Call Me, Maybe? Phone-Based Customer Service

A woman wearing glasses and a suit is smiling in front of a flag.

Sim Loh is a family partnership coordinator at Children’s Village, a nationally-accredited Keystone 4 STARS early learning and school-age enrichment program in Philadelphia, Pennsylvania, serving about 350 children. She supports children and families, including non-English speaking families of immigrant status, by ensuring equitable access to education, health, employment, and legal information and resources on a day-to-day basis. She is a member of the Children First Racial Equity Early Childhood Education Provider Council, a community member representative of Philadelphia School District Multilingual Advisory Council, and a board member of Historic Philadelphia.


Sim explains, “I ensure families know their rights and educate them on ways to speak up for themselves and request for interpretation/translation services. I share families’ stories and experiences with legislators and decision-makers so that their needs are understood. Attending Leadership Connections will help me strengthen and grow my skills in all domains by interacting with and hearing from experienced leaders in different positions. With newly acquired skills, I seek to learn about the systems level while paying close attention to the accessibility and barriers of different systems and resources and their impacts on young children and their families.”

This document may be printed, photocopied, and disseminated freely with attribution. All content is the property of the McCormick Center for Early Childhood Leadership.

I once called a company (which will remain anonymous) about an issue I was having with their service and got quite the run-around getting transferred from representative to representative each saying they couldn’t help me. When everything was (finally!) resolved and the customer service representative asked if I needed more assistance, I spoke my mind. I explained how frustrated I was with the company and the customer service that I had received that day. The representative said (and I quote), “I’m sorry our company treated you so poorly. Would you like to join our Refer a Friend program?” I couldn’t believe it! I felt like this person hadn’t really listened or empathized with me at all. At that point, it became clear to me that I wanted nothing more to do with this company. I asked to cancel their service and have never looked back. 


Yup, poor customer service can have a lasting negative impact. 


For some families, a phone call may be the first impression they receive of a program. This impression can create a perception and can influence decisions made regarding enrollment. 


Phone-based customer service can be more challenging than face-to-face interactions because it is difficult to read body language and mood. Mehrabian’s model shows the three V’s of communication: Verbal, Visual, and Vocal. 

A pie chart showing the number of words and tons of voices

While speaking on the phone, there is a loss of 55% of communication (visual). Without visual cues, messages can be misunderstood. This means that we need to work extra hard in communicating effectively using words and tone of voice. 


Below are tips on providing great telephone-based customer service: 


Beginning the call: First, spit out your gum! There should be no chewing while speaking with someone. For clarity, the telephone should be held a distance of two fingers from the mouth. Don’t be “phony” on the phone. Be genuine and sincere. Start with a greeting and although it’s often helpful to have a written guide for calls from perspective parents try to avoid reading directly from a script. 


During the call: Did you know that speaking with a smile on your face helps create a positive tone of voice? It does! Smiling while talking will help you sound more welcoming and friendly. Remember to actively listen. I know a lot of people who seem to love the sound of their voice, however when speaking with a customer, you must always listen. No matter how good you think you are at multi-tasking, doing two things at once is never a good idea. Pay attention, ask the right questions, and be courteous. 


Closing the call: Always ask if there is anything else you can help with. If you will be following-up at a later time or taking a message, be sure to repeat a person’s name and number before hanging up. Thank the caller and say something friendly like, “Have a good day.” The caller should always be the first to hang up. 


Angry callers: And now on to tips for that call that we dread: angry customers. First and foremost, be sure to breathe. Don’t take it personally. The majority of the time, the customer is already frustrated prior to calling. Try to empathize with the caller and let them vent before they turn into the Hulk. Show a willingness to help and be effective. During a call with an irate individual, controlling your voice is important. Three ways to do this are to monitor your volume, inflection, and pacing. Your volume should remain even, your inflection should stay pleasant, and your pacing should stay moderate. 


Keep in mind that even some of your best traditional marketing efforts (e.g., brochures, websites, logo, etc.) can be sabotaged by bad word of mouth. If a prospective or current parent experiences poor phone-based costumer service you can almost guarantee they’ll be sharing that information with others. 


Here are some more resources that can provide insight into this topic:



Ewa Pyrek is an Administrative Assistant III at the McCormick Center for Early Childhood Leadership. Prior to working at the McCormick Center, Ewa worked at Jewish Child and Family Services and Illinois Action for Children.

By Robyn Kelton, M.A. June 27, 2025
INTRODUCTION Turnover rates in child care are among the highest in education, with over 160,000 workforce openings predicted annually (Bassok et al., 2014; Doromal et al., 2022; Joughin, 2021; U.S. Bureau of Labor Statistics, 2025). While some turnover is expected and even necessary, the levels of turnover experienced in the field of early childhood education and care (ECEC) are not only alarmingly high but deeply problematic. In 2021, a national survey conducted by the National Association for the Education of Young Children found that over 80% of child care centers were experiencing a staffing shortage, with the majority of those programs reporting one-to-five open roles, but 15% reporting between six and 15 open roles (NAEYC, 2021). Staffing shortages result in lost revenue, financial uncertainty, and program instability, often forcing administrators to operate below capacity and/or under reduced hours (NAEYC, 2021; NAEYC, 2024; Zero to Three, 2024). Limited enrollment slots and classroom and program closures lead to increased waiting lists (Zero to Three, 2024; Carrazana, 2023). In turn, families are placed in a highly vulnerable position of needing to leave the workforce to stay home with their child or turn to potentially unsafe or unregulated child care. Moreover, increased turnover in classrooms interrupts continuity of care and disrupts the relationships built between children and their educators (Reidt-Parker, J., & Chainski, M. J. (2015). Research has begun to highlight some of the programmatic and personnel characteristics predictive of increased staff turnover in ECEC programs. Low wages are most commonly identified as a strong predictor of turnover (Amadon et al., 2023; Bryant et al., 2023; Fee, 2024; Guevara, 2022; Totenhagen et al., 2016). However, workforce advocates and some researchers have begun to expand conversations on compensation to explore the impact the profession’s general lack of benefits such as paid time off, access to health insurance, and retirement benefits has on retention (e.g., Amadon et al., 2023; Bryant et al., 2023; Fee, 2024; Lucas, 2023). While informative, this body of work has typically approached benefits as binary variables (i.e., have or do not have) rather than reflect the spectrum on which benefits are commonly offered (e.g., the number of days off, the percent of insurance covered by the employer, and levels of retirement matching funds). This Research Note aims to expand on previous work investigating the relationship between benefits and turnover by exploring the possibility of a more nuanced relationship between the variables to determine if the level of benefits offered impacts turnover rates. METHOD This study used data collected via formal Program Administration Scale, 3rd Edition (PAS-3) assessments conducted by Certified PAS-3 Assessors between 2023 and 2025. To become certified, PAS-3 assessors must first achieve reliability (a score of at least 86%) on a test conducted after four days of training on the tool. Next, they must conduct two PAS assessments within three months of reliability training. PAS-3 national anchors reviewed the completed assessments for consistency, accuracy, and completeness. The study analyzed data from 133 PAS-3 assessments collected during the certification process across 12 states, the District of Columbia, and the U.S. Mariana Islands.  Measures Data for this study were collected using the PAS-3, a valid and reliable tool used to measure and improve Whole Leadership practices in center-based programs (Talan, Bella, Jorde Bloom, 2022). The PAS-3 includes 25 items, each composed of 2-5 indicator strands and scored on a 7-point Likert scale (1 = inadequate, 3 = minimal, 5 = good, and 7 = excellent). Item scores are averaged to determine a mean PAS-3 score. Of particular interest to this study is Item 5: Benefits. Item 5 measures employee access to health insurance and considers what percentage of the cost is paid by the employer, the total number of paid time off days within the first and fifth years of employment, access to a retirement plan, and the percentage at which the employer will match the employee’s contribution. Last, Item 5 explores provisions made to cover the costs of staff’s professional development. Non-applicable is allowed as a response for indicators related to health insurance and retirement if there are no full-time staff employed by the program. Sample Program enrollment ranged in size from four children to 285, with a mean enrollment of 65 and a median of 55. Total program staff for the sample ranged from two to 44 staff, with an average of just under 14 staff (13.93) and a standard deviation of 8.80. Table 1 below provides a detailed breakdown of staff by role and full-time and part-time status.
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