Telephone Communication and Customer Service in Telemarketing

Overview

This training program is designed to develop professional and high-quality telephone customer service skills in telemarketing, using the telephone as a key tool for customer relations and projecting a positive company image. It will also cover the importance of telemarketing in sales and customer loyalty, the application of greeting, identification, and closing protocols, as well as effective techniques for handling complaints and claims empathetically and effectively.

Goals

Answering the phone correctly as a resource for customer service in the company in telemarketing
Provide quality telephone service that reflects the company's philosophy
Understanding the importance of telemarketing in the organization's sales
Apply reception, identification and farewell protocols
Knowing how to handle difficult situations: claims and complaints

Access requirements

Students must be between 25 and 64 years old on the date the training begins.

To access this micro-credential, students must meet at least one of the following requirements:

Having a disability of 33% or higher.
Being beneficiaries of the Minimum Living Income or the Guaranteed Social Income.
Being people in a situation of deprivation of liberty.
Being at risk of social exclusion or having special difficulties in labor market integration, which must be certified by a Social Services report or a technical report from the entity specifying the causes leading to the situation of risk of exclusion.
Being victims of gender violence or having children who depend on them.
Being victims of terrorist acts.
Being young people under guardianship and former guardianship in the process of emancipation.
Being job seekers.
Being refugees or asylum seekers who can prove the final favorable resolution of the refugee status, if they have applied for it, issued by the Ministry of the Interior.

Academic program

Contents

1. THE USE OF THE TELEPHONE

1.1. Projecting the company's image

1.2. Attitudes (physical, psychological, social) and interests to take into account when making telephone sales

1.3. The communication process

1.4. Effectiveness in personal reception

1.5. Improve public information techniques

1.6. Telemarketing

1.7. The telephone for sales, for after-sales service, for administrative procedures

2. CUSTOMER SERVICE

2.1. The arguments

2.2. Handling difficult situations: claims and complaints

2.3. Elements of telephone communication

2.4. Receiving and making calls

2.5. Phases of a telephone conversation

2.6. Handling complaints

Methodology and activities

Lectures/expository method
Practical classes
Seminars
Individual work
Assessment
Exhibitions, debates and presentation of works and projects
Active methodologies

Evaluation criteria

Objective tests (true/false, multiple choice, test type, fill-in-the-blank, ordering, etc.)
Attendance, participation or attitude in teaching activities, seminars, tutorials, etc.
Observation techniques (records, checklists, attitude scales, etc.)

General information

Credits: 2 ECTS

Duration: 18/05/2026 – 27/05/2026

Teaching modality: Virtual

Location: Virtual campus of the University of La Laguna

Free enrollment

Valued at: €145

Registration

More info and registration help

The cost of tuition for this Microcredential will be subsidized by the 'Plan for the development of university microcredentials', investment 6 of component 21 of the Addendum to the 'Recovery, Transformation and Resilience Plan', financed by the European Union – Next Generation EU, year 2025.

Flexibility

Short courses available in various formats (in-person, online, or hybrid). Ideal for learning without interrupting your professional life.

Employability

Content created and delivered by professionals and experts in the field, designed for immediate application.

Certification

Endorsed by the University of La Laguna. You will receive an official ECTS certificate, valid in the European Higher Education Area.

Teaching staff

Tamara González González

Assistant Professor with a PhD in Business Administration and Economic History at the University of La Laguna. Experienced instructor in practical courses for professionals, especially in the field of human resources.

Carmen Gloria González Machín

Economist, mentor, and consultant specializing in business communication. Instructor for Professional Certificates in the fields of Commerce, Marketing, and Administration. Advisor and evaluator for the Canary Islands Institute of Professional Qualifications.

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Telephone Communication and Customer Service in Telemarketing