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“Let’s Talk Business” with Richard Coles Now Is the Time for Training- A Smart Investment

June 15, 2017 Headline News, Training No Comments Email Email

Recently I delivered Customer service training for a travel company who already had a proficient level of Customer service.I was impressed by their management’s decision. Why did they do it? It is an investment for their future.

A precaution to ensure that their staff are at leading edge of customer service. It’s raising their competitive advantage. We can always do better.

In good or tougher, leaner times in any organisation, training needs should NOT be delayed or cancelled.

Now is actually the time to keep your staff Capital high. Now is the time to either maintain or even increase spending on training and development.

Create a mindset of value-based training in your organization. Why?


Let’s take customer service training as an example

Reducing or shelving your training budget will delay any progress and improvements in your customer service levels and initiatives.

Therefore you are delaying customer satisfaction, loyalty, and retention. In other words you are actually losing money when you delay or cancel training.

When tough times come the training budget is often first to go in the overall budgets of many company.

Yes, it is usually reinstated when good times return – slowly. But, what took place in the meantime?

The six months, the year when training was reduced? Lost business, dissatisfied customers, and complaints, loss of momentum, de-motivation and possible loss of business that will be very hard to recover.

It has been said that customer retention is one of the most important initiatives that can be taken, but usually is given little thought.

When times are good or tough surely we should be increasing our attention to this activity and it almost always needs training.

Training a necessity

Training can sometimes be treated as an extra or only if absolutely needed. The news TODAY is Training is a necessity and always an urgent consideration.

Unfortunately many companies don’t take time to consider the implications of NOT training their staff.

In the case of customer service, what are the subjects that underpin excellent customer service? Consider these at the foundations:

  • Time management
  • Problem Solving
  • Communication Skills
  • Phone Techniques
  • Teamwork
  • Creativity
  • Empathy
  • Complaint handling
  • Internal Customer service, and more at the foundations.

Consider the benefits of timely training programmes in customer service:

  • Retains customers
  • Motivating to staff
  • Increases output
  • Strengthens teams for the upturn
  • Improves performance
  • Reduces stress
  • Employees feel valued
  • Improves recruitment as you are known to value learning
  • Fewer errors
  • Reduced customer turnover
  • Reduced employee turnover, when turnover is attributable to poor supervision
  • Proper implementation of new customer strategies
  • Higher workplace morale through more effective management practices
  • Reduced recruitment costs (because training can create more job-ready candidates for promotions)

Cost of training

Of course all employees should benefit from training, but at times company need to look at areas of greater maximum return for investment.

Example if we targeted all sales persons in a company and they improved their performance only by 6% – just 6% – it could equate to a doubling of revenue gained through better sales techniques, etc.

My question to you is do you think your staff can create enough positive customer experiences or “Moments of Truth”, to at least cover the training amount each month?

Do you think your staff can retain or attract enough customers to make this worthwhile?

Do you think that 20 staff that attends this training can over a year provide a ROI that exceeds US$27.77 a day?

The cost of each employee attending the course is about US$1.38 per day.

I would estimate that they will be able to return your investment many, many times over, plus all the other benefits mentioned.

This simple time investment could save you thousands in lost revenue.

Richard Coles, Owner of Coles International Training & Consulting researches, develops and delivers real world learning and organizational solutions to clients’ needs and problems around the world. One area of specialization is Customer Service, sales and leadership initiatives. Richard was in the airline business for over 30 years in prominent roles and worked for the best, KLM, Qantas and Emirates, so understands the travel industry well. To discuss your training needs, challenges, goals and strategy, visit and email Richard on:

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