How to Improve Customer Service and Why You Need To
Improving customer service comes down to three things: responding faster, making it easier for customers to find help, and using simple tools to stay on top of enquiries. Most small businesses know customer service matters — but very few have a consistent system for delivering it. Here's what to focus on, and why it's worth the effort.
Nine important reasons why exceptional customer service matters more than ever
1. Essential for customer retention
Acquiring new customers is usually more expensive than retaining existing ones. By offering excellent service, you increase the chances of repeat business. Loyal customers not only spend more over time but are also less price-sensitive.
2. Gets you more reviews and referrals
Happy customers are your best advocates. They’ll give you a positive review and recommend your business to friends, family, and online communities. This organic marketing is especially powerful for small businesses with limited advertising budgets. Contact us for details of our low-cost Reputation Management service which will significantly boost your reviews.
3. Differentiates you in a competitive market
Finding a way to stand out from your competitors is hard. When there’s not much difference in the public perception of what you offer (eg: all plumbers are the same aren’t they?), your competitors might cut prices or do a lot of local marketing to win business. When you develop a solid reputation for outstanding service (which is what everyone wants) – it creates a long-term competitive edge that’s hard for your competitors to replicate.
4. Boosts your online reputation
With online reviews being a key decision-making factor for many customers, positive customer service experiences often translate into good reviews. You’ll notice when you read reviews – 95% of them are about the good or bad customer service they received from a business, and less about the product or service purchased. Negative experiences can damage your reputation quickly. (Our Reputation Management service makes it easy to get more reviews, respond to them, and feature them on your website.)
5. Builds stronger relationships
Excellent customer service helps create meaningful relationships with customers, fostering trust and loyalty. People are more likely to return to businesses that they know, like and trust, and make them feel valued and understood.
6. The key to effective crisis management and problem-solving
Mistakes happen in every business, but how you handle them defines customer perception. Transparent customer service can turn a dissatisfied customer into a loyal advocate, when your address concerns promptly and respectfully.
7. Builds employee morale
A strong focus on customer service creates a positive culture within the business. When your employees see customers being treated well and responding positively, it boosts their own job satisfaction and productivity, and inspires them to also give great service.
8. Demonstrates you live up to your brand values
Walking the talk is vital. If your website and other marketing assets make promises (eg: that you’ll turn up on time, deliver a high-quality service, keep the customer informed of progress etc – then you must do it. Consistently excellent customer service reinforces your brand’s values and message.
9. Helps you achieve business growth through feedback
Customers who feel valued are more likely to share their opinions and suggestions. This feedback is a goldmine for improving products, services, and overall operations, helping your business grow.
According to PwC, 93% of customers say they're more likely to make repeat purchases from companies that provide excellent customer service.
For small businesses, where word-of-mouth and repeat trade are often the backbone of growth, that's a significant opportunity.
How to improve customer service
Five simple but powerful strategies you can implement to improve customer service in your business now.
1. Meet expectations for immediate assistance
Today’s customers define “immediate” response as within 10-15 minutes. For a small business, achieving this might seem daunting, but simple strategies can help:
- Set up automated responses: Our Customer Hub comes with automated workflows that send a customised automatically to people who fill out a form on your website, acknowledging their enquiry and letting them know you will be back to them shortly. The system also sends you an automated notification to let you know you have a new enquiry and to follow it up. We can also customise the workflow to send sms notifications.
- Monitor social media channels: Not everyone sends will enquire with you by filling out a form or phoning you. Some prefer to only use Messenger. Some like Whatsapp. We can integrate your Facebook, Instagram, and Whatsapp accounts so that any messages via these channels come into your central Customer Hub. You are notified and you or your team can respond directly to the message from inside the Customer Hub app.
- Prioritise responsiveness: If you don’t have a support person to help you with customer support and answering questions, we recommend dedicating a specific time each day for doing the follow up.
Example: Often tradies are onsite digging holes or crawling into tight spaces and they simply cannot answer incoming calls and give the caller their best customer service. Instead of letting the phone ring out or go to voicemail, you could use our Customer Hub Missed Call Text Back Service which sends a polite text message to the caller advising them you’re on the job and will get back to them soon. This helps your prospects and customers feel attended to, even when you are busy on-site, and reduces the likelihood of them contacting a competitor.
2. Make it easy for customers with self-service options
Did you know that 69% of consumers prefer to solve problems on their own? Offering self-service resources not only lightens your team's workload but also improves customer satisfaction. Here's how to do it:
- Create a simple FAQs page: Address common questions about your products or services.
- Develop user-friendly guides: Videos, step-by-step instructions, checklists and downloadable manuals can help customers figure out how to do things which are second nature to you, but are new or confusing for your customers. This will save you and your team a lot of support and training time.
- Add interactive tools: Allow customers to check availability, book appointments, or calculate costs directly on your website. For example, we added a Split Loan Calculator to a finance client's website, giving customers instant answers without needing to call.
- Implement a searchable knowledge base: Add a search tool to your website to make it easy for customers to quickly find answers.
Example: A finance broker could create a downloadable checklist for common finance processes, such as applying for a mortgage or leasing a vehicle. This makes it easier for clients to assemble the required documents ahead of consultations, saving time for both parties.
3. Use AI to streamline Customer Support
AI tools are revolutionising how businesses handle customer service. With limited resources, small businesses can use AI to provide consistent, round-the-clock support without hiring additional staff. Here’s how:
- Webchat: Adding webchat to your website means you can answer questions from website visitors immediately, or if you’re not available the enquirer will be asked for their email address and you’ll be notified about the enquiry. It will be saved in your Customer Hub and you can answer directly. Webchat has fast become a preferred method of communication for many people.
- Chatbots for FAQs: AI-driven chatbots can answer common customer questions in real-time, ensuring that customers get the information they need promptly. Creating and training the chatbot is a service that is available through our Customer Hub.
- Streamlined workflows: AI can route inquiries to the right team member or suggest solutions based on the customer’s issue.
Example: A caravan park could install a chatbot on their website to answer common questions, such as check-in times, location, facilities, booking link, pet policies etc. This helps customers feel attended to, even when staff are busy on-site.
Who Should Prioritise Customer Service Improvements?
Any business that relies on repeat customers or word-of-mouth referrals will benefit from tightening up their customer service — but some situations make it more urgent than others.
It's worth reviewing your approach if:
- You're missing enquiries or responding slowly — leads that don't hear back within the hour often move on to a competitor.
- Your reviews mention responsiveness or communication — this is one of the most common themes in negative reviews for trades and service businesses.
- You're growing and your current process isn't keeping up — what worked when you had ten customers a month won't scale to fifty.
- Your team handles enquiries inconsistently — if the experience depends on who picks up the phone, it's time to systematise it.
For most small businesses, the starting point isn't hiring more staff — it's putting simple systems in place. Automated responses, webchat, and a centralised inbox can make an immediate difference without adding headcount.
The Competitive Advantage of Great Service
Customer service isn’t just about fixing problems—it should be the main thing you deliver - it’s a core part of your brand experience. When customers feel valued and heard, they’re more likely to return, refer others, and leave positive reviews. With tools like automation, self-service resources, and AI, even the smallest businesses can deliver world-class customer experiences.
Start Improving Your Customer Service Today
Improving customer service doesn’t require a massive team or a hefty budget. Start small: respond faster, listen better, and make problem-solving and customer delight a priority.
These efforts will pay off in customer loyalty, positive word-of-mouth, and business growth. Don’t keep your customers waiting, contact us today about our powerful Customer Hub which makes it so easy for you to deliver outstanding customer service – every single time.
