What Is Good Customer Service?

What Does Good Customer Service Mean?

The tricky part about customer service is that it means many different things to different people. Sure, we’d improve customer service magically like Gandalf if there were one definition to rule them all, but often it’s just not that easy. To help, we collected insight from around the industry that should explain the question “What is good customer service?”


Apple’s attention to detail certainly helped its rise as one of the most recognizable brands in the world. That same focus extends to their Apple Store. A rare leak of Apple’s Genius Training Student Workbook a few years back gives us insight to how the company approaches customer service. Apple emphasizes empathy as a huge teaching point for new employees, and Apple stresses the three Fs (Feel, Felt, Found) to help customers:

Customer: This Mac is just too expensive.
Apple Staff: I can see how you’d feel this way. I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities.


Amazon also can attribute some of its success to great customer service. Its founder and CEO Jeff Bezos is a hands-on leader who often speaks his mind on many different topics in the tech sector, but who believes that the customer experience should be the very first thought when building any company.

Determine what your customers need, and work backwards. – Jeff Bezos


Our Customer Experience team here at Lessonly has some seriously dedicated people. Jacey, one of our client experience managers, is disappointed that most people expect to get the bare minimum of customer service. Knowing this, she helps her customers through pain points by starting with the basics, but doesn’t stop there by truly teaching so future problems can be fixed as well:

I try and follow the “Listen, Teach, and Coach” strategy. Listen starts by understanding what the customer needs and helping them understand what you need from them. Teach is solving the problem, but coaching is something I really try and work at. I like to coach them on best practices so this problem—and new ones—don’t keep happening. – Jacey Abney


Now one of the largest companies in the world due to their innovation of the marking automation landscape, Salesforce made an impact by focusing on entire company culture. The San Francisco-based cloud computing company believes that providing good customer service starts with sculpting the entire organization so the customer experience is holistic and positive from beginning to end.

When we talk about a successful businesses in this post, we don’t mean just in terms of revenue, nor just traditional customer service, but successful in the sense of operating in the territory of positive sentiment—so much that the mention of your brand triggers good feelings from a customer.

Seth Godin

Seth Godin, a thoughtful leader in the business space, agrees with Salesforce’s view on building a company. In his blog, he explains how some companies build effective customer service teams with the right type of employees, ones who are allowed to shake the pillars every once in awhile, within reason of course. Godin believes that once you focus on building a company around joy and creation, the rest will fall into place:

Traditional corporations, particularly large-scale service and manufacturing businesses, are organized for efficiency. Or consistency. But not joy…. The alternative are the companies that give their people the freedom (and yes, the expectation) that they will create, connect, and surprise. These are the organizations that embrace someone who makes a difference, as opposed to searching for a clause in the employee handbook that was violated. – Seth Godin


A large player in the help-desk software market, Groove facilitates thousands of customer support conversations every single day. Wrapping up one of its blog posts, Groove revisits our initial idea that good customer service is an ever-changing definition. Proven methods one day might not serve people in a month or a year from now. As the company changes and grows, so do your customers’ needs. To keep offering good support and pleasing your customers, representatives must adapt quickly.

Good customer service is a moving target. Excelling at support—and using it to grow your business—means constantly learning, trying things, and evolving to always be delivering the experience that truly make your customers love you.

See how Lessonly can help equip your customer support teams to provide good customer service. Take a tour. Sign up today.

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