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 program 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 program 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 program 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 as instructor-led formats.

who is the account management programme for

Who is it For?

This program 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, helpdesk, and any customer-facing role.

Multiple formats

Formats and Duration

The program 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 program 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 deliver a differentiated service experience to improve NPS, CSAT, and customer loyalty.

Explore the modules


Unlocking Account Potential

Impact: All

Understand what an account strategy is, and how it can be mapped onto the Plan/Do/Review cycle to drive world-class Account Management for both large and small accounts, as well as channel partners. Focus on questions and insight rather than data collection and process.


Mapping the Account

Impact: Share of Wallet; Number of Leads

Create a living strategic map of the account, mapping out the different Buying Centres to understand the business they are currently doing with your company, what they think of you, and where any opportunities and threats might lie. Use this to decide what approach you will take with each Buying Centre.


How to Compete: Partnership

Impact: All

Assess the overall level of partnership within this account, based on the investment being made by the customer and you as the supplier. Correct any misalignment, including taking actions to increase the level of partnership if appropriate.


How to Compete: Performance

Impact: Share of Wallet; Win Rate; Renewal Rate

Understand how customers assess your company’s performance, including the key elements of customer health. Use the Health Map to identify the customer’s perception of how well things are going in each area of the Account Gameboard, and create strategies to improve both the perception and the reality.


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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