HITESH SINGHAL

How might we re-design front-line staff training to focus on delivering an elevated experience ?

 We designed an interactive training program series for Customer Service Representatives, equipping them with the tools to consistently deliver a seamless clinic experience that supports participant retention and increases the uptake of WIC benefits.

 





In our work with WIC, we found that their compliance-focused training led to inconsistent service delivery.
The existing training program primarily covers protocol, WIC’s mission, and impact, but lacks practical guidance on delivering customer-centric services. This gap left staff unprepared to problem-solve and handle a number of customer interactions. 

We focused on delivering essential services through clear, actionable learning objectives, grounded in real-world examples of effective customer interactions. The training emphasized empathetic responses, supported by practical guidelines and engaging, scenario-driven practice that reinforces key behaviors. Interactive digital modules, paired with end-of-chapter recaps, ensured the content was both memorable and easy to retain.











To transform how frontline staff deliver essential government services, we designed a training experience that feels less like compliance—and more like coaching for confidence.
Instead of one-off instruction, staff engage with a continuous learning model built around clear, actionable behaviors. Through interactive videos, real-world scenarios, and team-based role-play, they learn how to respond with empathy, clarity, and confidence. 

Ongoing refreshers and coaching help reinforce those behaviors over time, while real-time feedback and performance data ensure the training stays relevant and impactful. The result is a more consistent, human-centered experience for every guest who walks through the door.
    The program includes four core elements designed to support consistent, high-quality service. It begins with interactive digital learning modules that teach essential customer service standards through engaging videos and scenarios. 

    These are reinforced through monthly in-person role-play sessions that help staff apply their learning, address real challenges, and build confidence and teamwork. 

    A practical employee toolkit provides scripts, checklists, and visual guides to help CSRs turn training into action.Finally, an operations and improvement toolkit equips leaders with tools to implement the program, measure its impact, and continuously improve based on staff and guest feedback.

    The program is being piloted by WIC Dallas and Texas Health and Human Services in their August 2025 new hires program.

    Collaborators:
    Lisa Tacorante and Mary Katica, IDEO.org, 2024