Building a successful customer support team in 2024

Pricing is no longer the biggest factor that differentiates businesses—it’s customer service and experience that drive loyalty. In fact, a recent study by Hyken shows that 79% of customers would switch to a different company if it provided a better customer experience. 

To provide customers with the service and experience they deserve, you need a stellar customer support team. But what does a successful customer support team look like, and how do you build one? We’ve compiled all the information you need to create your own standout support team in 2024.

What is a customer support team?

A customer support team is a dedicated group within a company that handles inquiries, concerns, and issues raised by customers. This team is the primary interface between the company and its customers and is expected to resolve issues quickly and satisfactorily. Customer support teams are tasked with answering questions, resolving product or service issues, processing returns or refunds, and providing assistance via phone, email, live chat, or social media. 

Effective customer support teams do more than solve problems; they also gather valuable customer feedback. This feedback is then used to inform product development and improve service delivery, which improves a company’s reputation and enhances the overall customer experience. 

What should your customer support team look like?

The size and structure of your customer support team varies depending on the size of your business. What works for a large enterprise likely isn’t feasible or necessary for a small business, and vice versa. Here’s what your support team should look like based on business size:

Small businesses

Small business customer support teams should be highly adaptable and intimately familiar with the company’s products and services. They typically have a few dedicated individuals who handle a wide range of duties, from answering customer inquiries to addressing technical issues and processing orders. It’s crucial for the team to be well-trained and feel confident making decisions that can swiftly resolve customer issues.

Technology can help a small business customer support team maximize efficiency. Investing in basic tools like a shared email inbox for handling queries and a simple CRM system for tracking customer interactions can significantly improve response times and service quality while maintaining the personal touch customers expect from small businesses. The goal is to create a responsive and personable customer support framework that can scale in the future.

Mid-level businesses

For mid-level businesses, the customer support team should be structured to handle the increased volume and diversity of customer interactions. It is typically segmented into different roles or departments focusing on specific areas, such as technical support, product inquiries, billing issues, and after-sales service. This specialization allows for more in-depth expertise and a more tailored approach to addressing customer needs.

Mid-level customer support teams should be equipped with advanced CRM tools and support software that integrate with other business systems to provide a holistic view of each customer's journey. Team members should also undergo training programs that enhance their technical and soft skills to ensure they are prepared to handle complex customer interactions. Implementing regular performance reviews and feedback loops can help keep employees aligned with business goals and improve processes as needed. It's also beneficial at this stage to develop escalation and retention protocols.

Enterprises

Enterprise customer support teams must be highly scalable and sophisticated, especially for businesses with a global reach and support available in multiple time zones and languages. These teams are large and have multiple layers of specialists, including front-line agents, technical experts, and escalation managers, organized into tiered support levels to handle an extensive range of customer issues efficiently. Enterprises benefit from robust technological infrastructure, like state-of-the-art CRM systems, omnichannel support platforms, and AI-driven tools like chatbots and automated response systems, to help manage large volumes of interactions without compromising service quality. 

Enterprises should focus on integrating their customer support operations with business analytics and customer data platforms to leverage big data insights in enhancing customer engagement strategies. This integration allows for predictive support and personalized service offerings. Enterprises should also prioritize continuous training and professional development to keep support teams updated with the latest industry standards and technological advancements.

Key elements of a successful customer support team

Regardless of your company’s size, your customer support team must embody four key characteristics to be successful:

Patience

Patience is a cornerstone of effective customer support because it directly impacts interaction quality. In the often high-pressure environment of customer service, representatives who exhibit patience can adeptly manage a range of challenging situations, from handling irate customers to solving complex technical issues. Moreover, a patient approach allows support agents to thoroughly investigate issues, ensuring that solutions are quick, correct, and comprehensive. Patience ensures that each customer feels heard, valued, and understood, which is crucial for maintaining customer satisfaction.

Proactivity

Proactivity transforms the service experience from reactive problem-solving to anticipatory service, significantly enhancing customer satisfaction and loyalty. A proactive support team anticipates customer needs and addresses potential issues before they escalate, demonstrating a commitment to customer care that goes above and beyond the minimum requirements. It can include reaching out to customers with updates about product changes, warning about potential issues, and offering solutions before the customer is even aware of a problem. By taking initiative in these ways, support teams improve the immediate customer experience and build a reputation for reliability.

Teamwork

Teamwork fosters a collaborative environment where knowledge, skills, and resources are pooled to enhance service quality and efficiency. In customer support, no single agent has all the answers; complex issues often require input from multiple departments. Effective teamwork ensures that information flows freely between these departments, allowing for comprehensive and coherent solutions. It also encourages a supportive work culture where agents can rely on one another for assistance, reducing stress and increasing job satisfaction. This solidarity not only improves response times and problem-solving capabilities but also ensures a consistent and unified customer experience. 

Knowledge

Knowledge empowers agents to provide accurate, confident, and efficient service. A deep understanding of the company's products, services, and customer management systems enables support personnel to quickly diagnose issues and offer solutions, reducing resolution times and boosting customer satisfaction. Additionally, knowledgeable agents can educate customers about product features, usage tips, and troubleshooting, enhancing the customer's experience and perception of the brand. Investing in regular training and knowledge management systems ensures that customer support teams are up-to-date with the latest product developments and service protocols, which is crucial for maintaining high service standards and adapting to evolving customer needs.

8 steps to build a successful customer support team

Now that you understand what makes up a successful customer support team, let’s take a look at how to build one.

1. Establish company expectations for customer service

Establishing company expectations for customer service involves defining the quality of service expected, the tone and manner of interactions, response time goals, and the overall customer experience the company aims to deliver. By setting these standards, the organization creates a framework that guides the support team's recruitment, training, and performance. These standards ensure that every team member understands their role in achieving customer satisfaction and how their individual contributions align with your company's broader business objectives. 

2. Identify and target key channels for customer service

Identifying and targeting channels through which customers prefer to engage with your company involves analyzing customer demographics, behavior, and feedback to determine the most utilized and effective communication platforms. These could be email, phone, live chat, social media, or in-app support. Prioritizing these channels enables businesses to allocate resources efficiently and ensure that their support team is present where customers most actively seek help. Establishing a strong presence on the right channels enhances accessibility and responsiveness, which are crucial for building customer trust and satisfaction.

3. Hire and train the right people

Hiring customer support team members goes beyond assessing technical skills and experience; it involves evaluating candidates' communication abilities, empathy, problem-solving skills, and alignment with the company’s service philosophy. Once the right candidates are selected, they must undergo thorough training programs. They should cover the company’s products and services in detail, customer service protocols, the use of support tools, and effective communication techniques. Training should be an ongoing process, with regular updates and refreshers to ensure that team members stay informed about new products, services, or changes in company policy. 

4. Do research and ensure legal compliance

Conducting thorough research to ensure compliance with legal and regulatory requirements involves understanding and adhering to data protection acts, consumer rights laws, and industry-specific regulations that might affect how customer information is collected, stored, and used. Compliance ensures the company protects itself from legal risks and builds customer trust by safeguarding their personal information. Training customer support staff on these legal aspects empowers them to handle customer data appropriately and navigate complex situations that may have legal implications. 

5. Choose the tools that fit your needs and infrastructure

Choosing the right tools and technology can significantly enhance efficiency and effectiveness in handling customer inquiries. These tools might include CRM software, ticketing systems, communication platforms, and analytics tools that integrate with existing business systems. They should help provide quality service and valuable insights that improve service quality. Investing in the right tools will empower your customer support team to deliver prompt and personalized service, manage a higher volume of interactions more effectively, and maintain a high level of customer satisfaction.

6. Promote collaboration across teams

Effective collaboration between customer support, sales, marketing, product development, and technical teams can dramatically enhance the overall customer experience. This synergy ensures that customer feedback and issues are swiftly communicated to the relevant departments, leading to quicker resolutions and offering improvements. To foster this kind of teamwork, companies should implement cross-functional meetings, shared communication and information exchange platforms, and joint training sessions that help each department understand their impact on customer support. This collaborative environment also aligns all teams toward a common goal of customer satisfaction, creating a more cohesive and proactive workforce.

7. Measure progress and pursue continuous improvement

Measuring progress and pursuing continuous improvement involves setting clear, quantifiable goals related to response times, customer satisfaction scores, resolution rates, and other relevant metrics. Regularly monitoring these metrics allows companies to assess the effectiveness of the customer support team and identify areas for improvement. Customer feedback surveys, performance analytics software, and quality assurance assessments are integral to gathering this data. Additionally, implementing a culture of continuous feedback within the team, where agents are encouraged to share insights and suggestions, is crucial for process optimization. By continually assessing and refining their approach, businesses can adapt to changing customer expectations and industry standards, ensuring the customer support team exceeds their customers’ needs.

8. Continually gather feedback from customers and team members

Continually gathering feedback from customers and customer support team members is an ongoing process that involves collecting, analyzing, and acting on feedback to enhance service delivery and team performance. Customers can provide valuable insights through surveys, feedback forms, social media interactions, and direct communication, highlighting areas where the support experience excels or falls short. Team members are on the front lines and can offer firsthand observations about potential inefficiencies or challenges in the support process. This approach helps address immediate issues, future challenges, and opportunities.