Customer Support: Why Tone Is So Important

The tone of voice may be the single most important factor in support performance. The tone you take with a customer will go a long way towards determining the quality of their support experience

No matter how helpful you are, if you communicate with impatience, condescension, or disinterest, then their experience will be negative. 


PREACH: A tone of voice framework for customer support


  • Proud: Make bold decisions about which features to build. 
  • Responsible: If a bad feature or bug ships and a customer is disappointed or frustrated, it’s on you, as a company. 
  • Empathetic: Acknowledge, and aim to truly understand how your customers feel and handle each conversation accordingly. 
  • Articulate: Gracefully augmenting your conversations with personal language, emojis and GIFs is encouraged, but typos, bad punctuation or poor phrasing make you look less professional. 
  • Concise: No matter how much fun you can have with your customers, never forget they contacted you for a reason. 
  • Human: Really connect with your customers, and if you wouldn’t say the words in a “normal” spoken interaction, don’t say them during a customer interaction.


Conversational Support

Conversational support is the modern way to resolve customer questions through a digital-first, messaging-based interaction. This means that customers and agents can be connected in real-time or asynchronously, and customers can stop and restart the conversation when it’s convenient – without ever losing context.

It’s called conversational because it, well, feels more like an ongoing conversation: natural, easy, and convenient.


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Being able to leverage both automated and human support has led to some incredible advancements, allowing companies to scale their support and deliver personalized experiences more efficiently than ever before.

As a result, human support is more critical than ever. And with a greater impact on your customer satisfaction – and ultimately your company’s bottom line – it’s increasingly important to invest in your human support team as a real strategic lever in your business.



How support leaders can empower their teams to satisfy, delight, and retain customers

Difficult customer conversations

Some conversations become difficult due to several factors.

  • It could be due to differences in people's expectations.
  • Miscommunication can contribute to misaligned expectations.
  • Emotions often steer people's conversations. Your customer may have a bad day or get confused.

Most tough situations can be avoided by understanding your customer's expectations and aligning them with the business's goals.


Difficult customer conversation- How to handle them?

Reasons to involve your team in decision making

There are three great advantages to involving your support team – or indeed any team – in decision making:

  • It gives team members a greater sense of ownership, which contributes to feeling motivated and like their work matters. 
  • It offers fresh business ideas. If only senior leadership is involved in decision-making, it increases the risk of stagnation. Sourcing ideas from your support team means you’re more likely to get a more diverse set of responses.
  • Your employees are an incredibly useful resource. Those on your support team (and in other customer-facing roles) will have a unique perspective on customer needs and pain points. 



Give your support team more input with this decision-making framework