I hope the following is of some use to you.
In regards to determining CRM training goals:
May I suggest you review the text by Walter Dick and Lou Carey titled "The
Systematic Design of Instruction," published by Harper Collins. The ISBN is
0-673-99084-2. This text is the foundational text of instructional design and
it will provide you with the means to identify instructional goals, conduct a
goal analysis, identify skills and entry behaviors, developing performance
objectives, and much more. The methods Walt uses are applicable to any type of
instruction and most definitely CRM.
In regard to assessment:
There are a number of methods and techniques to conduct such an evaluation.
Walt and Lou's text also discusses "summative evaluation," which I think is
what you are after. A good place to start is with the American Society for
Training and Development (ASTD) or with the International Society for
Performance Improvement (ISPI) . Each of these organizations can assist you
with finding the tools for evaluating (assessing) your CRM training programs.
Each of these organizations have web sites. They are:
ASTD: www.astd.org
NSPI: www.ispi.org
Also check out Training magazine. It occasionally has articles on evaluating
training and costs justification.
Hope this helps:
Tony Adamski
Eastern Michigan University