No matter how great your brand is, bad customer service can drive people away faster than you think. In fact, our research finds that 67% of customers feel frustrated when their issues aren’t resolved instantly. A customer might not always notice flawless service. But get it wrong one too many times, and that customer might never come back.
People want quick answers and smooth experiences. That’s why many businesses use artificial intelligence (AI) to handle common questions and speed up responses. But good service isn’t just about being polite or fast. Customers want to feel heard and valued. The right mix of AI and human support helps small businesses respond quickly, personalize interactions, and build better relationships. Here’s how you can do it.
What you’ll learn:
Train AI chatbots for 24/7 support
An AI chatbot is a virtual assistant that chats with customers just like a real person. It answers questions, suggests products, and helps with orders. All without needing a break. Unlike traditional chatbots that follow a fixed script, AI chatbots learn from conversations. The more they interact, the better they get at understanding customer needs.
But for chatbots to actually feel helpful (and not robotic), they need proper training. Connecting them to a customer relationship management (CRM) helps them remember past interactions, track orders, and provide responses that feel personal. Instead of giving the same generic answers to everyone, they recognize returning customers and offer helpful solutions based on previous chats. This gives customers a better experience without adding extra work for you.
AI chatbots make customer support easier and more personal. They’re always available so customers get answers anytime, even outside business hours. They remember past conversations to provide helpful, tailored responses instead of generic replies. And since they can handle multiple customers at once, your team won’t feel overwhelmed. That means happier customers and less stress for you.
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Make personalization a priority
Customers love feeling recognized. When you remember a customer’s favorite purchase or ask about their previous experience, it builds trust and makes them feel special. According to our report, nearly two-thirds of consumers say they expect companies to understand their needs. As a small and medium-sized business (SMB), you have the freedom to create these genuine moments that keep customers coming back. This is called the “customer experience”.
Service AI agents help you achieve this personal touch without extra hassle. It lets you offer tailored suggestions and timely follow-ups that feel natural. This means each customer gets a unique experience that makes them feel like more than just a transaction. Here are different ways to personalize your customer service with AI.
- Smart recommendations: AI analyzes customer behavior to suggest products or services they’ll actually find useful.
- Proactive assistance: AI can detect patterns and offer help before customers even ask, like reminding them about abandoned carts.
- Personalized follow-ups: AI can send customized emails or messages based on customer interests and past purchases.
- Localized experience: AI can adjust communication styles, language, or offers based on a customer’s location and preferences.
Use smart technology to improve customer service
If your team is drowning in emails and struggling to keep up with inquiries, delivering great service becomes a challenge. That’s why 76% of SMBs are spending more on technology now than they did last year to keep up with growing demands. Automation helps you stay organized and respond faster. With the right tools, you can easily handle repetitive tasks, sorts requests, and provide accurate support without long wait times.
A simple, efficient tool like Starter Suite can help you manage customer inquiries easily. Starter Suite is a complete small business CRM solution that connects your service, sales, marketing, and commerce tools in one easy-to-use platform. It automatically routes cases to the right person, keeps conversations organized, and makes sure you miss no requests. Customers get faster help, and your team spends less time doing manual work. With Starter Suite, you can:
- Track every request: No more scattered emails or lost messages. A centralized system ensures every customer request is tracked and addressed.
- Automate routine tasks: Let automation handle repetitive inquiries, so your team can focus on complex issues. According to the State of Service report, 93% of service professionals with AI say the technology saves them time.
- Prioritize urgent issues: Escalate complex cases to the right person and resolve critical problems without any delays.
- Offer self-service: Provide knowledge articles and frequently asked questions (FAQs). Allow them to find answers on their own without waiting for support. Our report says that 61% of customers prefer self-service for handling simple issues.
Be transparent and set clear expectations (with the help of AI)
Things don’t always go as planned, and that’s okay. If there’s a delay or issue, communicate it as soon as possible. You can use AI to craft clear, reassuring messages, so they feel informed rather than frustrated. A simple update with an honest explanation can go a long way.
Let customers know what to expect from the start — whether it’s response times, refund policies, or service availability. AI-powered chatbots and automation can keep customers updated in real time, so they’re never left wondering. Most customers understand that problems happen. It’s how you handle them that makes the difference. Consider these ways to build transparency in customer service for small business:
- Be upfront from the start: Don’t wait for a customer to ask about timelines or policies. Share them clearly on your website, emails, and support channels.
- Acknowledge mistakes quickly: If something goes wrong, own it. A sincere apology paired with a solution builds trust.
- Keep customers updated: A short email or message about a delay reassures customers that they haven’t been forgotten.
- Give realistic timeframes: If a service takes three days, don’t promise it in one. It’s better to exceed expectations than disappoint.
- Support your support team: Make sure your team has the right information so they can answer questions confidently and consistently. You can use Trailhead to help your team build their skills and learn best practices — all at their own pace.
- Provide a backup plan: If there’s a delay, offer a discount, an alternative product, or an estimated resolution time to keep customers satisfied.
Offer multiple support channels
Customers expect to reach businesses in the way that’s most convenient for them. Some prefer calling for urgent issues, while others like the flexibility of email or live chat. Social media is also a go-to for many, with 82% of organizations using it as a key support channel. The more options you offer, the easier it is for customers to get help when they need it.
Businesses that provide multiple support channels generally see higher customer satisfaction and retention. To make multi-channel support work:
- Be where customers are: Offer support on phone, email, live chat, and social media to cover different preferences.
- Offer a smooth experience: Customers should get the same level of service no matter which channel they use.
- Respond faster: Faster responses lead to happier customers. So, set up alerts to track incoming requests.
- Use AI tools: An AI CRM (like Pro Suite) helps you manage customer interactions across channels in one place. It ensures nothing gets missed.
- Train your team: Make sure your support reps know how to handle different channels and switch between them when needed.
Good service keeps customers coming back, but great service makes them smile, remember you, and maybe even tell their friends. In fact, 88% of customers are more likely to buy again from a company that provides great service. It takes just a little extra effort to show people you appreciate them. Whether it’s resolving an issue faster than expected or adding a personal touch, these small moments create lasting impressions.
Delighting customers doesn’t have to be complicated or expensive. It’s about thoughtfulness. A simple thank-you note, a small discount on their next purchase, or even remembering their favorite product can turn an ordinary interaction into something memorable. These little things turn everyday transactions into experiences people want to come back to. Here are some easy ways to make customers feel special.
- Automate follow-ups: Use AI to send a quick check-in message to see if they’re happy with their order. It can also suggest helpful tips or related products based on what they bought.
- Offer early access deals: AI helps identify your most loyal customers so you can send exclusive promotions to the right people. Giving them first dibs on special offers makes them feel valued.
- Make problem-solving easy: Go beyond just fixing an issue. Offer a solution that makes their experience even better.
- Personalize recommendations: AI tracks customer preferences and past purchases to suggest products they’ll actually love. No more random, irrelevant suggestions.
- Celebrate special occasions: A birthday or anniversary perk adds a thoughtful touch. This gives your customers another reason to choose you over the competition.
- Offer unexpected perks: A free upgrade or a small add-on (like a freebie) can leave a lasting impression.
Handle (any) negative feedback gracefully
A frustrated customer just wants to be heard. As an SMB owner, responding calmly and professionally — rather than defensively — can turn a bad situation around. Sometimes, a simple acknowledgment and a willingness to make things right can be enough to ease frustration.
Customer feedback is just a chance to improve. A complaint might reveal a flaw in your process, a gap in communication, or an issue that other customers are facing too. Instead of seeing it as a problem, treat it as useful insight. Customers will appreciate it if you listen, learn, and take action. Here’s how you can apologize, resolve issues, and win back trust.
When addressing a customer’s concern, start by acknowledging the issue and showing that you understand their frustration. Let them know their concern is valid and important. Even if the complaint seems unfair, stay calm and professional, responding with patience and respect to keep the conversation productive. If there’s a clear way to resolve the issue, take action to fix it. If not, offer an alternative solution or a gesture of goodwill to show your commitment to their satisfaction.
After the issue is resolved, follow up with the customer to ensure they are truly satisfied. And if multiple customers bring up the same issue, take proactive steps to address the root cause and prevent similar problems in the future.
PRO TIP: An AI agent can do all of this for you. It acknowledges customer concerns and makes them feel heard right away. It responds with patience and professionalism every time (because AI doesn’t get frustrated). If there’s a fix, it finds it fast. If not, it suggests the next best solution. It even follows up to make sure the customer is happy. And the best part? AI agents learn from every interaction, helping you spot patterns and improve over time. That essentially means fewer complaints and happier customers.
Measure and improve your customer service strategy with AI
Measuring customer service is more than just ticking boxes. You should know if your customers feel heard, valued, and taken care of. Metrics like Net Promoter Score (NPS) and customer satisfaction score (CSAT) help you find how happy people are with your service. If scores are low, it’s a sign that something needs to change. Regularly checking in on these numbers gives you a clear picture of what’s working and what’s not.
But numbers alone don’t tell the full story. The real magic happens when you dig deeper. AI can help by analyzing feedback — reviews, surveys, and even casual complaints — to uncover patterns you might miss. The best companies listen, adjust, and keep improving. Making small, meaningful changes based on customer insights builds loyalty and keeps people coming back.
Customer feedback isn’t just about star ratings. You will also have to listen to what people are actually saying. AI helps you spot patterns fast, so you know what customers love and what needs fixing. If the same complaint keeps coming up, you can solve it before it turns into a bigger problem. And it’s not just about fixing things. Positive feedback matters too. When something’s working, do more of it.
One simple way to make customer service work for you
Happy customers turn into loyal ones, and loyal customers help your business grow. But keeping up with every question, request, and issue? That can be tough when you’re growing fast. AI can take a lot of that pressure off — helping you respond faster with a personalized touch.
With the right AI-powered tools, you can deliver great service without feeling overwhelmed. Starter Suite helps you stay organized, respond faster, and keep your customers happy without adding extra work to your plate. It’s easy to use and built for growing businesses. It gives you everything you need to manage relationships in one place.
Start your journey with a free trial of Starter today. Looking for more customization? Explore Pro Suite. Already a Salesforce customer? Activate Foundations today to try Agentforce.
AI supported the writers and editors who created this article.
