In a world of instant gratification and fast-paced technology, the definition of good customer service is evolving but some timeless principles remain essential. Today’s customers getting used to service from brands like Amazon and Deliveroo expect efficiency, responsiveness and convenience, but they also crave authentic, human connections. So what does good customer service really look like in 2025? It’s a blend of smart automation, thoughtful follow-ups and personal interaction that makes customers feel seen and valued. I believe this is really where the small business can start to excel, with no legacy procesess to overcome, the authentic personal touch can definitely shine.
Loyalty schemes that go beyond points
A well-designed loyalty scheme is one of the most effective ways to show appreciation for your customers and can help to build long-term relationships with customers. But today, loyalty programmes need to be more than just collecting points for discounts. The best loyalty schemes offer personalised rewards, early access to new products, and exclusive experiences.
For example, Starbucks Rewards lets customers earn points on every purchase and redeem them for free drinks or food, but they also offer members early access to seasonal products. Sephora’s Beauty Insider tiers offer tailored perks, like free birthday gifts and beauty classes. These programmes don’t just reward spending they enhance the customer experience and make the customer feel like an insider.
Using email automation to stay connected
Email automation can enhance customer service when used with intention. After a customer uses your service, a timely follow-up email can go a long way. Whether it’s a thank-you note, a satisfaction survey, or a useful guide, these messages show your business doesn’t forget the customer once the sale is complete.
For instance, Airbnb sends automated emails with personalised recommendations for things to do in the guest’s destination right after a booking. Similarly, service providers like Squarespace or Canva use post-purchase onboarding emails to guide users through their tools, increasing both satisfaction and retention.
Even better, email automation allows you to segment your audience and tailor messages based on their behaviour, ensuring relevance and increasing engagement. The right tone and timing matter just as much as the message itself and there is nothing worse than receiving an email promoting a product you have just brought.
Balance the tech with the human touch
There’s no denying the role of technology in modern customer service. Chatbots can handle FAQs instantly and self-service portals empower customers to solve problems on their own terms. But technology should enhance the experience, not replace it entirely. I think this is really where the small business can shine.
A great example is Apple Support, which offers both a highly functional self-service portal and the ability to chat or book appointments with a human Genius. Similarly, Zappos, a long-standing gold standard in customer service famously allows reps to stay on the phone with a customer as long as needed, even if it means solving quirky, one-off problems. No script, no rush just real help.
Why personal interaction still matters
Personal interaction is becoming rare but that’s exactly why it stands out. A friendly voice on the phone, a handwritten thank-you note, or a personal email from a real team member can make a lasting impression.
Consider how Chewy, the online pet supply company, sends handwritten sympathy cards (and sometimes flowers) to customers who report the loss of a pet. These deeply human touches foster emotional loyalty that no discount ever could.
In summary
Good customer service today is a strategic blend of smart systems and sincere connections. Loyalty schemes that offer real value, thoughtful email automations and a balanced use of technology all contribute to a seamless experience. But above all, maintaining the human touch is what truly sets great brands apart.
In the end, people remember how you made them feel. Make it memorable for all the right reasons. If you would like some help in plotting out your customer journey and touch points, please get in touch to see how we can help.
