Have you ever wondered why some customers become lifelong brand loyalists while others quickly move on? The answer often lies in the quality of customer service.
Join us as our experts explore how to deliver exceptional customer experiences that foster trust, loyalty, and positive word-of-mouth.
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Kat Warboys, Marketing Director, APAC, HubSpot
“Delivering exceptional customer service is more important than ever, especially as rising costs and evolving customer expectations challenge businesses. Today’s customers are everywhere, with their journey fragmented across multiple channels. To meet them where they are, teams need a unified platform that enables real-time, right-channel communication – this is key to building meaningful, lasting relationships.
“According to our research, the average Australian employee uses over 17 applications just to manage customer interactions. This lack of cohesion can hinder a team’s ability to truly understand and connect with customers. By streamlining these tools, businesses can provide more personalised, responsive support.
“In 2024 and beyond, retention is just as important as acquisition. Businesses must focus on delivering value to their customers at every touchpoint, offering tailored experiences that speak directly to their needs. With AI-powered solutions and platforms, teams can optimise customer engagement and cut down on operational inefficiencies, allowing them to focus on higher-value work.
“AI agents have the capability to transform customer support operations – from providing 24/7 automated responses to common queries, routing complex requests to the right representatives, analysing customer feedback, and quickly searching knowledge bases to deliver personalised solutions. This is revolutionising how businesses serve their customers and achieve their goals.”
Hayley Fisher, Country Manager, Australia & New Zealand at Adyen
“Building customer loyalty takes time, commitment, and a genuine effort to create a connection between the merchant and the customer. Organisations need to invest in their customers, and while it may take a while, the rewards are often well worth the effort.
“One of the best methods for building customer loyalty is to provide a great customer experience. Yet, many Australian businesses still fall short of truly understanding their customers. Adyen’s latest Retail Index shows that 61% of Australian consumers want retailers to improve the ways they reward them, yet only 18% of brands say they know more than half of their customers well enough to personalise items, discounts, or services.
“Businesses can solve this issue by adopting tools like Unified Commerce, which connects data across channels and provides insights into customer behaviour. It’s a proven tactic in building retention as the Index also found that 45% of Australian businesses using unified commerce reported increased customer loyalty.
“By prioritising customer experience and revamping its rewards system, businesses can build loyalty to thrive in a competitive landscape and drive sustainable growth.”
Christopher Connolly, Solutions Engineering Lead, Communications, APJ, Twilio
“Earning customer loyalty is a long game – it takes time and a concerted effort. Engagement begins at the very first interaction – well before your customers even make a purchase – whether they are looking at your website or walking through your store.
“Good customer service is ensuring that every single interaction is as personalised and frictionless as possible. Consistency in delivering this will help build loyalty. This may seem hard to achieve, but is now made simple through modern Customer Engagement Platforms that can help connect disparate data points, and inform marketing decisions in real-time. It’s worth the investment – this year’s State of Customer Engagement Report found that consumers globally spend 54% more on brands that personalise experiences.
“Another major consideration is that, no matter how great the experience you offer, you cannot have customer loyalty without trust. Businesses must be transparent about how they are using the data they collect, or risk losing customers. Consumer concerns around AI are compounding this further – our study also found that roughly 49% of consumers would trust a brand more if it disclosed how customer data is used in AI interactions.”
Richard Valente, Executive Vice President of Business Solutions at Teleperformance (TP)
“Exceptional customer service is key to building long-term loyalty. While AI is increasingly being used by companies to manage customer service tasks and enhance efficiency, emotional intelligence (EI) remains critical in delivering personalised, empathetic support. Here’s how companies like Teleperformance (TP) balance both:
- Personalised responses: Go back to basics and address a client by their name. This is often missed by most organisations and research shows it’s overlooked shockingly often. Personalising responses show customers that we care and they aren’t just a number.
- Be a customer yourself: Call into your own support experts to experience for yourself what your clients’ engagement experience is like. Customers need to feel understood.
- Cultural sensitivity: AI may misinterpret language and cultural nuances, but human agents adapt and respond naturally.
- Balanced approach: Teleperformance leverages AI for routine tasks, freeing up human agents to handle the emotional and complex aspects of customer service.
- Engage with the client in a timely manner: Long wait times do not make your client feel important or that they are a priority. Ensure wait times are as short as possible.
“This balance fosters deeper relationships, ensuring customer satisfaction and loyalty.”
Tim Coates, Head of A&NZ Data Practice at Synechron
“As more customer service is conducted digitally, decreasing the pain of wait times and increasing the accuracy of outcomes is a way businesses can give their customers great reasons not to switch. While direct AI chatbots can help, they can also add to frustrations when a query is misunderstood or a customer problem is too complex for generative AI to interpret and solve. More often than not, customers end up requesting a chatbot to give them a human to talk to, and this only increases the total time it takes to solve the problem.
“Banks are a great case study because they’ve traditionally struggled to deliver high net promotor scores, often due to their scale and breadth of services. Rather than taking the human out of the equation, much of the work we do with banks is to deliver generative AI tools to customer service staff rather than directly to customers. This dramatically reduces the time it takes to gather accurate information, but still requires the human interpretation of those results, which is especially pertinent in financial services, due to strict compliance and regulations.
“By giving call centre and branch staff AI tools that can source the right reference materials quickly and deliver them using suggested scripts and talking points, banks can capitalise on the nuanced delivery of their experienced staff members, who can filter out AI results that aren’t applicable to the individual customer’s problem. Importantly, this can all be developed in-house to eliminate the threat of sending personal and proprietary data into public AI models.
“In a world where so many are rightly concerned about the advent and pace of generative AI, this hybrid approach is a way to capture the efficiencies of AI and convey them in a traditional manner that can exceed expectations and encourage brand loyalty.”
Sarah Jarvis, Communications and Propositions Director at Eagle Eye
“I believe that any strong loyalty company begins with the ‘Golden Rule’–to “treat others the way you wish to be treated”. This should be the foundation of any loyalty initiative, not just because it’s the right thing to do, but because it’s proven to deliver results.
“If you want to earn customer loyalty by treating them the way you wish to be treated, you first have to start with your own employees. Earn the loyalty of your teams and the rest will follow. A company’s employees are its most valuable asset; everything starts and ends with them, so they must be placed at the heart of the organisation. Loyal teams are responsible for all the value you create for your customers and shareholders. Put them first, think deeply about them, thank them and reward them for their efforts and they will do more of it with higher productivity.
“In addition to the ‘Golden Rule,’ focus on the value exchange in your loyalty program. Your initiative should offer customers tangible benefits for their participation—what we call “give to get.” This can include transactional rewards, like points for purchases, and emotional benefits, such as birthday treats or opportunities to donate to charity. The value exchange is what earns your brand the permission to engage with customers to keep them coming back.
“To stand out and earn customer trust, demonstrate your understanding of their needs. Use this knowledge to forge meaningful connections through personalised messages and offers. By prioritising customer experience, you can build lasting and highly valuable relationships.
“Ultimately, the aim is to be a loyalty company, not just a brand with a loyalty program. Companies like Starbucks, Tesco and Woolworths Australia exemplify this by making customer connections central to their strategies. Loyalty is the thread that binds their propositions together and acts as a key performance indicator they consistently strive to optimise.”
Malcolm Koh, APJ head of customer experience advisory for Freshworks
“The key to providing exceptional service is putting customers at the heart of the design process. Customers today expect businesses to know their needs and wants. Ensuring simplicity, providing ease at every touchpoint and lowering friction—whether it’s through intuitive platforms or streamlined purchase processes—customers should feel that their journey is effortless.
“Offering multiple support channels via phone, email, chat or social media gives customers the flexibility to engage with you in the way that suits them best. This enhances convenience but also shows a commitment to meeting their needs wherever they are. Finding the optimal channel could improve satisfaction and improve efficiency.
“Personalising interactions is another essential element. Using customer data to tailor their experience through targeted offers or personalised product recommendations makes customers feel understood and appreciated, helping build deeper, long-lasting connections.
“Finally, it’s important to create emotional bonds by aligning your brand with your customers’ values. Understand their life journey and be proactive in what they need, anticipate what they want before they know it. Demonstrate that you are listening to them, share stories that resonate and show you understand their aspirations. By building relationships on shared values, and consistently delivering on your promises, you’ll transform customer service from a transactional necessity into a loyalty-driving experience.”
Kumar Mitra, Managing Director, ANZ at Lenovo ISG
“In today’s complex and dynamic landscape, exceptional customer service is the cornerstone of building lasting loyalty. KPMG’s 2023 Customer Experience Excellence report reveals that 97% of Australian consumers are heavily influenced by rising living costs, making customer loyalty harder to secure and sustain.
“As consumer behavior shifts, businesses must adopt diverse, value-driven strategies to remain competitive. The same report highlights that 61% of Australians are willing to pay more for brands that prioritize ethical practices and social responsibility. This evolution demands companies align their core values with customer service to foster trust and build long-term relationships.
“Moreover, consistency is key. 75% of consumers report frustration when brands fail to deliver seamless, omnichannel experiences. Companies that integrate online and offline touchpoints can transform customer journeys into smooth, cohesive experiences that drive satisfaction.
“At Lenovo ISG, we are committed to not only meeting but exceeding customer expectations through continuous innovation, ethical leadership, and personalized service. Our focus is on delivering value at every touchpoint, ensuring that our customers feel heard, valued, and empowered in their engagement with us.”
Sharon Melamed, Managing Director at Matchboard
“There’s no doubt that customers that have a great service experience are more likely to stick around. The 3 most important elements to getting customer service right are:
- efficiency – answering inquiries quickly and first time round
- accuracy – agents need to be trained well and have access to the right systems to give customers correct and consistent answers to their questions
- communication skills – when service staff are hard to understand due to thick accents, or don’t understand Australian cultural context (for example, terms like Melbourne Cup, Royal Commission, nursing home), customer satisfaction will suffer. Similarly, when spelling and grammar are not good in chat or email communications, customers lose trust. Building rapport with customers often requires empathy and emotional intelligence, so businesses should look for these attributes in recruitment.”
Abhi Gudidevuni, Head of Customer and Network Services at Megaport
“A generalist, one-size-fits-all approach to customer service doesn’t yield optimal loyalty results. Customer service that builds loyalty is a team effort across the entire customer journey, with after-sales service playing a critical role. Key fundamentals like interpersonal skills, response times, and NPS are baseline expectations, but they no longer provide significant differentiation.
“To stand out, customer service must be enhanced by integrating proprietary data with advanced BI/AI platforms to identify and resolve poor customer experiences. This approach helps uncover the root causes of negative trends, predict and proactively address service issues, and improve customer-facing capabilities like UI/UX. The goal is to go beyond simply responding to service requests and to add value, uncovering opportunities for additional services or improving underutilized ones.
“This shift from transactional service to value-added service is the key to driving customer loyalty. By consistently delivering these enhanced services, businesses can ensure customer satisfaction and build stronger, long-term loyalty.”
Will Feutrill, RVP Incentives for Australia at Blackhawk Network
“Exceptional customer service is vital in fostering customer loyalty. Businesses can cultivate a loyal customer base that returns again and again by prioritising efficient disbursements, incentive programs and thoughtful gifting. These are particularly useful in creating positive customer engagements in the run-up to the busy holiday season when shopper loyalty is highly valuable.
“Timeliness is imperative. It enhances the customer experience and encourages repeat business. Around the holiday season, returns and exchanges can peak and managing these in a timely fashion is essential. Gift cards serve as an effective means of disbursing funds, allowing customers to choose products or services that resonate with them, thereby increasing satisfaction while minimising cashflow disruptions.
“Incentive programs also play a crucial role in driving customer retention. Rewarding repeat purchases or engagement creates a sense of appreciation, motivating customers to return. These programs not only enhance the perceived value of the customer experience but also promote brand loyalty, as customers feel recognised and valued.
“Finally, the element of surprise and delight through gifting—such as unexpected samples, discounts or gift cards—can significantly boost customer loyalty by creating a positive emotional connection with the brand. This feeling of being appreciated can lead to increased word-of-mouth recommendations and a stronger attachment to the brand.”
Andi Mastrosavas, Chief Executive at Pladia
“Delivering exceptional customer experience (CX) requires more than just great service—it’s a cross-functional effort that demands collaboration across teams to ensure customer success. Customer service needs often emerge as a symptom of broader business challenges. Instead of reacting to issues, CX teams can proactively drive customer success by addressing systemic problems across the business.
“In software product companies, for example, customer experience is affected by a range of issues; product quality, usability, training, support, messaging, and customer targeting.
- Improving product quality reduces support requests.
- Ensuring usability prevents errors that require CX intervention.
- Effective training minimises post-launch support.
- Self-serve support empowers customers to resolve their own issues.
- Clear messaging ensures customers know what to expect from a product.
- Targeting the right customers minimises dissatisfaction and negative interactions.
“The likelihood of renewal is often determined by a customer’s early experience with a product. Retention happens during onboarding. Ensuring quick value realisation can significantly increase the chances of renewal and long-term loyalty.
“Exceptional service isn’t just about fixing problems; it’s about creating lasting customer relationships. By tackling these broader business issues, CX teams can proactively guide customers throughout their journey.”
Warren Schilpzand, Area Vice President of Australia, New Zealand and Japan, DataStax
“Seamless and personalised experiences across all touch points – whether online, via mobile or instore – can help deliver exceptional customer service and build lasting customer loyalty for your business.
“Achieving this starts with a holistic understanding of your customers through real-time data insights, which can help deliver personalised experiences. A Customer 360 approach, powered by DataStax’ Astra DB, integrates the data from all your customer interactions.
“By using AI-powered recommendations that harness all this valuable data, you can create meaningful interactions that drive loyalty.
“According to our survey into the impact of AI powered recommendations, 87 per cent of consumers find relevant recommendations highly valuable, with 72 per cent of millennials more likely to return to companies who demonstrate they understand their preferences. Ability to respond instantly to customer behaviour significantly increases engagement, with nearly three out of four consumers more likely to trust brands that deliver timely, personalised recommendations.
“A scalable solution for businesses to store, process, and access large data volumes in real time, without having to manage underlying infrastructure, is key to unlocking AI-driven business processes. By doing this, you’ll transform your customer service, build loyalty, and grow the bottom line.”
John Harding, General Manager, Managed Services, Konica Minolta Australia
“Businesses should focus on delivering personalised, high-quality experiences that exceed customer expectations to build loyalty through exceptional customer service. The competitive modern marketplace demands authentic customer connections to transform them into brand advocates. Turning customers into advocates will give businesses access to powerful multipliers who influence others to choose their brand, leading to long-term growth. Achieving this requires businesses to consistently provide services that surpass customer needs and leave a positive, lasting impact with every interaction.
“Delivering on promises and maintaining integrity are crucial components of exceptional service. Businesses can foster trust and credibility with their customers by being accountable and meeting commitments in full.
“Additionally, anticipating customer needs through hyperpersonalisation lets businesses offer added value, demonstrating a clear understanding of their customers’ unique preferences and future goals.
“Fostering strong partnerships is a crucial aspect of this strategy, as successful relationships play a valuable role in shaping the overall customer experience. Businesses will cultivate long-term relationships that drive customer loyalty and advocacy by prioritising these strategies.”
Mary Matabang, Co-Founder at Simple Sellers
“To provide exceptional customer service and build customer loyalty, focus on delivering a personalized, seamless experience across every touchpoint. Start by listening actively to understand customers’ needs and concerns, ensuring they feel heard and valued. Respond quickly and efficiently to inquiries or issues, demonstrating reliability and commitment.
“Empower your team to go above and beyond, offering proactive solutions rather than just reactive support. Anticipate customer needs by using insights from past interactions and behavior to provide tailored recommendations and support. Consistency is key—ensure your brand’s communication, service levels, and product quality remain high.
“Incorporate feedback loops by encouraging customers to share their thoughts, and take actionable steps to implement improvements based on their suggestions. Acknowledge and reward customer loyalty with personalized incentives like exclusive offers, early access, or thank-you notes.
“Building relationships based on trust, empathy, and accountability creates a lasting bond with customers, encouraging repeat business and positive word-of-mouth referrals. Ultimately, exceptional customer service is about making each customer feel valued and confident in your brand’s commitment to their satisfaction.”
Richard Forrest, Chairman at Forrest Contact
“Exceptional customer service in today’s world requires more than just fast responses—it demands genuine, human interaction. People don’t just want solutions; they want to feel heard.
“At Forrest Contact, we emphasize the importance of using technology to enhance human connection, not replace it. Automation should handle the mundane so agents can focus on what really matters—building relationships. In fact, companies that personalise their service through emotionally intelligent agents are more likely to create customer loyalty.
“Loyalty isn’t born from discounts; it’s created when a customer feels valued beyond the transaction. This is why anticipating customer needs is critical. Don’t wait for a complaint—proactive outreach makes customers feel truly cared for.
“Customer loyalty starts with the people representing your brand, not the systems behind it. Brands that put their agents at the centre of service will always have the edge in customer retention.”
Jodi Lee Duncan, Marketing and Buyer Psychology Strategist at Fletch and Co.
“Customer service can be a “make or break” moment for any business. It’s not just about “smiling more,” refilling drinks before they’re empty, or sending reminders about appointments (though that helps!). Real customer loyalty comes from creating emotional connections… how you make a customer feel.
“To do that, make customers feel understood by anticipating their needs, actively listen, genuinely value their input, and show appreciation for their loyalty. Invite them to be part of the experience by encouraging feedback, offering sneak peeks, or even involving them in decisions that matter. When things go wrong, don’t just fix the issue – restore their trust. A well-timed apology paired with a clever surprise reminds them they’re more than just a transaction.
“Finally, tap into their desire to feel special. Give them “insider” moments that turn them into advocates, not just buyers. Because while people may forget what you did, they’ll always remember how you made them feel. And that’s where true loyalty lives.”
Billy Loizou, Area Vice President, APAC at Amperity
“To deliver exceptional customer service that builds loyalty, the key lies in unifying online and offline customer data into a single, comprehensive view. This is achievable by implementing an AI-powered customer data platform (CDP), to bring together information from multiple touchpoints including e-commerce transactions, retail interactions, email communications, website behaviour, preferences and service history–and make that data usable and accessible across the organisation.
“This unified approach empowers service agents to instantly recognise customers and access their complete history without repetitive questioning. They can provide personalised service based on past interactions, proactively solve problems, and deliver faster resolution times by having all relevant information readily available.
“Brooks Running successfully implemented this strategy by integrating their CDP with their customer service platform. Their agents could greet customers by name, access order histories instantly, and resolve shipping inquiries more quickly, leading to increased customer satisfaction.
“To implement this effectively, identify and integrate relevant data sources while ensuring data quality. Design an intuitive interface, train agents to use this unified view effectively, and maintain strong privacy and security standards. By breaking down data silos, brands can transform customer service from a cost centre into a strategic asset that drives loyalty through personalised, efficient support.”
Krys Charalambous, Business Owner, Modella Clothing
“Exceptional customer service is at the centre of everything I do at Modella. Women’s online fashion is one of the most competitive spaces to run a business. But for me as a solo business owner, I love delighting my customers at every stage of their Modella experience. And to build loyalty I strive to stand out from the crowd. And the result has been a store review rating of 4.95/5 (based on 260 independently verified reviews).
“And here’s how I do it:
- I surprise my customers: While many of the bigger players in the market charge for “extras” when ordering, my customers are all treated as a VIP when purchasing from my online store. Every order is beautifully gift-wrapped (with recycled packaging for sustainability), receives a hand-written personal note, and gets a bonus surprise gift.
- Free express shipping: I know that when my customers buy online, they are eager to get their purchase. So I am very generous with shipping: all customers who spend $100 get free express shipping, Australia wide.
- Fully personalised service: When anyone calls, messages or emails Modella, I am the person to answer the enquiry, so I can resolve issues really quickly.
- Fast dispatch: All orders are steamed, packed, quality-controlled and posted personally by me. And in ten years of running my business, I have never had an incorrect order issue. My attention to detail is my super power.
- Good old-fashioned honesty: Integrity and honesty are the foundation of building trust with my customers. I genuinely treat my customers the way I would like to be treated. And sometimes things do go wrong but instead of hiding it, I’m upfront. And customers love it.
“When I first started my business in 2014, I was told to try and create the illusion that I was a much bigger business. But now I love that “I may be small but my customer care is BIG.”
Adam Pay, Managing Director at mycar
“Customer expectations are changing at an increasingly rapid pace. They seek genuine and personalised engagement, with everything at the touch of their fingertips. While this may seem challenging to keep up with, if you are adaptable and prioritise your customers, you will be able to build a renewed sense of trust and loyalty.
“We prioritise going above and beyond for our customers by showing we “care beyond the car.” Our ethos proves every day that our customers can always rely on us. We refer to ourselves as “customer-obsessed” because we value our People First approach, shifting the focus from the car to the customer.
“Taking the extra time to get to know what your customers need is a small but crucial step in making them feel heard and appreciated. This is how we tailor our services and recommendations for each of our unique customers; to ensure they are confident and trust us too.”
Fleur Allen, Business Success Coach, Ask Fleur
“To create loyal, returning customers, it’s essential to step into their shoes and fully understand their needs,” says Fleur Allen, Business Success Coach, and founder of Ask Fleur.
“Start by understanding your ideal customer. If you haven’t identified them, ask your customers questions to learn about them, or research your audience,” Ms. Allen explains. “With these insights, build a detailed profile or ‘customer avatar’ that considers gender, age, occupation, income, interests, hobbies, and where they live, work, and vacation. Most importantly, define the problems your service or product solves for them.
“The next step, Ms. Allen recommends, is designing an ideal customer journey that spans their entire experience with your business. “Go beyond a single purchase. Ask yourself, ‘Why would this client continue to buy from us over a 2-, 5-, or 10-year period? How can we make this experience as effortless as possible?’” This approach, she adds, establishes a strong foundation for customer loyalty.
“Expressing genuine appreciation is also crucial. “Show your clients the love they deserve,” says Ms. Allen. “Consider ways to host or recognise your premium customers. For example, providing care packs with snacks and refreshments for an online event. This level of service can result in 100% attendance and engagement.”
Anurag Vasisth, co-chair and group chief executive officer, Loyalty Now
“Businesses must prioritise seamless, personalised experiences that resonate with consumers to deliver exceptional service. Investing in a ready-to-use digital loyalty rewards platform lets organisations tailor rewards and communications to individual customer preferences and purchasing behaviours. This personalised approach fosters stronger relationships by showing consumers they are valued, driving increased engagement and long-term loyalty.
“Robust enterprise technology should sit at the heart of a successful loyalty program for consistent performance and scalability. Companies benefit from integrating loyalty features directly into card- and payment-linked programs, simplifying the customer journey by making it easier to engage. A strong data posture—such as being PCI DSS Level 1 Certified—reassures consumers that their data is secure and responsibly managed, especially as security is paramount for modern loyalty solutions. Embedding loyalty directly into payment methods will create frictionless experiences that enhance customer satisfaction at every interaction.
“A reliable, ready-to-use platform will accelerate deployment while protecting consumer data through enterprise-grade security. Businesses with adaptable, scalable, and secure technology will be better positioned to retain customers, drive brand advocacy, and create lasting loyalty as consumer expectations continue to evolve.”
Brooke Hemphill, Owner and curl evangelist at Curlytops
“The ecommerce world is super competitive, and customer loyalty is key to growing your business. At Curlytops, it’s just me here handling every order, question, and bit of feedback that rolls in. This personal approach helps me build trust and loyalty with my customers in a way that big companies sometimes miss – where orders can just be another number.
“When it comes to responding to customer inquiries, I’m all about quick and empathetic communication. We’ve all been there, right? Waiting by the mailbox for a delivery or dealing with a missing parcel!
“I’m also a big believer in the power of a little surprise to make someone’s day. That’s why I include a free Curly Wurly with every purchase. It’s a small thing, but it’s based on the reciprocity principle, famously highlighted by social psychology professor Robert Cialdini. The idea is simple: when you unexpectedly get something nice, you naturally want to give back. This might just make my customers more excited to return or tell their friends about Curlytops. And that’s what building loyalty is all about.”
Mark Rohan, Chief Operations Officer at Klearcom
“Building customer loyalty starts with one thing: exceptional service. But how do you actually deliver that? The secret lies in being reliable, responsive, and ready to resolve issues before they even happen. That’s where the right tools come in, and Klearcom can help make that a reality for businesses.
“Klearcom’s solutions are designed to ensure that no matter where your customers are, they’re getting a smooth and seamless experience on their phone calls. With local testing available in over 100+ countries, you can validate your phone numbers and Interactive Voice Response (IVR) Systems in just one call, ensuring your service is up to scratch globally. Plus, with testing across 2-4 telecom providers in each country, you’re covered regardless of the carrier.
“Don’t let language be a barrier either—Klearcom transcribes in 100+ languages and dialects, so you can serve customers anywhere, in any language. And when issues do arise, their 24/7/365 triage support ensures real-time troubleshooting, keeping everything running smoothly.
“By removing communication barriers and ensuring your systems perform perfectly, Klearcom helps businesses like yours provide the kind of service that keeps customers coming back. Isn’t that what exceptional service is all about?”
Beni Sia, General Manager and Senior Vice President, APJ, Veeam
“Customer loyalty isn’t a one-time achievement; it’s a continuous process built on trust and delivering value at every stage of the relationship. At Veeam, we ensure customer success by:
- Listening to Our Customers
Exceptional customer service starts with understanding the customer’s voice. While we have platforms like our Community Resource Hub and Veeam Community Forum, we also engage with customers through Customer Councils and integrate their inputs into our tech road map. In many cases, we’ve adjusted our feature list and support in response to what’s most important to them. - Providing Tailored Support
Through Veeam’s Customer Success Program, we offer personalised onboarding and ongoing support that aligns with each customer’s unique environment and goals. We focus on what they truly need and use this feedback to confidently maximise the value of our solutions and ensure long-term customer success. - Showcasing our Customers
Veeam has an entire function dedicated to celebrating our customers’ success. Worldwide we invite them to our flagship and regional VeeamON events as speakers and thought leaders, and we provide them with access to our own marketing, creative, and public relations support. Their success is our success and providing them with the same resources we use to showcase this truly makes them part of our team.
“By continually refining our offerings and staying responsive to customer needs, we build the trust and loyalty that drive long-lasting partnerships.”
Arjun Paliwal, Founder and CEO at InvestorKit
“Exceptional customer service is about strengthening and building relationships rather than merely completing transactions. For example, at InvestorKit, we have increased our client catch-ups to every six months after a property purchase which allows us to stay attuned to our clients’ evolving needs and goals. As a result, we’ve seen a 23.46% boost in repeat business and referrals, as clients feel supported and valued throughout their investment journey—not just at the point of purchase.
“Another key aspect of exceptional service is offering clients unique insights that empower their decision-making. That’s why we invest annually into our research division, allowing us to provide industry-leading whitepapers for free. These whitepapers are packed with data-driven insights that help clients anticipate emerging market trends and identify high-return opportunities. They are widely utilised by property investors, industry professionals, and everyday Australians looking to enhance their understanding of the property market. By sharing these valuable insights freely, we showcase our commitment to transparency and education, helping Australians make well-informed investment decisions.
“It’s clear that exceptional customer service is not just about building loyalty, it’s about empowering clients to navigate their investment journeys with confidence and clarity.”
Peter McRae, Customs Broker at Platinum Freight Management
“Exceptional customer service is the cornerstone of loyalty but it can be more difficult to provide without three key elements.
“The first element is personalised attention. Instead of shuffling clients between departments, each client’s journey should be managed with one touch point, from start to finish. This single ‘One Touch’ point of contact ensures seamless communication from beginning to end, minimises misunderstandings and provides a level of attention that’s rare in today’s business landscape.
“The second element is going beyond the transactional. My 25 years of experience have taught me that exceptional customer service means anticipating and addressing clients’ needs even before they articulate them. It’s about understanding their businesses, concerns, and aspirations so you can provide proactive solutions, giving them the confidence to trust you.
“Thirdly, you need to build genuine relationships. They’re not just clients, they’re individuals and you need to be invested in helping them succeed. This means being readily available to provide support and going the extra mile to ensure a positive experience.
“Building this kind of customer loyalty takes time and effort, but when clients know they can rely on you to provide the highest level of service, no matter how challenging the situation, this keeps them coming back.”
Walter Scremin, CEO, Ontime Delivery Solutions
“Exceptional customer service is about treating the customer’s business as if it were your own. This is especially important for any business providing complex outsourced B2B services.
“Like many outsourced service providers, we are engaged on a promise to solve a problem for the customer, to cure a headache. In our case this means making their delivery transport run more efficiently, while also being an important customer facing touchpoint for the companies we are delivering for.
“Timely parcel delivery is high stakes – poor delivery can have terrible ramifications for the end receiver as it may lose them clients, damage their reputation, and when it comes to delivering something like medical items lives can be on the line.
“In practice, customer service involves doing the little things every day – keeping the communication channels open, adapting quickly, checking in on performance and expectations, and using technology to drive and monitor efficiency.”
Nic Welsh, Founder, Nic Welsh
“Exciting and surprising customers is the key! We all like to be made to feel special don’t we? A key way to build customer loyalty is to add in Little Wows to everything you do – those little extras that impress people or make them FEEL something – when you emotionally connect to customers they will remember you for longer and are more likely to tell others! Sending a hand written thank you card for their business or adding a little extra in the box if you are a product based business could be one way. If you’re a service based business you can help your customer with their problem beyond what you do by recommending a podcast, book or even a Facebook group. One of my clients wanted to increase her profits so she could take her children to Disney, so I added her to a Facebook group I was in for Disney travel hacks to save money while booking and at the resort. Show you really care about your customers and the end outcome they’re looking for. Ask why your customers need you and listen to what they really want – then go the extra mile to help them get there!”
Lawrence Drayton, Head of Customer Experience at Prvidr
“One of the best ways to provide exceptional customer service is to empower your team by combining the latest tech with a genuine focus on their well-being. Embracing cutting-edge platforms and AI tools can give your agents real-time insights, helping them anticipate customer needs and offer personalised solutions on the spot.
“But here’s the thing – driving performance by focusing solely on business metrics at the expense of your people isn’t the right approach. Technology is only as good as the folks behind it. Making sure your employees feel valued and supported goes a long way. When your team is happy and engaged, they’re naturally more motivated to go the extra mile for customers. In my experience, this approach has proven to get more out of people, boosting the quality of service and building stronger relationships with your clients.
“So, my advice is to strike a balance: use cutting-edge software to give your team the tools they need, but don’t forget to put their happiness first. Offer them opportunities to grow, listen to their feedback, and create a positive work environment. In the end, a happy team leads to happy customers, and that’s the key to building lasting customer loyalty.”
Julian Grobler, Managing Director at Bow & Arrow Marketing
“People buy from people, even in a B2B context, and they never forget how you make them feel! To build exceptional customer loyalty, shift focus from personalisation (tailoring messaging and offers) to humanisation, which fosters genuine emotional connections. Humanisation prioritises the customer’s experience and well-being, creating a foundation for long-term trust and meaningful interactions.
“Here’s how:
- Create Memorable Interactions: Make it personal by sending a video message or hand-written note congratulating clients on achievements. These gestures communicate care and attention.
- Anticipate Client Needs: Proactively address potential pain points. If a client struggles with onboarding new employees, offer customised training sessions or easy-to-follow resources. This positions you as a trusted partner who understands their challenges.
- Rethink Organisation-Centric Policies: Review and eliminate outdated policies that prioritise your organisation over the client’s experience. Empower clients to engage with you in a way that suits them.
- It’s the little things: Small but impactful gestures go a long way. Once, during a meeting, a company once paid for my parking when a nearby inspector was looming. This thoughtful act made a lasting impression and demonstrated their consideration for my situation.
“By embracing these humanisation tactics, clients will know they’re valued and that they matter to you beyond the boardroom.”
Shelley Breen, Founder, ShelleyBreen
“Exceptional customer service starts with good systems and processes. Automating workflows keeps your team on track, ensuring every interaction is seamless. When communication between team members and customers is clear and efficient, you’re already ahead in creating exceptional customer service.
“Beyond processes, customer loyalty grows when people feel part of something bigger. Building a community where customers can engage with your brand and each other deepens their connection. This sense of belonging is key to long-term loyalty.
“A customer loyalty program can elevate this further by providing the essentials like rewards for repeat purchases, clear and consistent communication, and consistent follow-up to enquiries. Show your customers you value them, and they’ll stick with you.
“Of course, systems and strategies only work when you have the right people in place. Hire those who align with your values and understand your mission. When your team genuinely cares about your customers, it shows.
“By combining strong processes, a connected community, and a values-driven team, you’ll not only deliver exceptional service, but you’ll also create loyal customers who keep coming back.”
Paul Nguyen, Founder and CEO at Creative Culture HQ
“Exceptional customer service is about more than just delivering what’s expected—it’s about building genuine relationships that build long-term loyalty. To achieve this, it’s important to tailor your services to the unique needs of each client. Whether you’re providing full-scale solutions or offering educational workshops, your goal should always be to empower clients and help them grow. Staying ahead of industry trends and consistently delivering high-quality, intentional work is key to exceeding expectations. It’s also vital to understand your client’s audience deeply, so you can create content or solutions that truly resonate on an emotional level.
“Going the extra mile and committing to a ‘no shortcuts’ approach ensures that the quality of your service remains top-tier. This builds trust, and trust is the foundation of loyalty. If you consistently provide value, educate your clients, and take the time to understand their goals, they’ll see you as a partner in their success. And in the long run, that’s what creates lasting customer loyalty.”
Debra Brockelsby, Founder and CEO of STOKEDNZ
“Lead from the heart and zig when others are zagging. Our products (at STOKEDNZ) are ethically made & we inspire people to take them on adventures, not buy them on a whim (or American Cyber sale) to sit in a cupboard to never get used. So we use this in our marketing! And our customers love it.
“When life gives you lemons – make lemonade *despite the costs*
STOKEDNZ is a very seasonal business, our main product is a towelie (a portable change room + wearable towel all in one). In Nov, 2021 none of our containers arrived for Christmas. Literally none. We could have cried in the corner, but instead we drew some very fun, on brand IOU cards from Santa and sent these out with a gift to all of our customers who had pre-ordered towelies (that were still sitting on a boat). This cost us two lots of shipping to the customer, the cards and extra gifts. But it made our customers love us harder because we went over and above to ensure their loved ones had an epic gift under the tree.
“Have policies (because sometimes you need to use them), but also be a good human and be prepared to go the extra mile for your customers. Who has purchased something online that turned up late, it didn’t fit, so you tried to return it and the company said no because it’s outside of their exchange period? It leaves a pretty bad taste in your mouth right? And I bet you haven’t rushed back to shop from them? We have a 100% happiness guarantee, so if a customer isn’t happy for whatever reason we will refund it. We’ve used this 3 times max in our 7 years of business.”
Elise Balsillie, Head of Thryv Australia
“Customer loyalty is worth its weight in gold.
“Research shows that 80% of a company’s future revenue will come from just 20% of its customers. So, it’s essential to consider the lifetime value of every customer you acquire and ensure that their interactions with your brand are positive and deliver value.
“To build loyalty and gain customers for life, follow these three rules of thumb:
- Make it personal
Loyalty is built through consistency, trust, and developing a relationship. Like any relationship, it should feel personal. Personalisation is a proven way to show customers you care, whether through a handwritten thank you note, marketing automation-driven birthday emails, or promotions based on customer data. - Ask for feedback
Feedback is an invaluable tool for small businesses to improve customer service. I recommend setting up automated emails to request a review post-purchase or using review management software, such as Google My Business, Tripadvisor, or Trustpilot, to stay on top of reviews. Surveying customers to gauge their satisfaction and calculating a net promoter score (NPS) is a great way to measure whether your customer service is improving. - Always return the favour
In a market where customers have so many choices, always show your appreciation. Research shows that simply offering a loyalty program, discount or reward system for returning customers prompts 60% of consumers to increase their purchasing frequency. Returning the favour is a win-win, adding value for the customer while simultaneously driving repeat business.”
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