Today’s HRD practitioners are spoilt for choices over the many service training programmes available and the proliferation of new ones in the marketplace. The 3As of service training model (see figure below) will help them in making the right training investment in this bewildering marketplace.
In the traditional “ASK” training model, staff training basically covers attitude, skills and knowledge. This is seen as inadequate especially in service training, which emphasises on managing customers’ psychological and emotional needs and expectations.
Aptitude training, which comprises skills and knowledge, can be used to address the competencies needed to manage the physical and functional expectations of the customer. Aptitude training is best done through structured on-the-job training (OJT).
Attitude training is about the “mind”. The psychological expectations of the customer are influenced by his past experiences and beliefs as well as marketing communications and word-of-mouth. The right service attitude demonstrated by the service provider to manage the customer’s psychological expectations is best addressed through “Attitude” training.
Affective training, which involves emotion intelligence, can be used to address the competencies needed to manage the emotional expectations of the customer.
To ride ahead of competition, organisations need a holistic approach to develop its people and transfer their knowledge and skills quickly to the entire workforce. A holistic approach requires an integration of learning that is aligned to the organisation’s vision, mission, service values and service strategy & objectives.