This article is part of our Service Series — reflections and lessons on how service is designed, delivered, and experienced, from Frontline conversations to leadership choices.
It is also part of our Craft of Training & Speaking Series — tools and techniques for anyone who teaches, facilitates, or speaks to move people to think and act.
For Trainers we look at a practical test they can use to evaluate their training design and delivery — focusing on what really moves participant behavior in service environments.
The Customer Service Trainer Test
If I were leading a Customer Service function, I’d run a simple but powerful test before hiring a Customer Service Trainer.
I’d hand the Trainer ten real conversations — calls, emails, or chats — whichever channels matter most for the role.
And I’d ask them to come back with a written analysis of:
- What are we doing well?
- What could we do better?
- What are we missing?
I’d also ask them to cite specific moments from the conversations to support each point.
How to Evaluate Their Response
I’d evaluate the Trainer’s analysis across three dimensions:
- Content: What they identified across each of the three questions.
- Structure: How clearly were the findings presented.
- Practicality: How real-world and actionable were the recommendations.
Bonus: If you have a robust CX or Service Delivery Vision, look for whether they connect their observations back to your company’s intended experience.
Of course, you can add or edit any dimensions you’d like. And if you treat this exercise as a formal tender, you can even weight them to your taste.
Why This Customer Service Test Matters
The reason for this test is simple — and essential:
In Customer Service, understanding conversations is everything. And it’s about more than just having an opinion.
Everyone has an opinion about a call they’ve heard or a chat transcript they’ve read.
But in Customer Service, the goal isn’t an opinion—it’s an intended experience.
So when we observe an interaction, the focus shifts:
- Away from personal opinions (which vary widely)
- Towards the intended experience (which gives you a shared standard for interpretation)
Watch for a Disconnect from Reality
One of the most strategic decisions we made when we opened our company was to provide our Clients with both Training solutions and Mystery Shopper Research.
I never wanted us to be just a pure-play Training provider.
I had seen too many Trainers who seemed disconnected from reality. And by “reality,” I mean achieving real business results.
That’s why we built a Mystery Shopper practice — and over the years, it’s given us thousands of real conversations to draw from, and a structured way to teach what a great conversation sounds like.
There’s a difference between theory and grounded expertise.
Let’s Respect Our Frontline People
I don’t think you can teach Frontline people how to have great conversations with Customers — in any channel — from a place of theory and hope.
If you want your Frontline training to resonate with the people who actually do the work, you need deep insight into what their work is really like.
Many of these folks have spent years on the front lines and they ask smart questions — which means the Trainer has to know what they’re talking about.
Which is exactly why I’d give a test before putting any Trainer in front of my people.
Related reading: Lions, Tigers and Bears: Navigating Customer Service Leadership Challenges (a practical look at common service management challenges with suggestions)
Thank You for Reading
I regularly share stories, strategies, and insights from our work across Contact Centers, Customer Service, and Customer Experience. If this resonates, I’d love to stay connected.
You can drop me a line anytime, or subscribe on our site.
Daniel Ord
[email protected]
www.omnitouchinternational.com
