Webinar - Email Communication - Manitoba Customer Contact Association

Webinar - Email Communication

2023 Webinars

It doesn’t matter how great your product is: If your customer service is poor, people will complain about it, and you’ll lose customers.

The good news: It’s not impossible to turn things around. Transforming your customer service from mediocre to great won't happen overnight, though. It requires a serious commitment to meaningful change, a team of rockstar support professionals, and work across the entire organization.

What is customer service?

Customer service is the act of providing support to both prospective and existing customers. Customer service professionals commonly answer customer questions through in-person, phone, email, chat, and social media interactions and may also be responsible for creating documentation for self-service support.

Why is customer service important?

When 85% of customers quit doing business with a company due to a bad experience, it means that businesses must approach every support interaction as an opportunity to acquire, retain, or up-sell.

Good customer service is a revenue generator. It gives customers a complete, cohesive experience that aligns with an organization’s purpose.

Understanding that customer service is the cornerstone of your customer experience helps you leverage it as an opportunity to delight customers and engage them in new, exciting ways.

What are the principles of good customer service?

There are four key principles of good customer service in our opinion: It's personalized, competent, convenient, and proactive. These factors have the biggest influence on the customer experience.

  • Personalized: Good customer service always starts with a human touch. Personalized interactions greatly improve customer service and let customers know that your company cares about them and their problems. Instead of thinking of service as a cost, consider it an opportunity to earn your customer’s business all over again.
  • Competent: Consumers have identified competency as the element that plays the biggest role in a good customer experience. To be competent, a customer support professional must have a strong knowledge of the company and its products, as well as the power to fix the customer’s problems. The more knowledge they have, the more competent they become.
  • Convenient: Customers want to be able to get in touch with a customer service representative through whichever channel is the most convenient for them. Offer support through the channels of communication your customers rely on most, and make it easy for customers to figure out how to contact you.
  • Proactive: Customers want companies to be proactive in reaching out to them. If one of your products is backordered or your website is going to experience downtime, proactively reach out to your customers and explain the problem. They may not be happy about the situation, but they will be thankful that you kept them in the loop.

By building your customer service strategy around these four main principles, you'll create a positive, hassle-free customer experience for everyone who deals with your company.

MCCA has developed a webinar series of courses to support your customer service professionals.

Join our monthly webinars from the comfort of your work or home office and access key lessons fast. Each webinar is 3 hours in length and will provide you with tools and techniques that can be applied to your current role as a customer service professional.


Effective Telephone Communication

Friday, January 20 - 9 am to 12 noon   


  • Recognize the influence and impact of your conversations with your team
  • Strengthen your team through positive interactions
  • Introduce first call resolution strategies
  • Discover the difference between evaluative vs descriptive communication
  • Manage unique and difficult callers

Email Communication

Thursday, February 2 - 9 am to 12 noon  


  • Recognize the most common errors in workplace email
  • Understand the importance of defining message ‘purpose’
  • Analyze and comprehend audience needs
  • Evaluate best practices in the tone of email messages
  • Utilize guidelines for clear writing and plain language  
  • Understand the importance of proofreading and apply techniques

The "S" Word (Sales Professional)

Tuesday, March 21 - 9 am to 12 noon     


  • Approaches to selling
  • The importance of product/service knowledge
  • Knowing your customer
  • Understanding the needs and wants of customers
  • Building trust

Effective Communication

Thursday, April 6 - 9 am to 12 noon


  • Adapt to different communication styles
  • Identify your listening barriers
  • Use effective questioning techniques
  • Explain the importance of body language in communication
  • Evaluate your active listening                           

Writing for the Workplace

Thursday, May 4 - 9 am to 12 noon


  • Identify several different formats of business writing
  • Understand the various purposes of business documents
  • Analyze and comprehend audience needs
  • Recognize writing styles used to deliver good and bad news
  • Meet expectations for internal and external business writing
  • Implement criteria to create clear, accurate, and accessible written documents
  • Understand the importance of proofreading and revision and apply techniques

Critical Thinking

Tuesday, June 13 - 9 am to 12 noon        


  • Critical vs Strategic Thinking
  • Developing a critical thinking mindset
  • What is Groupthink?
  • Decision making – different types
  • Building confidence in making decisions

Problem Solving

Tuesday, July 4 - 9 am to 12 noon


  • Identify methods for finding root cause of problems
  • Describe different processes for making decisions
  • Make decisions to accomplish well-defined tasks in the workplace
  • How to respond to challenging situations

Emotional Intelligence

Tuesday, August 15 - 9 am to 12 noon    


  • Assess personal Emotional Intelligence (EI)
  • List the characteristics that make up EI
  • Identify gaps in your own EI
  • Recognize myths and realities of Emotional Intelligence
  • Describe how thoughts, feelings, and behavior relate to EI

Teamwork Makes the Dreamwork

Wednesday, September 13 - 9 am to 12 noon   


  • Teams vs groups
  • Benefits of teams
  • Stages of team development
  • Improving self awareness
  • Reducing conflict, improving productivity

Boosting your Social Intelligence

Tuesday, October 24 - 9 am to 12 noon  


  • Explore Social IQ and Emotional IQ
  • Assess ability to read body language
  • Discover how empathy impacts social IQ
  • Take another’s perspective concerning to situations, learn from past experiences
  • Apply learning to the changes in social interactions

What's Empathy got to DO with it

Friday, November 17 - 9 am to 12 noon  


  • How to work with your thinking and feeling muscles
  • Define empathy
  • Using empathy
  • Can we teach empathy
  • How does empathy fit with trust
  • The HOW of empathy

The 3M's

Tuesday, December 5 - 9 am to 12 noon            


  • Performance management
  • Change management
  • Time management              


Individual Member pricing:

  • $69 - per webinar
  • $600 – attend all 12 webinars

Individual Non-member pricing:

  • $129 – per webinar

Member Group Pricing:

Is your team looking for a group pricing structure to attend our 2023 Webinar series?

  • Attend all 12 webinars for a group member pricing of $4000. Your group size should not exceed 10 team members per webinar.
  • Attend 6 webinars for a group member pricing of $2500. Your group size should not exceed 10 team members per webinar.

For other pricing options, contact the MCCA office at [email protected].


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