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Digital Marketing - Study Notes:

Three core areas

When training agents, there are three core areas to focus on:

  • Social media. It is important that agents are aware of social networks, how they are used for customer service, and how to conduct social listening. Ideally, you’re hiring people who have some experience in this area, but that’s not always the case. Although they are probably using social media, they might not necessarily know how a business engages with it, so take that angle.
  • Operational processes. Agents should be able to understand the processes and workflows that you’ve put in place.
  • Technology. Agents should understand the workings of SMMS and social customer care platforms. Provide training on the specific SMMS that you’ve decided to implement.

Onboarding periods

Make sure that you consider the ebb and flow of work throughout your calendar year when it comes to on-boarding agents. You have to think strategically about when you can do the on-boarding. It’s going to take resources internally; it’s going to take your attention away from your business. So look at your natural cycle of work and make sure that you’re doing onboarding at a time when you can invest in your workforce rather than in your day-to-day work.

  • Leverage moderation and approval workflows during agent training and onboarding periods.
  • Utilize KPIs and volume data to model workforce allocation and project future resource requirements.

Training reserves

It’s vital to train reserve agents in case there’s a crisis, and to mitigate against:

  • Volume volatility
  • Unforeseen absences
  • Staff shortages
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Christian Polman

Christian Polman is a General Manager at Eone, Europe. He has driven digital marketing strategy through analytics and research to solve strategic and operating challenges and develop business plans for Fortune 100 brands.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Social Customer Service
    Christian Polman
    Skills Expert

    This module introduces the concept of social customer service and highlights the social channels that are most often leveraged for this activity. It provides you with best practices you can follow to create and implement a robust social customer service strategy – and to manage it effectively. It also provides best practices for measuring customer satisfaction with the social customer service they receive, and for training social customer service agents. Finally, you learn how to build, grow, and maintain online support communities.