The foundation of exceptional customer service is effective communication — both with your customers and your team members. Throughout their journey, customers constantly interact with your customer service teams and your frontline staff. They communicate with your employees in person, by email or text, using smartphone apps and online chats, or by contacting your call center.

Cognitive empathy is the ability to understand the way your customers experience and perceive the world. Listen to your customers to understand their experiences, challenges, and needs. You’ll be better equipped to communicate with them effectively and work together to find solutions that exceed their expectations.

Each customer expects respect and appreciation from your business. They want to build a balanced and trusting relationship with your team so that they can work with you to address their needs successfully.

Language is a tool that is both easy to use and effective but often overlooked in customer service. Individual-first language serves multiple purposes:

• Helps your customers understand what you say or write the first time they read or hear it

• Doesn’t trigger negative emotions or feelings

• Facilitates collaboration and problem-solving

• Describes each customer as a unique and valued individual