The customer service experience shouldn’t be an afterthought. Discover how to improve customer service and get more referrals.

Almost every time I've asked a client where their best customers come from, the answer is the same.

'Our best customers come from referrals.'

Gartner put together some numbers around this, in what they called the ‘balance of trust’. Before purchase, people are 65% more likely to trust a third party (a referee) than they are to trust your marketing and sales messages. After purchase, it flips the other way, with customers being 80% more likely to trust what you say.

Clearly, a word in your prospect’s ear from one of their colleagues or business partners could save you months, even years, of relationship building. A referral already trusts you when they pick up the phone. So how do you generate more of them?

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How the customer service experience impacts referralshow to improve customer service and get more referrals


To understand how to get more referrals, we need to understand what makes a promoter.

As people, we’re a communicative lot. We like to talk. Social skills like this are one of the reasons we evolved into the  dominant species on the planet, equipping us with the language we needed to communicate, collaborate, and share essential survival tips.

Our tree-swinging days might be behind us, but communication still serves to give us a competitive edge today. We are more likely to buy based on an impartial recommendation than from any other source. And when we do, we usually spend more, stay around longer, and make more positive referrals ourselves.

On the flip-side, nothing travels faster than bad news. This too has its roots in our ancestry. If we discover something bad, like ‘this company doesn’t deliver', or 'there’s a tiger behind you', we warn everyone who will listen (over Twitter or in the primeval jungle, respectively).

How to successfully improve customer service

1. Build a positive culture around feedback

We all hope that our customers will say good things about us to others. But actually asking for feedback is something that many of us are understandably reluctant to do, as we believe the impact of a bad review can far outweigh the benefit of a positive one.

Chasing feedback is also perceived by some as being crass or desperate. But without that impetus, many customers won’t be as vocal about a good experience as they would if they had a bad one (the tiger is a more pressing concern than the pat on the back, so to speak).

It’s easy to think that excellent service does not warrant praise because it should be the norm. Yes, we should strive to exceed customer expectations whenever possible, but that doesn’t mean that everyone feels that way — or that everyone succeeds at it. And when you do, that deserves shouting about.

2. Request written reviews

Customer reviews could be the missing piece to your wider inbound strategy puzzle.

Today, we do a lot of our communicating online. The uplift in businesses embracing digital and social has made it increasingly difficult for everyone to reach their target prospects. This calls for alternative lead generating techniques such as customer referrals and reviews.

Through HubSpot’s recently launched Service Hub, you can deploy surveys that gather feedback which can be used to improve customer experience. Feedback responses can then trigger automated customer service processes such as marketing emails and internal team notifications, obtaining even more valuable insights for your business.

Customer reviews are the easiest way to provide the reliability and authenticity your prospects are looking for. Reading relatable reviews enables prospects to put themselves in previous customers’ shoes, making the process of moving further along the buyer’s journey more seamless. Much like a verbal recommendation, a positive review fosters trust between the reader and your business.

3. Invest in your customer service delivery

Quality customer service delivering an experience that meets or exceeds expectations is central to maximising the value from your existing database and keeping your customers happy. The customer service experience shouldn’t be an afterthought; today it encompasses strategy, activity, and technology and is an integral part of your business growth flywheel.

If you are already thinking about how to incorporate these tips into your sales and marketing strategy, you have that base covered. Planning around their implementation is the next step to making sure this core activity is completed month on month. Who is responsible for making sure feedback is gathered and reviews are posted? How will you track the impacts of this, and what qualifies as success?

A key feature of the Service Hub is the ability to log customer issues as tickets. This ensures they’re assigned to the appropriate team member and prioritised accordingly. Better yet, over time your business will be able to transform customers’ frequently asked questions into a comprehensive knowledge base of helpful articles that address their challenges.

What technology could you be implementing to improve the customer service experience?

How to improve customer service overnight


Being as flexible and receptive as possible to customers’ feedback and ideas demonstrates your ability to truly listen and provide solutions unique to their business. The new Service Hub’s live chat tool makes this even easier, enabling you to engage in contextual, personalised conversations with your customers in real-time.

Your business should always have the following questions in mind: who are you selling to and what will that target buyer consider great customer service? The quickest way to improve the customer service experience is to listen to your customers and take immediate action. We can all claim to understand the importance of tailored customer service but how many of us actually act on this feedback? Showing the customer you have listened—now there’s a way to make an instant, lasting impression.

A phenomenal opportunity to drive dependable, sustainable business growth stands before you. To take the first step towards marketing ROI, download our 80-page ebook.

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Topics: Services

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About the Author

Alice is a content writer and blogger with a love for Scandinavian style.

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