Customer support can be emotionally demanding work. Other teams see clear finish lines — closed deals for sales or shipped features for product. Support, on the other hand, is a constant marathon.
Even if I knock out 20 tickets before lunch, another 20 will pop up by the time I’m back. It’s all too easy to get stuck heads-down in the queue. That’s precisely why taking the extra time to acknowledge excellence isn’t optional — it’s crucial. Recognition is what keeps us energized and engaged, even on our toughest days.
We all have weeks when the vibes are off, customers seem extra irritable, and we’d rather lay down than step up. That’s where a recognition framework comes in. Praise is like professional caffeine. When I get a shoutout in our weekly spotlight for de-escalating that impossible ticket, I feel replenished and ready to take on ten more. Recognition refills the tank that difficult tickets drain.
Our Director of Support, Kenji, explains the philosophy behind our approach:
“The recognition system we’ve implemented at Front was born from a simple observation: support excellence that goes unacknowledged rarely sustains itself. We deliberately created multiple recognition channels to ensure no contribution goes unnoticed. This approach has transformed our support culture from one focused on ticket resolution to one centered on impact creation. The most meaningful change I’ve witnessed is how team members now actively seek out opportunities to drive customer success rather than simply responding to issues — recognition has made the difference between reactive support and proactive customer advocacy.”
At Front, we combat burnout and foster motivation through a multi-layered recognition strategy — some automated, some manual. Here are five key practices that energize our support team.
Five recognition practices that energize our support team
1. Immediate appreciation
Immediate appreciation is given in team chat shoutouts when agents receive positive customer feedback (automated through Front’s native CSAT + our Zapier integration). The queue moves quickly, so it’s important to recognize wins in-context, before the next wave of tickets flows in.
2. Team-wide spotlights
Team-wide spotlights in weekly emails and meetings are used to highlight standout performance and metric frontrunners, pulled from Front Analytics. This public recognition celebrates those who are crushing it and sets a visible benchmark for excellence. We also crown a GOAT (Greatest Of All Time) of the week. This is a chance to highlight someone who went above and beyond, either for a customer or for our team.
3. Company-wide recognition
Company-wide recognition ensures that the broader company understands support’s impact. Whether through cross-departmental shoutouts, all-hands meeting highlights, or our public Support Report, we reinforce our crucial role in customer satisfaction and business success, fostering respect across the organization.
4. Performance-based bonuses
Performance-based bonuses are awarded when the team smashes our metrics goals. These don’t just boost morale — they reinforce that support excellence is a team accomplishment worth investing in.
5. Skill spotlight opportunities
Skill spotlight opportunities turn individual expertise into leadership moments. When teammates demonstrate exceptional skills—like a knack for troubleshooting complex technical issues or defusing tense customer interactions — we invite them to lead team workshops in their area of strength. It’s a powerful form of recognition that says, "You’re so good at this that we want everyone to learn from you," which gives them a chance to flex their muscles while helping the entire team level up.
Our team’s feedback on our recognition practices
So, does this multi-faceted approach actually work? Here’s what my colleagues have to say:
“I’ve never worked somewhere that is so transparent about appreciation. We have the #customer_appreciation Slack channel. We do GOAT of the week. It makes it so that even the little efforts we put in are seen and acknowledged. I love that about our team. And it really motivates me to go above and beyond every week!”
-Andy James, Technical Support Engineer
“It makes my day when positive CSAT scores get posted into the Support Slack channel and we spam them with fun emojis. Also, as much as everyone wants to be polite by saying a job well done is payment enough....I do love the bonus we get when we hit our metrics!"
-Karen Nguyen, Senior Support Program Specialist
“Gotta be honest, when I was recognized as Support’s GOAT of the week at standup, I screenshotted the slide and sent it to my wife.”
-Beyker Estrada, Customer Support Specialist
I’m proud to work on a team where mutual respect and recognition are the norm. By celebrating excellence at every level, we actively defy the stereotype of support as “thankless work.” Recognition isn’t just a nice-to-have — it’s essential infrastructure. Show your support team they’re valued, and they’ll pass that care directly on to your customers. And that’s not just good for morale, it’s great for business.
For more resources on boosting your support team performance, check out:
How to create a strong support <> product feedback loop through Support Fix meetings
Helpful, human, complete: The art of a great first response in customer support
Support team wisdom: The subtle art of building trust through mentorship
Written by Phoebe Killick
Originally Published: 25 April 2025