“No one reads the objectives.” If that’s true, maybe it’s because we tend to write objectives in TrainerSpeak. In this makeover we’ll turn some conventional objectives into goals that learners care about.
Let’s say that the following objectives appear at the beginning of a course for customer service representatives (CSRs). You’re a CSR. How do these objectives make you feel?
This course is designed to enable the learner to:
- Describe how vocal tone affects customer rapport
- Understand the importance of positively impacting customer impressions
- Describe the 5 steps of the Dissatisfied-to-Satisfied Customer Transformation Model
- State which psychological techniques can be used to increase customer acceptance of negative information
This course will help you:
- Use your tone of voice to build rapport with customers
- Create a good impression
- Turn a dissatisfied customer into a satisfied one
- Deliver bad news in a way that customers will easily accept
- We spoke directly to the learner (“you”).
- We turned I-know-it verbs like “understand” and “describe” into I-can-change-the-world verbs like “create” and “use.”
- We turned abstract concepts into real situations that the learner cares about.
- We emphasized skills that will make the learner’s job more pleasant instead of knowledge that only the course author cares about.
I could imagine a client protesting the eviction of the 5-step transformation model. The model would still appear in the course, but I doubt learners care that they’re going to be learning about some model with a long name. They just want reassurance that the course will make their jobs better.
What do you think? Do you list objectives at the beginning of your materials? What have you done to make them more powerful?