89% of customers switch to a competitor after a bad customer service experience. Conversely, excellent support turns customers into ambassadors.
In this guide, discover what customer service really is, why it is a strategic lever, and how excellence becomes a competitive advantage.
Customer service refers to all interactions and actions implemented by a company to support its customers before, during, and after a purchase.
Their goal: to solve problems, answer questions, and ensure that the customer gets the most value out of the product or service.
Customer service includes:
These terms are sometimes confused. Here are the nuances:
Customer service is the most comprehensive term. Support is one component of it, while Customer Success is a strategic evolution.
A customer who is satisfied with the service remains loyal. A frustrated customer leaves, often without warning. Customer service is the guardian of retention.
When products are similar, service makes the difference. It's an advantage that's difficult to replicate.
Customer service is on the front line. It gathers feedback, detects bugs, and identifies unmet needs. A gold mine for the product.
Good customer service can turn a complaint into a sales opportunity. Customers who are treated well buy more.
Modern customer service is omnichannel:
Self-service meets a strong demand: 70% of customers prefer to find the answer themselves.
Waiting time is the primary source of frustration. Respond quickly, even if it is just to say "we have received your request."
The customer wants to be understood, not just dealt with. Empathy defuses tension and creates connection.
There's nothing worse than an agent who doesn't know the product. Ongoing training is essential.
The customer wants their problem solved, not just listened to. Focus on the solution.
After the resolution, check that everything is OK. This small gesture makes all the difference.
Long seen as a necessary evil, customer service is now recognized as a value creator.
Anticipate problems rather than suffer them. Contact the customer before they contact support.
AI does not replace agents, it assists them: suggested responses, context summaries, automation of repetitive tasks.
Klark embodies this evolution: AI that automatically handles simple requests and assists agents with complex cases, for faster, higher-quality customer service.
Satisfaction surveys, sentiment analysis, verbatim comments... Customers tell you what's wrong, so listen to them.
Training, tools, working conditions. Satisfied employees deliver better service.
Every unnecessary step is friction. Make contact easy and resolution quick.
Simple and repetitive requests can be automated. Keep humans for added value.
Not 50 KPIs, but the right ones. The ones that truly reflect the customer experience.
Customer service is not just a department. The entire company must be customer-oriented.
Hiding your phone number, forms with 15 fields... If customers struggle to contact you, you've already lost.
A script helps, but not when it prevents the agent from adapting to the actual situation.
"Can you give me your order number again?" even though he has already given it three times. Unacceptable.
"I'll call you back tomorrow" and then radio silence. It's better to underpromise and overdeliver.
100 customers with the same problem? That's a signal for the product, not just tickets to be processed.
After-sales service is a component of customer service that focuses on post-purchase support. Customer service also includes pre-sales support and advice.
It varies depending on the sector and level of service. But the real question is: how much does poor customer service cost in terms of churn?
It depends. Outsourcing brings flexibility and expertise, but requires rigorous management to maintain quality.
Yes, through upselling, cross-selling, and above all, retention. One customer saved = revenue preserved.
Customer service is not a cost to be minimized, it is an investment to be optimized. Every interaction is an opportunity to build loyalty, differentiate yourself, and create value.
The keys to excellent customer service:
Ready to transform your customer service? Discover how Klark can help you.
