Customer service is about much more than smiling, answering questions, or solving problems. It’s the heart of the relationship between a company and its customers. Wikipedia defines it as “assistance and advice provided by a company via telephone, online chat, or email to those who buy or use its products or services.” That might sound a little dry—but in reality, the magic often happens in customer service. This is where loyalty is built, trust is established, and most importantly—future revenue is secured. When done right, even a frustrated customer can become the company’s biggest fan. And that, dear reader, is the gold standard we should all aim for.
Core Principles of Great Customer Service
After working in support—both directly and indirectly—for over 30 years, I’ve learned one key thing: patience gets you incredibly far. In fact, I’d say it’s the most important quality you can have in customer service. Listening is important, absolutely. But without patience, even the best listening skills won’t get you far. Many situations resolve simply because someone manages to be the calm center of the storm.
Alongside patience, there are a few basic principles and guidelines that help deliver great service—to both customers and colleagues:
1) Active Listening: Show respect and pay attention to what your customers or colleagues are saying.
2) Empathy: Try to understand the customer’s perspective. Show empathy by acknowledging their emotions and offering your support.
3) Expertise and Knowledge: Being familiar with your product, service, or area of expertise is a big plus. But when faced with something unfamiliar, be honest. Let them know you’ll need time to look into it and come back with a solution. Offering accurate and helpful information along the way helps build trust. No one expects you to know absolutely everything.
4) Timely Responses: Address inquiries and concerns promptly. This is crucial in customer service but applies across the board. A quick response shows respect for people’s time.
5) Proactive Problem Solving: Take the initiative to solve problems or meet challenges. Focus on finding solutions, not pointing fingers when things go wrong.
Contrary to Wikipedia’s dry definition, I believe customer service is exactly what the term says:
The CUSTOMER, and the SERVICE you provide.
Just like we have two ears and only one mouth so we can listen twice as much as we talk, “customer” comes first in “customer service”—because the customer should always be at the center.
6) Politeness and Respect: Treat everyone with courtesy and respect. Cultivate a positive atmosphere through polite language and a respectful tone.
7) Personalization: Tailor your service to individual needs and preferences. Remembering names, previous interactions, and personal details helps customers feel seen and appreciated.
8) Clear Communication: Make sure your messages are clear and easy to understand. Avoid jargon and use language your audience can follow.
9) That Little Extra: When possible, go above expectations. This could mean offering additional help, a small discount, or simply expressing gratitude for their business. Read more about “that little extra” here.
10) Feedback and Continuous Improvement: Encourage feedback and take it seriously. Use it to improve your service or product continuously.
11) Consistency: Strive for consistency in your service. Customers value predictability and knowing what to expect in their interactions with you.
12) Training and Empowerment: If you manage a team, make sure your employees are well trained and empowered to deliver great service. A skilled and motivated team can have a tremendous impact on your entire organization.
13) Adaptability: Be flexible and responsive. Be ready to adjust your approach to meet changing customer needs and expectations. After all, we’re human—and what works for one person may not work for another.
When Ticket Systems Hurt Customer Service
I’ve encountered poor service many times, and one common factor stands out: an excessive focus on ticket systems and a management style that rewards speed and ticket volume—often at the expense of service quality.
Ticket systems can be helpful for identifying recurring issues and improvement opportunities, but this information must be used constructively. It’s important to reward staff for actions that lead to better solutions, and to ensure that insights about recurring problems are passed on to product or development teams. This way, you reduce the volume of support inquiries and improve overall customer satisfaction.
Rather than rewarding speed and volume, support teams should be recognized for reducing the number of support cases. This could motivate employees and even open opportunities for your best support staff to contribute to product development or other vital parts of the business.
Great Service Is a Continuous Commitment
It’s about building lasting relationships and a positive reputation that goes beyond individual interactions. The key is to consistently meet—and exceed—the needs and expectations of those you serve.
