In today's fast-moving business world, more and more companies try to stand out with innovative solutions, products, or services. But it's just as important not to lose sight of what matters most — your customer, and delivering top-quality service to them. In this article, we dig into the customer service challenges any company can run into, and share how the specialists at ESTO — a financial services provider that makes hire purchase and installment payments easier — advise handling and actually handle them.
Customer service and why it matters
Customer service is the communication and support a company offers customers before, during, and after a purchase. A professional customer service team helps shape how customers perceive your brand, builds and keeps customer loyalty, attracts new customers, and secures your business's profitability. On top of that, customer service interactions help you find out what customers like and what's worth improving.
Understanding customer needs and expectations
Understanding customer needs is a key part of any business. They can be split into two types: physiological and psychological. Physiological needs are fairly easy to identify, since they usually have a direct solution. For example, if someone is tired, the solution is simple — they need sleep; if they're cold, they need to dress warmer; if they're hungry, it's time for a snack.
Psychological needs, on the other hand, are a bit harder to pin down, but they have a bigger influence on customer decisions. A psychological need might draw a customer to food that triggers a specific feeling, or to bath foam that helps them unwind after a stressful day. Psychological needs can determine whether a customer picks a salad over a burger, because they want to feel healthy.
When choosing a product or service, customers also care about the following:
Price: a product that fits their budget.
Experience: pleasant interactions before, during, and after buying a product or service.
Function: a product that effectively solves a specific customer problem.
Feeling: certain emotions or sensations tied to using a product.
Compatibility: a product that complements other products the customer already uses.
Subjectivity: a personalized experience the customer associates with the brand or a customer service interaction.
Popularity: a product carrying a certain social status, like the latest car model.
Unhappy customers
We probably all know that laughter is contagious — but so are negative emotions. That's exactly why dealing with unhappy customers is a genuinely tough challenge. When talking with an unhappy customer, don't take criticism as a personal attack, and don't let a customer's frustration or anger get to you — that will only make things worse and make it much harder for you to help them.
ESTO's specialists get this completely. The company recognizes that in customer service, especially in live conversations, there's often too much reliance on AI. So ESTO works to strike a balance between technological efficiency and a personal touch. It also always tries to offer tailored solutions, including a business loan.
We asked ESTO's Head of Baltics, Edward Räim, about the most common customer service challenges any business can face, and how ESTO tackles them.
Edward Räim, ESTO's Head of Baltics: "One problem a lot of businesses run into today is relying too heavily on AI in customer service, especially in live conversations. People like talking to people. On top of that, depending on the business, customer service staff schedules for phone or chat support aren't always set up right. You have to analyze and track when customers reach out to you most. ESTO provides support 24 hours a day, 7 days a week."
A happy customer recommends your brand to an average of 3 people, while an unhappy one tells 10. Whether customer dissatisfaction is about your products or services, or about the customer journey (the buying process, order tracking, delivery, customer service), unhappy customers deserve special attention.
Bringing in technology and digital tools
Technology in customer service can help you better meet customer needs and expectations and deliver the outcomes they care about. Companies often find themselves at a crossroads where using technology isn't just an option — it's a necessity for thriving.
The benefits of technology:
Speed: lets you start and resolve issues much faster.
Results: self-service options with smart automation features let customers get the answers they need faster and more conveniently.
Lower costs: speeding up customer interactions cuts resource use and overhead across the board.
Better customer experience: using these tools lets you learn more about your customers' buying habits, preferences, or pain points.
Here are a few popular digital tools that will help you understand your customers:
Customer relationship management (CRM) software: tools like Salesforce or HubSpot help companies manage and analyze customer communication, streamline it, and improve relationships.
Automation platforms: Robotic Process Automation (RPA) tools, like UiPath or Automation Anywhere, help companies automate repetitive tasks, boosting efficiency and cutting manual workload.
Email marketing software: tools like Mailchimp or SendGrid help companies build, automate, and analyze email marketing campaigns to communicate with customers effectively.
Data analytics platforms: tools like Google Analytics or Tableau let companies analyze large data sets, gain insight into customer behavior, and make data-driven decisions.
Ensuring consistent, quality service
Consistency is a sign of reliability. Every customer interaction is a chance to strengthen their trust and loyalty.
To make sure the service you provide is always top quality, first figure out what "good quality" means for your business and your customers. Set clear standards — for example, how satisfied your customers are, what percentage return, and whether they recommend you to friends or acquaintances. Also review your core service processes: how you carry out tasks, what tools you use, and what skills you need. Make sure everything lines up with what you promise as a brand and what your customers expect.
In short:
Define your quality standards.
Share them with your staff and colleagues.
Monitor and evaluate the quality of the service you provide.
Don't forget to reward those who create an amazing experience and exceed expectations.
Track trends, try to adapt to them, and keep optimizing your processes.
Building long-term customer relationships
Customer relationships are the foundation of a successful business. Companies like ESTO don't stop at transactions — they focus on building long-term relationships. By prioritizing customer satisfaction and offering tailored solutions, ESTO nurtures relationships that go beyond immediate business needs to include a genuinely positive customer experience.
To sum up, the path to great customer service comes down to understanding a range of customer needs, carefully handling challenges, using technology smartly, and maintaining unwavering consistency in service quality.
Looking for more? Read our other article: "The Top Customer Service Skills ESTO Experts Use."