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[Customer experience] Loyalty is not a given, it is gained

Last week I had to call to a medical center trying to find a doctor appointment with priority for that same day. I told the operator that this seems like a near-impossible attempt, but that I was willing to give her a five-star rating if she managed to find me an available slot.

She did not comment on my promise, but she did do all her best to find me a slot – and so she did. Actually she was able to find more slots, and patiently waited for me to decide on the most appropriate one.
One day later, when I got the survey invite, I felt obliged to respond and provide the promised 5-star.
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In today’s competitive landscape, businesses invest heavily in marketing, branding, and innovation to attract customers. But there’s one often-overlooked element that makes the difference between a one-time buyer and a lifelong customer—exceptional customer support.
Loyalty isn’t built solely on product quality or pricing. Customers remember how they are treated, how quickly their problems are solved, and whether they feel valued. Studies consistently show that a poor customer experience is one of the top reasons people take their business elsewhere, while a great experience fosters trust and long-term relationships.

New Hires: A Critical Piece of the Puzzle
When a new hire joins the customer support team, their ability to handle customer interactions effectively can make or break the experience. A properly trained employee understands the company’s values, customer expectations, and the importance of empathy in resolving issues. Yet, too often, new employees are thrown into the deep end with minimal training, leading to inconsistent service and frustrated customers.

The Gaps in Existing Training Programs
While onboarding new employees is critical, we cannot ignore the knowledge gaps among existing customer support representatives. Many experienced employees pick up bad habits over time or become complacent, affecting service quality. This is where a back-to-basics approach can be incredibly effective. Refreshing core customer service principles—such as active listening, problem-solving, and clear communication—can reignite motivation and enhance the customer experience.


So let me share my view on what drives a great customer support experience. I see it as a set of fundamental elements:

  • Empathy and Emotional Intelligence
  • Speed and Efficiency
  • Clear Communication
  • Consistency
  • Proactive Support
  • Product and Process Knowledge
  • Problem-Solving Ability
  • Follow-Up and Closure.

Customer loyalty isn’t won through gimmicks or discounts - it’s built through meaningful interactions. Every touchpoint a customer has with a business should reinforce trust and reliability. Investing in proper training for new hires and continuous development for existing employees bridges the service gaps that often go unnoticed.

Companies that prioritize exceptional customer support don’t just retain customers; they turn them into passionate advocates for their brand.


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