The step-by-step guide to modern customer service

Chapter 1: Building a strong foundation

First off, you can’t start on a path to great customer service without a well-organized support operations foundation. Support operations refers to the teams, tools, and workflows required to create an exceptional end-to-end customer experience. 

If you’re starting from scratch in building your support operations strategy or want to rethink the way your team is structured, here’s a list of best practices to get you going: 

1. Structure your team to handle various customer needs efficiently. This means thinking about your key customer segments, like geography, intent, potential, and sentiment.

2. Assign roles based on individual strengths, like technical support, billing, and general inquiries. But remember, there is no “i” in “team.” Collaboration needs to be at the center of your strategy to make sure teammates learn from one another and your organization stays flexible. 

3. Develop clear workflows for managing customer interactions. This will help ensure every inquiry is routed correctly and handled promptly.

4. Establish performance metrics to measure success. Key indicators can include response times, resolution rates, and customer satisfaction (CSAT) scores. Support leaders should regularly review metrics tracked to identify and discuss areas for improvement. You can see which metrics our team tracks as we share our support team’s performance publicly in our Support Report.

A strong foundation also means your support team has the right skills and training processes to keep pace with new skills needed. First, some basics: strong, effective communication today means listening actively, conveying information clearly, and handling inquiries with professionalism. Fast problem-solving skills are essential in an age where customers have limited patience for long response times. Emotional intelligence helps in managing all customer interactions — from straightforward to complex — with empathy and care.

Your support operations checklist:

• Team setup: Define clear roles for different types of support and create structured workflows.

• Performance tracking: Implement systems to monitor response times, resolution rates, and satisfaction scores. Head over to Front’s Support Report for guidance on benchmarks and stats and to see how we track our customer support team’s performance.

• Essential skills: Train your team in communication, problem-solving, and emotional intelligence.

Chapter 2: Implementing omnichannel support

Think about how you prefer to catch up with friends — some love a quick phone call, others stick to texts, some might want catch-ups over coffee. Similarly, customers have their favorite channels when it comes to reaching out for support. Whether email, chat, social media, or a phone call, the key to successful omnichannel support is recognizing individual preferences and having the option of your team supporting many channels.

Omnichannel customer service solutions can integrate all online and offline channels, consolidating customer data for a unified view of interactions. This means support agents can see the full context and pick up conversations from any channel seamlessly. And for customers, it means a smooth, impressive experience. 

Amazon does a great job of meeting customers where they are. Say you’re buying baking supplies on Amazon — you could get an email confirmation of the order, a text alerting you that your package is out for delivery, a phone call from the driver that it arrived, and a follow-up email asking for your review of the product. Talk about seamless!

Some of the more popular customer support channels include email, voice, SMS, social, and chat. The more options you can provide your customers, the more delighted they’ll be to connect with you. Front’s 110-plus integrations and open API mean the possibilities for channel connection are limitless. And with all your tools syncing into one platform, you don’t need to worry about toggling back and forth between tabs.

Benefits of an omnichannel experience include:

1. Seamless customer interactions: Customers can switch between channels without losing context, saving time and enhancing their overall perception of the business.

2. Boosted efficiency for agents: Having everything in one place reduces context switching for agents and keeps them organized and faster at responding to customers, regardless of the channel.

3. Better data insights: Collecting and analyzing data from multiple channels provides valuable insights into customer preferences and behaviors, guiding business decisions and improving products and services.

But where to start? Here are some best practices for bringing on an omnichannel strategy: 

• Maintain consistency across all channels: Ensure your branding, tone, and messaging are uniform across all channels for a cohesive experience.

• Focus on personalization: Tailor interactions to make customers feel valued and create meaningful connections.

• Embrace a mindset of continuous improvement: Regularly refine your strategy based on customer feedback.

• Invest in an omnichannel platform: Use a tool like Front to manage and measure all customer interactions across channels — email, SMS, voice, chat, social media, and more — from one unified hub.

Companies that do omnichannel customer service right build lasting customer loyalty. By offering a seamless, integrated experience, they meet customers on their preferred channels and can deliver consistently great service. A smooth, personalized approach turns everyday interactions into long-term relationships. 

Chapter 3: Workflow automation and AI

When a customer asks about their order status, wants to modify travel plans, or requests a refund, it seems simple enough on the surface. But behind the scenes, these straightforward inquiries can trigger a complex process across systems and teams: What’s their order number? Which travel itinerary? Is the request eligible for a refund?

Manually digging through internal threads or switching between systems can add minutes (even hours!) to each question, and that time adds up. This is where AI and automation tools come in — they help support teams tackle routine tasks and make finding responses to simpler questions easier, freeing teams up to focus on the complex inquiries and high-touch relationships.

Automation

Automation tools enable businesses to streamline routine tasks like ticket routing, responses to frequently asked questions, and status updates. This reduces the workload on agents and speeds up response times.

Here are some of our favorite automated workflows in Front:

Categorize messages with tags: Tags help your team prioritize what to work on next, while also laying down the groundwork for automated rules and reporting. You can automate tagging messages based on sender attributes or message content.

Route to the right team: Move messages to the correct shared inbox to ensure the right owner follows up. Archive messages requiring no action to keep the team focused.

Workload balancing: Make sure no teammate is overwhelmed when messages are distributed according to their capacity. That way, you meet your reply time goals and create happier customers.

Consistency across teams and shifts: Ready to hand off to the next shift? Out of office? Redirect messages automatically so no message gets accidentally missed.

New Front automation features take easier service one step further. With macros, perform several actions all at once — like moving messages, adding and removing tags, and notifying teammates — with the click of a button. Connectors enable teams to pull in more third-party data to provide contextual information to agents without app switching. 

AI

Do more for customers in record time. Answer inquiries instantly and boost team efficiency with AI. Advanced AI tools can manage routine interactions, analyze customer data, and help agents draft and summarize content.

AI Compose, for example, drafts messages from scratch, enabling teammates to choose the perfect tone and translate to and from 15 different languages. AI Summarize helps teams stay up to date on longer conversation threads and get the full details in a single summary that automatically updates with every new message. 

Self-service

Sixty-one percent of customers prefer to self-serve online to resolve simpler inquiries like “What are your business hours?” or “How do I reset my password?” AI-powered chatbots can provide instant support leveraging a company knowledge base. 

Click on the Front Chat icon in the bottom right corner of this page and select “Learn about Front” to see this in action!

Chapter 4: Leveraging message templates

When used thoughtfully, canned responses can greatly enhance customer support.

They offer the advantage of quick, accurate replies and help manage high volumes of inquiries efficiently. By customizing templates with personal touches, friendly tones, and relevant details, support teams can deliver both efficiency and a genuine customer experience. This approach helps maintain a balance between speed and personalization, ultimately improving overall customer satisfaction.

Examples of types of messages you could create templates for include:

• Requesting more information to handle a request 

• Escalating an issue to Tier 2 Support

• Providing additional training resources 

• Apology emails to customers 

Our team has put together a few great resources for message templates:

• 5 templates to improve your team’s CSAT 

• 6 excellent apology emails to send to your customers

Chapter 5: Performance analytics

Today’s customers expect fast, personalized service. To meet (and exceed) higher-than-ever expectations, support leaders need to keep a pulse on how their team is performing and how customers are feeling — and this starts with tracking the right support metrics. 

While there are many metrics that can be valuable, we’ve identified the top 14 metrics every support leader should know and consider. Check it out here.

A few examples from the guide of top metrics  that we recommend tracking include:

Customer satisfaction (CSAT) score

After you close a ticket, a quick survey can give you a snapshot of how satisfied your customers are with the help they received. It’s a great way to gauge if your team is hitting the mark. Surveys are based on a five-point scale, and average scores above 90% are considered exceptional.

First response time (FRT)

This measures how quickly your team gets back to customers after they reach out. Faster replies usually mean happier customers, so aim to keep this time short. Customers expect average live chat responses of around 2 minutes and 40 seconds. Industry benchmarks for email response times are generally 12 to 24 hours.

Resolution time

This tells you how long it takes to resolve an issue from start to finish. The quicker you solve problems, the less frustration your customers will feel.

Our support team takes metrics accountability and transparency so seriously that we made ours publicly available last year in our Support Report — a live page that shows how our team is performing across CSAT, response times, and reply rates. And now Front customers can create their own reports and make exceptional service their competitive advantage too 💪

Chapter 6: Future trends in customer service

Support is a fast-changing space, especially with the advent of AI and the growing emphasis from customers on more personalized, efficient support experiences. 

We have a few predictions on what we see for the future of customer support:

1. Customer service teams, and specifically customer service leadership, will play a much more central role in your business’s success by leveraging the untapped potential within conversational data. 

2. AI-powered analytics and insights will help your customer support teams make better, faster decisions for your customers. 

3. Data is gold when it comes to enhancing team AI use. If you’re putting garbage data in, you’ll get garbage data out. Your best AI strategy is great knowledge base content that serves as a foundation for where your AI pulls from. We’ve put together ways for your team to build best-in-class knowledge base content.

4. AI is not eliminating the role of customer service agents, but the agents who adopt AI are best positioned to provide exceptional service. Those who can’t keep pace with the advancements in the AI space will risk falling behind.

5. More companies and leaders take the leap to hold themselves accountable for providing great service by making their support metrics public.

Next steps: More support resources

Eager for more insights on how to raise the bar for your team? Subscribe to Top-Tier Support, a biweekly newsletter from Front’s head of support, Kenji Hayward. 

More resources for providing exceptional support 

There’s a lot more to learn on how to keep your support team a well-oiled machine. Other resources ⤵️

• How to build a customer service QA scorecard

• The guide to 100% CSAT

• How to scale delightful customer experiences with self-service support