TRAINING AND

DEVELOPMENT OF
ASSOCIATES AT ABRL

A SUMMER INTERNSHIP PROJECT

BY
NEHA GOEL
IIPM - SCHOOL OF MANAGEMENT
KANSBAHAL, ROURKELA
Registration No. - 0906262003
 DECLARATION

I do hereby solemnly and sincerely declare that the summer project

entitled “Training and Development of Associates at ABRL” contains
information based on my knowledge and training that is provided to me to
prepare this project under the guidance of Ms Kavita Paul. This project
report has not been submitted for the award of any other degree from any
other institution and has not been published anywhere else.

Neha goel
MBA
IIPM School of Management, Kansbahal

2
ACKNOWLEDGEMENT

The summer training has been a great source of learning and

experience. It is therefore my foremost duty to acknowledge deep felt
gratitude to all those who rendered me all those possible help and assistance
in the completion of this training.

I’m extremely grateful to Ms Kavita Paul, my external guide and Mr.

Rakesh ranjan sahoo, faculty guide, IIPM-school of management without
whose sincere guidance, constant encouragement and indefatigable
enthusiastic support this project would not have been a success.

Neha goel
MBA
IIPM School of Management, Kansbahal

TABLEOF CONTENT
3
Chapters Topics Page no.
1. Executive summary
2. Company profile
3. Introduction to the
study

4. Objective, scope &

problem identification
5. Research methodology
6. Limitations
7. Findings,
recommendations

8. Conclusion
9. Bibliography/reference
10. Annexure- Tables,
Pictorial
Représentations &
Questionnaire.

4
 Chapter – 1

EXECUTIVE SUMMARY

Executive Summary
5
The major objective to prepare this project was to get a thorough knowledge
of how ‘training and development of the associates’ in a retail sector
contributes to the growth of its business.

Training is as equally important as any other activities of HR like

recruitment, selection etc. Now days training and development activities are
regarded as investment because departments like marketing, finance,
production, HR, sales etc depend upon training activities for its survival.
That’s why fresher and other existing employees at an organization are
provided several types of training periodically as per requirement.

The whole process of preparing the project started with the brief study of the
concerned organization, its history, promoters, products, divisions and
branches and its networks etc.
As mentioned above the objective of the study was to find out the impact of
customer service training of the associates on the number of footfalls. For
this purpose data were collected from both primary sources and secondary
sources. For primary sources a checklist was prepared to observe that to
which level associates were following the customer service n what was the
footfall. After the training was imparted again a mystery customer was send
to stores to observe whether the associates were following the service and
the customer footfall.

The major part of the project involved imparting training of customer service
to the associates at 4 stores of Aditya Birla Retail in kolkata. As the project

6
deals with innumerous details of the topic, but the above mentioned
information gives complete overview of the project.

7
 CHAPTER – 2
COMPANY PROFILE

8
COMPANY PROFILE

Aditya Birla The Group is a multinational conglomerate corporation

headquartered in Mumbai, India with operations in 25 countries
including Thailand, Dubai,Singapore, Myanmar, Laos, Indonesia, Phili
ppines,Egypt, Canada, Australia, China, USA, UK, Germany,Hungary
, Brazil, Italy, France, Luxembourg, Switzerland,Bangladesh, Malaysi
a, Vietnam and Korea.

The Aditya Birla group is US$ 29 billion conglomerate which gets

60% of its revenues from outside India.The group is a major player in
all the industry sectors it operates in. The Aditya Birla Group has
been adjudged the best employer in India and among the top 20 in
Asia by the Hewitt-Economic Times and Wall Street Journal Study
2007.The origins of the group lie in the conglomerate once held by
one of India's foremost industrialists Mr. Ghanshyam Das Birla.

Aditya Birla is organized into various subsidiaries that operate across

different sectors. Among these are viscose staple fibre, non-
ferrous metals, cement, viscose filament yarn, branded apparel, carbon
black, chemicals, Retail (under the 'More' brand of
supermarkets), fertilizers, chemicals, insulators,
financial, telecom, BPO and IT services

9
The Group consists of four main companies, which operate in various
industry sectors through subsidiaries, joint ventures, etc. These
are Hindalco,Grasim, Aditya Birla Nuvo, and UltraTech Cement.

Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a
USD 28 billion Corporation. The Company ventured into food and
grocery retail sector in 2007 with the acquisition of a south based
supermarket chain. Subsequently Aditya Birla Retail Ltd. its
presence across the country under the brand "more." with 2
formatsSupermarket & Hypermarket.

Supermarket
more. for you - Conveniently located in
neighborhoods, more. Supermarkets cater to the daily, weekly and
monthly shopping needs of consumers. The product offerings include
a wide range of fresh fruits & vegetables, groceries, personal care,
home care, general merchandise & a basic range of apparels.
Currently, there are over 600 more. supermarkets across the country.

Hypermarket
more.MEGASTORE - is a one-stop shopping destination for the
entire family. Besides a large range of products across fruits &
vegetables, groceries, FMCG products, more.MEGASTORE also has
a strong emphasis on general merchandise, apparels & CDIT.

Currently, eight hypermarkets operate under the

brand more.MEGASTORE in Mysore, Vadodara, Aurangabad,

10
Indore, Bengaluru, Mumbai, New Delhi and Hyderabad.

Club more. - Our loyalty program, currently has a strong membership

base of over 1 million members.
Aditya Birla Retail Limited. Currently has employee strength of over
11,000. Key functions are headed by professionals.

11
 CHAPTER – 3
INTRODUCTION

12
INTRODUCTION
These days business environment is highly uncertain and chaotic, due to fast
global and technological changes. Organizations are seeking newer ways to
promote and to adapt to the complexities prevailing due to changed scenario
so as to survive and prosper. Globally, organizations are struggling to realize
competitive success through strategic management of human resource. The
people management has been more important than it is today.

The HR functioning is changing with time and with this change, the
relationship between the training function and other management activity is
also changing. The training and development activities are now equally
important with that of other HR functions. Gone are the days, when training
was considered to be futile, waste of time, resources, and money. Now days,
training are an investment because the departments such as, marketing &
sales, HR, production, finance, etc depends on training for its survival. If
training is not considered as a priority or not seen as a vital part in the
organization, then it is difficult to accept that such a company has effectively
carried out HRM. Training actually provides the opportunity to raise the
profile development activities in the organization.

Training and development is the field concerned with organizational activity

aimed at bettering the performance of individuals and groups in
organizational settings. It has been known by several names, including

13
employee development, human resource development, and learning and
development.[1]

Training is about knowing where you stand (no matter how good or bad the
current situation looks) at present, and where you will be after some point of
time.
Training is about the acquisition of knowledge, skills, and abilities (KSA)
through professional development.
Demand for Training also increases when there is change in the nature of
job, change in taste of consumer, change in methods of product
development, etc.
Training which is a means and end for the development of an individual is
done in any organization by proper training and development program. The
training and development system provides facilities to human resource
planning to cope with the changing business environment by planning in
order to effectively face the changes
As human resources is the only resource which allocates other resources , it
needs proper training because it helps in increasing knowledge of skill for
job requirement , technological changes, organizational validity and internal
mobility.
Under this project I had to visit four retail outlets of Aditya Birla situated at
different parts of kolkata. I need to train the associates of those stores about
the customer service sequencing; this program was launched by the
company so that a standardized customer service is provided all over
kolkata.

14
The project duration of this training was 3 days to each store. After the
training was completed I had to do auditing of 3 other stores were the
training had been provided by one of my friend. As the associates could not
recognize me as a person linked to the company they treated me as any other
customer. This gave me a chance to observe how much successful was my
training. Stores in which I provided training were audited by one of my
friend who acted as mystery customer. A mystery customer is one who is
linked to the company but the associates and store members are unknown of
this fact. Hence, it becomes easy for the mystery customer to analyze and
observe the actual behavior of the associates with the customers. After
analyzing the behavior of the associates a comparison was made between
their former behavior with the customers and the later behavior. Then the
responses of customers in the form of footfalls were noted. It was pleasant to
find that the customer footfalls increased in the following month.

15
 CHAPTER – 4
OBJECTIVE, SCOPE AND
PROBLEM IDENTIFICATION

16
OBJECTIVE OF THE STUDY
The major objective of the overall study was to train the associates at the
Aditya Birla Retail and make them acquainted to the new program launched
which was customer service sequencing. This program provided a
standardized service in all MORE stores. A detailed study of personnel
department handling training along with other development programs as a
major activity of Human Resource.
As per the study carried out “Training and development process” cover areas
like:-

1. Study of training and development process at ABRL.

2. Imparting the training to the associates of the company.

3. Training policy and program and its formulation with existing

Methods prevailing in the organization.

4. Effectiveness of training and development programs and how it

affects the organization scenario.

Overall objective is to observe practical implementation of all theoretical
knowledge and to correlate between the theories and practices to find the
deficiencies in real functioning. It also helps to have a concrete knowledge
about training programs when and how to modify the theoretical policies so
that they will come out as effective organizational strategies
.

17
SCOPE OF THE STUDY
When the study at ABRL was carried out the main focus was given on
Training and development programs and its functioning carried out inside
the organization.

This study considers the methods of orientation/induction training and

internal as well as external training programs. The training program, its
objectives, assessing training needs and the evaluation is also studied.

These training programs of ABRL is designed and formulated for the

associates of the retail outlet which are in direct link to the customers. This
associates need to be polite and friendly in their approach so that customers
feel ease to shop.

A survey is done to know the attitudes of the executive employees regarding

the training process and other development programs of the organization. It
also covers the implementation of the program and the personnel involved in
it.

18
PROBLEM IDENTIFICATION

The main focus of the study was to train the associates with the customer
service sequencing program. This program was launched by the company in
order to drive the customers to the stores more frequently. This training
when executed gave the customers a feel of home or a friendly atmosphere
in and around the store.
These stores mainly keep grocery item and can be called modern kirana
stores. Thus, the customers who visit the stores are of in and around locality.
These customers have many options in front of them like the locality’s
grocery shop and the other competitors like subhiksha, reliance fresh, food
mart and other supermarkets. Hence, to select MORE for their purchasing, it
needed to have something different. Something that differentiates it with its
competitors.
This something is customer service. Customers should feel that the
associates think not only about themselves but also about the customers. As
the customers are of regular nature the associates are able to recognize them
and they know their monthly need as a result of which the associates can tell
them which offer is best suitable for them.

Thus the only point required was launching of customer service. Associates
can handle the customer in the best way by the help of customer service
sequencing. So the problem was to launch the service and train the
associates about this service.

19
 CHAPTER – 5
RESEARCH METHODOLOGY

20
RESEARCH METHODOLOGY

Methodology refers to the procedure adopted by which the information has

been collected and analyzed to arrive at a final conclusion with certain
suggestion and recommendations.

It covers following steps:-

1. Data collection
2. Training the associates.
3. Mystery customer audits.
4. Analysis and Interpretation.

STEP – 1
DATA COLLECTION:

Data collection is an elaborate process in which the researcher makes

planned research for collecting all relevant data. Data is the
foundation of every research study.
The sources of collecting data are primary and secondary.

A. Primary source of data:- primary sources refer to data collected

afresh directly from the company and it’s employees. They are

21
 often reliable source of data which help to overcome the
limitations of secondary data.

B. Secondary sources- secondary sources refer to the information

that has been collected earlier by someone else. it includes printed
or published reports, news items, industry or trade statistics ,
magazines , books etc.
In this study primary data was collected with checklist. This
checklist was used twice in the study. The first checklist was used to
observe the behavior of the associates before the training program
and the second was done to observe the same after the training was
successfully imparted.

STEP – 2
TRAINING THE ASSOCIATES
Training is a subsystem of every organization. It’s an important activity in
many organizations. In the field of HUMAN RESOURCE
MANAGEMENT, training and development is concerned with the
organizational activity aimed at bettering the performance of individuals and
groups in organizational setting. It is also known by several names like
employee development, human resource development, learning and
development

What do you mean by training?

22
According to FLIPPO, “Training is the act of increasing the knowledge and
skill of an employee for performing a particular job”.

The major outcome of training is learning. A trainee learns new habits,

refined skills and useful knowledge during the training activity that helps
him to improve their performance. Training enables an employee to do his
present job more efficiently and prepare himself for a higher level job.

Features of training:

1. It increases knowledge and skills for doing a particular job, it bridges

gap between job needs and employee skill, knowledge and behaviors.

2. Focuses attention on the current job, it is job specific and addresses to

particular performance problems.

3. Training concentrated on individual employees, changing what

employees know, how they work, their attitudes towards their work or
their interaction with their coworkers and supervisors.

4. It tends to more narrowly focused and oriented towards short term

performance concern.

23
Need for training:

• Newly recruited employees require training so as to perform their task

effectively. Instruction, guidance, coaching helps them to handle jobs
competently, without any wastage.
• Training is necessary to prepare existing employees for higher level
jobs.

• Existing employees require refresher training so as to keep them

updated with latest development in job operations.

• Training is necessary when a person moves from one job to another

i.e. transfer. After training the employee change can job quickly,
improve his performance levels and achieve career goals comfortably.

• Training is necessary to make employees mobile and versatile. They

can be placed on various jobs depending on organizational needs.

• Training is necessary to bridge the gap between what the employee

has and what the job demands. Training is needed to make employees
more productive and useful in the long run.

• Training is needed for employees to gain acceptance from peers

( learning a job quickly and being able to pull their own weight is one
of the best way for them to gain acceptance).

24
IMPORTANCE:

Optimum utilization of human resource – Training and development helps in

optimizing the utilization of human resource that further helps the employee
to achieve the organizational as well as their individual goals

Development of human resource – training and development helps to provide

an opportunity and broad structure for the development of human resources’
technical and behavioral skills in an organization. It also helps the employees
in attaining personal growth.

Development of skill of employees- It helps in increasing the job knowledge

and skills of employees at each level. It helps to expand the horizons of
human intellect and an overall personality of the employees.

Productivity- Training and development increases the productivity of the

employees that further helps the organization to achieve its long term goal.

Team spirit- A sense of team work is inculcated through training and

development and an inter team collaboration.

Organization culture- An organization health, culture and effectiveness can

be achieved and improved through training and development.

25
Organization climate- Training and development helps in building a positive
perception and feeling about the organization. This climate can be created
through leaders, subordinates, and peers.

Healthy work environment- A healthy work environment helps to build good

employee relationship so that individual goals align with organizational
goals.

Other importance are:-

Health and safety

Morale
Image- helps to create a better corporate image.
Profitability

Training and development aids in organizational development i.e.

organization can take more effective decision making and problem solving. It
helps in understanding and carrying out organizational policies, loyalty,
better attitudes.

TYPES OF TRAINING:

There are several types of training. Some of are as follows:-

26
1. Orientation/ induction training: - this type of training is given to a new
entrant for adapting himself to the new environment. Here the employee is
given full description of the job he is expected to do. He is also informed
about the policies, procedures, and rules related to the work as well as the
location of various departments and offices.
He also needs to know who are the supervisors and subordinates. He is also
given and organization chart so that he knows his position in the enterprise
in relation to other employees.

2. On- the-job training: - it is the traditional method of learning, which allow

employee to perform his job under the supervision and guidance of trained
worker or instructor, providing him practical application and making
principles and concepts of learning meaningful and realistic. This type of
training is applicable for semi-skilled, skilled, technical as well as
supervisory and management development programs.

There are several types of on-the job training. They are as follows:-

i. Coaching
ii. Conference leadership
iii. Career planning and guidance
iv. Critical incident
v. Committee assignment
vi. Job rotation
vii. Understudy

27
 3. Off-the-job training: - off- the- job training consist of lectures,
conferences, group discussions, case studies, programme instructions etc.
This method is generally used by government and public enterprises.

1. Vestibule training: - in this training method, a training centre called

vestibule is set up and actual job conditions are duplicated and

simulated in it. Experts’ trainers are employed to provide training with
the help of equipments and machines which are identical with those at
workplace. This method of training is used primarily when large no.
of employees must trained quickly, as needed, as a result of expansion
of business activities by firms or industries , although it is also helpful
as a primary to on-the-job training.

2. Apprenticeship training: - The apprenticeship is perhaps the oldest

and most commonly used method for training in industrial craft,

trades and technical areas. In this method theoretical knowledge and
practical learning are provided to trainees in training institutes.
Generally, a stipend i.e. a nominal wages as apprentices is paid during
the training period. Thus it is an ‘earn while you learn’ scheme.

6. Refresher training: - refresher training is helpful in acquainting

personnel with the latest improvements in their work. The changing
technological methods require training to existing employees even if they
are well trained or qualified. Everybody requires attending refresher courses
to know the latest techniques of doing the work.

28
The training provided at the ABRL was as follows:

29
30
 CSS
Customer Service Sequence

The diagram above shows the different level through which a customer
passes when the customer enters the store. First and foremost the customer
meets the security guard then the customer comes across the CSA i.e
customer service associates then the cashier and then again the security.
Thus, it creates a chain of events.

The first step in the training process was to train the security guard about
this customer service sequencing. As the security guard was the first one to
interact with the customer, the security must be polite and helpful to the
customer so that it gives the customer a good feel. Security should have a
smile on the face. Security must greet the customers entering the store and
must approach the customer to help them with their baggage.
We know the phrase “first impression is the last impression” true to the
saying if the security gives a good feel to the customer the customer feels
delighted. The steps to be followed by the security are better explained
below in the form of a flowchart.

31
32
The next point at which the customer meets is the CSA that is the customer
service associates. These are the people who stay at the floor level. The
associates need to be very conscious about customer’s behavior. Associates
should always have an eye on the customer so as to know whether the
customer is searching any product or is confused. A customer’s most
interaction is held with these associates.

In order to handle the queries of the customers, associates should have

adequate knowledge of the products available in the stores. So that
associates can tell about the proper use of the product to the customers.

Customers may need help in carrying their baggage from the floor to the
cash counter; in such a condition the associates must help the customers with
their baggage to the cash counter. The customers may not be aware of the
offers and promotion offers available in the stores, associates should make
them aware of the valid offers which may be beneficial to the customers.

Associates are person who handle customer’s queries and suggest which
product should the customer purchase. The steps that an associate should
undertake are explained below in the form of a flowchart.

33
34
35
The main interaction takes place at the cash counter. Where the customer
gets a detail of the products purchased and also looks for what offers he / she
can avail. At this point the cashier needs to handle the customer very calmly
and politely. The cashier should first greet the customer with a smile and
after billing is complete he/she should greet and say the customer to visit
again.
The cashier should definitely ask the customer if he/she needs anything else.
This serves two purposes together, first if the customer is forgetting anything
then the cashier will remind him/her about that product and the customer can
take it. Asking this also gives the customer a sense of belongingness as
he/she feels that the associates care about him/her.

Cashier should also return the balance amount in the specified way. Which
are lower denomination notes or coins should be returned first and then
notes of higher denominations should be given.

The whole process or way in which the cashier should deal with the
customer is a bit complicated process. This process consists of many
questions by the cashier and actions based on the replies by the customers.
The process is difficult to understand on theoretical basis. Hence, this
process can be well understood in the form of a flowchart below.

36
37
Finally the customer again faces the security at the exit level. This time the
security returns the baggage of the customer and greets him/her. The main
task of the security at the exist level is to check the bill of the customer. This
helps in preventing shop lifting activity. This process can be shown as
follows:

38
Step – 3
MYSTERY CUSTOMER AUDIT

A mystery customer is one who is sent by the company itself. But the store
members are unknown of this fact and think him/her to be one of the normal
customers. The mystery customer also behaves in a natural way in which
any other customer will do. This is done to observe the behavior of the
associates with the customers in natural environment. Mystery customers
visit the stores and inquire about some products and in this way they observe
whether the associates are following the training or not.

I did my training in Aditya Birla Retail ltd with one of my classmate named
Shiwali gupta. I was assigned 4 stores for imparting training. My stores were
located at konnagar, Uttar Para, Srerampore, and Bataitala. These were the
stores were I imparted training. Shiwali was assigned stores situated at Free-
school Street. Haridevpur and Santoshpur for training purposes.
At the time of auditing our company guide asked us to exchange our stores.
This was done as I was unknown to her stores and she was unknown to the
associates of my stores. Hence, it became easier for us to observe the
behavior of the associates with the customers. After auditing the stores we
exchanged the checklists so that we can analyze the improvement in the
behavior of the associates. The change in the behavior gave us the indication
of how successfully the training program was implemented. These checklists
provided parameters on which the associates were judged and provided the
basis for the preparation of the graph.

39
Step – 4

Analysis and Interpretation of the CHECKLISTS:

The checklist was prepared based on certain parameters. As our whole

training program is based on the associates’ behavior with the customers,
our checklist was also prepared keeping those parameters in view.
Firstly we would see the graphs based on parameters before training.
The graph that is shown below is of Konnagar store before training.2

ME
BE

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

FBE

40
 BE ME

AE
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

FBE

The above shown graph is of Konnagar store before training. Here the
symbol FBE represents Far Below Expectation
BE represents Below Expectation
ME represent Meeting Expectation
And AE represents Above Expectation.
As we see above the percentage of FBE is more among the four factors. This
shows that to which level customer service was followed in the store before
training. As we have earlier seen that customer service is done at 4(four)
levels i.e. entry level, floor level, cashier and exit level. The above shown
quarters represents to what level the customer service is followed in the
store. It is clear from the graph that maximum percentage of associates does
not follow the customer service.
After providing the training the checklist was again filled in by the mystery
customer and the result was as follows.

41
 1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

As it is seen in the graph most of the associates started following the training
program that is the reason why the maximum of the graph belongs to the
first quarter which represents ME i.e. meeting expectation. This graph also
shows that the associates followed the training program to the extent that
was not expected. This store showed a massive change after the training was
provided.
The next store was Uttar Para store. This store was good from the beginning
most of the associates try to follow whatever they knew about the customer
service. Each associate followed the customer service to some extent. Hence
this store did not have the Far Below Expectation factor. The pie chart below
shows the condition of the store before training.

42
 ME

AE 1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

BE

The graph above tells us that the store followed the customer service but was
not up to the mark. The associates tried to follow whatever they knew about
customer service. But after training this store grew to a good level. The
associates gave their best and followed the training program to the
maximum extent. The training program was most successful in this store and
the credit for this success goes to the associates and the store manager only.
Below is the graph which shows the level to which the customer service was
followed after training.

43
 BE

AE

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

ME

As the above graph shows the maximum associates of this store meets the
expectation level. Some of the associates also perform beyond the
expectation level.

The next store is of Srerampore. This store did not show a good performance
in terms of customer service. Prior to the training the associates did not
follow any customer service. This will be clear by the graph shown below.

44
 ME
BE

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

FBE

As it is clear from the graph the associates of this store were far below the
expectation level only few of them met the expectation level. These
associates were unaware of the customer service program. But after training,
the associates tried and also followed the customer service sequencing
program. Thus the after training graph is as follows.

BE

1st Qtr
2nd Qtr
FBE
3rd Qtr
4th Qtr
AE ME

45
The next store and the last store is the store situated at Bataitala. The prior
training scenario of the store was very poor. The associates were not at all
aware of the customer service they should provide to the customer. The
service level in this store was very low. This can be seen in the following
graph:

ME AE
BE

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

FBE

46
 1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

As the above graph shows, maximum of the associates were far below
expectation. The associates did not follow the customer service as they may
be unaware of it. But after the training program the associates tried to
follow the customer service up to expected level. This can be seen in the
following graph.

47
 BE

FBE
1st Qtr
2nd Qtr
AE 3rd Qtr
4th Qtr
ME

48
 BE

FBE 1st Qtr

2nd Qtr
AE 3rd Qtr
4th Qtr
ME

49
 CHAPTER – 6
LIMITATIONS

LIMITATIONS OF THE STUDY

As every study this research or study also has certain limitations. The
overall objective of the study was fulfilled yet it could have been better if the
study did not lack in certain parts. The survey was in all completed
successfully but it would have come up with flying colors if the limitations
could have been eliminated. The limitations in providing training were as
follows:
1. I need to travel to different stores which were located in far
away places.

50
2. Some of the associates were least bothered to learn and

follow the training program.

3. The customers who visited the stores were of different
status, and to treat them equally was a tuff task for the
associates.
4. At peak times like that in evening their used to be high rush
in the stores and this made difficult for the associates to
follow each step of customer service sequencing.
5. As the stores were located in suburbs of kolkata the
customers who visited were not that much educated and
were unable to respond properly to the associates.

51
 CHAPTER – 7
FINDINGS AND
RECOMMENDATIONS

FINDINGS OF THE STUDY

As per survey carried out, we found out certain major factors which are
implemented at ABRL. They were as follows:
1. According to our survey report, while identifying training needs,
future requirement is given more emphasis because of changing
technological aspects, updated courses and changing working methods
etc.

52
 2. There is equal opinion among employees that company policies have

been/not been effective in formulating and designing training

program.

3. Customer service plays a very crucial role in attracting the customers.

In today’s competitive world this is the only factor which
differentiates your company with your competitors.

4. From the study, we reveal that the company employees attend training

program in order to get promoted to higher level job which also means
higher pay package is the motivation behind training program.

5. The major point we found out in our survey that the cost and time that

has been spent on training have been effective on training program. It

says that the company incurring cost and time on training program has
been effective for the employees.

RECOMMENDATIONS

In spite of having positive remarks about ABRL, there are certain

recommendations are to be made for the organization.
Despite the organization have their own effective training policies,
procedures and methodologies for implementation; it has to do some more
work regarding making further improvements in their training and
development process.

53
As per our above limitation we said that there are several aspects which
needs improvement to some extent to make training effective.
A proper method/means (like test etc) should be conducted for measuring
the training effectiveness of the employees after completing training.
Training policies and program should be modified in order to make
improvements in operational efficiency. If trainees/participants don’t
perform effectively it will directly affect company’s goodwill and it may
happen that the company even loses its customers.
Employees should be informed about the training objectives which are set in
every quarter which will lead them to fulfillment of that objective.
Assessing training need, performance appraisal should be used here. But self
appraisal should be equally stressed out to identify training need.
There is lack of knowledge regarding company training policy. Employees
should be acquired with the training policy as well as its designing and
formulation.
Even if the company provide better training to its employees but it need to
focus on achieving its effectiveness by making necessary modification.

54
 CHAPTER – 8

CONCLUSION

CONCLUSION:
After analysis we can conclude that there are several aspect in order to
know whether training effectiveness has been achieved or not in the
organsation.
In order to make training effective, the foundation of the training program
should be strong enough, i.e. from it’s formulation, desinging,

55
implementation, setting it’s objectives etc. It can be achieved only after the
company have their effective training policies, procedures which need to be
modified or changed on regular basis according to changing requirements.

From the overall study, we came to conclusion that:

1. In order to assess training need, the company give more emphasis on it’s
future requirements.

2.Executive employees are satisfied with the methods andother policies of

the company to assess training needs.

3. Trainees/employees have always been rewarded by the company for

performing better in their job after training have been imparted to them.

4. The employees feel encouraged or motivated to attend training program in

order to get promoted for higher jobs, which mean higher pay package for
them, which is again a force behind their motivation.
5. In order to measure the effectiveness of the training program there is no
such proper method/means employed in the organization.

6. The training program doesn’t have much effect on the operational

efficiency of the organization.

56
Training has always related to development. Yet it is difficult to measure it
in statistical terms to which extent, it is successful in achieving it’s
objectives.

Though training effectiveness is generally measured through the

performance of the employees, it can be also measured by their attitudinal
changes after completing training. Values and goals of organization and
infrastructure available for training, have indirect influence to large extent.

CHAPTER – 9

57
 BIBLIOGRAPHY/
REFERENCES

BIBLIOGRAPHY:

1. VSP Rao. Human resource management text and cases.

58
2. C. R. Kothari. Research methodology.
3. www.google.com

4. www.adityabirlagroup.co.in

59
 CHAPTER – 10
CHECKLISTS,
ANNEXURE

Checklist

60
 The checklist that was prepared for the collection of data and analysis
of the factors was as follows.

PARAMETERS FBE BE ME AE

1 At the entry level

• Opening the door.
• Greeting namaskar/ namaste.
• Keeping the baggage.
• Providing the leaflet.
2. On the floor
• Approaching the customers.
• Helping the customer with basket.
• Asking the customer’s need.
• Assisting the customer.
• Communicating the right offer.
• Handling customer query.
• Helping the customer to reach
the cash counter.
• Thank you with a smile.
3. At the cash counter
• Greeting with a smile.
• Asking for club more card.
• Persuading for membership.
• Request for seeing the display pole.

61
 • Communicating the total amount.
• Returning the cash in right manner.
• Home delivery, if required.
• Helping the customer to lift the baggage.
• Thank you and visit again.
4. At the exit level
• Checking the bill.
• Opening the door.
• Thank you, visit again and a smile.

1.

62