How To Write Training That Works: customer service


How to write training that worksWriting training material is a specialized job. But often, in a small business, nonprofit organization, charity or similar circumstances, there isn’t the budget to bring in a specialized supplier. Here’s the HTWB solution, with Jackson Rawlings…

To see all articles in the How To Write Training That Works series, check out the category “Training That Works” in the side bar to the right —>>>

Customer Service

Training a ‘soft’ skill like customer service involves a certain amount of personal interpretation. This is because there’s no objective, tangible structure to good customer service; just opinions on what is good and what is bad.

Writing customer service training material then, requires a higher level of creativity and imagination than for a topic like management skills or health and safety, for example.

So let’s take a look at some key aspects of what makes good customer service training material:

Being amiable and personable

Customer service is all about building solid personal relationships. If you can nail that, then you’ve won half the battle.

Make sure your training material reflects this. Inject a level of personality and humanity into what you teach. You’ll be leading by example and this kind of ‘do as I do’ method is an excellent way to really hammer your points home.

Focus on weaknesses not strengths

It’s all too easy to focus on all your delegates’ strengths in training – maybe they’re great communicators or have an excellent telephone manner.

What is harder is to pinpoint their weaknesses and highlight them without coming across as unnecessarily harsh.

A classic weakness in this area is being uncomfortable with confrontation. Really explain why this is such an important skill to develop and then challenge your delegates – put them in situations that really test them. More often than not it will bring out the best in them.

Focus on processes as well as people

Although as I said before, customer service is not really the sort of topic that can be defined by a single set of methods, there are some common themes that will be appropriate for any kind of customer service.

Grievance processes are one of these. The structure may vary from company to company and industry to industry but the basic principles are the same: deal with them in a polite and calm manner, and if you can’t solve the issue, move it up to more senior staff.

Processes like this are part and parcel of customer service so make sure you spend as much time focusing on them as you do on people skills.

Build confidence

Like most things, customer service relies on self-belief and confidence.

Now, while I said before to focus on weaknesses, you need to be careful not to go too far, to the point of unstructured criticism.

Make sure that while you do point out weaknesses, you also recognise any progress or achievements too.

Show when things go horribly wrong

There are all sorts of examples of customer service going badly wrong. This recent Cineworld example is just the tip of the iceberg.

Make your delegates aware of these horror stories and examine them in detail, picking apart exactly what went wrong in each scenario.

Knowing what bad customer service looks like will help your delegates avoid it.

So there you have – my top tips for creating customer service training material that works.

This is also the final installment in the series and so I hope you enjoyed it.

If you have any questions or comments, I’d love to hear from you in the comments.

Don’t forget – to see all articles in the How To Write Training That Works series, check out the category “Training That Works” in the side bar to the right —>>>

How to write training that works

Jackson Rawlings

Thanks for reading!


Jackson Rawlings
Digital Marketer
Silicon Beach Training

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  1. Definitely agree. Your people should not be at ‘giggle and let me call our manager’ state. Training is an investment and part of it would be preparing them for scenarios where service was a failure and a success or else they’ll be myopic ending to disengagement.