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In this article, you’ll learn:
Customer loyalty is hard-won, and we all know it. That’s why the role of customer support has never been more crucial.
At its core, it’s about helping customers feel understood and solving their issues quickly. It’s also about creating a positive experience at every step of the customer journey.
Sounds simple, right? Not quite.
Customer expectations keep growing, and support teams have to adapt to stay ahead. That means figuring out what great customer support looks like and making sure your team has the tools and skills to deliver.
This guide covers everything you need to know. From defining what customer support really is to practical tips on building a top-notch team, we’ll walk you through it all, step by step.
Customer support is the process of helping customers solve problems, answer questions, and use your products or services effectively. It involves responding to customer inquiries, troubleshooting issues, and providing guidance to ensure they get the most value.
Customer support has come a long way from its roots as a basic troubleshooting service.
In the past, it was mostly about fixing issues after they happened, often through phone calls during business hours. Today, customer support is much more dynamic—customers expect 24/7 assistance, instant responses, and personalized help across various channels like live chat, social media, and email.
To better understand what customer support is, it’s helpful to compare it against customer success and customer service.
These functions may seem similar, but each has a distinct role and purpose that shapes how they interact with customers. Let’s look at them side by side.
Now that we’ve clarified the differences between customer support, service, and success, let’s explore how support varies when working with B2C versus B2B customers.
B2C support is all about speed. You’re helping lots of people, often at the same time, and customers want answers right away. Most of the questions are simple—things like "Where’s my order?" or "How do I reset my password?" So, it’s important to be quick and keep things moving.
To handle the high volume, you’ll need enough team members to keep up. Having tools like FAQs or chatbots can also take some pressure off your team by letting customers find answers on their own. The focus here is on getting customers the help they need fast, without any fuss.
B2B support is a whole different game. You may not get as many requests, but the issues are often more complicated. Customers might need help with something technical or a problem that’s affecting their entire business.
These cases usually take more time, and your team will need to know the product inside and out. It helps to have a few team members who can work closely with these clients, so they feel supported and understood.
Structuring a B2B support team usually involves assigning dedicated account managers or technical specialists. These roles help provide personalized service, ensuring that support aligns with the client's specific needs and long-term goals.
Customer support can take many forms, depending on the situation and the channel used. Here are some common examples that highlight different ways companies provide support:
We've looked at various examples of customer support in action, but let’s step back and ask: why does it matter at a strategic level?
Well, broadly speaking, customer support touches every part of your business. It shapes the way customers experience your brand and has a direct impact on your bottom line.
Customer acquisition costs (CAC) in B2B SaaS can get pretty steep, ranging from $274 in eCommerce to $1,450 in Fintech, according to First Pages Sage. With numbers like that, it’s imperative to find ways to bring in customers without breaking the bank.
One way to reduce these costs is by prioritizing customer satisfaction. A strong support team that consistently addresses issues promptly can significantly cut churn. By keeping your current customers happy, you won’t need to spend as much to replace them, which naturally brings acquisition costs down.
For a long time, revenue growth was mostly attributed to sales teams. However, in recent years, customer success has been playing a pivotal role in driving customer lifetime value.Â
By focusing on retention, customer success teams can nurture long-term relationships that grow customer lifetime value.
Research shows that selling to existing customers is more profitable and less costly, with a 5% increase in retention rates potentially boosting profitability by 25%. And that’s through things like renewals, upgrades, or additional services that customers buy from you.
Satisfied customers don’t just stick around—they advocate for you. They share positive experiences, drive referrals, and even help lower acquisition costs by spreading the word organically.
This virtuous cycle of retention, expansion, and advocacy makes customer success a key growth lever. And that’s super important for revenue stability and creating a solid foundation for sustainable growth.
We've all encountered situations where a company mishandles an issue, and it doesn’t take long for dissatisfaction to surface online. Negative feedback can spread like wildfire, potentially jeopardizing a brand's hard-earned reputation in mere moments. This is why a strong customer support strategy matters.
A proactive support team protects your brand's image. When they resolve issues quickly, they build trust with customers. This not only minimizes damage but also creates opportunities for recovery and growth.
Now that we’ve covered why customer support matters, let’s explore how to deliver it effectively. The right mix of support channels is essential for meeting customer needs and providing top-notch service.
Here’s a look at the main channels and their impact:
A study by Salesforce found that high-performing companies tend to go big on channels like live chat, video support, and online community forums, while others may lag behind.
Giving customers more ways to reach out means they’re more likely to get the help they want, when they want it, and it just makes the whole experience smoother.
Every customer support department relies on a well-structured team, which serves as the backbone of effective service, no matter its size.Â
A well-defined team structure not only clarifies roles but also ensures everyone is ready to handle customer issues with confidence.
Below is an overview of key roles and their responsibilities within the support team:
We've discussed how to structure a support team, but the real impact comes from the skills your support professionals bring to the table.
​Note to the designer: Make our own visual with dicfferent skills, similar to the one from HubSpot above. In the table below are the skills we should include.
Agents should put themselves in the customer's shoes by really focusing on what the customer is saying—not just the words, but the feelings and frustrations behind them.
When agents listen actively, they can respond in a way that shows they truly understand and are there to help.
It’s up to agents to break down complex information into simple, clear instructions. They should adjust their tone and approach based on the customer’s mood, ensuring the person walks away feeling confident about the next steps. The goal is to make sure no one feels lost or overwhelmed.
Agents need to remember that not all customers will be calm or easy to deal with, especially when they’re frustrated. Patience means staying calm, taking time to fully understand the problem, and not rushing through the interaction.
Empathy is about truly understanding the customer's emotions and frustrations by seeing the situation from their perspective. It goes beyond simply saying, 'I understand'—it means demonstrating genuine concern and taking proactive steps to resolve the issue.
Things don’t always go as planned, and agents need to be ready to pivot. Whether it’s dealing with a new tool, an unexpected issue, or a sudden surge in requests, agents should embrace change and still deliver top-notch service.
Agents should also know the ins and outs of the product or service to provide the right solutions quickly. They should work on deepening their product knowledge, so they can confidently guide customers through any issues they may encounter.
A positive attitude helps agents create a better experience, even in tough situations. By staying upbeat and showing a willingness to help, agents can de-escalate stressful interactions and leave customers feeling valued and reassured.
Finally, when things go wrong, agents need to stay composed and take charge. They should quickly assess the situation, determine the most urgent needs, and provide reassurance to the customer.
Now, let’s talk about a few strategies for building an effective customer support team.
1. Have a customer support strategy in place before hiring agents
Before bringing new team members on board, develop a strategy that aligns with your business goals and customer expectations. This will guide not only who you hire but also how you train and structure your support team.
Start by defining what "great support" looks like for your business. Are your customers looking for quick resolutions, in-depth assistance, or proactive outreach? Understanding their needs will shape the kind of support you provide and the roles you need to fill.
2. Hire the best customer support representatives
With your strategy in place, it’s time to bring the right people on board. To build a strong support team, look for candidates who not only possess the necessary skills but also embody a mindset that aligns with your support culture.
While qualifications can certainly be helpful, they aren’t always the best indicator of success in customer support. In many cases, hands-on experience, a positive attitude, and strong problem-solving abilities prove to be more valuable.
Ultimately, you want someone who not only excels at tackling issues but also connects easily with customers and stays adaptable in any situation.
‍💡Tip: Test candidates for real-world skills. Use role-playing exercises or scenario-based interviews to see how candidates perform under pressure.
3. Equip your team with customer support tools
Having the right customer service software is just as important as hiring a team.
Start with the essentials—a customer support tool that centralizes requests and streamlines workflows. Choose a platform that includes features like helpdesk ticketing, live chat, and integrations with other systems to keep everything organized.
Don’t overlook AI tools, either. AI-powered chatbots and automated workflows can handle routine inquiries, freeing up your team for more complex tasks. These tools can also extract valuable insights into trends and identify areas for improvement within your customer support team.
For example, our solution, Thena, helps your support team stay on top of things by bringing all customer messages into one place, whether they come from Slack, MS Teams, email, or your website. Thena uses AI to make things easier by organizing requests, suggesting quick replies, and summarizing important info. It also helps your team keep up with response times so customers aren’t kept waiting.
The best part about our tool is that it’s super intuitive, so your agents won’t have to spend hours figuring it out. They can start providing quality support right away.
4. Track the right customer support metrics
Having tools in place is one thing, but knowing which metrics to measure is crucial for success.
Regularly tracking key metrics will help you assess whether you're meeting your goals and identify areas where your team might need additional support or training.
Start by defining the most relevant customer support metrics for your business. Common indicators include response time, resolution time, and customer satisfaction scores. These metrics will show you where your team is performing well and where there may be opportunities for improvement.
Use these insights to guide your decisions. For example, if response times are trending upward, it could signal the need for more agents or a change in workflows.
Tracking the right metrics ensures you can proactively address issues and continually enhance your support strategy.
Now that your team’s set, it's time to make sure you’re delivering top-notch support. Here are some simple ways to keep your customers happy and solve issues quickly:
To ensure your customers receive the best possible support, here is a checklist for your agents to follow:
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Before wrapping up this guide, let’s tackle the big question—generative AI's role in customer support.Â
This technology is quickly gaining traction for handling routine inquiries, providing instant responses, and analyzing customer interactions at scale. As a result, businesses are making significant investments in AI tools to improve customer care.
According to McKinsey, generative AI is a major priority for customer care leaders who are looking to enhance efficiency and optimize support processes.
The increased investment in these tools reflects a clear recognition of AI's potential to address common pain points, such as reducing response times and managing high volumes of simple requests.
Yet, concerns remain about whether AI will eventually replace human agents.
Our founder, Mike Molinet, puts it succinctly: “Are there certain aspects of customer support that AI can replace? Sure. Are people going to be one of them? Absolutely not.”
While AI has the potential to streamline operations by automating repetitive tasks, it’s important to recognize that not all customer interactions are straightforward. Many situations require a human touch—empathy, understanding, and complex problem-solving skills that AI simply can’t replicate.
The reality is that rather than replacing human agents, AI is more likely to work alongside them.
There you have it—a complete guide to customer support. Now you know what it really means, why it matters, and how to do it right. Focus on clear strategies, building a strong team, and being proactive. These steps will help you create great experiences and keep your customers happy.
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