Our Most Popular Blog, Rewritten for the Feedback Era
Back in 2013, we published a blog on the 9 Core Customer Service Principles—and it struck a chord.
It laid out what great—and bad—service looks like, and why so many companies miss the mark. But in the decade since, customer expectations have evolved—and so has our perspective.
That’s why we’ve completely updated the blog. The foundational principles still apply (for instance, don’t force customers to repeat themselves—something many companies still do), but we’ve added a critical dimension: how to listen.
Specifically, how to use well-crafted customer service surveys to measure human performance separately from the policies that shape those interactions.
We’ve also added guidance on how to refine rating scales to uncover functional, relevant ‘next steps’.
Customer service today isn’t just about training reps—it’s about building a system that learns, adapts, and improves.
Key Takeaways from the Updated Blog
- Surveys and principles go hand in hand. You can’t improve what you don’t understand—and a smart, bias-free survey gives you that understanding.
- Don’t conflate rep performance with your organization’s policies. For instance, as one real-life example shows, a great employee might be courteous and helpful, but if your policies get in the way, she might get a terrible review. As mentioned above, but worth repeating, good surveys distinguish between human performance and organizational rules.
- Protocols matter—but flexibility matters more. Customer service isn’t black and white. Principles should clarify when to adapt and personalize each interaction. For example, it’s essential to give reps guidance on how to end their interactions on a high note, so that every conversation doesn’t end with a generic “Sorry for the inconvenience.” Or “Have a good day.”
- Embedding context into surveys boosts accuracy. Including elements like case numbers in surveys improves response rates and reveals actionable insights—so teams can quickly prioritize what matters.
If you’re looking for core customer service principles and measurement strategies in one place, this updated blog is for you.
