Gerum Betur – Our Story & Purpose
Gerum Betur was founded to help people in service roles grow in their careers and communication skills through tailor-made, on-site courses that still form the core of our approach are available in English. In step with changing needs, we now also offer digital, self-paced courses that fit alongside regular work and support targeted competence development.
Since 2002 we have designed practical, flexible training for companies and public-sector organisations, delivered both as digital self-study modules and customised in-person workshops.
What matters? | Words, demeanour and response
We rely on a simple, clear approach that strengthens professionalism and creates a positive experience for both employees and customers.
Words, demeanour and response matter. That is why we link our training directly to the situations staff encounter every day—whether in phone calls, front-desk service, emails or demanding conversations.
We publish
We publish books and create videos in English that distil more than two decades of frontline experience into concise, actionable guides.
By releasing our work in English we make the insights developed in Iceland’s service sector accessible to organisations, helping them raise standards and create consistently positive customer experiences.
Books
Video Training Series
- Effective communication for waiters – training video (2022) Margrét Reynisdóttir
- Training soft skills in virtual reality- 3 videos (2021) Margrét Reynisdóttir
- Rules for Telephone Courtesy (2021) Margrét Reynisdóttir
- Effective Communication (2021) Margrét Reynisdóttir
- Creative Customer Service Training Exercises (2020) Margrét Reynisdóttir & Sigrún Jóhannesdóttir
- Cultural Impact on Service Quality – Hospitality Tips for Effective Communication with Tourists (2019) Margrét Reynisdóttir
- Dealing with Difficult Customers (2017) Margrét Reynisdóttir
- Training in Hospitality: Case Studies and Exercises (2017) Margrét Reynisdóttir & Sigrún Jóhannesdóttir
- Szkolenie w gościnności – Przykłady z życia i zadania (2017) Margrét Reynisdóttir & Sigrún Jóhannesdóttir
- 50 Service Excellence Recipes (2016) Margrét Reynisdóttir
- Master Tourist´s Cultural Differences (2014) Margrét Reynisdóttir
- 8 Rules for Effective E-mail Communication (2012, 2015) Margrét Reynisdóttir
- Service Quality: Complaints & Compliments (2008) Margrét Reynisdóttir
- Quality Service: The Key to Getting the Competitive Edge (2006) Margrét Reynisdóttir
Team
Margrét Reynisdóttir founder & consultant
Margrét founded Gerum Betur in 2002 and, from the outset, has focused on service professionalism, communication skills and workplace culture. She has developed classroom courses, e-learning modules and training materials used by numerous companies, public bodies and municipalities across Iceland. Margrét has published eight books and six instructional videos and is co-author of two training programmes.
A pioneer in using virtual reality for service training in Iceland, she has also led the adoption of digital learning that links communication training directly to daily tasks in the workplace.
Margrét holds an M.Sc. in Management and Strategy from the University of Iceland, an M.Sc. in International Marketing from the University of Strathclyde, Glasgow, and a B.Sc. in Business Administration from Oregon State University. She has additionally completed executive training with Leadership Management International (LMI), USA.
Neil McMahon teacher & guide
Neil has worked with Gerum Betur since 2014, delivering numerous courses for guides, receptionists and front-line tourism staff. Holding two MA degrees and a teaching qualification, he has many years’ experience in education and training within the service sector.
Neil teaches in English and specialises in enhancing professionalism and communication skills for staff who work with guests and customers in the ever-changing tourism environment.
Sigrún Jóhannesdóttir instructor & learning designer
Sigrún contributes to course and book development at Gerum Betur, applying her depth in instructional design and in tailoring content to diverse workplaces. She holds an M.Sc. in Educational Design, Educational Management and Creative Methods in Training, and has extensive experience in adult education and learning-solution development.
Sigrún has facilitated a wide range of groups and helped implement training solutions that support service quality, communication and professional skills in organisations nationwide.
Örn Árnasson actor & guide
Örn has collaborated with Gerum Betur since 2008, leading a variety of performance- and communication-based courses that emphasise a lively, theatrical approach. Drawing on his long experience as an actor and instructor, he boosts expression, confidence and impact in human interactions.
Örn teaches in both Icelandic and English and has trained staff across multiple industries. He also appears in Gerum Betur training videos used in digital courses and solutions grounded in realistic scenarios and active participation.