"In many cases the tolls staff will be the first point of contact for these visitors - and first impressions are hugely influential."
To develop customer service further, an NVQ Customer Service Level 2 and 3 Programme has also been launched.
Over the past 12 months, 25 staff have achieved NVQ qualifications, and 10 more are due to complete the course next month.
Margaret Cole, toll officer and Merseytravel Union learning rep, said: "2008 will be an exciting timel, and it's important we have the skills to help ensure the service we deliver is first class."
Neil Peterson, head of the Culture Company's 08 Welcome Programme added: "People who work at the key gateways within Merseyside are a vital element of the welcome we provide - not just to visitors, but to people who live and work here."
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