HKCCA Training Courses

HKCCA is now offering tailor-made training courses to members. There are 2 main Training
Series, including:

A. Core Competency Training Series for Call Centre Team Leaders and Supervisors B.
Service Excellence Training Series for Call Centre Agents.

A. Core Competency training series for Call Centre Team Leaders and Supervisors

1. The Dynamic Call Centre

Objective: To provide participants the knowledge and understanding of how a call centre is established,
the fundamentals of call centre business and its development trend.

Key topics: • What is a call centre

• The value of call centre
• Key call centre terminology and common acronyms
• How call centre measure success
• How call centre agents measure success

• The development trend of call centre business

Duration: 4 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

2. Effective Coaching

Objective: To equip the participants the knowledge, skills and mindset of an effective coach, and how
to get the best performance out of those they coach.

Key topics: • The definition of coaching

• The role of a coach and the required qualities
• The coaching cycle
• The GROW model
• The skills to communicate and get feedback

• The effective ways to implement coaching in a call centre

Duration: 4 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

3. Team Management and Motivation

Objective: To equip the participants the attitude, skills and knowledge to manage teams, motivate team
members to maximize their performance.

Key topics: • The definition of a team

• The stages of team formation
• The building of a successful team
• The barriers to team success
• The management of team performance
• The motivation theories

• The management of the “good” and “not-so-good” performers

Duration: 7 hours
 A. Core Competency training series for Call Centre Team Leaders and Supervisors

4. Complaint Handling

Objective: To facilitate the participants to understand the common causes of customer dissatisfaction;
to learn the steps and skills of handling complaints and to apply the skills in the interaction
with unhappy customers and recover their confidence in your service.

Key topics: • What is customer service

• Common causes of customer dissatisfaction.
• Importance of attitude in complaint handling.
• Your role in complaint handling.
• Communication
• Emotion handling
• Steps in complaint handling

• Steps in closing difficult calls

Duration: 4 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

5. Communication Skills

Objective: To provide participants with the knowledge and skills to interact with people effectively. They
will learn the importance and process of communication; the skills to listen and question,
and the technique to present their ideas in an effective manner.

Key topics: • What is communication

• Definition of communication
• Importance of communication
• Essential elements of effective communication
• 3 components of a message
• Communication barriers and the ways to overcome them
• Listening skills
• Questioning skills

• Presenting a message

Duration: 7 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

6. Problem solving and decision making

Objective: To instill the participants a focused and logical approach to tackle problems in their
workplace; and develop their skills and ability to find the best possible solutions to their
challenges.

Key topics: • Principles of decision making

• Programmed decision vs. non-programmed decision
• Decision making process
o Define problem
o Analyze problem
o Listing out all possible solutions
o Choose the best possible solutions
o Implement the solution
o Evaluation and feedback
• Group decision-making
o Delphi Method
o Brainstorming
o Cause and Effect Diagram

• Team role in decision-making

Duration: 4 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

7. Presentation Skills

Objective: To equip the participants with the skills and techniques in preparing for presentations and
deliver their presentations with increased confidence.

Key topics: • Quality of a good speaker

• Habits of a good speaker
• Verbal skills
• Vocal qualities
• Body language
• Use of visual aids
• Reading your audience

• Practice

Duration: 7 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

8. Time Management

Objective: To facilitate the participants to identify their habits and attitudes that cause time wasting;
equip them with the skills and tools to wisely use time to achieve results.

Key topics: • Definition of Time Management

• Principles in time management
• Identify the time wasters
• How to use time wisely
• Setting SMART goals

• Setting priorities

Duration: 7 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

9. Negotiation Skills

Objective: To develop and strengthen the participants’ competence and confidence in negotiations
towards achieving better outcomes.

Key topics: • Negotiation awareness

• Motivation and negotiation
• Negotiation philosophy and style
• Negotiation climate
• Negotiation tactics
• Phases of the negotiation session
• Preparation for negotiation

• Communication in negotiation

Duration: 7 hours

A. Core Competency training series for Call Centre Team Leaders and Supervisors

10. Call Centre Customer Relationship Management

Objective: To provide the participants a framework of Customer Relationship Management and the Call
 Centre’s role in managing Customer Relations.

Key topics: • Customer Relationship Management Terms and Definitions

• Key Principles of Customer Relationship Management
• The Value of Customer Satisfaction and Loyalty
• The Call Centre Role in Customer Relationship Management

• Drivers of Customer Expectations

Duration: 4 hours

B. Service Excellence training series for Call Centre Agents

1. Service Excellence – The Brilliant Basics

Objective: To provide the participants a framework of attitude and mindset essential to deliver superior
customer service and enhance customer satisfaction.

Key topics: • Basic concepts about service

• Mega trends of customer service
• Service attitude
• Value of customer
• Customer expectation

• Development of service culture

Duration: 4 hours

B. Service Excellence training series for Call Centre Agents

2. Quality Customer Call Handling

Objective: To provide the participants with effective skills and techniques to deliver excellent service
over the phone and get the best out of each customer contact.

Key topics: • Addressing the cal

o How to leave good first impression through greeting
o Use of customer’s name
o Choice of words
• Effective skills to use during call conversation
o Listening skills
o Questioning skills
o Emotion handling skills
• Managing the call
o Putting customer on hold
o Transferring call effectively

o Escalating call

Duration: 4 hours

B. Service Excellence training series for Call Centre Agents

3. Service Empathy

Objective: To facilitate the participants understand what is service empathy, how it can be applied in
service delivery to satisfy customer emotion needs and cultivate effective customer
relationship.

Key topics: • Definition of empathy

• 3 dimensions of empathy
• Reasons and benefits of showing empathy in the course of service delivery
• Steps of showing empathy
 • Requirements for showing empathy
• Listening skills
o Listening component
o Listening obstacles
o Listening strategies
o Modes of listening

o Listening techniques

Duration: 4 hours

B. Service Excellence training series for Call Centre Agents

4. Consultative Selling

Objective: To introduce to the participants a selling approach based on matching customer needs with
products they offer through effective questioning and listening.

Key topics: • Definition of consultative selling

• The steps of consultative selling
• Setting the stage
• Fact finding
• Agreement to needs
• Recommendations
• Handle objections
• Close deal

• Implementation and follow-up

Duration: 4 hours

B. Service Excellence training series for Call Centre Agents

5. Getting results through Telemarketing

Objective: To provide the participants a framework of attitude, equip them with effective skills to
improve sales results and get the best out of each outbound call.

Key topics: • The mindset of telemarketer.

• Pre-sales preparation
• Effective use of the “golden” 10 seconds in opening
• Understand customer’s needs through Listening and Questioning.
• Features and Benefits selling

• Effective Close

Duration: 4 hours

B. Service Excellence training series for Call Centre Agents

6. Manage Difficult Customer Situations

Objective: To facilitate the participants understand the common causes of customer dissatisfaction;
learn the steps and skills of handling difficult customer demands: and apply the skills in the
interaction with unhappy customers so as to recover their confidence in your service.

Key topics: • Common causes of customer dissatisfaction

• Importance of attitude in handling upset customers.
• Understand your own behavioral style
• Types of difficult customers
 • Emotion handling
• The proper way to say “No”

• Steps in closing difficult calls.

Duration: 4 hours

B. Service Excellence training series for Call Centre Agents

7. Getting results through EQ and Stress Management

Objective: To facilitate the participants understand stress and emotion; learn ways to reduce stress and
turn negative emotions into positive driving force to achieve results.

Key topics: • Understanding Stress

• What is stress
• How stress develops
• Sources of stress
• Ways to reduce stress
• Understanding EQ
o Knowing one's emotions
o Managing one’s emotions
o Motivating oneself
o Empathy

o Interpersonal relationship

Duration: 4 hours

Remarks:
1) Training Approach: Presentation, facilitated discussions, games, exercises, case
studies, role-plays.
2) Medium of Instruction: Cantonese, (Putonghua, English on request)
3) Training materials: Available in Chinese and English
4) Course to be offered with a minimum of 10 participants.