SERVE: Sparking Excellent Resident & Visitor Experiences

Looking for customer service training in Farmington, New Mexico?

SERVE is a locally focused professional development class designed to strengthen customer experiences while building pride in our community.

SERVE, short for Sparking Excellent Resident & Visitor Experiences, is an interactive customer service and workforce development program offered by Visit Farmington. This in-person class is tailored specifically for businesses, organizations, and employees across Farmington and San Juan County.

Unlike generic hospitality training, SERVE connects customer service skills with local knowledge — empowering participants to confidently represent Farmington, support visitors, and contribute to a positive community culture.

What participants will learn:

• How to deliver welcoming, memorable customer service experiences
• Techniques for handling challenging situations with professionalism
• Strategies to reset and recover when service issues arise
• Awareness of local attractions, events, and community resources
• How to view Farmington through the eyes of a visitor
• Ways to increase engagement, pride, and enthusiasm in the workplace

Participants also receive ongoing community updates after completing the class, helping them stay informed and connected long after the training ends.

Who should attend:

SERVE is ideal for:

• Frontline customer service staff
• Managers and supervisors
• New hires and experienced employees
• Hospitality, retail, healthcare, education, and public service professionals
• Anyone who interacts with residents or visitors in Farmington and San Juan County

This training is well-suited for individual professional development or team-based workforce training.

Registration details:

• Preregistration is required
• $15 per person for Visit Farmington members
• $25 per person for non-members
• Class size is limited
• Register by emailing info@farmingtonnm.org or calling (505) 326-7602

Join SERVE and be part of strengthening customer service, community pride, and positive experiences across Farmington, New Mexico.