As a long-standing member of The Institute, Sky recently set out to shift from a culture focused on product and process to one centred around meaningful customer outcomes. The rollout of this transformation began in September 2023, starting with a bold initiative to empower leaders across customer service roles with the skills to coach more effectively and consistently.
One of the key figures in this transformation is Clare Price, a seasoned coach with over 20 years of experience, including 16 in the military. Clare was among the first to complete The Institute’s Train the Trainer programme, helping to embed a new coaching mindset across Sky’s service teams in the UK and offshore sites such as Bulgaria.
The Train the Trainer programme was part of Sky’s strategic move into their next phase: ‘Believe in Better’. Leadership roles received Coaching for Service Performance training, while advisors focused on Customer Service Essentials. This dual approach ensured that both managers and front-line staff aligned around the same service values. To date, 6 Sky trainers have been approved through The Institute’s programme, delivering over 317 Coaching for Service Performance sessions and 205 Customer Service Essentials sessions across UK and offshore locations.
Clare admits she was initially unsure what the course would add to her skillset. “I’ve been coaching for years. I thought, am I actually going to learn anything?” she said. “Day 2 really helped me get a clearer picture of my coaching style, it showed me what I’m naturally good at and where there was room for growth.”
Sky’s service operations span multiple continents, and the training had to work across diverse environments. Trainers delivered sessions both face-to-face and virtually to teams in the UK, Bulgaria, and beyond. “We cover a big stretch of the world,” Clare notes. “Having consistent coaching principles helps create a more unified customer experience.”
The impact has been clear. Leaders who have received coaching from Clare and her team have noticed strong behavioural shifts. One participant described the training as “the best session I’ve had from Sky in 18 years.” Now that initial training is complete, Sky is focused on embedding the learning into everyday practice. Clare and her colleagues are working on creating workshops and ongoing development opportunities to ensure the training continues to evolve with the business. “We’re being more intentional with our conversations now,” she says.
As Sky continues to invest in its people, the lessons from Train the Trainer are helping to redefine what customer service looks like across departments, from sales advisors and home service engineers to retail staff and the service department. Clare’s journey demonstrates the power of structured training to not only upskill teams but to fundamentally shift organisational culture.
Find out more about Train the trainer here.