How Small Businesses Can Improve Customer Service for Greater Profitability


What is the single most important thing small businesses must do to ensure profitability and growth? You might assume that it’s providing a high-quality product or service, and that’s definitely part of it. Maybe you’re thinking about brand positioning or the quality of your marketing collateral. The truth is that the most important element is delivering great customer service and creating an overall positive customer experience. 

Don’t assume that customer service only encompasses interactions when a customer has a problem, either. Any touchpoint falls under that heading, from providing information to a lead before they purchase, guiding them to the right product or service, or providing ongoing support after a purchase. It’s all part of the same process that you need to get right.

What you need to know about customer service today

To illustrate just how essential great customer service is for profitability and growth, let’s look at a few recent statistics.

  • 97% of consumers say that customer service interactions determine if they remain loyal to a particular brand. 
  • A good experience is worth more money, as 61% of consumers say they will pay more for a product or service if they know they’ll have good customer service.
  • 81% of customers report that a positive customer experience increases the chance that they’ll make a repeat purchase from a brand.
  • 95% of customers say customer service affects brand loyalty, with access to human agents, self-service options, and easy access to support being key elements.

Given how closely tied great customer service is to profitability and growth, it pays to focus on improving your ability to serve and support your customers. 

Critical tips to improve your customer service

Every business is different. Thankfully, most small businesses can take similar steps to transform their customer service from lackluster to great.

1. Under-promise and over-deliver

One of the best ways to boost customer satisfaction and keep people coming back time and again is to exceed their expectations. You can do that relatively easily if you under-promise and then over-deliver. This can take different forms depending on your business and industry, but the key is to reduce hype and focus on quality.

2. Don’t make them jump through hoops to contact you.

Surprise your customers (pleasantly) by being there when they need you in a variety of different ways, from email and phone support to in-person and website chat options. The more easily they can reach you, the happier they’ll be.

3. Remember that your customers are your business.

It’s easy to lose sight of the reason you started your small business in the first place, particularly when you’re chasing profitability. Understand that profit isn’t the ultimate goal of your business. It’s building relationships with people and solving their needs. If you can’t solve their problems, then you won’t make a profit. It’s as simple as that.

4. Analyze the customer experience at different touchpoints.

Customer service doesn’t start after a purchase. It begins when a lead first learns of your brand and then continues long after they’ve made a purchase. The quality of that experience, from first touch through ongoing support, will dictate whether they buy from you again, recommend you to others, and so much more. Delve into the quality of the customer experience at different touchpoints and make any needed changes so that it’s overall positive.

5. Listen to (and implement on) customer feedback.

Want to really find out what your customers want in terms of communication and support? Listen to their feedback. Then take the next step and act on those concerns. When customers see that you take their needs seriously and are willing to make changes to ensure their satisfaction, they’ll reward you with improved loyalty and brand advocacy. 

6. Invest in your customer service team.

Small businesses can’t afford not to have a customer service team, even if they’re unable to hire in-house employees for the purpose. Trying to do it all yourself or parceling out customer service responsibilities to employees who are already overloaded with other responsibilities will only drive customer dissatisfaction and reduce morale. Instead, work with a partner that can provide you with an all-in-one customer engagement solution. Live virtual receptionists can handle incoming phone calls, emails, and even SMS. Live chat tools incorporating both state-of-the-art AI and human agents ensure that customers can always get the help they need.

7. Know your customers and what drives them.

What are the common reasons your customers contact you for support or help? What’s the average customer experience like? If you don’t know, then you can’t improve things. Make sure that your answering service includes access to call recordings, transcriptions, call intelligence, and metadata so that you can drill down into this information, surface important insights, and then use those to improve your customer service delivery.

The partner you need to improve customer service and profitability

At, we understand how challenging it can be for small businesses to identify breakdowns in their customer service delivery or home in on key ways to improve their customer experience. 

Our live virtual receptionists are available 24/7, ensure that every call, email, and text is answered promptly, and can even solve many problems and complaints without the need for further escalation. If the customer needs further help, our receptionists can forward the call to the appropriate person, complete with all the information your team member needs to ensure a positive outcome. 

Our advantages don’t stop there. Today’s customers expect instant availability and responses. Our live chat feature allows you to be there when they need you, no matter what time that might be. It’s augmented by human agents to handle sensitive or complex matters. 

To learn more, schedule a consultation or reach out to

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Written by Samir Sampat

Samir Sampat is a Marketing Manager with He has experience working with businesses of all sizes focusing on marketing, communications, and business development.

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