Sales Best Practices

3 Simple Steps to Boost Your Sales With a Customer Service Culture

Alexa Drake, Content Marketing Associate at G2's Avatar

Alexa Drake, Content Marketing Associate at G2

Think of customer service as your company’s foundation.

You can have an innovative product, a stellar marketing team, and a fully-realized brand image, but if your customer service isn’t up to par, you’re stunting your growth before you even get out of the gate. Customer service is more than just being there for the customer if they need help. To boost the growth of your company or product, every employee and executive has to embrace great customer service.

It’s no secret that customer service plays a huge role in the success of a company’s marketing, sales, and revenue. But to get there, you have to build a customer service culture where all departments across the company, no matter their function, have a focus on the customer’s initial impression and work to keep them happy.

But building a customer service culture isn’t easy. In this article, we’ll talk about how you can build a customer service culture, boost sales while doing so, and keep customers coming back.

Why customer service culture matters

Building a strong customer service culture begins with strong internal relationships. If communication and trust aren’t shared between managers and direct reports, C-level executives and project managers, it’s much harder to focus on outward customer service. The culture you cultivate inside the organization will impact the level of customer service you can provide your buyers. It shouldn’t matter if a team member spends their days in a CRM, sales engagement platform, or web design tool" customer service starts with each person.

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Setting an example for the company is more than just hiring qualified people and holding an introductory customer service training session. To truly inject great service into the company, it must start at the top. Mutual respect and care at the highest level will work its way down, throughout every department, and between every employee. Leadership must practice what they preach and treat their employees like they would a customer. Fostering this culture internally will help you focus on building your dream customer service culture for your buyers.

This is why a customer-focused culture is so important to the success of your company. If the culture exists internally and externally, customers will feel the authenticity from a mile away. They’ll be more likely to take interest in what you’re selling, try out a product, and impact sales in the long-run.

Happy customers = increased revenue

Think of it like this: if your customers aren’t satisfied with the level of customer service they receive, they’ll leave you, hunt for a competing product, and spend their money elsewhere, which has become all too easy thanks to digital transformation. If customers churn and then leave negative reviews online, it’s sure to impact the rest of your business, and revenue especially.

You don’t want any of your customers to be unhappy with the customer service they’re receiving. Since your customers can reach you in a multitude of ways, it’s important that clients get great service whether they use social to air their complaints, send an email, or reach out to your customer support team. This is where that strong customer service culture comes into play. A strong culture across the company in which all employees represent and carry out the same customer service values will continue to push everyone to work harder and deliver the best service possible.

Great customer service will result in company prosperity. If both your company culture and customer service culture are supportive and genuine, with everyone having the same motivation to provide incredible customer service, your customers will know and they’ll stay loyal.

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Building a strong customer service culture

There are many ways you can rally your team and get everyone excited about customer service. Here are a few things to keep in mind:

1. Define what customer service means for you

Defining what customer service means for your company is a great place to start. Some companies focus on keeping a lighthearted relationship with their customers. Others may have a strong focus on delivering great online customer service.

Your company’s own version of exceptional customer service will depend on your values, short-and long-term goals, and available resources (people, technology, etc). Above all, the definition you decide on must be clear, attainable, and consistent.

2. Communicate to the team

Before any customer service can be delivered, you have to lay down the basics and get everyone on the same page. Your employees (everyone in the company for that matter) will need to go through basic customer service training. Having all employees complete the same course will keep messaging consistent and help everyone to understand the company’s strategy in delivering good service. Keep updated information about the company’s customer service policies in your knowledge management system.

3. Build a connection between customer and company

To really understand the struggles of your customers, it’s worth a shot at building a relationship with them in person. For example, if you run a B2B software business, going out to meet your buyers in person can strengthen existing relationships.

While most customer service is conducted online, sometimes meeting customers in person makes for easier and less tedious communication. If an employee can empathize with the frustrations of a customer, they’ll be much better at resolving the issue and maintaining a healthy and happy relationship with them. When customers are assisted quickly and efficiently, they’re more likely to come back and do business with you again.

Additionally, employees should be recording all interactions in their customer communications management tool to ensure communication to team members and provide the customer with a consistent experience.


At the end of the day, a happy employee who feels appreciated every single day will be well-equipped and self-motivated to deliver a high level of customer service, which can lead to higher customer retention. To cultivate great customer service that increases revenue, you must first start internally. Take it from the top. Leadership should set THE example of what great customer service culture looks like.

This drive to provide the best service should spread throughout all branches of the company and help everyone foster customer relationships and boost future sales.

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