Here's an outstanding book. If you want your ideas to stick, read Chip Heath and Dan Heath’s book. It’s full of sticky examples.
Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. New York: Random House.
Engagement is everything. You need them to own the customer service programme.
Training is not the issue. Do they really need to be told to smile when they answer the phone?