The profitability and commercial success of your business is driven by your customer service. It determines what people say about your organisation and determines customer loyalty. Two major US companies believe this so strongly that they no longer have profit targets but service targets.

Roleplay and forum theatre are extremely effective ways of encouraging delegates to think like customers and understand situations from their point-of-view. Just as importantly, drama is far and away the most effective way of exploring attitudes and behaviours.

Your frontline staff, those people who talk to customers directly and handle enquiries and complaints, are the face and voice of your organisation. And it’s by their attitudes and behaviours that your customers create an impression of your business.

Not only that, effective customer care is an opportunity to increase customer loyalty. Research shows that customers who experience a problem but have it handled effectively are more loyal than customers who don’t experience a problem at all.