Teledirect 10 Golden Rules

This E-learning unit will equip you with the knowledge of Teledirect 10 Golden Rules and its application in the call centre. It involves the understanding on how the 10 Golden Rules will increase their passion and confidence, which in turn will help you improve your rapport with the customer. At the end of the module, you will be able to identify and describe the steps involve for each Golden Rule that will enhance your service delivery experience. You will gain an appreciation on how the 10 Golden Rules will help you deliver a professional service to the customer in Teledirect.  

Teledirect 10 Golden Rules - Overview

A Quick Overview


Call centres are highly complex operations, and an essential element within a business. As the main revenue driver for the call centre is the customer, it is important for us to deliver an outstanding service to our customers.  

Servicing customer over the phone is not an easy task. For an Agent taking the calls, the ability to remain polite and helpful in the face of what can sometimes be customer dissatisfaction or even rudeness can prove a challenging role. To tackle these challenges, Teledirect has created a set of 10 Golden Rules for the staff to apply in their daily task at the call centre.

Let us explore the 10 Golden Rules and some examples of their application in the picture below.

Let's Practice: Categorise the 10 Golden Rules

  1. Click and drag to categorise the 10 Golden Rules accordingly (Passion, Confidence and Rapport)
  2. Hint: Use the picture as the clue for each Golden Rule.
  • Smile
  • Your Language
  • Body Language
  • Positive Speak
  • Control
  • Confidence
  • Courtesy
  • Personalisation
  • Listening
  • Providing Alternatives

Teledirect 10 Golden Rules - Smile, Your Language, Body Language

Smile, Your Language, Body Language


  • Smiling will ensure that your tonality over the phone will always be polite.
  • Smiling is contagious even over the phone, and will help to reduce any tension or hostility. 

Body Language

Although we do not face the customer in the call centre, it is still important that we adopt a proper body language as it will affect our voice and tonality projection over the phone. In addition, a proper sitting posture will prevent any unnecessary long term injury to our body. 

Explore the picture below for some examples of bad sitting posture in the call centre. 

Your Language

Below are some behaviours (in terms of language) we need to be mindful when conversing with the customer over the phone:

  1. Avoid Business Jargon.
  2. No Vulgarity.
  3. Use the appropriate business greeting(s) approved by the organisation or project.

This will prevent any miscommunication or  misunderstanding with the customer.

Let's Practice: True or False

  • We should always use business jargon when conversing with our customer over the phone.
  • Smiling will ensure that your tonality will be polite over the phone.
  • We should not use approved business greeting by the organisation or project when we are conversing with our customer over the phone.
  • It is ok to shout and use harsh language at the customer because they are shouting at me over the phone.
  • We should always use professional business language during the start of a conversation with the customer even though their language ability is not at the professional level.
  1. Examine the statement below
  2. Indicate whether the statement is true or false based on your understanding of Teledirect Golden Rules - "Smile" and "Your Language"

Let's Practice: Mind Your Body Language

  1. Examine and identify three(3) examples of bad body language by clicking on the picture below

Teledirect 10 Golden Rules - Positive Speak, Confidence, Control

Positive Speak, Confidence, Control

Negative Vs Positive Speak

Positive speaking promotes positive response from the customer. 

Study the image on the left for some examples of common mistake that occurs during a conversation and how to correct them. 


There are times when the customer will keep ranting non stop about their issue over the phone. When this happens, we will need to take control of the conversation or it will lead to no resolution. Taking control is a simple approach to take charge of the call in order to focus on resolving issue(s) for our customer. 

Below are some tips for taking control of a call:

  1. Remain calm even in tense situation (customer complaint).
  2. Ask question to find out the root cause of the issue.
  3. Avoid any side talk which may distract you from resolving the issue.

Be mindful that taking control does not mean that you should interrupt your customer or display any rudeness over the phone.


Below are some examples of behaviour that will help project confidence to your customer over the phone: 

  1. Listen actively to the customer. Making them repeat their issue will reduce their confidence in you.
  2. Do not put the customer on hold for more than 5 minutes over the phone. Arrange for a call back if necessary. 

Let's Practice: Say it the positive way

  1. Match the appropriate positive phrase to replace the negative phrase
  • ASAP
    Within 24 hour
  • Cannot
    What I can do is
  • Maybe
  • I don't know
    Let me find out
  • I'll try
    I'll will

Let's Practice: Fill in the blank

To instill confidence in our customer over the phone:

  1. We should ​arrange for a call back for our customer if they need to wait for more than  
  2. We need to  to our customer. This will prevent the customer the need to repeat their issue again

Teledirect 10 Golden Rules - Courtesy, Personalisation, Providing Alternatives, Listening

Personalisation, Courtesy, Listening, Providing Alternatives

Provide Alternatives

We should not always leave our customer with the answer "No". Instead, we should always suggest other options for our customer. In Teledirect, you can do this using the UNER(R) process.


Do you ever felt special when someone address you by your name when you enter a retail store? That is because the staff has personalised his/her service for you!

 We too can make our customer feel valued by personalising our services such as addressing them by their name and appropriate honorific.


Although we do not face our customer in the call centre, we can still project a courtesy image over the phone through the use of appropriate words such as: "Please", "May I".

Remember, we should treat every customer that we interact with dignity and respect, and it will brighten their day.


Watch the video below on the consequences of poor listening skill in a call centre.

Listening is an essential skill for a call agent. Active Listening will reduce any miscommunication with the customer, and help us build rapport with them.

Below are some tips for active listening:

  1. Pay Attention
  2. Provide feedback
  3. Respond Appropriately (with words like "Ok", "I hear you")

Let's Practice: Providing Alternatives

  • Understand
  • No
  • Explain
  • Recommend
  • Repeat
  1. What is the process you can use in Teledirect to provide alternatives for our customer
  2. Arrange the process in the correct sequence 

Let's Practice: How would you Respond?

  1. Study the scenario below and pick the best reply for each scene.
  2. Recall what you have learn about Teledirect Golden Rule - "Personalisation", "Courtesy", "Listening", "Providing Alternatives"
  3. You will need to score above 90 in order to pass the scenario

E-learning Evaluation Form

Evaluation: E-Learning Content

  • 5
  • 4
  • 3
  • 2
  • 1
  1. The E-learning content is easy to understand

(5 - Excellent, 4 - Very Good, 3 - Good,  2- Average, 1 - Below Average)

Evaluation: Learning Pace

  • 5
  • 4
  • 3
  • 2
  • 1
  1. The pace of learning is just nice for me

(5 - Excellent, 4 - Very Good, 3 - Good,  2- Average, 1 - Below Average)

Evaluation: Content Engagement

  • 5
  • 4
  • 3
  • 2
  • 1
  1. The E-learning content is able to sustain my interest throughout the course

(5 - Excellent, 4 - Very Good, 3 - Good,  2- Average, 1 - Below Average)

Reference and Citation



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