Role-play is super awkward when you first do it (unless you did theatre sports at uni!). It's also one of the most effective ways to train because it gives your learners a chance to practice new techniques, without real world consequences. And when it comes to customer service - you often don't get a second chance!That's why, even though it can be awkward, if you want to kick customer service goals, you need to be running regular roleplaying sessions.
