How to Build a Winning Customer Support Team

Amir Mot

January 4, 2021

Customer support can be a game-changer for your business. Discover 5 steps for building a winning customer support team.

Customer support is the backbone of a great customer experience.


90% of Americans use customer service as a factor in deciding whether or not to do business with a company — and you can't offer great customer service without an amazing customer support team.

On the flip side, if your customer service is less than ideal, it can have a real negative impact on your business. A whopping 96% of customers will leave you for bad service, and the average American tells 15 people when they’ve had a poor customer service experience.

To avoid the pitfalls of bad customer support, you need to build a winning customer support team. In this post, we'll cover 5 steps to do just that.  

5 crucial steps to building a winning customer support team 

1. Hire the right people (and keep them motivated)

First things first, you need to hire customer service agents who are dedicated to creating the best customer experience possible. And, you need to empower them by providing the right training and tools they need to do an awesome job. 

After all, we know that 73% of customers fall in love with and stay loyal to a brand because of friendly customer service reps. But, what differentiates a good customer support agent from a great one? 

Here are some of the top traits to look for when hiring for your support team:


- A positive attitude

- Intrinsic motivation and a desire to learn 

- Empathetic

- Patience in difficult situations

- Problem-solving skills

- Teamwork and leadership

All in all, look for experienced support agents who align with your company’s values and that can provide friendly, knowledgeable support to your customers. 

One last thing to remember: in order to retain and keep your support agents engaged, you’ll want to ensure you’re providing opportunities to continue their learning and upskilling. 

So, take the time to plan out training sessions and create regular check-ins to collect their feedback, thoughts, ideas and concerns too. 

2. Set and regularly share metrics

When you set KPIs — key performance indicators — you can track how well your customer support team is performing. 

Some common customer support KPIs to consider setting are:

- Net Promoter Score (NPS)

- Customer satisfaction score (CSAT)

- Customer retention rate (CRR)

- Average first response time (FRT)

- Average resolution time (ART)

Once you begin tracking these metrics, keep your team in the loop with a weekly or monthly report. Sharing regular quantitative feedback can help keep your team on the same page and motivated to hit their goals for your business. 


3. Build collaborative internal relationships

Zappos CEO Tony Hsieh said it best:

"Our whole belief is that if you get the culture right, most of the other stuff like delivering great customer service or building a long-term enduring brand will just happen naturally on its own.”

One big part of building that culture is cross-departmental collaboration. Instead of operating in a silo, winning customer support teams work with their sales and marketing peers to provide a great customer experience at every touchpoint. 

Remember those KPI reports we talked about? Share those with your sales and marketing colleagues, and ask them to keep you in the loop about their goals and initiatives, too.

At the end of the day, you're all working toward the same end goal: Happy customers who stick around. The more in-sync your teams are, the better the customer experience will be.

4. Show your customers you truly understand them

Your customers expect a personalized experience every time they interact with a brand, especially when it comes to customer service interactions. When your customer support team shows your customers that they understand and value them, they'll be more likely to become — and stay — loyal to your brand.  

But, how do you show your customers that you understand them?

87% of American consumers value when a business knows their account history and current activities. Every time a customer support rep interacts with a customer, they should be able to access past interactions, purchases, and other customer information. That way, your customer gets a seamless support interaction every time.

The right technology can work wonders for providing a personalized customer experience. A customer service app pulls in past interactions, purchases, and other customer information. This gives you and your support agents a holistic view of your customers.

And when you pair a powerful Shopify customer service app like Gorgias with experienced on-demand agents through Bradza, you can create the personalized experience customers crave.


5. Adapt and keep up with customer demands

When your customer support agents have all of your customer information and interactions at their fingertips, they can also respond to customer service tickets even faster, which is key to keeping up with customer demands.

Today's customers have come to expect near-instant gratification when it comes to customer service. Since over 80% of customers expect you to respond to their email within 24 hours and 40% of customers want customer support reps to take care of their needs faster.

To build a top-notch customer support team, you need to make sure that agents prioritize response and resolution times. They also need to be available across different channels, including social media, live chat, phone support, etc. 

Here's why: In one study, 31% of consumers rated being able to contact the company through any channel as the top driver of feeling emotionally connected to a brand. 

And that's not all. 83% of consumers want to be able to begin a customer support interaction through one channel and seamlessly complete it using another. 


So, how can your customer support team stay on top of those demands?


Consider outsourcing customer service to a provider that covers all of your support channels, so you can meet your customers' needs how ever they reach out to you.

Customer service outsourcing goes beyond answering calls and emails, too. Done right, outsourcing customer service can help your customer support team provide a seamless cross-channel experience, which can ultimately lead to increased brand loyalty and growth. 


Looking to build your own winning customer support team? 

We can help. 

At Bradza, we’re dedicated to improving your customer satisfaction. And, we know our teams of knowledgeable, friendly and super efficient customer service agents can help you do just that. 

Get in touch today to learn more about how we can help you acquire and retain customers with a winning customer support team.