Case History – Airline Customer Contact English
Turkish Airlines; Istanbul, Turkey
Contact:
Sevil Koraltan, Training Manager.
Business Type:
Regional Turkish Airline undergoing privatization and seeking to expand European and US routes in 1995.
Previous Training Program:
Traditional English training in Turkish Schools with additional private tutoring.
Client Scenario:
Turkish Airlines (TA) had 551 employees to train from several areas: reservations agents, cargo sales, flight attendants, ticket agents, gate agents, ground crew, and maintenance staff. The goals for the English class were to:
- Improve ticket sales and cargo sales by increased marketing to English-speaking clients
- Increase telephone “closing” rates and increase number of calls processed per hour
- Increase cargo revenue between USA, Europe and Turkey
- Increase customer satisfaction by decreasing customer check-in times.
System Implemented:
ICAL established an ICAL Innovation Institute at Turkish Airlines Training Center in Istanbul. ICAL customized the Institute text for use in the travel industry, integrating sales skills and Total Quality Management skills.
Accomplishments:
93% of the students achieved the guaranteed ACTFL/TOEIC pass rate of 85% in the six-week program. The following are Kirkpatrick measurement accomplishments:
Satisfaction:
- 100% course attendance
- Increased staff support
- Increased retention rate
Knowledge:
- Increased English sales skills
- Increased confidence
- Increased proficiency test results
Application:
- Improved check-in times
- Increased on-time departures
- Increased cargo and ticket sales
Return on Investment:
- Increased cargo/business revenue
- Increased passenger revenue
- Improved productivity
- Increased profitability
- Course investment: $1.6 million for 551 students, each taking 180 hour, 6-week course cycles over 24 months
- Additional revenues attributed to the employees taking the course: $2.75 million over 24 months
- Return on Investment: 172% over 24 months.
 | ||||
| ||||
©Copyright 2007 The International Center for Accelerative Learning (ICAL) - 2062 Harobi Dr., Atlanta GA 30084 - tel: 404-538-5063 / fax: 775-924-2219
