Customer Service Strategies

Customer Service Strategies to Help Your Business Succeed

Fadeke Adegbuyi
Oct 6, 2023

Table of contents

Customer Service Strategies

Customer Service Strategies to Help Your Business Succeed

Fadeke Adegbuyi
Oct 6, 2023

You’re no stranger to the complicated challenges of customer service management. From dealing with frustrated customers, solving problems in real-time, and striving to provide a consistent level of service across multiple channels, the hurdles are numerous and often interlinked. 

How can you make your customer service operations more efficient? What’s the right strategy for offering personalized experiences to a broad customer base? How do you handle high-volume customer queries while maintaining quick response times?

Generic tips and one-size-fits-all best practices rarely offer the answers you need to address these complex challenges. You’re searching for actionable, strategic approaches that can genuinely transform your customer service from being just another function to becoming your company’s ultimate competitive advantage. With this backdrop, this guide delves into key strategies tailored to alleviate your most pressing customer service pain points.

What is a customer service strategy? 

A customer service strategy is a company’s comprehensive plan for delivering exceptional customer service. It’s the blueprint that outlines how your customer support team interacts with customers, from the channels used for communication to the quality and speed of service. The strategy often integrates various tools, techniques, and metrics to ensure a seamless and compelling customer experience across multiple touchpoints.


The underlying goals of a customer service strategy

An effective customer service strategy is not just a nice-to-have — it’s a significant lever of business success. Beyond problem-solving, a well-rounded strategy yields tangible benefits like increased revenue, stronger brand reputation, and long-term loyal customers. This isn’t just about satisfying customer queries; it’s about elevating every interaction into an opportunity for growth and brand advocacy.

Drive additional revenue

In the competitive world of ecommerce, every bit of revenue counts. According to a McKinsey report, enhancing the customer experience can boost sales revenue by 2% to 7% and raise profitability by 1% to 2%. Customer service has evolved into a critical part of that equation. 

With customer acquisition costs rising, the economics of retaining existing customers through top-notch service becomes increasingly important to consider. Exceptional customer service is a potent differentiator, elevating average order values and nurturing customer loyalty. The net effect is not just happy customers but an ongoing relationship that keeps the virtual shopping cart full.

Maximize the ROI of your team’s time

Balancing service quality and efficiency is crucial for ecommerce businesses, especially during high-demand events like Black Friday and Cyber Monday. Optimal resource allocation isn’t just about cost-saving; it’s about leveraging your team's time to create the most impact. 

When customer service is finely tuned and effective, team members function at their maximum capacity. This efficiency allows for quicker response times and more personalized service. As a result, their time becomes a high-return investment that enhances both the customer experience and the company’s bottom line.

Create a personalized customer experience across all channels

In an era where consumers are inundated with options, personalized service is key to keep customers coming back. For ecommerce companies, the stakes are even higher: the entire customer journey is digital, making every touchpoint an opportunity for personalized engagement. 

Whether tailoring product recommendations in an email or responding promptly via social media channels like Instagram, a personalized approach to customer service can elevate your brand, turning transactions into relationships.

Reduce customer churn

Customers can effortlessly switch to a competitor with just a few clicks. As a result, minimizing churn is crucial for sustainable ecommerce growth. Identifying the factors that lead to customer dissatisfaction early on presents a difficult challenge but is vital for retention. 

In Gorgias's data from 12,000+ merchants, repeat customers make up 21% of buyers but contribute 44% of revenue and 46% of orders.

Bar graph comparing the percentage of repeat customers and the revenue they bring in

Customer service departments serve as the frontline in recognizing early warning signs that customers may churn. By swiftly addressing these customer issues and executing well-planned retention strategies, customer service teams can reduce the churn that eats away at revenue and profits.

Improve your brand reputation

In 2022, 85% of companies thought that customers were increasingly likely to share both good and bad experiences compared to previous years. In the absence of a physical storefront to build rapport with shoppers, building online trust is particularly crucial for ecommerce businesses. 

Your brand’s reputation is directly tied to the quality of interactions, and the customer feedback shoppers share across multiple platforms — from social media to review sites. Excellent customer service boosts brand credibility and positive word-of-mouth by efficiently resolving issues and exceeding expectations.

TUSHY has earned a reputation for great customer service, contributing to its strong following. The company leverages Gorgias Convert to run highly targeted chat campaigns, which influence 25% of total revenue and effectively educate prospective buyers, reducing bounce rates by 37%.

TUSHY uses Gorgias chat campaigns to engage customers by pointing them to additional resources.

Streamline operational efficiency 

What if you could seamlessly manage customer expectations while optimizing operational costs? A well-designed customer service strategy in ecommerce involves a blend of automated solutions for frequently asked questions, real-time data analytics for efficient resource allocation, and highly-trained staff for personalized customer interactions. This multi-faceted approach exceeds customer expectations and reduces operational expenses while boosting operational efficiency.

The 6 most important customer service strategies every team should use

When we talk about “customer service strategies,” we’re referring to overarching approaches that capture various aspects of customer service — from essential technology to critical processes. Unlike generic best practices like “know your customer,” these are multi-faceted, actionable game plans designed to elevate customer service from a reactive function to a proactive advantage. Let’s dive in. 

1) Implement proactive customer support to anticipate needs

Adopting proactive customer support practices isn’t just about resolving issues; it’s about foreseeing them before they even happen. By identifying potential problems and offering solutions in advance, you’re not just fixing issues but enhancing the entire customer experience. This level of foresight streamlines your support processes, making them more efficient.

When you proactively address concerns, you’re signaling to your customers that you care about their experience, which leads to higher satisfaction levels. Fewer complaints mean fewer support tickets, lightening the load on your customer service team. More importantly, a proactive approach encourages customer loyalty. Customers will likely stick around when you make the first move to ensure their comfort.

Customer support should be a combination of reactive and proactive customer service

BrüMate, a premium drinkware and cooler brand, improved its customer experience by taking a proactive approach to customer support and solving issues at the root. For example, BrüMate’s former Associate Director of Customer Experience, Colin Waters told us, “based on customer feedback, we might add more details to our product pages, update language at checkout, or highlight specific reviews.”

Their transition to Gorgias allowed the company to reduce its first response time to 1.5 minutes and generate more than $9 million in revenue from its support team.

How to implement proactive customer support

  • Gorgias Live Chat allows real-time communication between your support reps and website visitors. Using it to contact customers with items in their cart pre-purchase, you can address questions or concerns on the spot, reducing cart abandonment.
  • Gorgias Chat Campaigns let you send targeted messages to customers browsing your website based on their behavior or specific conditions. By strategically implementing chat campaigns, you can proactively reach out to users at points in their browsing where they are most likely to have questions, guiding them toward a purchase.
  • Gorgias Help Center is a centralized hub where customers can find answers to their questions — from shipping information to product details. By proactively answering FAQs and providing detailed walkthroughs, you reduce ticket volume for your support agents, making the support process easier for staff and customers.
  • Help Center Article Recommendations in Chat automatically suggest relevant help center articles to customers based on their chat input. This provides immediate, detailed solutions and educates customers, reducing the need for live agent assistance.

2) Craft personalized customer support for enhanced engagement

Personalized customer service goes beyond using a customer’s name in emails; it means meaningfully understanding and catering to their unique needs. By providing tailored support, you set your brand apart from competitors and build deeper, more meaningful customer relationships. This bespoke level of interaction strengthens your brand’s identity and keeps customers returning.

Scaled businesses can benefit from technology while maintaining personalized customer service

Shoppers who feel seen and understood are likelier to stay loyal to your brand, ultimately boosting customer retention rates. Moreover, knowing your customer’s preferences and history allows you to recommend relevant products or services, creating new revenue streams. On the operational side, readily available customer history allows your support team to resolve issues more efficiently, reducing the time and resources spent per ticket.

Absolute Collagen, a specialist in marine collagen drinks, uses Gorgias to centralize customer inquiries and provide a holistic view of each customer. By doing so, they’ve achieved a customer satisfaction score of 4.9 and reduced their average response time across all channels to less than five minutes.

How to craft personalized customer support

  • Gorgias Macros are templates with dynamic fields that let your agents auto-fill customer-specific data like tracking info or shipment dates. This speeds up response times and ensures personalized, relevant communication for each customer.
  • Gorgias Integrations pull in additional data into Gorgias from third-party tools like Attentive, Yotpo, or Klaviyo. These integrations give you a comprehensive view of customer interactions for more personalized and insightful support experiences.

3) Develop customer self-service options for user empowerment

Offering customer self-service puts control in the hands of your customers. When customers can resolve simple issues themselves, they experience greater convenience and satisfaction. Quicker problem resolution meets modern consumers’ immediate expectations, further enhancing their overall experience.

The financial benefits are noteworthy, too. You can achieve a more cost-effective operation by reducing the number of simple queries directed at your support staff. Meanwhile, it lightens the workload for your customer service agents, letting them put their human expertise to better use. 

Loop Earplugs leverages Gorgias’s Automate to improve their customer self-service experience. This automation has decreased WISMO (“where is my order”) inquiries from 17% to 5%, allowing customers to independently check shipping statuses, freeing up customer service agents for more complex issues and revenue-generating activities.

Loop Earplugs uses Gorgias
Loop Earplugs automatically answers customer questions with Gorgias's chat widget and Flows feature.

How to develop customer self-service options

  • Gorgias Automate is a collection of features designed to handle up to 60% of repetitive customer service tickets autonomously, allowing teams to focus on complex issues. It offers Autoresponders, Quick Response Flows, Order Management Flows, and Article Recommendation Flows. 
  • Gorgias Flows let you create customer self-service workflows to guide users through solutions without agent intervention. Flows can improve the user experience by giving shoppers immediate answers to common queries, reducing ticket volume.
  • Gorgias Rules automate ticket management by performing specific actions like tagging or auto-responding based on custom triggers you set. Rules efficiently sorts incoming queries to the appropriate resources or information, streamlining the customer service process for agents and customers.
  • Gorgias Help Center is a centralized hub for customer service, education, and engagement, offering a knowledge base or FAQ for customers seeking answers. such information on your website. See these resource hubs in action — Branch Furniture uses Gorgias for its Help Center, while BruMate hosts their FAQs on the Gorgias platform.  

4) Build an omnichannel support system for seamless interactions

According to a recent report, 53% of consumers say customer support interactions feel fragmented. An omnichannel customer service system is the backbone for a seamless customer experience — that means consistent interactions across email, social media, or live chat. This interconnected approach eliminates the common frustration of customers repeating information when switching channels. The result is a unified, streamlined customer experience.

Omnichannel customer service breakdown

This ease of interaction translates to less work for the customer, smoothing their path to resolution or purchase. The rich data from multiple channels also becomes valuable for refining your customer service approach and shaping marketing initiatives. Building this integrated system promotes better inter-team communication, ensuring that customer service agents are well-equipped to provide top-tier support.

Ohh Deer specializes in creating quirky, eye-catching stationery, gifts, and homeware. To provide a seamless customer experience, they integrated Gorgias Chat to centralize support channels like Instagram, Facebook, Twitter, email, phone, and live chat, increasing efficiency and revenue. This omnichannel approach contributed to a high average CSAT score of 4.95 and an additional $12,500 quarterly revenue.

How to build an omnichannel support system

Gorgias allows businesses to manage all their support channels, such as email, Instagram, Facebook, phone, and live chat, in a single interface. By consolidating these channels, businesses can provide a more seamless customer experience, streamline support operations, and improve response time, increasing customer satisfaction and revenue.

Gorgias helpdesk with a view of Shopify customer sidebar

5) Leverage pre-sales support to boost conversions

Strategic pre-sales support engages prospective customers right when they are wavering on the edge of a purchase decision. You can guide them through uncertainties by offering prompt and insightful assistance, creating a more frictionless path to conversion and sales. Immediate and expert guidance can accelerate a potential customer’s transition from consideration to purchase, shortening the overall sales cycle. 

You can promote higher-value packages or complementary items with skilled pre-sales interactions, raising the average order value. Pre-sales service not only aids in conversion but also sets the tone for future interactions, elevating your brand’s reputation in a competitive landscape.

Topicals excels in customer support by adopting a proactive pre-sales approach to educate their customers, addressing a previously high return rate due to incorrect product selection or usage. They employ Quick Response Flows and Macros, which deflect 69% of customer queries to provide immediate, automated answers to frequent questions. This approach has enhanced customer satisfaction scores to 4.8/5 and led to a 78% increase in sales driven by customer support.

Topicals uses Gorgias
Topicals customers can either chat with a live agent or get an automatic answer to a frequently asked question.

How to leverage pre-sales support

  • Gorgias Quick Response Flows offer self-service options via a chat widget that can answer common customer queries instantly. Automating immediate, accurate answers improves customer satisfaction and frees up human agents to handle more complex pre-sales inquiries.
  • Gorgias Chat Campaigns allow you to initiate proactive live chat conversations with online shoppers, offering tailored promotions or vital product information. This feature engages potential customers at crucial touchpoints in the sales funnel, providing the necessary nudge to convert browsers into buyers.

6) Incorporate automation in customer service for operational efficiency

Embracing customer service automation simplifies daily operations by taking over mundane, repetitive activities. This operational ease allows customer service agents to dedicate their customer service skills to more nuanced and complex customer needs, often requiring a human touch. Automation becomes the backbone that supports a highly efficient customer service operation.

Tracking order sent on SMS

Automation technology quickly scales to manage increased customer inquiries, making it easier to handle peak periods without inflating your workforce. Immediate automated responses to straightforward queries mean customers don’t have to wait in long queues, elevating the customer experience. Moreover, since automated systems operate based on programmed logic, the chances of errors occurring in routine tasks are significantly reduced, bolstering the credibility and dependability of your customer service function.

ALOHAS, a Barcelona-based sustainable fashion brand, has effectively incorporated automation into its customer service through Gorgias Automate. By setting up self-service resources and Quick Response Flows, ALOHAS has achieved an 83% automation rate, resulting in faster response times and doubling revenue.

ALOHAS uses Gorgias chat widget with automation

How to incorporate automation in customer service

  • Gorgias Automate enables businesses to set up automated self-service resources and flows, streamlining customer interactions and reducing manual ticket handling.
  • Gorgias Flows create workflow automations that guide the customer support process, making it more efficient and consistent.
  • Gorgias Macros program predefined responses that can be used to quickly answer common customer inquiries, speeding up the customer service process.

How to prioritize customer service strategies

Prioritizing customer service strategies can be complex, especially when resources and team sizes vary. A well-thought-out approach can make all the difference in effective strategy implementation.

For smaller teams (1-10 people)

When operating with a compact team, every action has to count. Automation can be a lifesaver for small customer service teams. A feature like automated responses in chat can field common customer inquiries, freeing up team members for more complex tasks. Additionally, investing in proactive support — like anticipating customer needs before they reach out — can significantly improve customer satisfaction without requiring a lot of hands on deck.

For mid-sized teams (11-50 people)

Having a larger team presents both opportunities and challenges. The key is to capitalize on the resources at your disposal while avoiding inefficiencies to provide the best customer service possible. One way to achieve this is through omnichannel support, allowing customer inquiries from different platforms — email, social media, chat — to be funneled into a single dashboard for easier management. 

This streamlines the customer service process, aiding in quick response times. Simultaneously, a customer self-service portal can offer solutions for everyday problems, enabling customers to help themselves.

For larger teams (51-200+ people)

With an extensive team, the focus shifts toward fine-tuning and optimizing customer service operations. Here, coordination among team members and units becomes essential. Real-time monitoring systems can track customer satisfaction and response time, enabling immediate adjustments. 

Additionally, specialized teams can be set up for specific functions like pre-sales support, each contributing a unique value to a comprehensive customer support strategy. This segmented yet integrated approach allows for breadth and depth in customer service capabilities.

Make Gorgias the foundation of your customer service strategy

Don’t just adapt to the future of customer service — lead it. Gorgias centralizes all your customer interactions into a single platform for streamlined efficiency. From proactive support through our Gorgias Chat Campaigns to omnichannel capabilities that unify email, chat, and social media conversations, Gorgias offers a one-stop solution.

Whether you’re a team of 10 or 200, make the shift to intelligent, scalable, and personalized customer service with Gorgias. To learn more about Gorgias, book your demo today.



How do you develop a customer service strategy?

To develop a customer service strategy, set clear goals and KPIs like boosting revenue, increasing net promoter score (NPS), and reducing customer churn. Then choose specific approaches, such as proactive or personalized support, to meet these objectives and surpass your current benchmark.

What are some challenges of creating a customer service strategy?

Challenges in creating a customer service strategy may include resource limitations, navigating an array of customer touchpoints, and balancing short-term gains with long-term customer loyalty.

How do you prioritize using different strategies in customer service?

Prioritizing different strategies in customer service involves assessing your team’s size and capabilities and then focusing on tactics that offer the highest ROI and customer impact.

How can Gorgias help companies implement a customer service strategy?

Gorgias helps companies implement a customer service strategy by offering features such as a Help Center for self-service options, Flows for automated processes, Macros for quick and personalized responses, and Chat Campaigns for proactive customer engagement. These tools collectively allow for a streamlined and practical approach to customer support.

Alexa Hertel
Senior Editor at Gorgias
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Fadeke Adegbuyi
Author Profile
Alexa Hertel
Senior Editor at Gorgias
Author Profile
Fadeke Adegbuyi
Author Profile

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