ESTABLISHMENT OF CUSTOMER-ORDERED TRAINING PROGRAMS Shadreck Chama Deputy Vice Chancellor, The Copperbelt University, Kitwe, Zambia

Customer-ordered training programs The BusinessDictionary.com website defines a customer as “A party that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers”. This definition stresses that a customer will exercise choice based on some criteria of standards.

Customer-ordered training programs University customers are likely to demand certain competencies and attributes of services from the University. It is thus incumbent Upon Universities to be responsive and sufficiently innovative to provide education and training to satisfy the skills and competencies needed by students themselves and by labour and industry, both private and public sectors. The establishment of customer-ordered programs may help close the expectation gulf between academic and industry.

Customer-ordered training programs For example in Zambia, The Seventh National Development Plan 2017-2021 and other policies in Zambia point to the challenges regarding the quality of the labour force. There is an observed mismatch between skills needed in various sectors of the economy and the skills provided by training institutions in the Country.

Possible reasons for the mismatch the inadequate engagement with stakeholders in both the private and public sectors when developing education and training programmes in Universities, the challenge of responding timeously to skills demands in face of rapid changes in the technological and operating environments of industry (knowledge gained by graduates is outdated on the day of graduation), and the lack of formal representation of ‘customers’ in the academic boards and senates that decide on curriculum and research priorities.

University customers Our customers are the students, business, and industry in both private and public sectors who employ our graduates and use the knowledge and other products we generate. They all have clear expectations on the quality of services and products that we provide and hence the relevance of the sub-theme “customer-ordered training programmes”

Questions What are customer ordered programs? And is there room for such programs in Universities? Can students (customers) order, as it were, learning programs? What changes , if any, would Universities need to make to respond to such demands?

Customer-ordered training programmes are those proposed by the customer (i.e., in the public or private sector or in industry). The customer proposes and gives specifications for the desired training. aim to tackle specific skills gaps and to develop specific competencies identified by the sector. the transfer and application of knowledge and skills is very specific and tailor made. This is one of the potential pitfall of customer ordered programs. may not be broad based, are likely to be problem or situation specific and may not prepare students adequately for changing work environments.

Customer-ordered training programmes The specifications given may include expected competences and even learning modes and methods depending on the client. Question is, is there truly room for such a paradigm shift and how should Universities respond?

Customer-ordered training programmes A cursory look at the emerging trends in the consumer and education system seem to suggest that there is indeed scope for customer ordered programs. the rapidly changing technologies, the demand for faster and better product and service range and the expanded and varied service and product range entails that the customer is probably in a more privileged position of knowing the skills set and services required compared to training institutions.

Customer-ordered training programmes Further, the proliferation of information entails that the lecturer or instructor no longer has a monopoly of information. and this calls for innovation, flexibility and a serious paradigm shift in the way the teaching and learning process is done.

Customer-ordered training programmes Then of course there is a huge cadre of customers in the informal sector especially the small and medium enterprises who have needs for training that are often not taken care of by Universities. Such business operations need different skills sets compared to big commercial enterprises.

Where to for training Institutions? There is need for Training Institutions to reposition themselves in the way they do their business especially the process for program design. Customer ordered programs entail greater level of customer consultation in the design of programs. There is need for structural changes in the policies guiding program development to include wider consultation and involvement of customers, who in the traditional setting, may not be considered competent for critical roles such as program specifications.

Customer-ordered training programmes Training Institutions must of necessity vary their training methods For example adult learners are self-directed come to training with a lifetime of existing knowledge, experience, and opinions and are goal oriented and as such want training that is relevant and maybe more inclined to task oriented or problem solving based approaches to training.

Customer-ordered training programmes In general therefore, training methods should be consistent with the mission and philosophy of the customer the training should be viewed as a collaborative effort, rather than as an authority offering some of his knowledge to others who are essentially ignorant. Some of the available methods may include; Discussion or study circles, small-group problem-solving, collaborative projects, Multimedia, use of computers and the internet, hands on activities, Individual problem-solving, Role plays and simulation, Individual or group research, Readings , Lecture etc.

Customer-ordered training programmes The above suggests a need for re-tooling of teaching staff if Training institutions are to remain relevant to customers. A key skill would be training in learner centred teaching and learning strategies Emphasis should also be on developing critical learning outcomes that engender skills such as life long learning skills, transferable skills and critical thinking skills

Customer-ordered training programmes Modern day student-as-customer demands for flexible courses that may be offered part-time, online, and/or on distance mode. Are University responsive enough to meet the diversity in preferred and alternative course delivery and learning modes?

Customer-ordered training programmes Customer-ordered training programs must not be limited to short-duration skills upgrading courses and non-graduate certificate or diploma courses. Should cover a broad spectrum of programs from short non-degree programs to undergraduate and post-graduate programs In light of the above, the need for Training Institutions to elicit customer input when designing programs can not be overemphasized.

Customer-ordered training programmes Customer-ordered training programmes at any level provide opportunities for collaboration between Universities and their customers. This engagement will lead to courses and programs that are relevant and that integrate the needs of the customer that is, students, labour and industry. A challenge remains, however: Are Universities ready to accommodate the ‘customer’s voice’ in the University Senates and Academic Boards where training and research priorities are decided?

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