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In January, T2 launched a customised series of developmental programmes, which will allow L&D Departments to bring our unique, copyrighted programmes effortlessly in-house, and make Psycho-Linguistics part of a Company’s DNA.

The programmes are based on three decades of experience with global clients from all sectors – including banks, insurance companies, retailers, utilities and government departments.

Each one comes in a user-friendly format, with a full range of support material: model answers, quality framework and sustainability. They’ve all been specifically engineered with customers – and employees – in mind.

Love Your Complaints won the most Innovative Training Award at the Customer Service Training Awards in 2012.

The Power of Words won the Best Training Award at the Contact Centre Supplier Awards in 2016.

Smart Writing, designed to satisfy the increasing demand of omni-channel communication, has been our most popular programme for three years in a row.

Results prove that by using our unique Psycho-Linguistic strategies organisations not only manage the content of their communication, but also customers’ emotional reactions to it.

Corporate brands and tones of voice come to life. Trust, empathy and conflict improve. Staff engagement gets a boost. Performance and profitability increase.

Each developmental package is guaranteed to provide a rock-solid return on investment.


For details and prices:


Optimism is defined as being disposed to take a favourable view of events or conditions with the expectation of a positive outcome – or put more simply seeing the bright side of life.

But does optimism have any effect on performance?  And if so, how can companies use the know-how to improve customer service?

During the past two years T2 has been involved in two company-wide initiatives to improve customer service: the first with one of the six big utility companies, British Gas plc, and the second with a UK Government Agency, DVLA.  As part of both projects we have tested some interesting psychological and behavioural concepts that have a significant impact on customer engagement.  

The research took a broad, overall look at the levels of optimism in each organisation. It focused on customer service teams dealing with millions of customers. In 2018, British Gas had 13 million customers and DVLA was responsible for dealing with 45 motorists.

Together over 1,000 call handlers completed T2’s Personality Profile Questionnaires and the results of each personality section of the questionnaire were correlated with the age, experience and the hobbies of each respondent. The aim of this research was to help employees develop personal insights into their psychological make-up, emotional intelligence and conflict resolution styles.

Staff in the public sector have a job for life, a pension, a career path and are confident about their futures.  In the private sector, when respondents completed the questionnaire, the company was losing customers, was on the verge of being restructured and jobs were at risk.  So the results in the figure above are not surprising.

Three additional and surprising results came out of the research.


Outcome Number One

Advisors aged between 40 – 51  were more optimistic.

It’s possible that this group had life experience to call on when dealing with customers, which made them more successful in their roles, which in turn generated greater personal satisfaction and made them pleased about their interaction with customers. 

Being more mature than their younger colleagues, they may also have learned more about their personal strengths using these to greater effect in their jobs, whilst understanding their weaknesses and mitigating them.  They may also have established themselves out of work, which boosted overall their feeling of well-being.


Outcome Number Two

Advisors who are more experienced are more optimistic.

These results show that newly recruited advisors are quite optimistic.  It may be they have positive feelings of success having landed their jobs. Over time, the graph shows their optimism reduces.

After ten years in the job levels of optimism start to improve, dramatically.  It’s possible that many advisors join these organisation as a temporary measure, but when they discover they like the work, they stay.  

Certainly, those who have remained in the same position for 20 years would be highly-experienced and would have been exposed to a wide range of situations and a wide range of customers, so that they are fully confident in their abilities and on top of all the job requirements, reaching the level of unconscious competence. 


Outcome Number Three

Advisors  with active pastimes in all age groups are more optimistic. 

This result appears to imply that advisors with active pastimes scored higher on the optimism scale than their colleagues because of the energetic nature of their hobbies.  It may well be that many were involved in group activities – many talked about social drinking with friends, playing football or going to the gym. These are obviously people-related hobbies.  It’s fair to speculate many would be extrovert.

Those with sedentary hobbies – reading, computer games, watching TV – tend to be less optimistic.  It’s possible they may be introverted and less outgoing, while this does not necessarily lead to their being pessimistic, just less optimistic than their active colleagues.



The most significant implication of these findings is that HR Departments should consider optimism as a personality trait when selecting candidates for customer-facing jobs.

Moreover, they might like to factor in age, experience and hobbies into the mix.

Advisors working in the field of complaints do need a positive, optimistic outlook, or the nature of the job and the constant repetitive pressure of negative communication with customers would get them down.



Dr Henry Fabian, Registered Clinical Psychologist

T2’s Smart Writing programmes and Style Guides have registered rave reviews from our new client, a worldwide leader in outsourced multichannel customer experience.

Recently, we were commissioned a series of writing courses to improve the quality, style and emotional impact of our client’s written customer communication.

We designed a bespoke programme that revolved around Psycho-Linguistics: a unique combination of Psychology and Language which allows companies not only to manage the content of messages, but also customers’ emotional reactions.

After only one week, repeat contact dropped dramatically, and customers started congratulating advisors on their “impressive” new Smart emails.

The VP of Operations who commissioned the work, the CEO, the Head of Customer Service, the Team Leader and the participants are all ‘raving’ about the programmes.

The front-line staff said they “thoroughly enjoyed the two days” and “felt much more confident when returning to work”.

And the management noticed a great improvement in staff’s writing skills, as well as a boost in their desire to write and their motivation levels.

A win-win for everybody.

One week after our first series of programmes in Dubai, our client has already doubled the number of complaints recovered and boosted customer appreciation by 100%.

Over the past few years, T2’s been on a mission to take Psycho-Linguistics to the U.A.E.

We soon discovered that this is a relatively new concept in this part of the world, and everybody’s really interested in the impact it’s had over the past 25 years with our global clients.

In particular, many Dubai-based companies told us they were keen on improving how their brand comes across amongst their customers – who come from over 70 countries.

It’s not always easy for organisations to live up to their brand. As a result, they often project a different personality and tone of voice from the one that’s been designed by the executive team.

Identifying this gap is exactly what our prominent Dubai client has asked us to do.

After we completed this research, we developed specialist communication programmes that closed the brand gap and took customer communication to new heights.

We started working in a specific division of the company that dealt with high-level complaints.

The series of four-day programmes revolved around Psycho-Linguistics, and included customer communication (spoken and written), psychology, strategies for resolving complaints, and a range of practical exercises including role plays and professional writing exercises.

100% of the participants said that they’ve learnt strategies that will help them be more successful in their jobs.

This initiative has already delivered results: in only one week since the first series of programmes, the company doubled the number of complaints that have been resolved and saw a huge increase in customer appreciations compared to the previous month.

In such a multicultural region, where pleasing all customers may seem like a bit of a mission impossible – that’s not bad.