Building a Business Case for Training: 5 Considerations to Secure Stakeholder Support 

Building a Business Case for Training: 5 Considerations to Secure Stakeholder Support 

27th June 2024

Building a Business Case for Training: 5 Considerations to Secure Stakeholder Support 

27th June 2024

When presenting the case for budget approval for customer service training, you want to be as sure as you can that the outcomes from that training really stick and that any programme will deliver improvements in business results. To contend for budget against other spend, senior teams are looking for as much certainty as possible that their investment is wise. As an HR or L&D professional or the owner of a function that requires training, you too will want to be sure time invested along with money spent will really make a difference by increasing skill and capability and driving improvements in results.  

From our experience of working with purchasers of training and consulting services around the world, being able to articulate the steps to achieving the business outcomes you want is extremely helpful in building your case for investment so that key stakeholders can confidently agree to the spend. The first step, of course, is to be clear on what behavioural outcomes you want to achieve, and ultimately in the measurable improvements in performance. For any training programme, the consistent and collective adoption of the tools should mean that the behaviours of the participants are then going to have a direct impact on improved business metrics such as Customer Satisfaction, Net Promoter Score, Repeat Business, Employee Engagement and Financial Results.  

To gain the buy-in you need to progress with a training project to drive improvements in Customer Service, here are some points to consider to help give confidence in the outcome of the investment: 

  1. Engaging, tested content – Is the customer service training content to be delivered well tested and can it be tailored and adapted specifically for your needs? To give confidence in the outcome of a training programme, sharing content with key stakeholders in an Executive Briefing is a helpful step. When stakeholders can experience the learning in a short, sharp and motivating briefing, they can get a clear view of how specifically the new skills will help to deliver the organisation’s customer service vision.  
  1. Endorsement from respected organisations – Sharing the stories of other organisations which have achieved your organisation’s aspirations can be very helpful. Drawing on case studies and testimonials to show that the training is tried and tested, and has delivered results for challenges similar to yours, can instill confidence in those needing to approve the proposed spend.  
  1. Proven process – Can the training provider explain specifically how the training delivers results? Can you be sure they can measure impact or equip you to measure impact? Are the customer service skills being taught observable? When the successful application of new skills is clearly and objectively observable, they are measurable and much easier to coach. Following the training, you will be able to report back to the key stakeholders early in the process how successfully people are using the skills which is the precursor to improved business results. This audit approach gives stakeholders confidence that the process is well-managed and can be kept on track and that any challenges can be overcome to achieve the outcomes expected.  
  1. Robust embedding – Does the training provider clearly articulate the process for embedding the learning? Do they provide support beyond the training intervention, or do they leave you to your own devices to embed? It is helpful if they have a suite of supporting strategies and activities to ensure the learning really sticks. For example, video reminders of content, quizzes and embedding support activities, self-assessment tools that allow people to see how well they are doing, team huddles, 1-2-1 activities, coaching support.  
  1. Practical options for implementation – In busy customer service environments, stakeholders will be reassured by this consideration. In our experience, there is a pressure to be as time efficient as possible with any learning, and often having bite-sized modules with the opportunity to immediately apply new skills in between is effective. Short, focused learning sessions, either in-person or via e-learning, followed up by group implementation practice sessions are well suited to such operational environments.  

Taking these five characteristics of successful training programmes into account in building a case for investment in service training, will give stakeholders helpful and interesting information on which to assess various offerings. By sharing these considerations, you enable stakeholders to make an informed decision to invest while also giving them confidence that they can track the progress of any project and ensure they see the expected outcomes.  

Get in touch to find out how MGI’s bespoke Mindset, Language & Actions Toolkit programmes meet all the criteria required for successful, long-lasting customer service training

  

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