The Critical Dos and Don’ts of Customer Service

Customer service is an end-to-end process that involves taking care of customers from the initial interaction to post-purchase follow-up. Excellent customer service helps a company attract new customers, build brand loyalty, and win repeat business. Meanwhile, poor customer service can damage a company’s reputation, cost its customers, and hurt its bottom line.

A company with good customer service makes it easy for customers to get in touch, trains employees to interact with customers in the best way possible, and enables a company to take a proactive approach to problem-solving and handling inquiries and complaints.

It takes more than just friendly employees to deliver excellent customer service. A company-wide commitment and the right mix of technology, processes, and people are the main elements that enable a company to provide admirable customer service.

If you want your company to excel in customer service, here are some dos and don’ts to keep in mind.


Make it easy for customers to get in touch.

Customers can reach out to your company in several ways, including via phone, email, live chat, and social media. The easier it is for your customers to reach you, the better. Provide them multiple options, ensuring that someone is always available to respond, as customers hate late responses. When a customer has an inquiry or a pressing issue, chances are they are looking for a quick response. A late answer may mean a lost client. Therefore, you should ensure that you have the right tools and processes to respond promptly.

Show empathy and apologize when applicable.

Employees must exercise the highest levels of empathy and understanding when dealing with customers. Doing so allows them to see things from the customer’s perspective. In some cases, they may apologize to diffuse a tense situation and show that the company cares about its customer and their experience. Empathetic employees know the importance of customer service and are great at finding solutions.

Communicate with customers proactively.

Proactive customer service requires reaching out to customers before they contact you. This type of customer service shows that you are interested in your customers and their experience. Also, it sets the stage for open communication, preventing issues from arising in the first place. There are several ways to communicate proactively with customers, such as sending follow-up emails after their purchase, conducting satisfaction surveys, and proactively addressing common issues customers may face.

Implement convenient customer service processes.

You should design your customer service processes with customers in mind. Every process should be convenient, easy to use, and effective. A well-implemented customer service process does not require customers to wait long or jump through hoops to get help. You can also publish online FAQs and how-tos to assist customers in resolving issues independently.

Use technology wisely.

Technology can help you deliver excellent customer service. From automating processes, such as order fulfillment, paperwork, and billing to customer journey tracking and customer support tools, technology can elevate the way businesses conduct their operations, resulting in customer satisfaction. The goal is to find the right balance between human interaction and technology. For instance, when a customer needs to deal with paperwork, an employee in the support team can assist the customer, providing a digital tool, particularly a document editor and e-signing tool to complete documents easier and faster.


Treat customers as mere transactions.

Some businesses focus too much on making a sale and forget about customer experience. When customers feel they are mere transactions, they become frustrated, knowing they will not receive the best service. Instead of treating customers as transactions, making them feel disposable or replaceable, companies should focus on developing and nurturing long-term relationships. In doing so, companies can keep their current customers happy and increase their chances of becoming your brand advocates.

Make customers feel like they are a burden.

No matter how complex the customers’ issues are, you should never make them feel like they are a burden. When employees do not undergo proper training in dealing with customers, they tend to make customers feel like a burden and pass the buck. As a consequence, customers feel as if they are not getting the help they need. To avoid this, you should have your employees undergo training, including using customer service tools and resources, to resolve customer issues promptly.

Offer false hope or promises.

When customer service employees make false promises, they only set customers up for disappointment. When false hopes or promises do not transpire, the relationship between the company and the customer can be at risk. Transparency and honesty are crucial to set the right expectations. Your company should be honest about what it can and cannot do. When you tell customers that you will do something, follow through.

Take too long to resolve issues.

Taking too long to attend to and fix issues is almost the same as ignoring them. Customers do not want to wait long for you to resolve their issues, especially when the problem is easy. Delays can frustrate customers even more. To resolve issues on time, you need to have an efficient customer service process, including appointing the right employees and employing the right tools. You must also update your customers on the status of their issues. Nevertheless, while customers hate late responses, you should never rush them through the process. You need to understand their needs properly to devise the best solutions.

Attend to customers differently.

You should treat all your customers equally; there should be no difference in how you attend to them. You should provide the same level of excellent customer service, as doing so will show your commitment to your customers. When you assist them differently, you create an environment of inequality. As a result, some customers will doubt if they receive the same level of service or if you value them as much as your other customers. Be consistent in delivering a quality customer service experience to all your customers.

Use poor language skills.

The way you communicate with customers matters significantly. Use polite and professional language when dealing with clients, whether verbal or written. Avoid jargon, abbreviations, or technical terms that might be hard to understand. Also, proofread your messages before sending them to avoid grammatical and typographical errors.

Customer service is a critical part of any business, yet many companies take it for granted. By following the dos and don’ts above, you can avoid common mistakes and deliver excellent customer service that will delight your customers and improve your bottom line. Dijva? 

Leave a Comment