to want more interaction Perhaps demographic, or people who choose to use the phone tend to want more interaction

12 Implications for Job Analysis If the job requires customer contact, the method(s) of contact is critical to the how well the job is performed If the job requires customer contact, the method(s) of contact is critical to the how well the job is performed Even for non-customer contact jobs, this aspect of context could affect performance Even for non-customer contact jobs, this aspect of context could affect performance Remote workers Remote workers Telecommuters Telecommuters

13 Q & A


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