When Karen Couzens, Learning and Development Trainer at Synertec, was tasked with designing a customer service training programme, she was starting from scratch. The company had no specific customer service training in place for its Customer Account Executives, and the need for consistency, structure and development was becoming increasingly clear. Drawing on her own extensive experience in customer service, Karen recognised the opportunity to create something that would not only enhance internal capability but also carry external credibility.
Karen’s vision was to ensure the programme wasn’t just well-designed, it needed to be recognised by an authoritative industry body. “Wouldn’t it be amazing if we could have this recognised by a well-known body?” she recalls saying to her manager. That ambition led her to The Institute of Customer Service. After introducing the idea to Synertec’s Learning & Development Manager and sparking the interest of the Head of Customer Services, a formal case was made for Institute membership. Synertec joined The Institute in April 2024, beginning a journey toward professional accreditation.
For two years, Karen led the development of a comprehensive training programme. It was designed around a blend of face-to-face workshops and digital learning, underpinned by a clear structure that allowed learners to track their progress. The programme comprised eight workshops, each followed by a corresponding e-learning module. This hybrid approach allowed for both depth and flexibility, enabling learners to engage with the content in a way that suited their working styles and responsibilities.
Central to the programme’s design was the PIAF framework: Preparation, Input, Application, and Follow-up. This structure ensured that learning was not a one-off event but a continuous journey. “Your learning doesn’t end with the workshop” Karen explains. “It’s all about application.” Preparation involved making sure learners were ready to engage. Input came through live sessions and eLearning. Application focused on transferring knowledge into real-world practice. Follow-up embedded the learning into everyday behaviour through reflection, feedback, and regular check-ins with managers.
The programme was formally submitted to The Institute’s Head of Standards shortly after Synertec’s membership began. In August 2024, it was awarded the Professional Standard, on the first attempt. Karen, and everyone involved in the process were truly thrilled. “We got the Professional Standard awarded first time round… we were super excited about that.”
To date, 27 Customer Account Executives have successfully completed the training. Feedback has highlighted the reflective nature of the programme, its practical relevance and the opportunity it provides for participants to share openly and learn from one another. Plans are now in place to roll out the training to 24 more colleagues across 5 departments.
As the programme evolves, Karen continues to refine it based on feedback from participants, insights from The Institute’s ServCheck survey and emerging customer service trends highlighted in the UK Customer Satisfaction Index. This iterative approach ensures that the training remains not only relevant but future focused.
Reflecting on the journey so far, Karen is clear about the value of working with The Institute. “It’s a straightforward process that I wholly support for anyone”, she says. “I’ve had so much support from The Institute for this. It’s really given a lot more weight to our training message.”
With reaccreditation already underway and a second cohort preparing to begin, Synertec’s commitment to professional development and customer service excellence is stronger than ever.
