Customer Service


AWWA's 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. 

Returning in 2023! 

Thank you for your interest in AWWA's Customer Service Seminar. The seminar taught by AWWA will return in 2023. 

In the meantime, please consider our Customer Service Seminar-On-Demand. This unique program provides your organization with a toolkit to complete on-site, face-to-face training for any number of employees. With training on demand, you can choose where and when to conduct the training, using our professional Customer Service Certificate Program curriculum. 

This On Demand training is intended to be delivered face-to-face, with a trainer of your selection. We recommend you select an individual with professional training, instructional or teaching experience. Learn More!

Returning in 2023

In the meantime, please check out our Customer Service - Seminar on Demand 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.


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