Every business wants to differentiate itself from its competitors, but many companies struggle to find new ways to do so. With reporting that customers will drop brands over unresolved issues, even on the first contact, it’s high time more companies asked how to improve customer service delivery.
Improving customer service can significantly impact customer satisfaction and loyalty. Using tools like can help teams implement proactive customer service. In this post, we’ll cover customer service strategies and customer experience best practices to help customer service teams turn transactions into loyal relationships.
Table of Contents
- What is good customer service?
- Service Suites to Improve Customer Service at a Glance
- How to Improve Customer Service
- How to Improve Customer Service Skills
- The Importance of Good Customer Service
- FAQs About Improving Customer Service
What is good customer service?
Good customer service means providing accurate help, timely solutions, and a supportive experience. Achieving this used to happen largely over phone and email support. In the modern service era, service teams need to engage customers across multiple channels, like SMS, online chat, and social media.
In addition to balancing omnichannel support, customer expectations for what constitutes good service are evolving. For example, found that 78% of customers expect more personalization in interactions than ever before. Over 80% of customers expect immediate service resolution from agents.
So how can customer service reps meet customers wherever they are, deliver highly personalized experiences, and respond quickly? Simple answer: they can’t. Less simple answer: they can, but they can’t do it alone. That’s where self-service tools and resources come into play.
Nearly of customers prefer to solve issues independently. But it isn’t just about customer preference. Self-service resources reduce support volume and improve customer satisfaction. As a result, delivering effective modern customer service means prioritizing self-service options to support human agents. Self-service options can include chatbots and resource pages.
I previously spoke with , the former Head of Growth at Hovia, about how the company uses self-service tools to improve its customer experience. To achieve this, Hovia set up an AI-powered tool that lets its customers ask product-related queries and get instant responses.
“Setting up the tool has been straightforward enough. We’re able to provide details on our product offering, material types, manufacturing process, shipping, designs, etc., to ensure that the automated output is as accurate as possible.”
To implement this effectively, Jack suggests feeding as much information into the tool as possible up front. The more prompts you give the AI, the more relevant the output will be. This process can be time-consuming at first, but the result is “a better experience for the end user.”
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Service Suites to Improve Customer Service at a Glance
Customer service teams can differentiate their organizations from competitors by delivering a unique customer experience.
Pro tip: Health Scores track customer relationship status to proactively identify at-risk accounts.
How to Improve Customer Service
Here are some practical strategies for improving customer service, along with the customer service tools to implement them.
1. Offer tiered customer support options.
Companies can create subscription-based customer support plans rather than providing the same level of service to all clients. For example, the tiered options could be phone support only, phone and email support, and phone, email, and social media support for the highest tier. The lowest tier is guaranteed to every customer, and the others are available with an additional purchase. Here are a few reasons why tiered plans work:
- Depending on the number and types of plans purchased, companies can estimate the case volume support reps will need to handle.
- Knowing the approximate workload, service managers can distribute and manage their staff accordingly, resulting in shorter resolution times. Managers will know how many customers are subscribed to each tier and can assign more experienced reps to handle more complex issues in higher tiers.
- Customer service reps who know exactly which tools or products a customer has access to can plan their troubleshooting accordingly. This creates a smoother customer experience and improves the chances of a first-interaction resolution.
Tools for a Tiered Customer Service Program
To run a successful tiered customer support program, CX teams will need to monitor each customer’s plan and deliver every promised benefit for each subscription level. To do so, CX teams can use customer service tools like entitlements and Service Level Agreements (SLAs).
Each customer in your database has info on their entitlement or subscription plan. When they contact the business, the system identifies them and brings up their information. SLAs define how quickly customers must be served depending on their plan and monitor whether those conditions are met.
2. Standardize customer incentives.
If customer service teams make a mistake, they should offer customers incentives to redeem their good name. But it’s very important not to offer too many incentives for spur-of-the-moment decisions without establishing a system to manage them.
If service teams respond to every customer issue with “Sorry, here’s a discount,” they risk irritating customers further, as it can feel like an inauthentic offer just to get them to go away. When customers contact support with a problem, they need a concrete solution, not a consolation. Standardizing the incentive process is the most effective way to ensure consistent, fair responses. Here’s how:
- Review the types of problems that come to the support center.
- Evaluate the severity of each and rank them.
- Match incentives with the severity of each problem type.
Pro tip: This system will provide an objective framework for offering incentives. But service teams should also prepare for uncommon cases. CX managers can set up an agent-manager approval process to ensure that all cases not covered by their incentive policies are still adequately redeemed.
Tools for Customer Service Incentives
Customer service teams need to reflect this system in their service tool using features so CX teams can access it without switching tools.
Incentive approval features are not typically available as out-of-the-box functionality in customer service tools and may require customization or add-ons. CX teams can use a or to track uncommon offers in the interim.
3. Prepare response templates to provide clear and consistent solutions.
When customers use digital channels to contact support with a specific question, customer service reps typically send them a link or document with an answer. Customers often feel intimidated or confused by these articles because the text is too long or too technical.
While the rep believes these documents provide the right answer, the customer still needs to ask additional questions to obtain the information they’re seeking. Customers get irritated when they need a quick answer, not a 20-minute read.
Customer service teams should provide clear, easy-to-follow answers rather than overwhelming customers with lengthy documents. Service managers can support this by giving reps a wider choice of pre-written answer templates.
Customer Service Tools to Minimize Inconsistency
Customer service teams can use artificial intelligence (AI) capabilities that are most likely available in their customer service tool. AI technology — like — can recommend answer variants based on customer service reps’ previous replies to similar questions.
Teams can configure AI to filter replies so customers receive direct answers rather than just links or documents, and build chatbots to handle the most common customer questions.
4. Automate communications.
Automation reduces the risk of inconsistent or unhelpful responses by standardizing communication between rep and customer. Automated communication should still feel personal. Customer service teams can refine template phrasing and personalize messages by setting up placeholder fields to pull customer names from a .
Service managers can also automate the frequency with which CX teams contact customers during open cases. CX managers can set up reminders within their customer service tool for reps to follow up at a set frequency — frequent enough to keep customers informed, not so often that it becomes intrusive.
Customer Service Tools for Automating Communications
A comprehensive system of and AI-powered replies will cover a large share of possible customer interactions, reducing the risk of miscommunication. If customer service teams use chatbots, they can provide customers with answers to the more common questions. That way, human reps can focus on complex issues rather than repeatedly answering the same questions.
5. Provide an omni-channel experience.
Omnichannel support delivers consistent customer experiences across all channels. CX teams can use multiple communication channels to find and solve customer problems. These channels can range from simple ones, such as phone, email, and web, to more complex ones, such as SMS and social media.
Covering all channels consistently means that no matter which channel a customer uses to contact a business, the quality of customer service should be the same.
Customer Service Tools for an Omni-Channel Experience
bring all customer inquiries into the system and ensure automatic case creation and assignment based on employee expertise. enables unified support, omnichannel management, and actionable insights.
The State of Customer Service Report
Unlock essential strategies for exceeding customer expectations and driving business growth in a competitive market.
- Exclusive insights from worldwide CRM leaders
- Analysis of modern customer behaviors
- Closer look at the AI opportunity in CRM
- Strategies for staying agile in 2024 and beyond
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6. Train your team to adopt software.
Adopting the right software can play a major role in improving customer service. Service technology can help CX teams implement the strategies covered in this guide.
But customer service software doesn’t improve service on its own — people do. Customer service leaders need to ensure CX teams adopt their platform and use it consistently in their daily workflows.
Customer Service Tools for Team Training
Proper user training and continuous use of customer service tools can embed these programs into CX teams. Once reps get the hang of it, customer service leaders can use to reinforce technical knowledge and motivate better performance.
7. Invest in customer service training.
While customer service tools put a team in a position to succeed, good customer service still depends on human interaction. If customer service reps aren’t effective communicators, it won’t matter how good the tools are. They need to understand both soft and technical skills to deliver great experiences. Essential customer service skills include:
- Empathy
- Active listening
- Communication
- Problem-solving
Customer service reps develop soft skills through training, and it’s worth taking time out of their schedules to help them improve. Customer service reps should focus on topics such as emotional intelligence, conflict management and resolution, and written communication.
Pro tip: I previously wrote about the advantages and disadvantages of using AI in customer service. One insight from that piece still stands out. , CEO of , described how his team uses AI to run customer service role-plays, helping agents practice problem-solving and interpersonal skills in a controlled environment. “We can also track their progress more easily based on the AI aids’ records,” he added.
I suggest using AI to create customer service role-plays that focus on developing these skills specifically.
Customer Service Training Resources
There are many free and paid online customer service training programs available to educate CX teams. Customer service leaders can also hire a professional service to come to their office and work personally with their service reps. Even a couple of quick customer service training lessons can serve as daily exercises that keep reps sharp and attentive to details.
8. Use proactive customer service.
Proactive service is no longer optional — it’s a core function of customer success teams. 黑料吃瓜网 data shows that of customers expect immediate problem resolution from customer service agents. Meanwhile, 67% of customers expect a support ticket resolution within 3 hours.
Customer Service Tools for Proactive Service
Email is one of the most common tools for proactive customer service. With a marketing email tool, customer service teams can send updates to their entire customer base about product launches, outages, or maintenance — before customers encounter issues firsthand.
A shared inbox allows reps to manage responses directly, so customers can ask follow-up questions from the same email thread. Tools like also include features that help teams identify and flag potential issues before they escalate into support tickets.
9. Share customer reviews and testimonials.
Customer service teams should establish two distinct processes for sharing customer reviews. The first should outline how reviews will be shared internally. These are typically negative reviews that highlight significant flaws in the product or service.
The other distribution path is customer-facing. These are reviews that customer service teams want customers and leads to see because they showcase how great the company is. Posting them on the company’s website or converting them into testimonials can educate prospective customers about the business.
Positive reviews — or social proof — can also help convert prospects. trust online reviews more than recommendations from family and friends.
Tools for Sharing Customer Reviews and Testimonials
lets customer service teams create and distribute surveys, collect customer insights, and analyze feedback data all in one place. Alternatively, customer service teams can review third-party sources, such as Google Reviews, and publish those reviews on the company’s website.
10. Create self-service resources.
According to , 78% of consumers prefer to solve their issues independently. Self-service resources reduce support volume and improve customer satisfaction. When customers can solve their own problems, they save time without opening a ticket or waiting for a response.
Tools for Creating Self-Service Resources
Help desk software like can build self-service resources. Customer service teams can start by recording common inquiries and documenting solutions in a — reducing support volume while giving customers faster access to answers.
11. Create personalized experiences.
Personalization helps customer service teams improve customer experience. Nearly 80% of customers expect more personalization in interactions than ever before (). Furthermore, 74% of B2B customers, specifically, say receiving personalized information that matches their needs and goals is “critical” to their purchasing decisions.
Pro tip: I suggest presenting customers with personalized deals and product recommendations. For example, companies can use AI-driven systems and algorithms to offer repeat customers specific products and discounts before they even ask.
Tools for Creating Personalized Experiences
unifies customer data, including purchase history, preferences, and interactions. CX teams can personalize customer conversations by using a single customer view in the CRM.
How to Improve Customer Service Skills
Customer service skills improve through consistent practice, coaching, and feedback. Here are five practical ways customer service reps can develop the capabilities that make the biggest difference in customer interactions.
1. Practice active listening.
Active listening means giving customers full attention, acknowledging what they’ve said, and responding to the underlying issue — not just the surface-level complaint. It shortens resolution times and makes customers feel genuinely heard.
Example: A rep handling a billing dispute doesn’t immediately offer a refund. Instead, they repeat the customer’s concern back to them: “So it sounds like you were charged twice for the same order — is that right?” This simple step confirms understanding and builds trust before any solution is offered.
2. Develop emotional intelligence.
Emotional intelligence (EQ) is the ability to recognize and manage one’s own emotions while staying attuned to how customers feel. High-EQ reps stay calm under pressure, de-escalate tense situations, and adapt their tone based on the customer’s emotional state.
Example: When a frustrated customer raises their voice, a rep with strong EQ doesn’t mirror that frustration. Instead, they lower their tone, slow down, and say something like: “I completely understand why this is frustrating — let’s get this sorted out for you.” That energy shift can de-escalate emotionally charged interactions.
3. Build product and process knowledge.
Reps can’t help customers effectively if they don’t know the product inside and out. Regular training on product updates and common issue resolutions ensures customer service reps can respond confidently without unnecessary transfers or delays.
Example: After a software update triggers a spike in support tickets, a customer service team lead conducts a 30-minute refresher session at the start of the week. As a result, reps handle the influx confidently rather than escalating unnecessarily, cutting average resolution time by nearly half.
4. Sharpen written communication skills.
Written communication is central to customer service, from email and chat to social media. Tools like can help reps draft clearer, faster responses, but tone and judgment still need to be human.
Example: Instead of sending a generic “We’re looking into your issue” response, a rep writes: “Hi Sarah — I’ve flagged this with our billing team and expect to have an answer for you by Thursday, 3 p.m. EST. I’ll follow up directly so you don’t have to chase us.” The response is specific, warm, and accountable.
5. Embrace continuous feedback and coaching.
Customer service skills don’t improve in a vacuum. Regular one-to-ones, call or chat reviews, and post-interaction coaching give reps the insight they need to grow. Consistent coaching also signals that leadership is invested in the support team’s development.
In general, customer service success is measured by metrics like CSAT, NPS, and response time. To make coaching more actionable, CX team leaders can consider incorporating these success metrics into their teams’ feedback loops.
Example: A customer service team lead reviews a rep’s weekly chat transcripts and highlights one thing they did well and one area for improvement. Over time, this consistent feedback loop raises the service team’s overall quality score and boosts rep confidence.
The Importance of Good Customer Service
Good customer service is important because every interaction a customer has with a brand shapes their perception of it. How a customer perceives your brand influences:
- How people talk about a company when the brand isn’t in the room — including the reviews they leave online.
- Whether someone recommends the products or services to their friends, family, and professional networks.
- If people become not just repeat customers, but loyal brand advocates.
Improving customer service increases customer retention and loyalty. Good customer service can also be your company’s biggest competitive edge. It may even make customers more willing to pay a higher price for a product or service.
- will switch to a competitor after multiple poor service experiences.
- Nearly trust companies that provide excellent customer service more than those that don’t.
- The same research finds that nearly consider customer service more important than cost.
Every positive service interaction — whether via email, social media, or phone — is a genuine business investment. While it’s impossible to please everyone, becoming a “customer-obsessed” organization is within your control. Customer service teams should consistently seek ways to improve customer service delivery.
FAQs About Improving Customer Service
How do you improve customer service?
Improving customer service starts with equipping a team with the right skills, processes, and tools — like — to deliver consistent, personalized experiences at scale.
In practice, this means investing in rep training across both soft skills (such as active listening and emotional intelligence) and technical skills. Teams should also implement response templates and automation to reduce inconsistency and build self-service resources that empower customers to find answers independently.
Tools like Service Hub bring all of this together in one place, with AI-powered chatbots, a shared inbox, omnichannel support, and built-in customer feedback features. These features help service teams spend less time managing fragmented processes and more time actually helping customers.
What are the 7 qualities of good customer service?
The seven qualities of good customer service are empathy, active listening, clear communication, product knowledge, responsiveness, problem-solving, and consistency. Here’s an overview of each:
- Empathy. Understanding how a customer feels and responding with genuine care, not just scripted sympathy.
- Active listening. Giving a customer full attention and responding to the real problem, not just the surface complaint.
- Clear communication. Conveying information in plain, concise language that customers can act on immediately.
- Product knowledge. Knowing the product, policies, and processes well enough to answer confidently without unnecessary transfers or delays.
- Responsiveness. Acknowledging and resolving issues quickly. Response time directly affects satisfaction and trust.
- Problem-solving. Thinking creatively and taking ownership of issues rather than deflecting responsibility.
- Consistency. Delivering the same quality of service across every channel and every interaction, so customers always know what to expect.
How do you describe good customer service?
Good customer service means resolving customer problems accurately, quickly, and in a way that leaves people feeling valued. It goes beyond simply answering questions. It’s about building the kind of trust that turns one-time buyers into repeat customers. In the digital era, that means being available across multiple channels, responding proactively rather than reactively, and treating every interaction as an opportunity to strengthen the customer relationship.
Editor's note: This post was originally published in March 2019 and has been updated for comprehensiveness.
The State of Customer Service Report
Unlock essential strategies for exceeding customer expectations and driving business growth in a competitive market.
- Exclusive insights from worldwide CRM leaders
- Analysis of modern customer behaviors
- Closer look at the AI opportunity in CRM
- Strategies for staying agile in 2024 and beyond
Download Free
All fields are required.
Form not available
You're all set!
Click this link to access this resource at any time.
Customer Service
