Mastering the Customer Conversation


Mastering the Customer Conversation (MCC)

Delivering a differentiated service experience.

For those in a service, helpdesk or customer-facing role, success depends on lowering tension, building trust, understanding the situation, adapting to your customer’s communication style and providing a solution or next steps that move the customer’s issue or challenge forward.

Mastering the Customer Conversation (MCC) is a programme designed to provide a structured conversation framework to help build confidence and skills across the whole customer conversation. It will provide your service teams with the mindset and skills to engage with customers, uncover the situation, guide customers to a solution, and leave them with a positive ending that drives resolutions and impacts on NPS, CSAT, Effort and loyalty.

This modular course is based on more than 20 years of quantitative, qualitative and field-based CX research. It forms part of Imparta’s 3D CX Curriculum, which helps CX and Service professionals to deliver a differentiated customer experience based on Imparta’s Customer Conversational Model.

This highly interactive programme develops lasting skills and CX techniques through a comprehensive set of simulated activities, application and real-life exercises, tools and reinforcement techniques within Imparta’s continuous improvement ecosystem.


Course Overview

Key training topics include:

  • Focusing on the customer – having a customer-centric approach and mindset.
  • Understanding how to deliver effective communications across different channels (email, F2F, etc.).
  • Being able to manage emotions – the customer’s and yours in sometimes highly emotive situations.
  • Delivering the Triple A welcome to begin lowering tension and building trust.
  • Understanding the customer’s situation by framing and signposting questions and asking the five key types of questions.
  • Guiding the customer to a best-fit solution / next steps and then handling objections if required and gaining commitment.
  • Making it easy for the customer by reducing customer effort, anticipating any issues and creating a memorable, positive ending.


The Mastering the Customer Conversation™ training programme will help to accelerate NPS/CSAT results and give existing teams a genuine advantage in the way you serve your customers.

It will help you focus on key metrics that include:

  • NPS
  • CSAT
  • Customer Effort
  • Productivity & Efficiency
  • Loyalty and customer retainment

Secondary benefits include:

  • A shift in mindset to a more customer-centric conversational approach.
  • Employees who are engaged and driven to excel in the way they communicate with customers.

The Triple A Welcome

This is an example concept from the Welcome Me module, which can be delivered as eLearning but also instructor-led formats.

who is the account management programme for

Who is it For?

This programme is suitable for those who deliver service interactions to B2B or B2C customers with a need to differentiate the conversations to create a positive customer experience and resolve customer issues & challenges in a structured customer-centric approach.

The course is designed for both inbound and outbound service roles, helpdesks and any customer-facing role.

Multiple formats

Formats and Duration

The programme is part of Imparta’s CX modular curriculum.

It is available as:

  • eLearning (full modules, plus individual assets that can be embedded into playbooks).
  • A 2-day instructor-led face-to-face workshop.
  • 4 four-hour virtual instructor-led sessions.
  • Flipped learning where the classroom is used to focus on application.
  • Modules that can be combined with other courses.

The programme also includes competency definitions, application tools, measurement and reinforcement tools, including nudge questions and manager coaching guides to make the new skills stick.

application tools for account management

Application Tools

Application tools (Canvases) are available in print, editable PDF and Excel versions.

The Canvases help attendees to embed their new skills and to apply them to delivering a differentiated service experience to improve NPS, CSAT and customer loyalty.

Explore the modules


Focusing on the Customer

Impact: NPS

Develop the ability to focus fully on the customer, greeting them in a warm conversational way using the ‘Triple A Welcome’ to reduce tension and build trust to drive a meaningful conversation.


Adapting to Customer Style

Impact: NPS

Create personalised and tailored customer interactions by understanding the customer’s communication style, using previous knowledge of them and showing interest in them as individuals to help them focus on current and future needs.


Delivering a Peak Ending

Impact: NPS

Develop a strategy for delivering Peak endings with your customers. Ensuring a seamless process that sets expectations and creates clear follow-up plans that drive customer satisfaction and create ‘fans/promoters’ of the brand.


Understanding Needs & Presenting Solutions

Impact: NPS & Effort

Frame questions in a way that gives customers a clear reason to invest time in responding. Explore a variety of questioning techniques, understand the importance of asking the right question to add value. Present resolutions (solutions or outcomes) in a positive way that match the customer’s needs.


It’s really made a difference to my conversations with our customers. You can feel the difference in how our customers relate to us. It feels like a barrier has been removed.

Working with us also means

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