Training Materials

Advanced Customer Care

Sale price£149
Product Code: CC2037

Audience: This course is ideal for those who already have experience in customer services.

Prerequisites: Customer Service Skills

Course Duration: 1-Day

Course Level: Advanced

Category: Sales & Marketing

Course on How to Improve Customer Services, Includes Many Example Conversations and Case Studies

Fully Customisable Training Course Material


“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.”

Donald Porter

Any organisation that wants to become successful and remain successful must care for its customers. Satisfying customers’ needs is an important objective of any organisation irrespective of whether it is for-profit or non-profit. To do that, a company needs to create customer loyalty where customers can rely on the brand which will satisfy their needs. To create loyal customers, you need strong customer care which is what this course is about.

In this course, it is assumed that delegates already have some experience with customer services and are now looking to expand their knowledge and skillset. Having served customers, they may also have a number of specific situations in mind that they would like to get advice on. Customer service is an art and much of it relies on good communication skills and emotional intelligence. To remain skilled it is important to review past experiences systematically and learn from them so when a CSR finds himself in a similar situation again, he would know what to do. This knowledge also adds to their confidence which in turn helps them to provide a better service and thereby standing out from the competition.

When companies become mature in a given industry, there is not a huge difference between their products. A customer can buy a service or product from any of these competitors as they would all have a similar established feature-set. This is when customer service becomes the greatest differentiator between these companies. This is why it is extremely important to allocate resources and training to it as part of a strategy to keep a company competitive.

This course is full of examples and case studies. Delegates are frequently introduced to poor examples of customer service and then learn how to improve them. Teaching by example helps delegates to understand and remember the lessons. It also helps you as the trainer to initiate discussions and get delegates to share their own specific experiences so you can address them directly for the benefit of all delegates.

In this highly practical course participants will learn:


How to Have the Right Attitude When Serving Customers

  • What is the effect of correct mentality?
  • How to avoid having the wrong mentality
  • How to create loyal customers


How Customer Service is Conducted in Different Settings

  • What can you learn from face-to-face interactions?
  • What can you learn from interactions on the phone?
  • What can you learn from online interactions?


How to Manage Customer Expectation

  • What is it that customers ultimately want?
  • What do customers expect to get now and in the future?
  • What do customers expect before or after making a purchase?
  • What factors influence purchase decisions and how to take advantage of these factors to improve customer care?


What Not to Say

  • How to avoid “toxic words”
  • Which phrases can be damaging to a conversation when serving a customer and how to avoid them?


How to Handle Angry Customers

  • Why customers become angry?
  • What is the real reason behind a customer’s frustration and anger?
  • What can you do to address the underlying cause of anger?
  • How to use 8 practical methods to handle a frustrated customer and turn him into a loyal one


How to Respond to Complaints?

  • Why customers complain?
  • How to use strategies to directly handle a complaint
  • How to use pre-emptive strategies to minimise customer complaints

What Is Included

Everything you need to run the course:

  • Slides
  • Workbook
  • Exercises
  • Handouts
  • Trainer Notes
  • Specific Course Guidelines
  • Agenda
  • Guidelines on Training Methodology
  • Course Outline
  • Recommended Readings
  • Feedback Forms
  • Certificate of Achievement
Customer Service Skills Course

Course Objectives

By the end of this course delegates will be able to:

  • Adopt the right attitude when dealing with customers to increase their loyalty to your brand
  • Identify what goes wrong in a poor customer service exchange and use strategies to improve it
  • Identify customer expectations systematically and respond to them to improve customer service
  • Avoid using toxic phrases that lead to confrontation with customers or reduce their loyalty
  • Manage angry customers by reducing the tension using 8 practical methods
  • Handle complaints using a variety of strategies to minimise negativity and increase customer loyalty

Courseware Features

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  7. Unzip the package and access all the training resources in MS Office format
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Unlimited workbook reprinting rights


The downloadable training package contains all you need to deliver a course

Extensively Researched

Designed based on the latest research in educational psychology, cognitive psychology, social sciences and business practices

Facilitation Training

Designed in line with the principles of accelerated learning


Designed to include many examples, case studies and exercises to improve learning and retention


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Source Files

Receive editable source files in MS Office 365 (Word DOC/DOCX and Power Point PPT/PPTX) and previous Office versions 2003, 2007, 2010, 2013 & 2016

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About the Design Philosophy of Advanced Customer Care Course

This course is structured around several customer service examples and exercises. Our experience shows that delegates learn really well from examples. All examples in this course are developed based on real-life situations. Over the years of teaching customer services we have collected numerous real-world examples of situations involving customer services. These include scenarios where communications fail or when customers are not satisfied with a certain situation or a CSR’s treatment. Based on these examples, we have created several scenarios that systematically capture a number of common themes which are difficult to handle. The course provides strategies and guidelines on how to address each situation. Several exercises guide delegates through similar situations and will help them learn how to apply the methods discussed in the course.

With any course aiming to improve communication skills, it is important to follow it with reviews and reflection to get the most from it. Hence, it is ideal to have a review session a while after this course is delivered and ask delegates to share their experience in how they have used the techniques presented in this course and what was their impact. 

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