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Customer Service Essentials


We’ve all encountered a sales assistant who was rude, obnoxious and unhelpful – all the wrong things to be when your role is entirely customer focused!

But enough moaning – here’s how to do it properly….

A speech bubble made of customer service-relevant phrases

Good customer service should come naturally, you just have to act in the same way you would like to be treated yourself. The way employees conduct themselves can make or break the success of a business, as they represent your company and it’s values.

Self Awareness

One of the most important aspects of customer service is to be aware of how you conduct yourself. Whether it is over the phone or face-to-face, you need to come across as welcoming, polite and enthusiastic. Something as simple as smiling can improve the way you come across – a happy face shows a happy employee, which in turn reflects how they feel about the company they work for. A smile can also come across over the phone – if you smile when you talk, people can detect the happy tone in your voice!

Always speak to customers in a polite fashion, with the utmost respect, and if you work for a business-to-business company, then show enthusiasm for your customer’s products and/or services. Research your customer’s company and understand their product – then realise what their needs are and how you can best help them…


…This leads on nicely to product/service knowledge. No matter what kind of company you work for, you need to fully understand the product or service that you provide. Most customers won’t have a full knowledge of your service, and will rely on the knowledge of company employees to advise and guide them on the best options for them. Make yourself an expert in your field and take time to research anything you are unsure of. Then you will be plied with the knowledge you need to advise your customers and demonstrate your expertise.

A customer service acrosticCommunication

It is important to communicate effectively with your customers – don’t make promises you can’t commit to, listen to their needs and feedback to them as soon as possible. Always make sure you reply promptly to customer emails, answer any queries they may have in full, and offer to help them further if they have any further problems or questions. Some customers find it difficult to communicate over email and feel more comfortable speaking over the phone or face-to-face so you can take notes from them – take this in to account and suggest a meeting or telephone call with the client if they wish to.


Doing the bare minimum just isn’t enough – you need to truly show you care about every one of your customers. Go out of your way (within reason!) to help your clients by offering advice and help whenever difficult situations arise – problem solve and offer options to create a positive solution. If a customer knows that you care, then you are likely to build a positive and healthy relationship with them, leading to word of mouth recommendations, repeat custom, and most importantly – a shining reputation.

These points are all key to building a good rapport and representing your company in a professional and positive manner – customers are essential, without them you would have no business, so look after your clients and reap the rewards!

Here at GML, we pride ourselves in our unique customer service approach; thoroughly understanding our client’s businesses and providing them with bespoke solutions for their web, marketing, design and hosting needs. Please call us on 01603 508066 or email if you would like to find out how we can help you find the perfect solution for your business.