Design Document for

Effectively gathering and using online customer testimonials and reviews.

By Rhonda Mikelenas
Purpose of the Course
Audience Description

Major Course
Objectives (Terminal)

Teach franchisees how to gather and effectively use customer online testimonials and reviews
Franchisee, owner-operators
Adult, ages 30-50 (33% Men, 66% Women)
Diverse ethnicities/cultural backgrounds
Several learned English as a second language
Education
College educated, many with graduate degrees and doctorates
Work experience
First-time small business owners, entrepreneurs
Diverse work backgrounds in engineering, accounting, education
Basic computer aptitude is high
Lack of skills and confidence for communicating under the context of
sales/marketing/persuasion
1. Learner summarizes the benefits of quality, authentic online testimonials and reviews
2. Learner compares and contrasts various types of online review/testimonial platforms
3. Learner identifies strategies and best practices to gather positive online
testimonials/reviews
4. Learner identifies how to use online testimonials and reviews to improve Search Engine
Optimization

Course Enabling
Objectives

1. Learner describes opportunities and strategies for proactively asking for a positive
review/testimonial
2. Learner identifies professional protocol for online reviews/testimonials

RLO Enabling
Objectives
Learning Assessment
for Course

Learner describes opportunities and best practices for proactively soliciting positive online
review/testimonial using professional protocol
Learning will be assessed through an authentic assessment evaluating whether or not franchisees
gathered online reviews/testimonials

CBT_Design-Document_Mikelenas-5.doc

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Learning Assessment
for RLO

In progress:
Given customer scenario, practice choosing appropriate method for soliciting an online review
(with feedback from customer POV)
Practice with pick multiple to choose best practice methods for generally soliciting online reviews
(with feedback from customer POV)
Given scenarios for unprofessional conduct, practice choosing professional best practices (with
feedback from customer POV)

Instructional Delivery CBT

method for Course
(overall)
Instructional Strategy Absorb: Tutorial presentations identifying best practices and using examples of methods to gather
for RLO
online reviews/testimonials (examples of letters, emails, phone conversations, etc.)
Do: Guided analysis 1) given real-world scenarios, learner correctly identifies best method(s) for
asking a customer to leave a positive online review/testimonial, 2) multiple choice or pick one
quizzes to identify best practices to generally solicit online reviews.
Connect: Reflective question(s) to get learner to think about 2-3 strategies for gathering customer
reviews/testimonials that they can implement immediately
Media

508 Accommodations

Text

Audio

Animations

Graphics

Printed transcript available

Audio on/off

If video used, subtitles will be an option (English) (if production allows)

Course Structure
Description

4 modules/ 9 lessons

Seat Time of Course

1.0 hour

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Seat Time of RLO

15 minutes

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RLO Outline

I.

Introductory Pages
a. Introduction: Transition of why online reviews are important and review of types
of online review platforms (with dedicated page to learn more)
b. Overview/Importance: The methods used to gather online reviews affects
credibility of the reviews
c. Lesson objectives:
After this lesson, learners will be able to
i. Identify opportunities and best practices for asking specific customers to
leave an online review
ii. Identify general best practices for gathering online customer reviews
iii. State professional protocol for managing customer reviews, including
how to handle negative reviews

II.

Lesson Body
a. Present content on opportunities that warrant targeting specific customers to leave
a review or testimonial (sometimes you want to be selective)
i. Provide visual/auditory examples of directly asking a customer for a
review (letter, email, phone call)
ii. Given customer scenario, practice choosing appropriate method for
soliciting an online review (with feedback from customer POV)
b. Present content on general methods for soliciting online reviews
i. Provide visual examples of methods - email signature, sign in waiting
room, link on webpage
ii. Practice with pick multiple to choose best practice methods for generally
soliciting online reviews (with feedback from customer POV)
c. Present professional protocol content
i. Given scenarios for unprofessional conduct, practice choosing
professional best practices (with feedback from customer POV)
d. Summary
e. Connection: Reflection questions on 2-3 strategies that can be implemented
immediately

III.

Credits (resources)

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RLO Flowchart

See Appendix A

Screens/Pages in RLO 25
____Dichotomous (T/F, Y/N, etc.)

Knowledge Checks or
Other Assessments or
Practices

_2_Multiple Choice
____Multiple Select
__1__Drag and Drop
____Custom describe; if appropriate, supply flowchart in an Appendix and reference it here.
____Other describe
__5__Rollovers

Rollovers/click events

__4_Click Events
Course and Project
Navigation

Arrows for forward/backward navigation, buttons for pause, play, audio on/off, review, examples
Side (or top) Menu glossary of online review sites, introduction, specific concepts, examples,
practice activities, summary, reflection
Printed transcript

Screen Layouts

Exit !

!Course!Menu

!Glossary

!Mute !

!Refresh

!Back !

!Next!

!
How!to!Ask!Customers!for!Online!Reviews!

Exit !

!Course!Menu

!Glossary

!
!
!
(Simple!Naviga?on!Graphic)!

(Graphic!!Represent!an!online!review,!ie.!4/5!stars)!

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!Mute !

!Refresh

!Back !

Welcome'and'Naviga/on'
Content!!
Content!
Content!
!

!Next!

Exit !

!Course!Menu

!Glossary

!
!
!
!
(Character!Graphic!to!Represent!
Customer!who!is!searching!online!
to!make!purchasing!decision)!

!Mute !

!Refresh

!Back !

!Next!

Why$is$it$important$to$ask$customers$
for$online$reviews?$

!txeN!

! kcaB!

hserfeR!

! etuM!

yrassolG!

'enilnO'fo'steneB'gn$artsullI'sc$s$atS
'sweiveR'remotsuC

Content!!
Content!
Content!
!

uneM!esruoC!

! tixE

!
!
!neercS!ot!pmuJ
!

!!tnetnoC
!tnetnoC
!tnetnoC
!

!)cihparG!elpmiS!etairporppA(

Ask!if!want!refresher!by!clicking!buHons!below.!If!
not,!please!click!next!arrow.!
!

Online!Review!PlaCorms!

Online!Review!StaEsEcs!

Exit !

!Course!Menu

!Glossary

!Mute !

!Refresh

!Back !

!smroDalP!weiveR!enilnO

!Next!

Exit !

Review&of&Popular&Online&Review&Pla1orms&
!

!Glossary

!Mute !

!Refresh

!Back !

!Next!

!Back !

!Next!

Objec&ves)

!
!
!
!
(Simple!Graphic)!

!
!
!

Content!!
Content!
Content!
!

!Course!Menu

!esruoC!niaM!ot!nruteR

Content!!
Content!
Content!
!

Jump!to!Screen!

Return!to!Main!Course!

Exit !

!Course!Menu

!Glossary

!
!
!
!

!Mute !

!Refresh

!Back !

!Next!

When%do%I%ask%specic%customers?%
Content!!
Content!
Content!
!

(Character!graphic!to!represent!customer)!

Exit !

!Course!Menu

!Glossary

!Mute !

!Refresh

Visual'and/or'Auditory'Example'of'Asking'Customer'for'Online'Review'
'
Use!Customer!Scenarios!
!
3!Examples/Screens!

Online!Review!PlaBorm!BuCon!

Development Tools

Udutu authoring tool, Pixelmator for editing graphics, Powerpoint for storyboarding, Audacity for
audio.

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Ownership

Rhonda Mikelenas will develop the initial course and also maintain the course for MSEC, Inc.

Development Time

120 hours

Support requirements

Project
Sign-off [optional]

MSEC Field consultants (SMEs to review content)

Online resources (double check content accuracy, organization, and completeness)

Instructional Design textbooks (define processes and best practices)

Development software resources (software tutorial and manual)

Please sign below indicating agreement with the proposed course plan and approving start-up of
the storyboard and development phases.

Instructional Designer

Date

Project Manager/Sponsor

Date

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