Signature Service: The Key to Customer Satisfaction™

Businesses in every sector are experiencing increased competition as new, diverse players enter the market. When consumers have more choices, they perceive fewer differences among companies that provide similar services. Switching suppliers is easy, and customers can demand a higher level of service. To remain competitive, your business can’t afford anything less than the highest level of customer satisfaction. This means ensuring that customer contact personnel have the tools and skills they need to deliver the highest possible level of customer satisfaction.

Signature Service: The Key to Customer Satisfaction™ is a practical, results-oriented program that helps service providers at all levels develop and apply the skills necessary to ensure customer satisfaction. Signature Service recognizes four distinct customer conditions and provides specific approaches for successfully responding to each one. Service providers bring customers to a satisfied level, then confirm customer satisfaction.

Customers are rarely completely dissatisfied, just as they often are not completely satisfied. Customers who experience a low degree of dissatisfaction—or a low degree of satisfaction—are in the Zone of Indifference. When they are indifferent about the service they receive, it is easy for them to change suppliers.

Program Outcomes

Obviously losing customers is disastrous to the profitability and growth of any company, and service employee turnover is costly. Signature Service helps service providers manage contacts in a way that offers greater satisfaction to customers—and to the service providers themselves. This overall increase in satisfaction can lead to increased retention of both customers and service providers. It addresses the key business issue of achieving customer loyalty through customer satisfaction.


Wilson Learning believes that learning must be transferred to day-to-day work practices. To achieve this, Signature Service includes components and activities that enhance:

Learning Transfer embeds practice and use of new skills in the learning design. The learning can be flexibly delivered as a:

  • Two-day face-to-face application-oriented workshop
  • Series of discrete modules to allow application between sessions

The flexibility in the learning design enables tactical action planning to address common customer service challenges.

Signature Service can be taught by a Wilson Learning facilitator or by an organization’s own leader-trained in-house professional.

Organizational Alignment ensures the organization supports the use of the new skills:

  • Post-learning reinforcement activities (optional) for both the manager and service provider support skill application and implementation.

As a result, Signature Service becomes part of your organization’s selling practices, benefiting customers and increasing productivity.

Enabling Improved Performance

Signature Service can be enhanced by optional performance application, reinforcement, and support tools. Implementation guides and performance checklists ensure that service providers develop skills during the workshop, then fine-tune their newly acquired skills and behaviors upon returning to work. A Job Aid Card is provided during the course and can be used long after the course is over. Involving service managers early on, and training them to coach for improved performance, is also fundamental to successful Signature Service implementation.

To discover how we ensure learning is reinforced and applied for improved performance, read more about our Learning Journeys.


Organizations that implement Signature Service have access to measurement and evaluation tools. Skill checklists help managers track service providers’ use of Signature Service skills over time. Managers can use this information to measure performance and provide feedback on an individual level. Managers also can use these checklists in staff meetings to both measure and reinforce early implementation. Wilson Learning recommends comparative customer service surveys to track satisfaction levels before and after Signature Service implementation. This data provides valuable insights into the impact of Signature Service.

Wilson Learning will partner with your organization to measure the initial behavioral changes and business results. Our common interest is to make sure that Signature Service delivers the results you seek. We are committed to helping you succeed, and we will work with you to set up measurement systems to help move desired change forward and sustain the momentum of your implementation.

To learn more about measuring the impact of learning, visit Measurement.