21 Customer Service Skills That Any Small Business Should Master

Companies are only as good as their customer service. Whether through phone, email, or live online chat, good customer service makes a substantial difference in a shopping experience, affecting loyalty, retention, and reviews for your business.

It’s no secret that customer service is essential. But providing great support is much easier said than done. It requires certain skills to keep customers happy while encouraging them to return to your business.

In this post, we’ll review the most important customer service skills to master as a small business owner. We’ll discuss each one and provide an example of how to use them to support customers. By the end of this post, you should have a good idea of what you need to work on to improve customer experiences at your company.

Here’s a list of the best customer service skills for small business owners. We’ve included mostly soft skills, but also added hard skills at the end for technical support.

1. Empathy

Empathy is one of the most important customer service skills. You have to make an effort to build emotional connections with customers and acknowledge their concerns and frustrations. While it can be challenging to maintain empathy after a long, demanding day, it’s important to keep your customers’ needs in mind and to put yourself in their shoes as much as possible.

Customer Service Skill Example:

Let’s say you manage a small restaurant. A customer orders a large soda and accidentally spills it all over your floor. Rather than getting upset, you pour them a new drink and tell them, “Accidents happen.” We’ve all made these mistakes, and empathy reminds us to give others grace.

2. Patience

Patience is more than just a virtue — it’s key to good customer service. Your customers don’t live and breathe your brand like you do. They don’t study the ins and outs of your company and are bound to get confused and have questions. Being patient with people is important because you never know what’s going on in their heads. They might be distracted, inexperienced, or have other things on their mind that are drawing their attention away from your business.

Customer Service Skill Example:

Let’s say you get a call from a woman who wants to schedule your HVAC services. In the background, you can hear little kids playing, and it’s clear that this mother has her hands full. While trying to talk to you, she’s caring for three children and working remotely, too. What should be a quick call takes you close to 30 minutes, but it’s worth it because, by providing her with a good customer experience, you’ll have a happy customer who’s excited to do business with you.

3. Critical Thinking

Whenever a customer reaches out, it’s an opportunity to solve a problem. Customers don’t call just to say hi (as nice as it would be if they did); they expect a solution every time they contact your business. Critical thinking is important because it helps with problem-solving. The more helpful solutions you provide, the better your customer service will be.

Customer Service Skill Example:

A customer calls your landscaping business with a question about your services. They have a rooftop garden, but your business doesn’t typically work in these spaces. Rather than passing on a sale, you create a dynamic pricing model that charges these customers a special rate for their garden. Now you have a new service offer for your business and can ask this customer for referrals.

4. Active Listening

You can’t solve a problem unless you know what’s going on. Active listening helps you provide effective solutions by intently listening to your customers’ problems. Rather than planning what you should say next, active listening focuses on what the other person has to say before crafting your response. It helps you solve problems quickly and develop stronger relationships with customers.

Customer Service Skill Example:

A customer calls your plumbing business with a list of complaints. Their faucets are leaking, their water pressure is low, and they expect you to fix everything immediately.

Instead of arguing, repeat these problems back to your customer to ensure you’re on the same page. You could say, “It sounds like the faucets still need to be fixed, and I can look at your water pressure, too. I’m happy to come out as soon as possible, when are you available?” This response shows you are listening and are taking their complaint seriously. It also shows that you are confident you can provide a solution, which is reassuring for customers.

5. Troubleshooting

Troubleshooting is the ability to ask meaningful questions that lead to solutions. Not every problem is clear and concise; sometimes, you must be inquisitive to find the best answer.

Don’t be afraid to get to know your customers. Ask about how they use your products, what excites them, and what stands out about your business. Understanding who they are and how they approach purchases will help you create a better shopping experience.

Customer Service Skill Example:

A customer leaves a negative review for your business on Google, but their comment just says, “poor customer service.” Rather than chalking this up as a loss, you reply and say,

This response acknowledges the customer’s feedback and shows you are committed to resolving their poor experience. It also encourages the customer to reply, giving you more information on how to help.

6. Communication Skills

If you want to provide great customer service, you need to be a good communicator. Whether you’re chatting with customers in person, over the phone, or through email, you should be comfortable holding a conversation. It makes your interactions feel more human and much more enjoyable. If you’re a robot who only talks about work, it’s hard for customers to like you – and likeability translates to loyalty. If customers like doing business with you, they’ll stick with your brand over a competitor.

Customer Service Skill Example:

Here’s an example from a real business. My family hired a contractor to work on their deck. The contractor noticed a vintage dirt bike in our garage that we’ve been trying to fix for years. He struck up a conversation about the bike and offered to fix it for free. Now, he’s no longer a random carpenter who worked on our deck; He’s Jim, our family’s preferred contractor for any home service need.

7. Courtesy

Being considerate means being mindful of your customers’ problems. It means recognizing potential roadblocks and avoiding them before they occur. Being considerate shows that you care about the customer’s experience and are doing everything in your power to create a convenient and enjoyable interaction.

Customer Service Skill Example:

Let’s say you get a call from a customer in a hurry. They ask you a really difficult question that will take you time to answer. Rather than putting the customer on hold, you offer to call them back once you have a solution. You’re being considerate of their time while also providing good customer support.

8. Attention to Detail

Fastidiousness is just a fancy way to say you pay attention to detail – and that’s really important in customer service. Sometimes, the smallest details make all the difference in your response. They present opportunities for creative solutions and show customers that you’re intently listening to their problems.

Customer Service Skill Example:

A customer calls your business and complains that you missed an appointment. They were expecting you on the 16th, but no one from your company showed up. Fortunately, you have appointment booking software that records all your meeting requests. The appointment was on the 23rd, and the customer mixed up the dates. Now you can go back and explain to them why you weren’t there on the 16th – with empathy and courtesy, of course.

9. Adaptability

When it comes to customer service, things happen quickly. One moment, you’re a business owner; the next, you’re a negotiator trying to de-escalate a situation with an angry customer. You have to be adaptive and think on your feet. Problems come in all shapes and sizes, so be ready to switch up your approach to meet different customer needs.

Customer Service Skill Example:

You just wrapped up a call with a happy customer who wanted to thank you for all your hard work. Seconds later, your phone rings again, but it’s an angry customer who has a complaint. Here’s where you need to switch gears and adapt your tone to meet this customer’s needs.

10. Accountability

Everyone makes mistakes. It happens, and nobody is perfect. Most customers understand that, but they want you to take accountability. Own your mistakes, and customers will appreciate it. Pass the buck or hide your mistake, and customers will quickly call you out.

It goes without saying, but not every mistake is the same. Bigger mistakes call for a bigger response. At the end of the day, the most important takeaway is that you solve the customer’s problem and make things right.

Customer Service Skill Example:

Let’s say a customer sends you an important email, but you don’t have a CRM, so the message gets lost in your inbox. The customer followed up a few days later, criticizing you for poor communication.

Instead of getting defensive, own your mistake and apologize for missing their message. You may even lighten the situation with humor, but only if the conversation calls for it. Show the customer that you acknowledge your mistake and assure them it won’t happen again.

11. Time Management

Time management helps you stay on top of customer service requests. When you manage your time effectively, you can give each customer the care and attention they deserve. That leads to better customer experiences because you have more chances to research and solve problems.

Customer Service Skill Example:

You’re on a busy job site when suddenly, your phone rings. It’s a new customer looking to book an appointment with you, but they have tons of questions about your prices, services, etc. Your hands are full, but you don’t want to miss a sale. Rather than multi-tasking, ask the customer if you can write down their questions and follow up when you’re free.

Here’s a soundbite that always worked well for me:

12. Organization

Organization goes hand in hand with time management. It facilitates the search for solutions and the communication of them promptly.

Here’s where business software makes a big difference. Appointment schedulers, shared inboxes, and payment software keep your business organized and customer data secure. You can use these tools to quickly find information and leverage your data for customer service requests.

Customer Service Skill Example:

Let’s say a customer complains about one of your employees. When you ask your team about it, nobody claims to know anything. So, you check your CRM to see who worked with the customer that day. You can see “X” employee chatted with them on “Y” date. Now, you can discuss the issue with the employee and let the customer know you have it handled.

13. Collaboration

Remember the old adage, “The customer is always right?” In reality, it’s more like “the customers always want to feel right.”

Customers aren’t always right, but they’re the ones buying your products and services. You have to make it feel like you’re on the same team when troubleshooting a problem. That way, when you find a solution, it feels like a win for you and for the customer. They’ll be more likely to accept the solution and happier with their experience.

Customer Service Skills Example:

A customer returns one of your products and says it doesn’t work. You ask them to show you what’s wrong and quickly discover that the problem is user error — the customer isn’t using your product the right way. Rather than saying, “You’re doing it wrong,” you say something like, “How about we try it this way?” These suggestions help the customer realize their mistake without making them feel bad about it.

14. Conflict Resolution

Sometimes, customers aren’t looking to collaborate. They’re coming in hot with a complaint and want you to resolve the problem fast. Conflict resolution is your ability to de-escalate these issues and keep the peace between customers and your business. The last thing you want is a frustrated customer turning to Google and social media and leaving bad reviews for your business. Even if you didn’t start the fight, an argument between you and a customer is never good for your brand.

Customer Service Skills Example:

Your company posts on Instagram about a limited-time offer for Small Business Saturday. Out of the blue, a customer comments on your post and says, “Don’t buy from this business, their customer service sucks!”

Before you respond, take a moment to gather your thoughts. Think about your goals. You want to solve the customer’s problem and handle the conversation privately. That way, other people don’t pile on with more comments or watch a dispute between you and a customer.

With that in mind, you reply, “We apologize for your poor experience. We’d love to know more so we can make things right and do better next time. Can we send you a direct message or chat over the phone about this?”

This message validates the customer’s feelings and moves the conversation to a different channel. Now, we can learn more about their issue and provide an effective solution.

15. Decisiveness

When you manage a small business, there are plenty of moments where you need to be decisive. Customers want answers fast, which means you need to think quickly and make accurate decisions. As a business leader, your choices affect the rest of your company, and your coworkers will follow your lead and make similar decisions. It’s important to set the right example so your team follows suit over time.

Customer Service Skills Example:

One of your most loyal customers calls your business with a complaint. They’re unhappy with your new prices and are threatening to cancel their service. This customer has shopped with you for years and is a valuable contributor to your revenue stream. Rather than letting them walk, you quickly offer them a special rate because of their prolonged loyalty. That keeps the customer happy and protects your business from losing a high-value buyer.

16. Tenacity

Tenacity is how resilient you are. Customer service is demanding; not every situation gets wrapped neatly with a bow. Sometimes, things get messy, tempers flare, and you must go above and beyond to make a customer happy. While that can be draining, it’s worth it for your business and your bottom line.

Customer Service Skills Example:

A customer calls our landscaping company and says her irrigation isn’t working. Although you’ve come by twice now, this system stops working every time you leave. It’s frustrating for you and your customer, and you both want to get it fixed as soon as possible. Instead of calling it quits or dodging her phone calls, you work an extra hour that week to reset the system. You don’t charge the customer for the extra labor, and both of you are happy to move on to your next project.

17. Creativity

If every solution were straightforward, customer care would be easy. We would have AI manage communication and place our focus on the rest of the business. But, customer problems are rarely cut and dry. You often need creativity to provide effective solutions that meet customers’ needs. These situations typically result in the most memorable customer experiences and repeat purchases for your business.

Customer Service Skill Example:

Let’s say we manage a pet store, and a customer comes in with a nervous puppy. They’re scheduled for a nail trimming, but the dog is terrified of being separated from its owner. While you don’t typically allow customers to help, you quickly realize that the dog is much calmer when its owner is holding it. So, when the owner asks if they can feed the dog treats while you trim its nails, you say yes. This personalized solution produces a better experience for the customer and gives them a reason to return to your business.

Hard Skills for Customer Service

Now that we’ve covered some soft skills for customer service, let’s turn our attention to the technical skills that business owners should know.

18. Writing

Writing is a universal skill, and it’s needed in almost every part of business. From emails to invoices, writing is essential for customer service as well as business management. Good writing skills help you craft marketing messages and build strong customer relationships, especially when you’re not face-to-face with them.

Customer Service Skill Example:

A customer emails you with a question about your products. They want to know how they work and what materials you use to make them. Having strong writing skills will help you close the deal with this customer. You can describe your products in detail and add a sales pitch or exclusive offer to sweeten the deal.

19. Data Analysis

Successful brands rely on data to make smart, informed decisions. Customer service is no exception. Leverage business tools like your CRM and online reviews, to gather customer feedback. That will help you improve customer experiences and provide better, more personalized service.

Customer Service Skill Example:

Let’s say we manage an auto repair shop, and one of our customers gets winter tires installed each year. However, we noticed they didn’t schedule a service this year, so we proactively contacted the customer with a special discount on tire installation. Now, the customer quickly returns to our business because we reconnected and offered an exclusive deal.

20. Technical Knowledge

Technical knowledge is your ability to navigate tools like computers, websites, and more. The best businesses keep up with the latest tech, and it’s important to know how to use the same tools your customers are familiar with. Not only will you look professional, but you’ll create smoother customer experiences that end with positive results.

Customer Service Skill Example:

For years, your business only scheduled appointments by phone. You didn’t have a website or any social media accounts. But now, a new competitor has moved into your space and has made it really convenient to book their services online. To keep up, you start providing the same convenient options so customers have a reason to keep shopping with you. If you don’t learn how to use these tools, customers might turn to other businesses with a smoother process.

21. Product Knowledge

As a business owner, you should know your product like the back of your hand. You should be comfortable explaining how it works, how it’s made, and why it’s priced the way it is. That will make you much more comfortable during interactions where you have to answer complicated questions about your products and services.

Customer Service Skill Example:

Let’s say we just finished an HVAC project for a customer, but now they want us to work on something else. They asked us how much it would cost to install a new A/C system. As the business owner, you should be able to provide a rough estimate on the spot. Even if it’s not 100% accurate, you should be knowledgeable enough to close this deal.

How to Improve Customer Service Skills

Now that you know what customer service skills you should work on, let’s discuss how to improve them.

1. Practice makes perfect.

Talking to real customers is the best way to improve your customer service skills. The more comfortable you are working with them, the better your customer service will be. You’ll get used to answering questions, navigating tense situations, and responding to requests quickly. By practicing with customers, you’ll get a feel for the customer service skills you need to work on and your customers’ expectations for your business.

2. Analyze customer reviews.

Customer reviews are great for improving communication skills. They provide direct feedback and tell you exactly what you need to work on. Social media platforms and business listing websites like Yelp are full of customer reviews. Leverage these sites to discover where and how to improve your customer service skills.

3. Adopt customer service tools.

Having the right tools is essential for any job. For small businesses, I would recommend the following:

• A CRM for logging customer interactions.
• A customer portal for recording customer requests.
• A shared inbox for centralizing communication.
• Social media management tools for monitoring your online presence.
• Reputation management tools for reading and replying to customer reviews.

4. Ask your customers for feedback.

You shouldn’t be afraid to ask your customers for feedback. In fact, this is one of the most important things to do as a business owner. Customer feedback is packed with insights that you can use to improve your company. Be sure to leverage tools like surveys and automated email campaigns to collect customer feedback.

5. Create self-service resources.

Self-service resources are tools that customers can use to find solutions on their own. They reduce your call volume, giving you more time and energy to create excellent customer experiences. You can also use these resources as a cheat sheet for customer support. For instance, if you don’t immediately know the answer to a pricing question, you could pull your pricing FAQ page and forward it to your customers. It’s handy to keep in your back pocket when you need a quick refresher on the small details of your business.

Is Customer Service a Skill?

Of course. Customer service is an ever-changing field that demands a lot of skills. To better your customer service, you have to improve a series of related skills that help you communicate with customers.

Use our list to identify the most important customer service skills that you need to work on. If you’re unsure where to start, review our tips to learn how to improve your customer service and keep people shopping at your business.