Alaska Airlines Customer Service Training

1. Welcome to Alaska Airlines
C.O.R.E. Training
CUR/516
NICK KAMENY
OCTOBER 16, 2014

2. C.O.R.E.
(Company Optimization & Redefining Excellence)
Course Description
 This course will familiarize new Customer Service agents and Flight
Attendants of the key elements to the sustainability of Alaska Airlines.
During this seminar, new hires will participate in a variety of engaging
activities, group discussions, and instructor lecture including supplemental
multimedia guest speakers.
 Topics addressed include company history, current company conditions and
values, customer service, environmental improvements, corporate social
responsibility, and economic impacts. Class size is maximized at 25
employees per six hour session lasting two consecutive days at the Alaska
Airlines corporate headquarters in Seattle, Washington.

3. Learner Characteristics
 Employees enrolled in this course have strong customer service
backgrounds ranging from retail to the hospitality industry. Most employees
have at minimum 5-7 years of work experience with direct customer
interaction including five employees with prior airline experience.
 There are a total of 15 women and 10 men in the course with ethnicity
representation from the Caucasian, African-American, Latino, and Pacific
Islander demographics. Employees range in age from 21- 50. Most
participants in this course would be considered spatial learners.

4. Needs Assessment
 Senior leadership at Alaska Airlines understands the importance of sustainability
within the market. As industry mergers have occurred during the last five years to
save financially struggling airlines, Alaska Airlines has continued to be successful
by focusing on key sustainability factors. Though leadership was cognizant of the
multitude of these projects, many operational and front-line staff were not aware of
these elements. Flight Path, a one day seminar, was created to highlight some of
these main business essentials with employees. However, Alaska Airline
executives have determined the need for expansion of this particular training.
 Based on course evaluations and personal observations, Alaska Airlines leadership
believe these key business strategies reflecting the company’s goals and mission
need to be incorporated within the new hire training. This will allow employees to
understand the sustainability factors of Alaska Airlines and how important their
roles contribute to these company objectives.

5. Delivery Modality
 This course will be instructor led
within a corporate classroom
environment. Multi-media videos
will be shared throughout the
course along with individual and
group assignments. Laptops,
tablets, or smartphones may be
used during the course for team
activities.

6. Learning Context
 This two day seminar will be
conducted at the Alaska Airlines
Corporate Headquarters located in
Seattle, Washington. The
instructional training is held within a
corporate classroom environment
consisting of tables that sit two
individuals comfortably.
 The classroom has state of the art
technology with built in microphones
and cameras to record training
sessions and stream live to various
locations if needed. The classroom
also has an overhead projector and
whiteboards used throughout the

7. Instructional Goals for C.O.R.E. Seminar
 Employees will learn about the history and current state of the company.
 Staff will have the opportunity to strengthen their customer service skills and share best
practices among colleagues while understanding the values and ethics of Alaska Airlines.
 New hires will explore workplace diversity, employee engagement, along with the
commitment to corporate social responsibility.
 Employees will understand the importance of economic growth within the company and the
impact on the regional economy.
 Staff will be able to recognize various methods Alaska Airlines has implemented to improve
environmental conditions within the organization.

8. Instructional Strategies
 This course has been designed to incorporate a variety of instructional
strategies as the customer service representatives learn about key
sustainability factors at Alaska Airlines.
 Participants will experience a training session that encompasses
experiential learning, individual participation, partner and teamwork, along with
interactive activities.
 In addition, new hires will enjoy a collaborative learning environment while
utilizing problem based and critical thinking skills.
 The combination of these instructional strategies provides an opportunity for
all types of learners to retain the information and successfully pass the course.

9. Instructional Strategies and Activities
 Throughout the two day training, participants will experience a multitude of
activities that have a direct correlation to the primary based objective.
These activities include word searches, group breakout sessions, partner
discussions, role play, and case studies.
 Though the course is not technologically heavy, various applications will be
used to promote audience engagement. These applications include Padlet
and Poll via text. At the conclusion of the course, survey monkey will also
be used for evaluation purposes.

10. Implementation
 The C.O.R.E. Training seminar will be hosted at the Alaska Airlines
Headquarters in Seattle, Washington. The length of the seminar will be hosted
two consecutive days consisting of six hours per day.
 Instructional time will be conducted in two hour blocks for a total of three
segments per day. A ten minute break will be offered after the first block
segment as well as a one hour lunch break after the second block segment.
The course is scheduled to begin at 8:00am and conclude at 3:00pm.
 Senior leadership will make the final determination on the exact days of the
training seminar. This training is mandatory for all new hires in customer
service and flight attendant positions.

11. C.O.R.E. Training – Day One
 8:00am – 8:30am
Introductions
Icebreaker – Divide by Decade
 8:30am – 9:30am (Welcome to Alaska Airlines)
History Video: http://www.youtube.com/watch?v=dqNiPkmIOKw
Lecture: History of Alaska Airlines
Lecture: Current State of Alaska Airlines
Interactive Activity: Alaska Airlines Website and Route Map:
http://www.alaskaair.com/content/route-map.aspx?lid=nav:planbook-routeMap

12. C.O.R.E. Training – Day One
Goal
Employees will learn about the history and current state of the company.
Learning Objective
New hire employees will summarize the history and current state of Alaska Airlines by
completing a 10 question fill-in-the blank and corresponding word search activity with 100%
accuracy.
Activity One: Word Bank -- Individual
Activity One (Part Two): Word Maze – Partner

13. C.O.R.E. Training – Day One
 9:30am – 10:00am (Core Values)
Flight Attendant Video: http://www.youtube.com/watch?v=3kkWtUrctEY
Lecture: Intro to Core Values
 10:00 – 10:10am (Break)
 10:10am – 10:40am (Core Values Conclusion)
Goal
Staff will have the opportunity to strengthen their customer service skills and share best
practices among colleagues while understanding the values and ethics of Alaska Airlines.
Learning Objective
Participants will explain how they can incorporate the Alaska Airlines Core Values into their
current role by providing one situational example with 100% accuracy.

14. C.O.R.E. Training – Day One
Activity Two: Verbal Core Value Example – Team and Individual
Formative Assessment: Temp Check using Padlet
 10:40am – 12:00pm (Customer Service)
Voucher Video: www.youtube.com/watch?v=3b1hSw_bxxY
Lecture: Customer Service
SNL Video: https://screen.yahoo.com/nadeen-burger-castle-000000292.html
Group Discussion: Customer Service. Good and bad examples. Shared experiences and
best practices.
 12:00pm – 1:00pm Lunch

15. C.O.R.E. Training – Day One
 1:00pm – 2:00pm (Customer Service Conclusion)
Goal
Staff will have the opportunity to strengthen their customer service skills and share best
practices among colleagues while understanding the values and ethics of Alaska Airlines.
Learning Objective
Employees will examine an Alaska Airlines airport operations case study and provide customer
resolution through a role play scenario with 100% accuracy.
Activity Two (Part Two): Role Play Scenario

16. C.O.R.E. Training – Day One
 2:00pm – 3:00pm (Corporate Social Responsibility)
Making the Connection Video: www.youtube.com/watch?v=qbDJ916ZeZs
Lecture: Diversity, Employee Engagement, and Corporate Social Responsibility
Fallen Soldier Video: http://www.youtube.com/watch?v=E9TvQ1DaAk0
Formative Assessment: Exit Card/List any outstanding questions
 Conclusion of Day One

17. C.O.R.E. Training – Day Two
 8:00am – 8:30am
Icebreaker – Rollick (Charades game)
Recap of Day One Material
 8:30am – 9:30am (Corporate Social Responsibility Conclusion)
Flight Attendant Drill Team: http://www.youtube.com/watch?v=CLKN6G80jFA
Lecture Conclusion
Goal
New hires will explore workplace diversity, employee engagement, along with the commitment to
corporate social responsibility.
Learning Objective
After completion of the Social Corporate Responsibility segment of the seminar, participants will cite
two company features, facts, or programs that highlight these initiatives with 100% accuracy.
Activity Three: Remembering Corporate Responsibility

18. C.O.R.E. Training – Day Two
 9:30am – 10:00am (Economy Impact)
Training Campus Video: http://www.youtube.com/watch?v=S6eMtVKLFbU
Lecture: Impact on Economy
 10:00 – 10:10am (Break)
 10:10am – 10:40am (Economy Impact Conclusion)
Lecture: Impact on Economy
Goal
Employees will understand the importance of economic growth within the company and the
impact on the regional economy.
Learning Objective
After reviewing the Alaska Airlines economic achievement highlights, employees will explain
the significance of one of the four categories with 100% accuracy.

19. C.O.R.E. Training – Day Two
Activity Four: Poster Board Highlights
Formative Assessment: Temp Check using Online Poll
 10:40am – 12:00pm (Environmental Initiatives)
Going Green Video: http://www.youtube.com/watch?v=BTyCM05sLMU
Lecture: Environmental Initiatives
Goal
Staff will be able to recognize various methods Alaska Airlines has implemented to improve
environmental conditions within the organization.
Learning Objective
Upon completion of the Alaska Airlines environmental initiatives section of the training,
participants will complete a True/False quiz with 100% accuracy.
Activity Five: True/False Quiz

20. C.O.R.E. Training – Day Two
 12:00pm – 1:00pm Lunch
 1:00pm – 2:00pm (Wrap-Up)
Hometown Airline Video: http://www.youtube.com/watch?v=6yQ4UMZof8w
Lecture: Wrap Up/ Question and Answer
Best of 2013 Video: http://www.youtube.com/watch?v=ugbRnZC4kHA
Summative Assessment
 2:00pm – 3:00pm (Evaluation and Assessment)
Summative Assessment Exchange/Team Grading
End of Course Formative Summative Evaluations via Surveymokey
 Conclusion of Day Two

21. Summative Evaluation of Program
Outcomes
 Students will be requested to complete a brief end of course survey via
https://www.surveymonkey.com/s/2D72M59 that address the following questions:
Q: How effectively did your facilitator lead discussions of course material?
Q: How well did your instructor relate course topics to each other?
Q: Did the presenter allow too much time for discussion, too little time, or about
the right amount of time?
Q: The following course activities added value to the CORE Training
Videos, Group Discussion, Role Play/Case Studies, Team Activities, Quiz
Q: Overall, how would you rate the event?
Q: Please feel free to share any additional feedback regarding your experience in
CORE Training and what you would do to enhance the course.

22. Future Implications
 Upon receipt of participant feedback, the facilitator and curriculum designer
will collaborate to review the results. Given the outcome, proposed
enhancements can be made to items such as course material and duration.
 Feedback, results, and suggested course improvements would also be
shared with Alaska Airlines executive leadership. Based on their response,
additional changes would be implemented for future training courses.

23. Thank you for being part of the
Alaska Airlines Team!

24. References
 Alaska Airlines (2013, November 11). Alaska Airlines Fallen Soldier Program [Video file]. Retrieved
from Youtube website: http://www.youtube.com/watch?v=E9TvQ1DaAk0
 Alaska Airlines (2014, March 6). Alaska Airlines Flight Attendant Drew [Video file]. Retrieved from
Youtube website: http://www.youtube.com/watch?v=3kkWtUrctEY
 Alaska Airlines (2014, August 8). Alaska Airlines Training Camp with Russell Wilson Commercial
[Video file]. Retrieved from Youtube website: http://www.youtube.com/watch?v=S6eMtVKLFbU
 Alaska Airlines (2013, December 31). Best Moments of 2013 - Alaska Airlines [Video file]. Retrieved
from Youtube website: http://www.youtube.com/watch?v=ugbRnZC4kHA
 Alaska Airlines (2014, June 10). Seattle's Hometown Airline [Video file]. Retrieved from Youtube
website: http://www.youtube.com/watch?v=6yQ4UMZof8w
 Alaska Airlines. (2014). Sustainability Report. Retrieved from
http://www.alaskaair.com/content/about- us/sustainability/sustainability-report.aspx

25. References
 Alaska Airlines (2013, November 6). Welcome to Alaska Airlines [Video file]. Retrieved from Youtube
website: http://www.youtube.com/watch?v=dqNiPkmIOKw
 Estorninos, D. (2011, April 12). Alaska Airlines "Voucher" :30 TV [Video file]. Retrieved from Youtube
website: http://www.youtube.com/watch?v=3b1hSw_bxxY
 Jennings, C. (2013, December 13). Green Earth Journal TV Show - Alaska/Frontier Airlines [Video
file]. Retrieved from Youtube website: http://www.youtube.com/watch?v=BTyCM05sLMU
 Nwbsbeth (2011, July 31). Seafair Torchlight Parade 2011: Alaska Airlines [Video file]. Retrieved from
Youtube website: http://www.youtube.com/watch?v=CLKN6G80jFA
 Saturday Night Live (n.d.). Nadeen at Burger Castle [Video file]. Retrieved from Yahoo Screen
website: https://screen.yahoo.com/nadeen-burger-castle-000000292.html
 Sparkworks Media (2014, July 23). Alaska Airlines - Making the Connection [Video file]. Retrieved
from Youtube website: http://www.youtube.com/watch?v=qbDJ916ZeZs