Good Customer Service: Definition, Examples, and Tips

Customer service is the backbone of every business. Happy customers become loyal customers who return to your business for repeat purchases, lowering the cost of acquiring new customers and increasing revenue. In this article, we'll discuss what good customer service entails. Afterward, if you'd like to begin developing your customer service skill set, consider enrolling in the CVS Health Call Center Customer Service Professional Certificate, where you'll learn about finding solutions to customers' problems.

What is customer service?

Customer service refers to the support and assistance you offer to customers before and after they purchase your products and services. Customer service includes helping customers solve problems they encounter with a business's products or services. As a customer service representative or member of a customer service team, you should strive to exceed customer expectations.

Specific duties may include:

• Handling customer concerns

• Answering customer questions

• Suggesting products or services to customers

• Finding solutions for unhappy customers

• Interacting with customers face to face 

• Providing remote support through multiple channels, such as live chat or email

• Responding to questions and complaints

• Following up with individual customers to ensure they’re pleased with the purchase

• Processing orders

• Updating records

• Using customer service technologies and customer relationship management tools

Read more: What Does a Customer Service Representative Do? Practice creating positive experiences in retail settings in the CVS Call Center Customer Service Professional Certificate.

Types of customer service

Technology makes it possible to serve customers in many ways. Businesses often implement multiple methods of customer service so that consumers can choose the one that works for them. Traditional walk-in customer service at brick-and-mortar stores are still thriving, with sales representatives creating a more personalized experience with customers. 

Companies have expanded customer service options to include other means of communication that can be more convenient for everyone. These options include:

• Phone: Some customers prefer speaking to someone over the phone when they have a problem to solve. This is especially true for individuals who have complex problems or don't feel comfortable using technology.

• Email: When you receive a complaint or concern in writing, you have more time to resolve the issue and respond. Another advantage of email is having a discussion if necessary.

• Live chat: Businesses that offer live chat can provide immediate customer feedback, which can be less time-consuming than phone calls. It also gives the customer the ability to work on other projects while waiting for a representative to chat with them.

• Social media: If you have the customer service staff available to monitor various social media channels, you can publicly and privately respond to inquiries and complaints. Publically-shared solutions allow others to see the exchange and how your business interacts with consumers.

• Interactive voice support: Automated telephone systems take the place of customer service representatives for common questions. This lets customers find answers to frequently asked questions that don't require a response from a person.

Why is good customer service important?

Good customer service is important because most customers return to businesses that treat them well. Keeping customers costs less than attracting new ones. Researchers at HubSpot found that returning customers spend as much as 300 percent with your business compared to new customers [1]. They, in turn, tell others about the service they received and those people may try new places when they hear good things. In this way, good service can reduce customer churn and directly affect your bottom line.

A company with good customer service may also notice additional benefits throughout the organization. These benefits include the following:

• Better alignment of brand and messaging

• Greater customer loyalty

• Higher revenue

• Increased leads and conversions

• Satisfied employees

Top customer service skills

When working with the public, it’s important to communicate effectively and knowledgeably. Speaking with confidence about the products or services offered and having answers to anticipated questions adds to a positive customer experience. Successful customer service personnel usually have a common set of skills that helps them positively interact with customers which may include:

• Adaptability

• Communication

• Empathy

• Listening

• Patience

• Problem-solving

• Time management

Watch this video for ideas on how to use active listening in customer service scenarios.

Read more:  10 Customer Service Skills for Success in Any Job

Examples of good customer service

Good customer service is prompt, solves a problem, is easy to access, and is sensitive to the customer's needs. For example, self-service options like online FAQ sections let customers get answers to questions about business hours, return options, and shipping without waiting in a phone queue during regular business hours.

Online shoe retailer Zappos has a reputation for offering exceptional customer service. Not only do customers have access to a live representative at any time, but they also prioritize the relationship between the customer and the company. For example, customer service representatives have been known to send cards or flowers to customers who mention an upcoming wedding, graduation, or other events during their call.

The Ritz-Carlton hotel group famously allows employees at all levels of the company to spend up to $2,000 to support guests. One customer shared that an employee sent him the laptop charger he left behind in the room along with a personalized note. Another employee mailed a child's stuffed animal along with a photo album of the toy enjoying the hotel's amenities.

Customer service jobs

You can find customer service jobs in almost every industry. The US Bureau of Labor Statistics (BLS) reports the top employers of customer service reps as retailers, insurance carriers, and business support services. The BLS anticipates a decline in customer service jobs between now and 2032 [2].

You can usually begin working as a customer service representative with a high school diploma and some on-the-job training. If you enjoy working with customers in this capacity, you may move on to supervisory roles. Here is a list of manager roles and their US annual salaries: 

• Customer service representative: $42,548 [3]

• Customer service manager: $56,362 [4]

• Customer success manager: $156,742 [5]

• Customer care manager: $73,774 [6]

Strengthen your customer service skills with Coursera

Build essential skills to excel in a customer service role with a Professional Certificate from CVS on Coursera.

With the CVS Health Call Center Customer Service Professional Certificate, you'll learn how to create positive interactions with customers and de-escalate conflict over four courses.

The CVS Health Retail Customer Service Professional Certificate is also four courses and focuses on the in-person customer service experience, reviewing how to engage in successful retail transactions using real-world situations.