Case Study: Custom Service Training Programs

According to recent research from Gallup, now more than ever, organizations need to change to respond to the needs of the modern workforce. Modern workers want their work to have meaning and purpose, and they want opportunities for continuous learning and development. They want to be a part of a company whose mission and culture reflect their own personal values.

While off-the-shelf customer service training programs can be effective learning and development tools, custom learning experiences can teach more than just concepts. They are an opportunity to connect participants back to the mission, culture, and brand of their organization and promote a deeper understanding of what their company stands for.

Here at SGEi, we specialize in these custom learning experiences. Our programs are uniquely tailored to reflect each client’s unique brand experience and inspire their team members to deliver the desired customer service culture. We also employ our expert trainers to roll out these programs, both on the team level and on an organization-wide, national level. Check out this case study to learn about how our custom service training programs have helped employees become true brand ambassadors within their organizations.

As a part of our work with this client, we produced a detailed job description to aid in future hiring for the Guest Services Host position, as well as placemats to be used as training tools.

Situation & Challenge

Last year, we had the opportunity to work with a national REIT client that owns and manages shopping malls throughout the United States. This client approached us and asked us to design and deliver detailed customer service training and operating programming for their Guest Services department at 16 of their high-profile malls. The critical element in the training was to ensure it was aligned with their company values and customer experience goals.

The Guest Services Playbook outlined the habits essential to this client’s new customer service culture. The tool was handed off to the managers to aid in future service training.


To implement the new service habits, we immersed ourselves in the client’s culture and learned all that we could about what they wanted to be known for. We then got to work creating the custom learning experience that would act as the basis for the Guest Services department. The program included a detailed Guest Services Playbook that would act as a guide for each team member, details on the integration of a new Guest Services Lounge. We also developed customized service training that was delivered in person and on tablets. The training was successfully rolled out nationally to the 16 malls and passed along to each of the client’s other properties.

In addition, we assisted in the selection and onboarding of sixteen new Guest Services Managers. For them, we created a manager’s toolkit, consisting of leadership training programs, interview questions, onboarding materials, and coaching tools to assist in the implementation of the new service habits and immersion of their new staff. We hosted a 3-day workshop for these new managers, as well as Mall vendors, corporate managers, and mall General Managers, which provided a great foundation for collaboration between each part of the organization. This workshop informed and inspired the new managers to become champions of the new customer service culture.

As a part of our leadership training, we created a scavenger hunt as a team-building activity, and a set of culture and habit cards to act as coaching tools for the managers to use in daily team meetings.


This project yielded impressive results for our client. Not only did they receive improved feedback from their customers on the service experience at each mall, but the attendees of the customer service training left energized and excited about their roles, the importance of the customer experience, and the direction of the company.

The client’s VP of Customer Experience said of our work:

“SGEi was masterful at guiding us through not only customer experience training, but more importantly, starting from the beginning and defining what our unique, company-specific customer experience should be. By truly immersing themselves in our company’s culture and values, they were able to design a customer experience that is a natural extension of our corporate culture. I think this is the key to the longevity of their impact.”

We are honored to have had a part in the success of our client! To learn more about our custom service training programs, expert trainers, and leadership training workshops, reach out to one of our team today.

Let’s Work Together


Are you looking for custom training solutions for your company? Let us design a customer experience that is a natural extension of your corporate culture!