Seth Godin said it best:
The only purpose of ‘customer service’ is to change feelings. Not the facts, but the way your customer feels.
Customer support is about feelings.
It would be great if you could fix all your customers’ issues all the time, or make sure nobody ever asked for a refund, but you can’t. What’s more important is that they leave happier than they came.
Customers want sincere effort and understanding on your behalf. It’s okay to have boilerplate messages for common responses but make sure they’re warm, well-written, and personalized. Customers can spot lame, canned emails a mile away. Throw out all the “corporate speak” and show some empathy.
Bad customer support can be extremely expensive, but exceptional customer support can become a profitable marketing channel. Going above and beyond will net you lifetime customers, and those customers will be happy to tell others about you.