Empathy and Customer Service
A Critical Role in Healthcare Logistics
In the medical supply world, speed and accuracy are non-negotiable. AmerisourceBergen (acquired by Cencora) is one of the largest suppliers of medicine and medical equipment to hospitals, pharmacies, and healthcare providers nationwide. Their Customer Service Reps don’t just process orders — they keep critical systems running that ensure life-saving products arrive on time, every time.
A Diverse, Demanding Customer Base
Their clients range from small independent pharmacies to major hospital systems, each with unique regulations, ordering volumes, and urgent needs. When something goes wrong — a crashed ordering portal, a delayed shipment — customers expect immediate, accurate help.
Why Empathy Matters
AmerisourceBergen’s reps knew their systems and processes inside out. But in high-pressure, high-stakes situations, knowledge alone isn’t enough.
Customers often call stressed, frustrated, or angry, and without empathy, even the right answer can feel cold and unhelpful. That’s a risk the company couldn’t afford — losing a single account could mean a six-figure loss.
Off-the-Shelf Wasn’t Enough
Generic soft skills courses didn’t address the complexity of their work. AmerisourceBergen needed a custom eLearning program designed for their industry — one that equipped reps to combine fast, accurate problem-solving with genuine empathy, transforming tense calls into trust-building moments.
Client’s Concerns and Pain Points:
- Listen actively and respond to the actual question being asked
- De-escalate tough calls without escalating to a supervisor
- Communicate clearly and calmly during difficult conversations and under pressure
- Balance empathy with speed and accuracy
There's Always A Solution...
Branched-Video Customer Service eLearning Geared Towards Validating the Customer
We designed a branched-video customer service elearning solution that involves active listening and sincere consideration of the customer’s feelings.
The training uses short, live-action scenarios where actors speak directly to the learner. After showing two ways to respond to a frustrated customer, the video pauses, and the actor breaks the fourth wall. She explains why one response works with empathy in customer service, and why the other doesn’t, highlighting the importance of empathy, validation, and clear communication. The self-navigation approach keeps every learner on the same path and everyone has a chance for the “aha” moment, which is the bullseye in customer service elearning or any job training.
Key Learning Objectives
- Answer the question asked, personal connection, show empathy
- Show how to turn customer disappointment into a fixable situation (a key focus of customer service trainings)
- Active listening
- Understanding the customer’s emotions
- Use positive language
- Knowing when—and how—to escalate a call
- Turn customer disappointment into a positive customer interaction
- Develop skills for empathizing with customers when appropriate
Branched video scenarios with live actors let learners choose between two responses and feel consequences in real time, learning instead of only being instructed.
A narrator pauses the action to break down what worked, what didn’t and why, focusing on real solutions, not just canned empathy phrases
Learners can reset and revisit any video, giving them full control to review and reinforce key moments
Focusing not on canned empathy statements but more on customer experience and solving the customer’s problem.
Short, interactive modules keep learners engaged while giving them the space to reflect, practice, and grow
Roundtable Learning, from the Workbench
A professional call center, known for its representatives' efficiency and task mastery in speaking directly with doctors, faced a critical challenge: the effective delivery of empathy. It wasn't a lack of compassion, but rather the ability to express it genuinely over the phone while adhering to strict regulations. Our solution involved leveraging a relatable character, which created an emotional connection and a more memorable, impactful learning experience by framing the training as 'helping' someone in need.
— Maria Pappas
Senior Instructional Designer at Roundtable Learning
The Results, or Why It Matters
Customer Service Reps Can Make or Break Customer Loyalty
For suppliers like AmerisourceBergen, keeping customers happy is critical. Lose one hospital (average annual supply spend: $15.4M) or one pharmacy ($3.48M), and even supplying just 10% of their needs can mean six-figure losses.
That’s why we built an eLearning program that trained Customer Service Reps to listen, empathize, and resolve issues fast. The results? A measurable boost in customer satisfaction — and stronger client retention.
The Payoff is clear:
90% of customers say a positive service experience keeps them loyal.
One well-handled call can secure years of repeat business.
When reps have the skills to handle high-stakes calls with empathy and efficiency, customers feel heard — and suppliers keep their most valuable accounts.
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Whether you want to meet in-person or virtually, our team will show you how immersive learning will transform the way you train your employees.
