Customer Service

New Online Seminar!


Join us online this September 2021! Delivered in the interactive GoToTraining platform, this two-day Customer Service Seminar addresses the challenges facing water utilities in the 21st century. 

The overall purpose of the seminar is to assist customer service representatives in being responsive to increased customer expectations and to show customer service managers how to prepare their teams to face these challenges. 

Online Seminar: September 28-29, 2021

Tuesday Hours:  9:00-11:00 a.m.  &  1:00-3:00 p.m. Mountain Time (break between)

Wednesday Hours: 9:00-11:00 a.m.  &  1:00-3:00 p.m. Mountain Time (break between)

Please register a minimum of two weeks in advance in order to allow for shipping of materials. Registrations received after this mark will receive a partial PDF. 

Your online instructor will participate in real-time via webcam, PowerPoint presentation, group interaction, polling, conversation and more. Come prepared to engage in this online seminar! 

Who Attends

  • Water utility sector Customer Service Managers/Supervisors
  • Water utility sector Customer Call Center Managers and Reps
  • Community outreach/stakeholder education/public affairs staff
  • Field operations staff who interact with customers and the public
  • Plant and laboratory operations staff who interact with customers

Online Seminar Registration Rates

2021 Registration Rates
AWWA Member 
AWWA Non member 
Online Seminar Registration   $245 $445

A unique access link will be provided to you after registration. This link may not be shared with other individuals - it is intended for one (1) student only. 

Cancellation Policy: Cancellations must be received in writing and faxed or mailed to AWWA. Phone cancellations are not accepted. All cancellations received 30 days prior to first seminar date will receive a refund, minus a 25% administrative fee. Cancellations within 30 days will not be refunded; however, substitute registrants are welcome, if pre-approved in writing.
Photo and Information Release: By registering for this event, you agree to allow AWWA to use your photo in any AWWA-related publication or website. 

Join us for an updated 2021 program!



  • Identify the characteristics of excellent customer service
  • Describe the main characteristics of effective communication
  • Discuss the principles and practices of diversity and inclusion
  • Identify and practice effective listening skills
  • Identify how to work with challenging customers
  • Discuss the components of a positive, professional attitude
  • Identify the role of customer service in everyday utility management and operations
  • Explore key issues such as conservation, the value of water and dealing with a national crisis like a pandemic

COURSE 1 | Customer Relationship Building
Focuses on communication skills for working with people in a positive, respectful, and cooperative manner characterized by a high level of professionalism and teamwork.

COURSE 2 | The Business of Customer Service
Concentrates on the problem-solving and decision-making skills required for evaluating and effectively resolving customer service complaints, both real and perceived. 

COURSE 3 | Water Industry Operations and the Vital Importance of Teams
Learn how your understanding of the basics of water supply and water quality, and your knowledge of the fundamentals of everyday operations can enhance your ability to work more effectively on your team and with customers.  Featured topics include the value of water, the importance of conservation, and the importance of effective messaging to address the pandemic and the social justice and equity issues facing the communities you serve.

Online Delivery Format

Your online instructor will participate via webcam, PowerPoint presentation, group interaction, polling, conversation and more. Come prepared to engage in this online seminar! 

A unique access link to GoToTraining will be provided to you after registration. This link may not be shared with other individuals - it is intended for one (1) student only. 

Jim Ginley is an independent management consultant with more than 32 years of experience in the municipal water sector, including more than 16 years on the headquarters staff of the Denver-based American Water Works Association (AWWA) and more than 15 years as a utility management and regulatory compliance consultant. His areas of expertise include strategic planning, organizational assessments, benchmarking, and performance improvement, as well as workshop and focus group facilitation and training. He has a broad-based background that touches all areas of the public water sector, from regulations and training, to operations and management of municipal and privately-owned water and wastewater agencies, both in North America and overseas. 

Ginley is active in both the American Water Works Association (AWWA) and the Water Environment Federation (WEF). He has been published in Journal AWWA, co-authored an AWWA guidebook on the AWWA/ANSI Utility Management System Standard (G-400), and authored a chapter in an award-winning water sector anthology, “Damned if We Don’t: Ideas for Accelerating Change around Water. His education includes both a BA in Biology from Kenyon College (Gambier, OH) and a Master of Environmental Management (MEM) from Duke University (Durham, NC).



For registration assistance, please contact For general questions, please contact the Conferences and Events Group