Build a Great Customer Service Experience with Your Support Team

Zuzanna Bocian

Zuzanna Bocian

9 min read
Jun 13, 2024

Attracting new customers to your online and physical stores is the first step. After that, the real challenge is keeping them coming back for more. While product quality plays a big role, offering a stellar customer service experience can help seal the deal.

In fact, in 2020 alone, around 40% of the U.S. customer base stopped doing business with companies offering poor customer support (source).

Statista

(Source)

So, how do you provide a great customer service experience every time to ensure your customers stay loyal? 

The secret to consistently providing great customer service is assembling or training a high-performing support team.

What is customer service experience?

The customer service experience can be defined as the way in which your customers feel after interacting with your business, whether through direct or indirect communication. Examples of direct communication include making a purchase, engaging with your sales representatives via live chat, phone, or email, and initiating a return. 

Conversely, discussing your brand on a third-party platform such as Reddit and having your customer service team engage with customers through it exemplifies indirect communication.

Both actions assist customers in forming an opinion of your business and, based on the outcomes of their interactions, help foster loyalty to your brand. A supportive and well-spoken customer service team is crucial to preventing negative word of mouth.

An excellent customer service experience could help retain every customer interacting with your business.

Amazon is a good case study, demonstrating how an exceptional support team can enhance your business. Their staff often responds to customer queries or complaints within minutes. They provide clear instructions to help customers resolve their issues or, if needed, offer a full refund to ensure customer satisfaction.

Characteristics of a high-performing support team

Let’s explore the characteristics of a high-performing support team more deeply. 

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The Essentials of Customer Support Guide

Technological tools to enhance customer service experience

With the help of modern technology, you no longer have to depend solely on the competency of your support staff to deliver excellent customer service.

Customer relationship management (CRM) systems, for instance, can assist in gathering customer data such as purchase history, preferences, and interactions. The collected data can then be used to personalize the customer service experience based on each customer’s needs.

Additionally, modern ticketing systems like HelpDesk allow you to assign a customer inquiry or complaint to a unique ticket, helping your support staff easily manage and resolve each issue. Add automation through AI-based features to the mix (which HelpDesk provides), and you can effortlessly streamline repetitive tasks and offer quick responses to common queries.

HelpDesk dashboard

Plus, the added initiative of introducing a live chat feature and AI chatbots to your customer support system could help you streamline the entire support process.

Effective communication strategies

Effective communication in any professional environment depends on compassion, knowledgeability, and empathy. However, more than just knowing these principles is needed; you still need an actionable way to implement them. 

Practice clear and positive communication

Ensure your customer support staff is trained to communicate clearly with customers. Whether they provide a solution to a problem, answer a query, or process a return, customers prefer representatives who address their issues directly.

Be clear and direct when instructing customers on what to do and how to do it. However, your support staff needs to maintain a positive tone and always approach clients with an attitude of “how can I best serve you.”

Ensure your tone and language are always above board

Difference between negative and positive language in customer service

Ensuring positive communication is about more than just how fast you can resolve your customers’ issues. It’s also about your tone and language. Using abusive or derogatory language is obviously out of the question. 

Instead, you should always keep communication pleasant, no matter how the customer reacts to your information. 

Patience is key to establishing a stellar customer service experience resume. After all, the stats don’t lie: 68% of customers believe that a pleasant representative was the key to their recent positive service experiences (source).

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Handling difficult or irate customers

Complications in a service, ecommerce, or product-driven business are always expected and may even make your customers berate you without remorse. In such situations, the best thing to do is remain calm and listen attentively to their objections. 

You can then empathize with the customer’s situation and apologize for your negligence in your duties. If the customer is still unconvinced, you could even offer one of your products or services for free or remove the processing and shipping fees.

Learn more about empathy in the support team in our latest article, "5 Ways to Show Empathy in Customer Service". 🤝

Tips for improving customer service experience

Here are some tips I gathered by monitoring brands known to be the best customer service experience examples in the world. 

Personalization of customer interactions

HelpDesk personalization

According to the “State of Global Customer Service” report published by Microsoft in 2017, 72% of customers expect customer service agents to know their identity, purchase history, and previous interactions (source). Customers anticipate personalized communication and solutions tailored to their specific needs.

CRM systems are crucial in meeting these expectations, as they help track individual customer interactions and preferences. This allows for delivering more personalized customer service, ensuring that each customer feels appreciated by the entire team. 

Quick response times

It’s important to prioritize responsiveness when providing customer service. Responding to inquiries and complaints promptly is crucial for maintaining customer satisfaction and building brand loyalty. We understand that attending to every customer immediately is challenging, but using technology effectively can help reduce response times.

HelpDesk, for example, can help you organize customer service requests more easily through a ticketing system that assigns each customer inquiry to a unique ticket. Its AI-based automation features can also help you develop predetermined, quick responses for frequently asked questions, allowing your support staff to direct their energy to more serious issues. 

This handbook provides more information on how to utilize HelpDesk’s features properly. To minimize waiting time, you could try adjusting your staff’s shift schedules or hiring new staff during periods of high demand.

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Multiple inboxed in HelpDesk

Proactive customer service

Anticipating your customers’ needs and issues before they escalate is a sign of a successful customer support team. It increases the value of your business in your customers’ eyes, keeping them coming back for more.

Once again, HelpDesk can be an invaluable resource in this situation. It can be configured to trigger alerts or notifications based on predefined criteria, allowing your support staff to reach out to customers before issues escalate proactively. 

Employee empowerment

Customers prefer to avoid waiting even after a customer service representative has attended to their issue and tried to resolve it. So, as a business owner, you must give your support staff the authority to make specific decisions, especially when they’re faced with a complicated issue. 

If you do, they’ll save significant time getting permission from higher-ups, leading to more agitated customers. 

Gathering and utilizing feedback

Customer feedback

Gathering customer feedback is the best way to improve the customer service experience you offer continually. Their feedback can help you pinpoint areas of concern that you can improve to offer more personalized services that fit their needs. 

There are plenty of methods for collecting feedback. I recommend using HelpDesk’s built-in feature to get feedback through online and email surveys. Not only will the software help you gather customer opinions about your business, but it can also help you analyze those opinions in separate areas using the power of AI. 

Another clever way of gathering feedback is monitoring your customers’ social media and searching for instances where they mentioned your brand’s name. If your brand has a social media presence, you could also venture to the comments section and find out what people say about your business. 

Once you’ve collected all the feedback, you can review it with a fine-tooth comb. Look for recurring themes, patterns, and trends, and use them to uncover the issues that most impact your customers. 

Building a customer-focused culture

Caring for your customers and putting them first is a practice that starts right at the top. Only then can the entire business develop a customer-focused culture that keeps every customer satisfied and loyal.

Jeff Bezos, Founder of Amazon.

That’s all well and good, but how can you, as a leader, foster this culture within your team? Here are some steps you can follow as a plan of action:

Put your money into customer service training programs and workshops to show your employees that you’re not all talk. Soon enough, you’ll succeed in fostering a customer-focused culture within your business.  

Summary

A great customer service experience can build brand loyalty and save time finding new customers. Acquiring a new customer is often more challenging than retaining an existing one. A competent, empathetic, and knowledgeable customer service team is the key to customer support.

So, don’t shy away from investing in your support staff through training programs, workshops, and authority-building exercises because, in the long run, they’ll save you a ton of money. They may even be responsible for substantially increasing your business’ revenue. 

Don’t hesitate to invest in AI-powered tools, like HelpDesk, to help you gather customer feedback and increase your responsiveness to customer issues!

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