To enhance the customer service skills of 1500+ Service technicians who are present across the country


A project-approach to deliver and execute the training intervention of the team spread across the country with an aim to improve the customer delight score

Centum 5D Approach

Centum started the journey with their Patented 5D Model involving:


Need Diagnostic Study

  • A field study conducted to understand the services context and current people competency levels, which became the foundation for developing the content
  • Analysed the “as-is” situation in terms of service process, service orientation, Service competency levels (knowledge & Skills) of the service team and the prevailing business environment
  • Centum deployed trainers at a few locations to observe/shadow the behaviour of the Service team to understand their current skill levels with respect to customer interactions
  • Centum shared a detailed NDS report with the organisation. The report helped to identify the skills which needed to be impacted for better performance


The findings identified are broadly categorized as under:

  • Ground Zero Awareness
  • Awareness of role
  • Day-to-day challenges
  • Accountability management
  • Managing emotions
  • Communication
  • Relationship management


  • Usage of a blend of training methodologies, selected keeping in mind the specific skill gaps and behaviour
  • Interactive Content development employed through the use of role-plays, case studies, group activities, video analysis, workbook activities, group discussions etc.
  • All the training tools were customized and developed around a real business environment which the Service team was able to relate to


  • Training Plan & Execution: Formulation of training batches as per the agreed training hub/nodal locations
  • The trainer allocation for the rollout of the training programs was prepared on the basis of the above step
  • The organisation was asked to validate the same
  • The programs were rolled out in the time frame as mutually decided
  • Centum deployed trainers based at the identified training locations and nearest to those centres
  • Centum recommended conducting pre-test and post-test as a means to check the knowledge level gained by the participants during the course of the training program
  • Online Assessment: Conducted online assessment for all the technicians within 30-45 days of completion of phase-wise CRT to check knowledge gain
  • Categorised Service technicians on the basis of knowledge & performance and created focus groups for the same
  • On the Job Training: OJT conducted for focused groups
  • OJT had binary parameters on the basis of the key behaviour identified for the technician
  • 2 OJTs a month were planned per technician
  • Skills Improvement were mapped through changes in OJT scores
  • Schedule for OJT was shared during the project implementation
  • Post program reports: On completion of programs, appropriate reports and MIS shall be submitted in a defined format (including the attendance sheets and Participant feedback)
  • Centum will process, collate and submit the pre-test and post-test scores for all the participants undergoing training.


  • Centum to develop dashboards to map, knowledge improvement, Knowledge retention, skills improvement & performance enhancement for impact measurement
  • An enhanced Customer delight score, NPS and Escalation Matrix
  • Alignment with the organizational objectives
  • Faster Turn around time
  • Enhanced empathy, credible and confident communication
  • Better connect with customers