The Engagement Coaching Toolkit (ECT) has been designed to assist to plan and analyze the behaviors desirable for delivering exceptional engagement conversations. The Toolkit is also designed to reinforce the skills of emotional intelligence that are also required for creating positive and memorable customer experiences.

The Leader-Coach can use the ECT to coach individual team members on a one-on-one basis. The tools in the ECT can also be used in a group coaching session format for groups of two to thirty or more.

The Agent can use the ECT tools for peer coaching and self-coaching. Once team members have completed the Engagement Certification Program, they will be experts in the use of the ECT tools in the one-on-one format, the group-coaching format, the peer-coaching format, and in the self-coaching format.

  1. Call Analysis Plan
  2. Emotions and Triggers Evaluator
  3. Engagement Behaviors Checklist
  4. Customer Emotional States Predictor
  5. Customer Experience Empathizer
  6. Exceptional Engagement Conversation Record


1. Call Analysis Plan. Each call that we listen to can sharpen our awareness of the ways that the basic communication process and skills can be adapted to the emotional state and the needs of this unique customer in this situation. In order to sharpen your skills in particular areas, may want to focus on a particular component of the process. The Call Analysis Plan helps you, or you and your manager, to identify which aspects of the call to focus on, and which tools from the Toolkit might be most suitable to use in your analysis.

2. Emotions & Triggers Evaluator. An emotion is a basic physiological state characterized by identifiable autonomic or bodily changes. Each emotion has a distinctive biological signature, and each emotion plays a unique role in our emotional repertoire. An emotion is a feeling with distinctive biological states, distinctive psychological states, distinctive thoughts and a variety of options to action. Emotions are often automatic, but they can be monitored and managed. The more familiar we are with our emotions and what triggers them, the more control we can have over them.

There are hundreds of emotions, and even more blends of emotions. It is helpful to think of some primary emotions that are recognized by most cultures, and the other emotions that are often associated with them. The Emotions and Triggers Evaluator identifies primary emotional families and some typical triggers. It is adapted from the model developed by Paul Ekman at the University of California at San Francisco.

3. Engagement Behaviors Checklist. This checklist is a tool to help you to become more aware of the behavioral components of exceptional engagement conversations. It can help you build your understanding of the perceptions, emotions, thoughts, and behaviors that contribute to a positive and memorable customer experience. It is an excellent coaching tool and can be used for self-coaching, peer-coaching, one-on-one coaching, and group coaching.

As you are learning the skills, the Engagement Behaviors Checklist can be used on a daily basis:

    • At the beginning of your day review the entire checklist, and ask yourself each of the questions to place them at the top of your mind as you interact with customers throughout the day.
    • After what you consider to be a great call, go though the worksheet and check off all of the behaviors that you think were included.
    • Then use the Customer Experience Empathizer to practice seeing the customer’s point of view.


4. Customer Emotional States Predictor. The Customer Emotional States Predictor is designed to help you to ANTICIPATE the possible emotional state of the customer so you can be better prepared to pick up on their emotional cues, and say and do the appropriate things for this particular customer situation.

It also provides you with a quick review of some of the appropriate things to say or do to:

    • RELATE to, and CONNECT with, the customer.
    • VERIFY in this situation.
    • DISCOVER emotional states and product needs.
    • PRESENT possible information that will be helpful to this customer.

5. Customer Experience Empathizer. This worksheet is a tool to help you become more aware of the customer experience in a conversation. The list of words are words that our customers often use when they are describing a positive and/or outstanding customer experience that they had with someone in our Contact Centre. Use this worksheet as a tool to help you to become more aware of what is important to the customer in their customer experience with you and with the Contact Centre.

    • Put yourself in the shoes of the customer.
    • Listen to a recording of your call.
    • Check off the words that you think are good descriptors of the customer experience on this call.
    • Make comments about the most effective things that you did or said on the call.


6. Exceptional Engagement Conversation Record. The Exceptional Engagement Conversation Record provides you with a place to identify the emotional states and product needs of the customer, the emotional need cues, and how the emotional need was satisfied. The worksheet also asks you to identify the EEC principles that were applied and how they were demonstrated in the call. Finally, the worksheet asks you to identify what makes this a EEC memorable customer experience and asks you to identify what you can learn from the experience.

The process of creating a positive and memorable customer experience for our clients is both a science and an art. The science of the EEC model provides you with a specific set of principles, guidelines, and behaviors, which have been tested and proven to work effectively with customers. The art of the EEC model is in knowing how to adapt the science to your own unique personality and skills, and to know how to use the appropriate behaviors, with the appropriate customer, in the appropriate circumstances, and in response to the appropriate emotional and product need cues. Both the science and the art take study and practice.

As you grow in the science and art of the positive and memorable customer experience, you will learn from the best practices of others, and you will develop your own best practices. We can all grow more rapidly in our abilities if we can observe and learn from the best of the best memorable experiences. That is why we are asking you to be alert for EEC calls. Within our Call Centre we have thousands of years of accumulated customer experience that we can use to effectively adapt the EEC model to our customers. A simple way for us to tap into this accumulated wisdom is for all of us to begin to apply the principles of the EEC model and to be alert for those special customer calls when everything “ clicks,” and the customer experiences a positive and memorable moment. By sharing these calls we can learn from the successes of others, and we can all more rapidly learn the science and the art of creating the positive and memorable Customer experience.

Supervisor use of the EEC Record. If you are a Manager and think you have just heard an EEC, please make a note of the Representative, the time, and the date.

Agent use of the EEC Record. If you are a Representative and think you have just delivered an EEC, please report it to your manager, so they can review it and discuss it with you.