The 5 sins of customer service

Customer service is a lost art.

‍

There was a time when great customer service wasn't just expected - it was a central part of a business's identity. In the early 90s, businesses like Marshall Field's in Chicago set a gold standard. Field himself coined the phrase “Give the lady what she wants,” a philosophy that emphasized complete customer satisfaction, no matter the cost.

‍

Similarly, Ritz-Carlton hotels in the early 20th century offered an unparalleled guest experience, where employees were empowered to resolve issues on the spot, anticipating needs before they were even voiced.

‍

Even smaller local businesses adhered to this ethos. The neighborhood grocer knew your name, your preferences, and would personally deliver your order to your door, even in the harshest of weather. Tailors, barbers, and cobblers crafted lasting relationships with customers, often bending over backwards to accommodate special requests, returns, or repairs.

‍

These businesses knew that service was the backbone of loyalty, creating lifelong patrons out of one-time customers. However, with the rise of automated systems and impersonal digital interactions, much of this personal touch has eroded. What was once a finely honed craft has devolved into a transactional, often frustrating experience.

‍

In this article, we’ll discuss the 5 biggest sins and no-no’s in customer service.

‍

Sin #1: Passing the Buck

A frequent frustration for customers is when they’re shuffled from one representative to another. Every time the issue is “escalated” or passed off, the customer feels less valued, and the problem feels more complicated. If a customer has to explain their issue multiple times to different reps, it’s a clear sign of internal breakdown.

‍

Customer service teams should take ownership of the issues they’re presented with. Even if the rep needs to collaborate with other departments, the customer should feel like they have a consistent advocate who’s staying with them until the problem is fully resolved. When support lacks ownership, it shows a lack of care and accountability—traits that customers rarely forgive.

‍

Sin #2: Leaving Customers in the Dark

There’s no greater sign of poor customer service than when a client has to reach out first to ask for a status update. Whether it’s about a support ticket, a project in progress, or a simple query, it should never fall on the customer to "check in." The moment a client feels forgotten or left in the dark, trust begins to erode.

‍

In the age of online businesses and remote work, this is especially critical. With clients and customers often scattered across time zones and continents, proactive communication becomes the key to building strong relationships. Support reps and account managers should be keeping the client informed at every step, whether it’s a project milestone or just a routine update. It’s about anticipating needs, answering questions before they’re asked, and making sure the customer feels confident in your service.

‍

The most successful companies today understand this: they don’t wait for the customer to ask “What’s the status?” They provide clear, timely updates that keep the customer engaged and assured. If your customer feels the need to follow up on something they’ve already entrusted to you, you’ve already failed at one of the core tenets of good service—proactivity.

‍

Sin #3: Treating Customers Like Tickets, Not People

In an age of automation, it’s easy for customer service to feel impersonal. When reps focus solely on “closing tickets” rather than understanding the person behind the request, the experience becomes transactional and cold. No customer wants to feel like just another number in a queue. The best customer service teams make every interaction feel human, showing empathy and personal investment in resolving the issue.

‍

Whether through small gestures, like addressing the customer by name, or larger efforts, such as understanding their unique needs, it’s crucial to build relationships—not just solve problems. When support becomes too mechanical, the connection is lost, and customers feel alienated.

‍

Sin #4: Overcomplicating the Process

One of the biggest frustrations for customers is when support processes are unnecessarily complicated. Whether it's a multi-step process to submit a ticket, endless verification steps, or poorly designed help platforms, complexity is the enemy of good customer service.

‍

Customers expect fast, efficient solutions, especially when they’re dealing with online companies. Any friction, like slow response times, confusing forms, or being asked to provide the same information multiple times, erodes their trust and patience. Simplifying support—whether through clear self-service options, easy access to real-time assistance, or a more streamlined communication process—ensures that customers can resolve their issues quickly and with minimal hassle.

‍

Sin #5: Failing to Follow Up

The interaction shouldn’t end the moment the immediate issue is resolved. A crucial aspect of excellent customer service is following up afterward to ensure everything is working smoothly. Whether it’s a quick check-in email after a product shipment, or a post-project review, follow-ups signal that your company cares about the ongoing satisfaction of the client.

‍

Neglecting this step can leave customers feeling like the company only cared until the transaction was complete. Follow-ups don’t need to be time-consuming—they can be automated or brief—but they are essential for keeping customers engaged and loyal. A simple, thoughtful message post-service can make a lasting impression.