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customer service case study definition

How Sales Reps Can Succeed in the Social Era

  • April 10, 2013

Where Does the Customer Fit in a Service Operation?

  • Richard B. Chase
  • From the November 1978 Issue

customer service case study definition

Priceline's CEO on Creating an In-house Multilingual Customer Service Operation

  • Darren Huston
  • From the April 2016 Issue

Think Customers Hate Waiting? Not So Fast...

  • Ryan W. Buell
  • Michael I. Norton
  • From the May 2011 Issue

customer service case study definition

When a Company Is No Longer That into You

  • November 11, 2013

Leading by Letting Go

  • December 25, 2013

Selling Is Not About Relationships

  • Matthew Dixon and Brent Adamson
  • September 30, 2011

Listen to Your Frontline Employees

  • Anthony K. Tjan
  • April 04, 2012

The Price of a Poor Experience

  • Peter Bregman
  • October 13, 2009

customer service case study definition

E-Loyalty: Your Secret Weapon on the Web (HBR OnPoint Enhanced Edition)

  • Fred Reichheld
  • Phil Schefter
  • October 01, 2000

customer service case study definition

How Loyalty Programs Are Saving Airlines

  • So Yeon Chun
  • Evert de Boer
  • April 02, 2021

customer service case study definition

The Age of Continuous Connection

  • Nicolaj Siggelkow
  • Christian Terwiesch
  • From the May–June 2019 Issue

customer service case study definition

Why Is Customer Service So Bad? Because It's Profitable.

  • Anthony Dukes
  • February 28, 2019

Production-Line Approach to Service

  • Theodore Levitt
  • From the September 1972 Issue

Institutional Yes: The HBR Interview with Jeff Bezos

  • Julia Kirby
  • Thomas A. Stewart
  • From the October 2007 Issue

Taking the Measure of Mood

  • Patrick O’Connell
  • From the March 2006 Issue

Why You Shouldn't Engage with Customer Complaints on Twitter

  • Alireza Golmohammadi
  • Taha Havakhor
  • Dinesh Gauri
  • Joseph Comprix
  • April 29, 2021

Empower Your Customer-Facing Employees

  • Chris DeRose
  • July 15, 2013

Capturing the Value of Supplementary Services

  • James C. Anderson
  • James A. Narus
  • From the January–February 1995 Issue

customer service case study definition

Stop Trying to Delight Your Customers

  • Matthew Dixon
  • Karen Freeman
  • Nicholas Toman
  • From the July–August 2010 Issue

customer service case study definition

Alaska Airlines and Flight 261 (A)

  • Michael D. Watkins
  • November 09, 2000

CLHS: Scaling a New Venture

  • Lynda M. Applegate
  • Gabriele Piccoli
  • Joaquin Rodriguez
  • October 17, 2016

State Bank of India: ''SMS Unhappy''

  • Rishtee Batra
  • Piyush Kumar
  • February 15, 2013

Customer Focus at Neiman Marcus: "We Report to the Client"

  • Robert D. Dewar
  • January 01, 2006

Too Long for Comfort: Tackling Consultation Wait Time at a Hospital Emergency Department

  • Marcus Teck Meng Ang
  • Arthur Ruey Heng Hu
  • Sean Shao Wei Lam
  • August 20, 2020

Trilogy Health Services, LLC: Building a Great Service Company

  • Edward D. Hess
  • Gosia Glinska
  • August 18, 2009

Citigroup Consumer Banking

  • James Weber
  • September 21, 2010

Xerox Corp.: The Customer Satisfaction Program, Video

  • Xerox Corp.
  • November 12, 1991

Harrah's Entertainment, Inc.: Rewarding Our People

  • Thomas J. DeLong
  • Vineeta Vijayaraghavan
  • July 23, 2002

Designing Transformational Customer Experiences

  • Stefan Thomke
  • March 06, 2017

Dupont (A): Understanding the Customer's Activity Cycle

  • Sandra Vandermerwe
  • Marika Taishoff
  • January 01, 1993

Upper Canada Insurance

  • September 03, 2010

Agarwal Packers and Movers Limited

  • September 18, 2015

The Ritz-Carlton Hotel Company: The Quest for Service Excellence

  • Nelson M. Fraiman
  • Linda V. Green
  • Aliza Heching
  • Garrett van Ryzin
  • August 13, 2010

customer service case study definition

The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value

  • Thomas A. Teal
  • November 01, 2000

With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants

  • Julie Hennessy
  • April 27, 2016

VetNX: An E-Business Model of Veterinary Services in China

  • August 29, 2018

Improving Customer Engagement

  • Marcelo Olivares
  • Andrew Shin
  • October 19, 2011

Samsung Electronics: Using Affinity Diagrams and Pareto Charts

  • Jack Boepple
  • February 08, 2013

Federal Express: The Money Back Guarantee (C)

  • Christopher W.L. Hart
  • October 27, 1989

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Customer Service Case Studies: Real-Life Examples Of Service Scenarios.

Customer Service Case Studies

Are you looking for real-life examples of customer service scenarios that can help you improve your own customer service skills? Look no further!

In this article, we will explore a series of case studies that highlight different aspects of effective customer service. These case studies will provide you with valuable insights into how to handle challenging situations, resolve issues, and create positive experiences for your customers.

Customer service plays a crucial role in the success of any business. It is not just about answering phone calls or responding to emails; it is about building relationships and exceeding customer expectations. By studying real-life examples, you can gain a deeper understanding of the importance of effective customer service and learn strategies to enhance your own skills.

In each case study, we will delve into different scenarios and examine how businesses successfully handled them. From resolving product quality issues to dealing with difficult customers, these case studies will showcase various approaches and solutions that you can apply in your own work.

Get ready to dive into these insightful stories that demonstrate the power of exceptional customer service!

Table of Contents

Key Takeaways

  • Effective customer service is crucial for the success of a business.
  • Empathy and proactive customer service are essential aspects of providing excellent customer service.
  • Prompt resolution of product quality issues, with notification and compensation for affected customers, helps maintain customer satisfaction and loyalty.
  • Handling difficult customers with a calm and empathetic approach, offering alternatives, and empowering them to make choices can build trust and loyalty.

The Importance of Effective Customer Service

You can’t underestimate the impact of great customer service – it’s like a warm cup of coffee on a chilly morning, instantly making you feel valued and appreciated.

In today’s competitive business landscape, providing effective customer service is more important than ever. Customers have numerous options at their fingertips, and one bad experience can send them running to your competitors. That’s why empathy plays a crucial role in customer service.

When customers feel understood and cared for, they’re more likely to become loyal advocates for your brand. Empathy is the ability to understand and share the feelings of others. In customer service, this means putting yourself in the shoes of your customers and genuinely listening to their concerns.

By showing empathy, you demonstrate that you value their emotions and are committed to finding a solution that meets their needs. This not only helps resolve issues effectively but also builds trust and strengthens the relationship with your customers.

Proactive customer service is another essential aspect of providing exceptional support. Instead of waiting for customers to come to you with problems or complaints, proactive customer service involves anticipating their needs and addressing any potential issues before they arise.

This approach shows that you’re dedicated to delivering an outstanding experience from start to finish. By taking the initiative, you can prevent problems from escalating and create positive interactions that leave a lasting impression on your customers.

The importance of effective customer service cannot be overstated. Empathy allows you to connect with your customers on a deeper level by understanding their emotions and concerns. Proactive customer service demonstrates your commitment to going above and beyond expectations by anticipating needs before they become problems.

By prioritizing these aspects in your approach to customer service, you can foster loyalty, build strong relationships with customers, and ultimately drive success for your business.

Case Study 1: Resolving a Product Quality Issue

Resolving a product quality issue can be challenging, but did you know that 86% of customers are more likely to repurchase from a company that resolves their complaint? When faced with a product quality issue, it’s important for companies to take immediate action and address the problem effectively.

One notable case study involves a product recall due to safety concerns. The company promptly notified customers about the recall through multiple channels such as email, social media, and website announcements. This proactive approach not only ensured customer safety but also demonstrated the company’s commitment to resolving the issue.

To further enhance customer satisfaction during this challenging time, the company offered compensation to affected customers. The compensation included a full refund for the recalled product as well as additional discounts on future purchases. By going above and beyond in compensating their customers, the company not only mitigated any potential negative feelings but also showed genuine concern for their customers’ wellbeing.

In addition to addressing individual complaints, the company took steps towards preventing similar issues in the future. They implemented stricter quality control measures throughout their production process and conducted thorough inspections before releasing any products into the market. This proactive approach reassured customers that their concerns were taken seriously and instilled confidence in the brand’s commitment to delivering high-quality products.

By resolving a product quality issue promptly and ensuring customer satisfaction through compensation and preventive measures, companies can not only retain existing customers but also build trust with new ones. It’s crucial for businesses to recognize that effective customer service goes beyond simply resolving complaints; it requires taking responsibility for failures, implementing meaningful solutions, and continuously improving processes to prevent similar issues from arising again in the future.

Case Study 2: Handling a Difficult Customer

Navigating through challenging interactions with clients can be a test of your company’s ability to handle difficult situations. Dealing with angry customers requires a delicate balance of empathy, patience, and problem-solving skills.

One real-life example of a company successfully managing a difficult situation involved an irate customer who had received a damaged product.

In this case, the customer contacted the company’s customer service department immediately after receiving the damaged product. The representative on the phone remained calm and empathetic throughout the conversation, acknowledging the customer’s frustration. They apologized sincerely for any inconvenience caused and assured the customer that they would resolve the issue promptly.

The representative then offered several options to address the problem, including sending a replacement or providing a refund. By presenting these alternatives, they empowered the customer to choose what solution best suited their needs. This approach helped defuse tension and created an atmosphere of collaboration rather than confrontation.

Ultimately, by effectively managing this difficult situation and prioritizing customer satisfaction, the company not only resolved the issue but also built trust and loyalty with their client base.

Case Study 3: Going Above and Beyond for a Customer

Exceeding expectations and leaving a lasting impression, one company went the extra mile to ensure a memorable experience for a dissatisfied client. The customer, let’s call her Sarah, had purchased a high-end laptop from this company but encountered numerous technical issues soon after receiving it. Frustrated with the product’s performance and the lack of support she received initially, Sarah reached out to the company’s customer service department for assistance.

To address Sarah’s concerns promptly, the customer service representative assigned to her case took immediate action. Recognizing that resolving her technical issues alone would not suffice in restoring Sarah’s trust and satisfaction, they decided to go above and beyond what was expected. The representative personally followed up with Sarah daily to provide updates on their progress in fixing her laptop. They also offered additional compensation for the inconvenience caused by sending her a complimentary accessory package.

In addition to their exceptional level of communication, this company created a personalized experience for Sarah through small gestures that left an indelible mark on her overall perception of their brand. One example was when they surprised her by upgrading her laptop’s warranty without any additional cost. This unexpected act not only demonstrated their commitment to providing quality products but also highlighted their dedication towards ensuring customer satisfaction.

By going above and beyond in addressing Sarah’s concerns and surpassing her expectations at every turn, this company exemplified outstanding customer service. Their proactive approach not only resolved technical issues efficiently but also left a lasting impression on Sarah concerning how much they valued her as a loyal customer. Through personalized attention, generous compensation, and unexpected upgrades, they not only ensured Sarah’s satisfaction but also fostered a long-term relationship based on trust and loyalty. This case study serves as a powerful reminder that going the extra mile can make all the difference in customer satisfaction and retention.

Case Study 4: Turning a Negative Review into a Positive Experience

If your business has ever received negative feedback, it’s important to know how to turn that experience into a positive one.

In this case study, we will explore how a business addressed a customer’s concerns and transformed their perception from negative to positive.

By taking the necessary steps and going above and beyond, the business not only resolved the issue but also improved their reputation in the process.

The negative feedback received by the business

Despite your best efforts, your business was bombarded with a barrage of scathing feedback that left you reeling. Customers expressed their dissatisfaction with the quality of your products and the poor customer service they received.

These negative reviews not only affected customer retention but also posed a threat to your brand reputation. The negative feedback highlighted areas where improvements were needed. It pointed out flaws in your product design, manufacturing processes, and communication channels.

While it may be disheartening to receive such criticism, it presents an opportunity for you to address these issues and enhance the overall customer experience. By acknowledging the shortcomings and taking immediate action to rectify them, you can regain customers’ trust and loyalty while rebuilding your brand’s reputation.

The steps taken to address the customer’s concerns

After receiving the negative feedback, we quickly took action to address the customer’s concerns and improve our products and services. We understand that addressing customer complaints is essential for maintaining a positive reputation and ensuring customer satisfaction.

Our first step was to reach out to the customer directly, expressing our apologies for any inconvenience caused and assuring them that their concerns were being taken seriously.

To resolve the customer’s issues, we implemented a thorough investigation into the matter. This involved examining the specific details of their complaint, evaluating our internal processes, and identifying any areas where improvements could be made. By conducting this analysis, we were able to pinpoint the root cause of the problem and develop an effective solution.

Once we identified areas for improvement, we promptly made necessary changes to prevent similar issues from occurring in the future. This included updating our training programs for staff members involved in customer service interactions and enhancing quality control measures throughout our production process. We also communicated these updates transparently with all relevant stakeholders to ensure everyone understood our commitment to resolving customer issues.

Addressing customer complaints is not just about solving individual problems; it is about continuously improving our overall products and services. By taking immediate action upon receiving negative feedback, we demonstrate our dedication to providing exceptional experiences for every customer.

We remain committed to resolving any issues promptly while striving to exceed expectations in delivering high-quality products and top-notch service.

The transformation of the customer’s perception and improved reputation

Now that the steps have been taken to address the customer’s concerns, let’s discuss the transformation of their perception and the improved reputation of your business.

By promptly addressing the customer’s issues and providing a satisfactory resolution, you’ve demonstrated your commitment to customer satisfaction. This level of responsiveness not only resolves the immediate problem but also leaves a lasting impression on the customer.

As a result, their perception of your brand is likely to improve significantly. They’ll appreciate your willingness to listen, understand, and take action to rectify any issues they may have faced. This positive experience can lead to increased brand loyalty as customers recognize that you value their feedback and are committed to delivering exceptional service.

To further enhance customer satisfaction and foster brand loyalty, consider implementing these strategies:

  • Personalized follow-up: Reach out to customers after resolving their concerns with personalized messages or phone calls. This gesture shows that you genuinely care about their experience and want to ensure their ongoing satisfaction.
  • Proactive communication: Keep customers informed about any changes or improvements related to the issue they encountered. Sharing updates showcases transparency and builds trust in your ability to continuously improve.
  • Loyalty rewards program: Offer incentives or exclusive benefits for loyal customers who continue choosing your brand despite any initial challenges they may have faced. Rewarding their loyalty encourages repeat business and strengthens long-term relationships.

By investing in improving customer satisfaction and building brand loyalty, you can create a positive reputation for your business while fostering long-term success in an increasingly competitive market.

Frequently Asked Questions

What are the key elements of effective customer service.

Effective customer service requires several key elements.

One interesting statistic is that 86% of customers are willing to pay more for a better customer experience. This highlights the importance of providing exceptional service.

Effective communication plays a crucial role in customer service as it allows you to understand the needs and concerns of your customers, while also conveying information clearly and concisely.

Empathy and understanding are equally important, as they enable you to connect with customers on an emotional level, showing them that their satisfaction is your top priority.

By incorporating these elements into your customer service approach, you can create positive experiences that leave a lasting impression on your customers.

How can companies measure the success of their customer service efforts?

To measure the success of your customer service efforts, you can utilize various customer satisfaction metrics and conduct thorough customer feedback analysis.

Customer satisfaction metrics, such as Net Promoter Score (NPS) or Customer Effort Score (CES), provide valuable insights into how satisfied your customers are with the service they received. These metrics allow you to quantify customer sentiment and identify areas for improvement.

Additionally, analyzing customer feedback through surveys or social media monitoring enables you to understand specific pain points and address them proactively.

By consistently measuring these indicators and taking action based on the results, you can continuously enhance your customer service performance and ensure a positive experience for your customers.

What are some common challenges faced by customer service representatives?

Handling difficult customers and managing high call volumes can be incredibly challenging for customer service representatives. Dealing with irate customers can feel like trying to calm a hurricane with a feather, as their frustrations can reach astronomical levels. It requires an extraordinary level of patience and empathy to navigate through their anger and find a resolution that satisfies both parties.

Additionally, managing high call volumes can feel like juggling flaming swords while walking on a tightrope. The constant influx of calls puts immense pressure on representatives to provide quick and efficient assistance without compromising the quality of service.

However, despite these Herculean tasks, customer service representatives rise above the challenges by employing exceptional communication skills, problem-solving abilities, and an unwavering commitment to customer satisfaction.

How can companies improve their customer service skills and knowledge?

To improve their customer service skills and knowledge, companies should invest in comprehensive training programs that provide employees with the necessary tools and techniques to handle different scenarios. These programs can include modules on effective communication, problem-solving, and empathy to ensure that representatives are equipped to handle any customer interactions.

Additionally, implementing feedback systems that allow customers to provide their input and suggestions can also be beneficial. This feedback can help identify areas for improvement and enable companies to make necessary adjustments in their processes or training programs.

By prioritizing ongoing training initiatives and actively seeking customer feedback, companies can continually enhance their customer service skills and knowledge, leading to improved overall customer satisfaction levels.

What are some best practices for handling customer complaints and resolving issues?

When it comes to handling customer complaints and resolving issues, think of yourself as a skilled navigator guiding a ship through stormy waters. Customer feedback is like the wind, sometimes gentle and other times fierce, but always pushing you towards improvement.

Conflict resolution is your compass, helping you find the right path to address concerns and turn unhappy customers into satisfied ones. Actively listen to their grievances, empathize with their frustrations, and offer swift solutions that demonstrate your commitment to their satisfaction.

By taking ownership of the problem and going above and beyond to resolve it, you can transform a dissatisfied customer into a loyal advocate for your brand.

In conclusion, effective customer service is crucial for businesses to thrive in today’s competitive market. As demonstrated by the case studies discussed, handling product quality issues, difficult customers, and negative reviews with empathy and proactive solutions can turn potentially negative experiences into positive ones.

One interesting statistic that highlights the impact of great customer service is that 86% of consumers are willing to pay more for a better customer experience (Source: PwC). This statistic evokes an emotional response as it emphasizes the value customers place on exceptional service. By investing in providing top-notch customer service, businesses not only create loyal customers but also have the potential to increase their revenue.

To ensure success in customer service scenarios, it is essential for businesses to empower their employees with proper training and resources. By equipping them with problem-solving skills, effective communication techniques, and a genuine desire to help customers, companies can build strong relationships and foster trust. Additionally, embracing technology solutions such as AI-powered chatbots or self-service options can streamline processes and provide faster resolutions.

In summary, delivering exceptional customer service requires a proactive approach that focuses on resolving issues promptly while exceeding expectations. By prioritizing the needs of customers and going above and beyond to provide personalized solutions, businesses can create memorable experiences that result in increased customer satisfaction and loyalty. Remember, investing in superior customer service is not just about satisfying your current customers; it’s about attracting new ones who’re willing to pay more for an outstanding experience.

eSoft Skills Team

The eSoft Editorial Team, a blend of experienced professionals, leaders, and academics, specializes in soft skills, leadership, management, and personal and professional development. Committed to delivering thoroughly researched, high-quality, and reliable content, they abide by strict editorial guidelines ensuring accuracy and currency. Each article crafted is not merely informative but serves as a catalyst for growth, empowering individuals and organizations. As enablers, their trusted insights shape the leaders and organizations of tomorrow.

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6 Interesting Customer Service Case Studies to Inspire You

Md. Ariful Basher

July 18, 2023

Share This Article:

An 11-year-old boy’s experience with LEGO customer service changed the company’s brand perception. It’s not only brought in more customers but also justified their lead position in the market. Here, we will discuss a few more interesting customer service case studies.

One good service can not just help one customer but also influence future customers. Reading others’ stories will help you understand ways to overcome new challenges.

I will start with some popular ones.

Popular customer experience case studies

Customer service is not just limited to providing product-related support anymore. We have passed the line way back. As the market gets more critical, everyone is running a few extra miles. Even the top companies in the field are not compromising anything. 

Let’s start with JetBlue’s customer service case study.

JetBlue sets an example of how you can use social media to provide excellent customer service. They have multiple teams at different levels that are active on Twitter. And there are many examples of it.

Here is one: Paul once tweeted that he couldn’t find Starbucks at the gate while boarding the flight. JetBlue immediately responded with an alternative, which was free for him.

JetBlue's customer service case studies using Twitter.

Another challenge that JetBlue faced was the winter storm in early January of 2017 . They had to cancel a lot of flights at that time. And because of this, thousands of people were impacted.

The challenge here is that JetBlue cannot change the weather or ensure a safe flight during a storm. But they can provide up-to-date information.

So, they started to tweet updates about the storm and the flight schedule the whole time. As a result, even though the passengers were frustrated, they were happy with JetBlue’s service.

Zappos has a good reputation for providing the best customer support. And it has a lot of interesting customer service case studies. One particular service case created a lot of buzz in the market.

Zappos’s service agent talked with a customer for 10 hours in one call. And, surprisingly, Zappos took it in a positive way. The call wasn’t even about any service. 

This long call started with where and how that customer lives. Then, eventually, it turns into clothing and fashion-related conversation. Finally, the customer ended the call with the purchase of a pair of UGG boots.

It breaks all the records and wins a long-running battle. Which one is better, automated calls or live agents? And without a doubt, it’s the personal touch that steals the crown every time.

This customer service case study is a bit more heartwarming. 11-year-old James Groccia has Asperger’s syndrome. He was looking at an expensive LEGO set for his birthday. It’s the exclusive Emerald Night Train set.

James saved money for two years. The money came from his birthday gifts and his participation in research. But he was heartbroken when he found out that it was unavailable.

His mother looked everywhere possible. On Amazon, eBay, or any other platform, it was either out of stock or too expensive. Eventually, with the help of a social worker, James wrote to LEGO.

It was a huge surprise to James that LEGO wrote back. And not just that, they surprised him with the exclusive Emerald Night Train set just before his 11th birthday.

LEGO's customer experience case study for a 11 year old boy.

It wasn’t easy for LEGO as well. It was a discontinued set and a collectible. They had to track it down for him. This extra mile not only made that customer happy but also established a brand perception that cares about its customers.

WPManageNinja’s customer service case study

While we were looking for customer experience stories, we talked with our Support team head, Mr. Kamrul Islam , here at the WPManageNinja office. He shared a few interesting case studies with us.

“I made a full website using your table builder plugin.”

Our support team faces and solves a lot of interesting cases every day. So, from a lot of stories, we have chosen three interesting stories to share with you in this blog. And, we are not going to be technical here at all.

So keep reading.

Story #1: Fluent Form

Let’s start with a simple one. One of our clients creates a ticket with an issue through our Fluent Support helpdesk system . 

Ticket created from customer’s end

I am a Fluent Form user. And I want to create a booking form using your form builder.

Thanks a lot for contacting us. Let us get into it and see what we can do for you. We will get back to you ASAP.

Booking system plugins are typically used for appointment booking. However, our support team needs to find a way to use our form builder plugin to accomplish this task.

But instead of saying, “This is not possible,” to our client, they get to work. Started figuring out a workaround for this. For obvious reasons, a form builder cannot provide a booking system facility, but the team finds a way to use it as a basic date booking system.

Our support team used two date-picker blocks from our Fluent Form builder and used different blocks to pick the starting and ending dates. Our team got in touch with the customer and gave him the solution.

But the customer knocked again.

Ticket continue

I am happy with the solution, but I’m facing an issue. I picked one date from the “Start from” calendar drop-down, but I can still see the previous dates are active in the “End at” drop-down. I want it disabled.

Here is a screenshot.

Customer issue - Customer service case study

We can certainly help you out with this. We will get back to you shortly with a solution. We really appreciate your patience, and thanks a lot for being with us.

As our support specialist stated, they provided a solid solution. They had to write some custom code to implement a new feature in the client’s system.

service provided solution to customer - customer experience case study

That customer not only gave us a 5-star rating for our service but also became one of our loyal customers.

Story #2: Ninja Table and Fluent Form:

Speaking of adding custom features, it’s one of the regular jobs for our support team. Support agents, from time to time, write custom codes to fulfill customer requests.

Once, we got another ticket about a dynamic integration between two of our products. And the request came in multiple layers.

Hi, I am ruining a multi-user-based site, and recently I purchased the Ninja table for my site. I bought this to list my users information in a single table. But after a few tries, I failed to do it. Can you help me?

Thanks a lot for connecting us. We can help you with your issue. We will get back to you ASAP with a solution. Thanks a lot for being with us.

Our support agent needed to create a table from the site’s SQL data that contained user information.

It was an easy fix. Ninja Table has that feature built-in. Our expert agent wrote a few lines of script to pull users’ information. It created a table from SQL data.

The tickets continue.

Now I can see all the users’ information in a single table. But now I want to display only logged-in user information in the table. The rest of the user’s information should be hidden for that user.

Sure, we can do that for you.

So, the support agent created a custom shortcode to embed the table on the display page. That custom shortcode restricted other users’ information to the logged-in user.  

But the client came to our support team again.

Hi, I’m very happy with the output. But now I need one more thing from you. I need another column in the table with a form link in it. If a customer clicks on it, it will open a new page with the form on it. And I need it to be prefilled with the information from the table. I don’t want my customer to fill out the form again.

We can certainly help you with this. Our engineers will get into it and get back to you soon with a solution.

Our support team has two challenges in solving this ticket.

  • A table created using SQL data has a limitation. You cannot add a new column to the table without touching the SQL data. Altering SQL data is not a good idea at all. So, adding a new column in the table with a form link is difficult.
  • Pull the data from the table to prefill a form with logged-in users data. And then make the prefilled input box uneditable.

Our team starts with the first challenge. We cannot create a new column without altering the SQL data. But then they figured out a way to replace particular data with the desired data. And in this case, the desired data is the form page link.

So, they used a column from the SQL data set that did not have important information. Using the custom scripting, they replaced the SQL-pushed data with the form page link. Part one is solved.

For the second challenge, our team used Fluent Form. They integrate the Fluent form with the Ninja table. With the help of some custom scripting, they were able to pull the data from the table into the form’s input box.

The client was really happy with the outcome. Just because of this service, the client bought all of our products. And there is no need to mention that the client became one of our advocates.

Story #3: Ninja Table

Customers can show you totally different use cases for your product. This particular story is the best example of this statement.

Hi, I am using your Ninja Table plugin on my site. I need to link a Google Sheet with the plugin. Is it possible?

Thanks a lot for connecting us. We have a built-in integration facility for Google Sheets in the table settings.

At this point, the WP Manage Ninja team sent a step-by-step video tutorial to show how to do the integration. and the client was happy with this.

But shortly after that, clients connected with our support team again with multiple queries.

I need your help to customize the table. I want to make it look different from a regular table. Specifically, I want to hide the header and border and resize the columns and rows. I also want to know if I can apply custom styling to the data from the Google Sheet and if an image inserted in the Google Sheet will appear in the table. So somehow, I don’t want it to look like a table.

Thanks again for connecting with us. All of your requests are possible. However, it would be helpful if we could have access to the site table on your site. This would allow us to provide you with a better suggestion.

The client shared a link to the site with the support team. The whole team was a bit confused.

Customer's site image - customer service case study

Hi again. Thanks a lot for sharing the site link with us. But we may need a little more information about the site. And please specify where you want to put the final table. Also, can you please give us a link to the actual table?

I gave you the link to the table.

We are very sorry; you just gave us a site link. We cannot see any tables here.

That is the table.

May you please elaborate? What do you mean by that?

I made a full website using your table builder plugin.

After some inspection of the site, our agent realized our client had made a fully functional website using our table builder plugin. We were just amazed by this type of use case.

website made by a table builder - customer service case study

The client also linked the table with a Google Sheet, which we helped them with previously. This means that they do not need to log in to the WordPress dashboard to change any data.

Google Sheet linked with client's site - customer experience case study

The client can simply make changes to the Google Sheet from their phone, and our table plugin will automatically update the data on the site.  

This is so far one of the most unique and clever use cases we have seen for any of our products.

Takeaways customer service case studies

Up until now, we have shared six different customer service case studies. But these are not just stories. These case studies tell us what excellent service is. It teaches us how we can go the extra mile and how it can impact our customers.

Essential qualities of the best customer service reps

So, here are a few takeaways from these case studies:

  • Be responsive. Respond to the customer, even if it’s a tweet. Be quick and efficient.
  • Be helpful. Go above and beyond to help customers. This could mean tracking down a discontinued product, giving a refund, or even just sending a handwritten note. Personalization matters in customer relations. A good gesture could be to send customers gratitude notes that have been carefully crafted to suit their tastes. You can design cards , for instance, which gives you ample room for creativity and personal touch. Even when they don’t know it’s not required. This could mean offering advice, making recommendations, or just listening.
  • Be transparent. Be honest with customers, even when it’s not good news. Customers always appreciate a direct response, even when they are angry.
  • Be personal. Take the time to get to know the customer’s individual needs. This will help you provide more personalized service. Which will make them feel special.
  • Be human. Don’t hold your personality back; let your human side shine through. Show that you care about the customer and their experience. This could mean using humor, being empathetic, or just being yourself. The personal level of connection is effortless. This will make your service seamless.
  • Go the extra mile. Go above and beyond to help customers. This could mean tracking down a discontinued product, giving a refund, or even just sending a handwritten note. Whether you need to write custom code, provide training, or even just be a sounding board, let it be.
  • Be creative. If you can’t find a solution, that’s fine. Go out of the box and come up with a new one.
  • Be patient. Sometimes, it takes time to find the right solution that works. Be patient with customers and stay with them until they’re happy with it.
  • Be open-minded. Customers may use your product in ways that you never intended. Be open to new ideas.
  • Be impressed. Be amazed by the imagination and creativity of your clients. When you see customers using your product in a unique way, make sure to let them know how impressed you are.

Final thoughts

Being a tech support specialist or service agent is a challenging job, no doubt. A customer can come up with any type of issue. Hance, the service providers have to be sound enough to deal with any surprises.

The service-dependent industries are constantly facing a variety of cases every day. That’s why customer service case studies are a must-read for support and service providers. And, on the other hand, these stories can bring in new customers.

Start off with a powerful ticketing system that delivers smooth collaboration right out of the box.

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Md. Ariful Basher

Hi, this is Abir, a product marketing strategist, passionate product designer, and WordPress core contributor. Creating interesting content and products that ensure a 360-degree customer experience is my daily job.

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11 great customer service examples in 2023

Excellent customer service is essential for business. In fact, consumers are willing to spend 17 percent more with companies that deliver great customer service, according to American Express .

Unfortunately, it’s true that bad news travels faster than good news, especially in the age of social media. Most customer service stories online are about a bad customer service experience, and consequently, you don’t always hear about companies who are achieving customer satisfaction.

Keep scrolling to find customer service examples that will inspire, as well as tips for improving your customer experience.

What does excellent customer service look like?

The definition of “good” customer service is flexible, because it entirely depends on the level of expectation that customers have for your brand. This can be affected by variables such as your industry, product cost, brand reputation and more.

For example, if you’re flying in Economy, you don’t expect a 5* service with champagne and snacks - but if you were flying Business class, you’d be annoyed if those things weren’t provided for the higher cost of your seat.

What consumers expect from your customer service experience is the key factor in whether they perceive your brand to be great or terrible. Do they want to be able to resolve issues on multiple channels, or do they go to one channel for specific problems? Is your average response time more important to them, or is it how many self-service options you provide that matters? Is poor customer service the main reason why they might try a competitor?

Your support teams are your front line, shaping customer experience on a day-to-day basis. They can be proactively helpful in providing customer service that’s memorable, and turn a bad customer service experience around.

Investing in great service is worth your while. Don’t lose customers and brand loyalty by failing to meet and exceed expectations - grow your business’ revenue by ensuring that your excellent service keeps customers coming back.

Examples of good customer service experiences are more often than not the result of a kind, customer-centric service agents who are good at the following things:

Good customer service examples

  • Responding quickly: A customer will appreciate fast response times when they want to ask a question or highlight a problem.
  • Acting on customer feedback: When a customer support agent acts on the feedback they’ve received, it shows them that their opinion mattered.
  • Showing empathy: Employees that try to understand a customer’s point of view make a customer feel valued, and can turn an angry customer into a happy one.
  • Maintaining customer self-service options: Sometimes customers would prefer to find their own answer to problems rather than getting in touch with your customer service center. Having an up-to-date FAQ page or knowledge article base can be very helpful.
  • Providing omnichannel support: Different communication channels can support customers that have busy schedules or want flexibility in how they connect with businesses. Your customer service teams need to be prepared to offer support through email, phone, live chat, and social media.
  • Going the extra mile: When an employee is able to deliver excellent customer service beyond the customer’s expectations or adds a personal touch to the service experience, it can leave a positive impression and increase customer loyalty.

A less generalized amd more specific example of enhancing customer satisfaction and building loyalty is by offering discounts and coupons (depending on your industry and needs).

Why is delivering excellent customer service important?

There are several reasons why great customer service is important for your business. Below we list the most important ones.

Satisfied customers will spend more

According to Hubspot , 68 percent of consumers are willing to pay more for products and services from brands associated with excellent customer service. When you invest in delivering great customer service, you’re creating happy customers but also generating enough brand equity to charge a premium for your offering.

Your ROI will improve and profits will increase

Deloitte found that brands that were customer-centric were 60 percent more profitable when they were compared to companies that neglected to focus on customer experience. Your support team should be empowered to provide excellent customer service, not just for the customer’s benefit, but for your brand’s financial benefit as well.

Customers are more likely to forgive you

If you provide good customer service, you can convince customers to return, even if something didn’t go as they expected. Salesforce found that 78 percent of consumers will do business with a brand again after a mistake is made if the customer service is excellent.

Customer loyalty improves with great customer service

Microsoft says that a whopping 96 percent of customers believe customer service is vital when they’re choosing to be loyal to a brand. If you don’t provide customer service that meets expectations when dealing with an upset customer, you risk alienating them from returning to spend more. Quality service will help you to increase customer lifetime value.

A great customer experience means a higher chance of recommendations

Consumers who have a good customer service experience are more likely to recommend your brand to other people. Our own XM Institute found that consumers who rate a brand’s service as “good” are 38% more likely to recommend that company to others.

Real-life examples of great customer service

It's one thing to talk about what good customer service is in theory, and another to apply it to real-world companies. Below are eleven customer service examples from companies that go above and beyond, as well as the customer service tips we’ve taken from their stories.

  • JetBlue - Thank frequent customers with small gestures
  • Tesla - Meet your customers where they're at
  • Adobe - Respond to customer service complaints before they happen
  • Trader Joe's - Help those in time of need
  • Coca-Cola - Get involved in social causes
  • Zappos - Personally reply to every email
  • Us! - Provide an exceptional event experience
  • Sainsbury’s – Don't be afraid to change everything
  • American Express – Give customers benefits that can be used globally
  • Walmart - Invite customers into the company family
  • The Ritz-Carlton Hotel Company – Turn customer errors into service opportunities

1. JetBlue - Thank frequent customers with small gestures

Paul Brown was flying JetBlue airlines when he casually tweeted that he couldn’t grab his Starbucks coffee before boarding the plane because he was flying out of the smaller terminal at Boston’s Logan airport. Within seconds of seeing the tweet, JetBlue sprang to action and the airport customer service reps delivered a Starbucks venti mocha to his seat on the plane. Brown was elated and raved about JetBlue on Twitter.

Good customer service takeaway : This is definitely one of those great customer examples other companies can learn from. The main takeaway? Your customers don’t always need large gestures, but just want to know they’re appreciated. In fact, 68 percent of customers leave because they perceive you don’t appreciate them.  I’m sure after knowing his request was heard, Mr. Brown feels appreciated and he’ll be a loyal customer for a long time. Keep your company at the top of your customer’s mind, with good customer care by doing small acts for more people, instead of a few large things for a lot of people. Believe it or not, it's the simple things that count and produce loyal and happy customers.

JetBlue Twitter conversation with customer

2. Tesla - Meet your customers where they’re at

Tesla literally meets customers where they’re at by going to the customer’s home and fixing issues on their car. It’s convenient for the customer because they don’t have to sit around a repair shop and it can be scheduled on their own time. This is an example of excellent customer service.

Flat tire on Sunday. Called Tesla, git a loaner tire within 40 minutes. Today they came to my house to replace the tire in 10 minutes. scheduled to come back to fix a small issue next week. What other car company does this? @elonmusk @TeslaModel3 @Tesla #mobileservice — Chris Kern (@cjk7216) October 31, 2018

3. Adobe - Respond to customer service complaints before they happen

When Adobe had an outage due to an issue with Amazon Web Services, they posted a tweet about it before they started getting customer complaints. The tweet contained a video of a puppy stampede as a distraction and lightened the mood. While there were some comments asking when the program would be running again, many replies focused on the adorable puppies.

Hi all, some Adobe services are down due to the AWS outage: Here's a puppy stampede to take your mind off of it. ? — Adobe Customer Care (@AdobeCare) February 28, 2017

4. Trader Joe's - Help those in time of need

An 89-year-old man was stuck in his house during a snowstorm and his granddaughter was worried he wouldn’t have enough food. She called around to several grocery stores and asked if they would deliver, to no avail. Finally, Trader Joe’s said they normally don’t deliver, but they would help. She read off a big list to the store and they delivered the entire order and more within 30 minutes, free of charge.

Trader Joe's Reddit customer service praise

5. Coca-Cola - Get involved in social causes

Since 1984, Coke has given back more than $1 billion through the Coca-Cola Foundation. What’s great is they give back at the local level and not just to large organizations. For instance, Coke in Ireland initiated the Coca-Cola Thank You Fund , which gives €100K annually to local charities that empower young people, foster sustainability, and encourage diversity and inclusion.

Coke thank you fund

6. Zappos - Personally reply to every email

Zappos responds to every email it receives, even if it’s addressed to the CEO. In this case, a woman sent a request to Tony Hsieh and even though he was unavailable, his representative sent a humorous and engaging email back.

Zappos customer thank you tweet

7. Us!  - Provide an exceptional event experience

During many conferences that we attend, we send our  “Qualtrics Dream Team” to fulfill customers' needs and wishes to make the event a truly exceptional experience. From food and drinks, to swag, to even vacations and massages, our team tries to fulfill as many requests as possible. They also collect customer feedback and make changes for a better event experience, such as room temperature and providing phone chargers.

Not a legal comment, but every other company listed here has some example of a customer thanking them for good customer service. I think our example would be stronger if we had something like that.

Curious to know how we run the Dream Team using our own software, or why we bring it to events like #CXOLeadersSummit ? Stop by our booth and we'll share all the secrets! Our team is here till 4pm AEST. — Qualtrics (@Qualtrics) August 8, 2018

8. Sainsbury’s – Don't be afraid to change everything

When Sainsbury’s, a UK supermarket chain, received a letter from three-and-a-half-year-old Lily Robinson, they ended up rebranding one of their products entirely. Lily thought their "tiger bread" didn’t resemble a tiger’s stripes at all – it looked more like the pattern on a giraffe. Sainsbury’s responded that the little girl was right and made new labels to share Lily's insight with other customers.

Sainsbury's customer letter

9. American Express – Give customers benefits that can be used globally

American Express maintains their position as a top-tier credit card company by offering its customers plenty of extra benefits: complimentary travel flight credit, insurance, and access to airline lounges to name a few. Combine these worldwide benefits with American Express's 24/7 support line and its global partners network and you have a company that truly connects with you wherever you are.

AmEx card beside laptop computer

10. Walmart - Invite customers into the company family

Walmart has a reputation for being focused on providing value to everyday families. They live out their family focus through the way they treat their employees. When one of their associates turned 101 years old, they shared the news on Facebook and invited customers to participate in the celebration.

customer service case study definition

11. The Ritz-Carlton Hotel Company – Turn customer errors into service opportunities

Ritz-Carlton employees are allowed up to $2,000 to fix any guest problem, no questions asked. One example was told by customer John DiJulius, who left his charger behind at The Ritz-Carlton Sarasota. He received a next-day air package with his charger and a note saying ‘Mr. DiJulius, I wanted to make sure we got this to you right away. I am sure you need it, and, just in case, I sent you an extra charger for your laptop.’

How to provide great customer service

The best way to provide a good customer service experience is to gather feedback, set metrics and take action on your overall customer experience (CX) .

Why not check out our free survey template to collect feedback for customer service and contact centers? You can download it here.

With Qualtrics, you can track key metrics with a customer service benchmark report to help you to understand how your service is improving over time. Track interactions and feedback across the customer journey and customer service experience, and set action into motion to gain customer trust and loyalty.

Best customer service practices: Improving agent effectiveness

Diana Kaemingk

Diana Kaemingk is a contributor to the Qualtrics blog.

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What Is a Case Study & Customer Success Story?

Learn the definition of a business case study, its meaning, benefits & use in marketing. Get best methods to research, write & design business case studies.

customer service case study definition

Dominika Krukowska

10 minute read

What is a case study

Short answer

What is a business case study.

A case study, also called customer success story, is a product marketing document used to show how your clients solved a business problem with the aid of your product or service. Case studies include statistics, quotes, and concrete examples with the goal of credibly demonstrating your capability to deliver results.

Bad case studies are not just ineffective - they lead to lost sales

A poorly done business case study can be a real bottleneck in your marketing funnel.

Sure, you have to have them; they're a non-negotiable part of the buying process. But if they're not compelling, you might as well not waste your time on it.

It’s bad enough that it’s hard to make a case study that gets results. But making a weak case study can actually cause you to look less attractive than the competition and cost you leads and sales.

Sometimes more is less.

This post is your roadmap to transforming your case studies from forgettable fillers to customer magnets. And ultimately, turning more prospects into customers.

Let's jump in!

What are the benefits of case studies in business and marketing?

Case studies are an essential part of any well-oiled marketing engine. They demonstrate real-life applications, showcase your unique value, build trust, address concerns, and connect with your audience.

Let’s get a bit into detail.

Demonstrating real-life applications: Business case studies show your product or service in action, offering a peek into how it can be used in real-world situations. It's like offering a test drive before asking customers to commit.

Showing your unique value: Customer success stories let your product or service shine. They illustrate exactly what you bring to the table and why customers should choose you over anyone else.

Building trust: Think of business case studies as your brand's personal advocate. They show how you've helped others succeed, which makes potential customers more likely to trust you with their business.

Easing concerns and objections: Got customers sitting on the fence? Business case studies can gently nudge them towards you by addressing common doubts or worries. It's about showing potential customers that you can deliver what they need.

Connecting with your audience: A good business case study is like a mirror—your potential customers should be able to see themselves in it. It's all about tapping into their hopes, their worries, and their needs.

What to include in a case study?

A successful business case study is the product of a strategic blend of essential components. Each one carries its weight, shaping a narrative that is both engaging and impactful.

Introduction: Set the stage with a one-liner summarizing your unique value proposition. Tailor it to grab your readers' attention and pique their curiosity.

Company overview: Give your audience a snapshot of your customer's business, helping them understand who they are and what they do.

The problem/challenge: Dive into the nitty-gritty of the issue your customer was facing (from their perspective), making it relatable to your audience.

Your solution: Detail how your product or service swooped in as the game-changing solution, addressing the customer's problem.

Results: Showcase the impressive outcome of your solution, demonstrating tangible success that can't be ignored. Back it up with relevant data and metrics.

Customer quotes/testimonials: Add authenticity and credibility to your case study with direct quotes from the customer who experienced the transformation first-hand.

Next steps: Conclude with a call to action, guiding the reader on what to do next, whether it's contacting your company or booking a product demo.

Here's an example of a case study designed according to this structure:

UX case study example

UX Case study

This template for case studies in UX and UI comes with tons of space for text and many visual elements such as charts, timelines, or graphs. This one is perfect for those case studies in which you need to explain the process in greater detail.

What makes a good case study?

A good case study follows a story format of problem-solution-impact. It includes key details of the client’s problem, how they solved it with the help of your product, and the impact it brought them.

8 critical components of a successful case study:

  • Talking from the client’s perspective
  • Addressing well-defined business problem
  • Telling the WHY, not just the WHAT and the HOW
  • Giving concrete example
  • Backing the story with statistics and facts
  • Weaving quotes and testimonials into the story
  • Making the content interactive
  • Including a call to action

In principle, a top-tier business case study is more than a testimonial.

Think of it as a blockbuster movie, where your customer is the hero Luke Skywalker, the problem is the looming death star, and your solution is the trusted guide Obi-Wan Kenobi.

This gives readers an engaging narrative that not only captures interest but also propels action.

Now let's take a look behind-the-scenes. at the key elements that make a good business case study.

1. Story from the client’s perspective

The key to a captivating case study lies in whose story you're telling. Let your customer be the hero, not your product or service. By focusing on their journey, you'll create a narrative that resonates with your audience, making them more invested in the outcome.

A great example is Adobe’s case study with Under Armour :

In this case study, Adobe tells the story of how Under Armour used Adobe Experience Manager Assets to streamline and enhance their creative asset management. The case study is presented from Under Armour's point of view, providing a customer-centric perspective.

2. Common but well-defined business problem

The best case studies revolve around relatable, well-articulated problems. The issue should be common enough for your audience to identify with, yet specific enough to avoid being generic.

Shoot for the sweet spot that makes a specific segment of your prospective clients say, "That sounds like us!"

A great example is Slack’s case study with HubSpot :

HubSpot, a well-known inbound marketing , sales, and service software provider, grappled with the challenge of maintaining internal communication and collaboration across a rapidly expanding global team.

This case study by Slack outlines how they addressed HubSpot's problem - a common issue faced by many growing businesses.

3. Tell the WHY, not just the WHAT and the HOW

The magic of a compelling case study lies in the mystery of 'why' your solution works. It's crucial to share what happened and how, but digging into the reasons behind the decisions and outcomes adds mystery to your story and keeps your audience intrigued.

An example of this is Marketo’s case study with Panasonic :

In this business case study, Marketo digs into why Panasonic decided to implement a new marketing automation solution.

The case study doesn't just focus on the solutions Marketo provided, but also highlights the reasons behind Panasonic's decision, adding depth to the narrative.

4. Concrete examples

Details make your case study relatable and tangible. Incorporate specifics - who did what , when , where , and how . These concrete examples help your audience visualize the scenario, making your narrative more compelling and memorable.

Zendesk's case study with LendingClub presents concrete examples:

It follows how LendingClub used Zendesk's customer service software to improve their customer support operations.

The case study offers a clear narrative about the problems LendingClub faced, the solutions provided by Zendesk, and the impact these solutions had on LendingClub's business.

Numbers lend authority and credibility that words often cannot. They provide concrete evidence of your solution's impact, creating a stronger case for your product or service.

But remember, these stats should be significant, reliable, and, most importantly, show real impact on your customer’s bottom line.

Here's an example of a great animated numbers slide:

Animated numbers slide example

6. Quotes and testimonials

There's nothing like a testimonial from a happy customer to boost your credibility. Direct quotes add a personal touch and authenticity to your case study, making it more believable and trustworthy.

Here’s a great testimonial example from Hotjar:

Hotjar testimonials example

7. Interactive design

Incorporating interactive design elements will make your case studies stand out, but more importantly, drive high-engagement.

Use eye-catching graphics, use clickable elements like tabs, videos, and menus, include live graphs, animated flipbooks , and so on. Use these elements tactically in order to break up your text into digestible chunks and make your content easier to read and to navigate.

Here’s an example of an interactive business case study:

Marketing case study example

Marketing case study

White glove delivery with a focus on process optimization explained by a compelling story.

8. Call to action

A good case study doesn't just end; it leads your reader to the next step. Be it trying your product, booking a demo, getting in touch with your team, or reading another case study - your call to action should be clear, compelling, and easy to follow.

Here’s what a clear, singular call to action should look like:

Interactive deck with an embedded calendar

If you want to learn more practical tips, check out our post on how to create a business case study that converts .

How to use a case study in business and marketing?

Often underestimated and underused , business case studies have the power to leverage real-life narratives to shape opinions, influence decision-making, and ultimately, drive conversions.

Let me show you how you can use that power to your advantage.

1. Used as sales collateral

In the world of sales, your case study can be the difference between a polite “we’ll consider it” and a bought-in “show me how it works!”

Picture this: you're reaching out to potential clients, and you slip in a case study showcasing how you've helped a similar business overcome a common hurdle. It's not just a pitch, it's proof you can do it.

But the magic doesn't stop there. Weave these real-life success stories into your sales presentations , and watch as they accelerate your pipeline.

They provide tangible evidence of your value proposition, helping you remove objections, demonstrate value, and differentiate yourself in a crowded market.

2. Used as marketing collateral

I) Use on your website:

On the marketing front, case studies can significantly boost your self-serve conversion rate . By featuring them on your website, you're offering visitors a peek into your track record of success - letting them feel like they're missing out.

II) Add to brochures and product catalogs:

Just sprinkle in a few case studies, and you've just added an extra layer of credibility.

III) Leverage social media:

Share your case studies on platforms like LinkedIn, Facebook, or Twitter, to promote your business; and start a conversation around your brand.

IV) Include in PPC campaigns on Google AdWords:

Add case studies as site links to give potential customers another reason to click. It's like saying, "Don't just take our word for it, see how we've helped businesses like yours."

Here’s an example of what it looks like:

Case study in site links

Obstacles for creating business case studies & how to overcome them

Creating captivating business case studies is essential, but let's be real: it's not a walk in the park.

So let's buckle up and navigate the most common roadblocks and learn how to steer around them.

Hurdle 1: Spotting the right stories feels like finding a needle in a haystack.

Hold on there! Locating customers ready to share their success tales might seem daunting, but it's not mission impossible. Here's the deal: people love to share success.

How to get clients to share their success stories

Collaborate with your customer success team to identify delighted or triumphant clients

Seek out customers who are scoring high on NPS

Team up with sales to single out recent renewals or upsells

Engage with super active customers on social media

Ask your team during meetings about any standout customers

Reach out to customers who have spoken at your events

Connect with Customer Advisory Board members

Do this and you're bound to uncover some star storytellers.

Hurdle 2: Customers might not want to get involved.

Let's flip the script! Instead of begging for a favor, portray this as an opportunity for customers to amplify their industry status.

Make it a hassle-free and rewarding experience for them. Provide data, draft points for discussion, and be their cheerleader throughout the journey.

Remember, appreciation is infectious. A heartfelt thank you can turn a one-time participant into a long-term advocate.

Hurdle 3: It’s a mammoth task.

Creating business case studies can feel like a marathon, particularly when you're juggling multiple roles.

Delegating the task to an experienced industry writer can save your team a ton of time and energy. You might find the right person within your network, or you might need to explore industry-specific job boards.

Creating a structured timeline and using a shared tool can help keep everyone on track and in the loop.

Here's how to streamline the process of creating a case study:

Extend an invitation to the potential customer

Connect them with the lead writer

Conduct an internal review of the first draft before sending it to the customer

Incorporate their feedback into the second draft

Get final approval for the final draft

Publish and promote your case study!

How to design a business case study?

Your case study design supports the text like your body language supports what you’re saying when you talk. It adds that extra layer of emotional meaning you can't quite put into words.

Luckily, even if you're not a design expert, there are tools to help you add that extra emotional depth to your content. Let’s review a few tools that help you design your case study.

Design using a website builder

If you’d prefer to get hands-on with your design, website builders like Wix or Squarespace offer a versatile platform for creating a business case study from scratch.

They provide a blank canvas and a wealth of design elements, giving you the liberty to choose each piece and place it just where you want it.

It takes time and a keen eye for design to make all the elements come together seamlessly, but the end result can be rewarding.

Design using a case study maker

A case study maker gives you pre-set elements ready for use. All you need to do is drop in your content, and the tool takes care of the aesthetics and user experience.

It's a much more efficient way to create a case study with all its unique building blocks than using a website builder.

We know, since we see how fast our users create astounding case studies using our own case study creator. Try for yourself .

Don’t design - use a template

Templates provide an immediate and easy to work with structure for your design and content.

But beyond that, our gallery of interactive case study templates gives you time-tested designs we know have high-engagement and killer conversion (based on more than 100K reading sessions we’ve analyzed).

Grab a template - and you can skip the long design process, save time, money and frustration, and simply start creating.


Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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Customer Experience

5 Case Studies to Improve Your Customer Service


As more and more customer transactions occur virtually, the quality of online help desks and customer service support is becoming an essential differentiator for companies. An estimated  73% of consumers say a good experience is critical in influencing their brand loyalties.

Customer satisfaction directly impacts the bottom line, too, as 84% of companies that work to improve their customer experience report an increase in their revenue.

Apart from the stats, it is important to look for examples of company success stories improving customer service and productivity. Having high-performance customer service is essential for any company, regardless of industry. Check out these five case studies that will help you improve this process in your business.

How Quick Heal optimized their customer service, extending support hours and responding to inquiries faster

Quick Heal Technologies is a leading provider of internet security tools and anti-virus software, serving millions of users worldwide. Like many fast-growing companies, they experienced bottlenecks in their customer service process due to the high volume of requests.

  • No system to track requests from different sources. 
  • Agents could not maintain a global view of the customer request, negatively impacting customer service.  
  • High incidence of lost tickets and incomplete information.
  • Customers were not happy with the support delays.  
  • The existing system did not manage its workflow.

Quick Heal researched several options yet didn’t find a solution with the right blend of factors. That’s when the team signed up for a free trial of Kayako. Before the free trial even ended, Quick Heal decided that Kayako was the right solution.

Kayako’s Shared Inbox Solution creates a frictionless experience by unifying interactions from different sources like email, Facebook, Twitter, and live chat. The Shared Inbox Solution means QuickHeal agents can serve customers more efficiently while preventing dropped tickets and lost conversations.

Kayako Benefits for Quick Heal:

  • Reduced ticket response and resolution times
  • Improved collaboration and reduced duplication of effort
  • Extended support hours
  • Consolidated conversations from multiple sources
“Without Kayako, we would not be able to manage all of the incoming ticket requests in an organized manner nor provide the quality of support we stand for. Kayako is far more efficient than our previous help desk system.” Sushant Dashputre, Assistant Manager of Technical Support at Quick Heal

Are you ready to deliver Friction-Free Customer Service? Capture your customer’s entire journey in a way a support ticket or traditional help desk never could. Discover Kayako Single View

Increasing NameCheap’s agent productivity through a self-service knowledge base

Namecheap is a leading domain registrar and technology company that offers domain registration, hosting packages, and related services. Customer support is vital to Namecheap, especially because they serve many repeat customers. Scaling personalization in support is imperative to avoid customer churn.

  • No optimized workflow for the high volume of requests led to customer complaints.
  • Due to a complicated and overwhelming process when responding to customer tickets, Agents became stressed. 
  • Low productivity for service agents.

Namecheap began to look for a reliable, unified customer service software solution. They had difficulty finding an option that fit all their needs. The Namecheap team then learned about Kayako and decided to try it.

After Namecheap integrated Kayako into their website, they saw an immediate improvement in agent productivity. They implemented a Self-Service Portal with tools like macro-libraries of responses, automated replies, and a self-help knowledge base to help customers get helpful answers anytime they need help.

Kayako’s SingleView gives agents a complete visualization of the entire customer journey, from initial purchase to most recent customer service inquiry for individualized customer questions needing personalized support. Kayako enables Namecheap to scale personalized customer service, the holy grail for companies with a high volume of repeat customers.

Kayako Benefits for Namecheap:

  • Improved self-service knowledge base.
  • Streamlined ticket management.
  • Boosted productivity.
  • Increased customer satisfaction.
“One of the things we most value about Kayako is how carefully they have thought about real-life support processes. In all aspects, Kayako provides us with value in buckets.” Nata Trusova, Director of Customer Support at Namecheap

How Envato manages multiple customer bases in one place and resolves tickets faster

Envato is a world-leading online community for creatives. The company’s steady growth since 2006 outpaced its existing resources for support requests. Envato tried building their own help desk and quickly saw that a DIY solution would be prohibitively expensive in terms of time and money.

They began to search for an existing customer service software solution that could meet their needs and fit their budget.

  • Existing support system not keeping up with the volume of requests. 
  • Support requests were hard to track, sometimes going to individual emails. 
  • Envato managed multiple customer databases and needed a way to coordinate them.

Using Kayako’s SingleView dashboard, Envato could access multiple customer databases in just one place. SingleView provides a complete view of the customer journey so that customer service agents can provide personalized support to every customer.

Using features like Kayako’s ticket parsing rules, Smart Routing and internal collaboration tools helps Envato efficiently give customers accurate answers every time. With Kayako, the Envato team handles more requests in less time while increasing the quality of customer service. Best of all, Kayako is a scalable solution that can grow with Envato.

Kayako Benefits for Envato:

  • Resolved tickets faster.
  • Managed all customer databases in a single system.
“Kayako has allowed us to extensively customize our help desk. This really meant that we can just make our help desk work in the way we want, rather than coming up with an elaborate system to fit into the technical requirements of other help desks. It has functionality that other support providers have not been able to match.” Jordan McNamara, Community Manager, Envato

Increasing Texas Tech´s customer satisfaction with a communication and collaboration platform

Texas Tech University is a top institution focused on advancing higher education, research, and health care. With more than 10,000 employees and over 36,000 students, their support team was overwhelmed with the volume of service requests.

  • Support staff, students, faculty, and many other stakeholders were frustrated because the system couldn’t handle the high volume of support requests. 
  • The situation reflected poorly on their brand as a top higher education institution. 
  • Staff was trying to manage support requests using a shared Outlook account.
  • They had no way to collaborate internally on support requests.

After comparing different options, Texas Tech chose Kayako because it offered  Kayako Collaborators Feature they needed to coordinate internal communications and to serve customers with faster responses.

Their team quickly implemented Kayako’s out-of-the-box features and immediately saw improvement.

“Once we implemented Kayako, we immediately noticed an increase in the quality of communication and collaboration, especially between our support and development team. Our customers also praised the improved communication.” Kevin Eyck, Enterprise Server Administrator, Texas Tech University

Kayako’s integrated self-service feature helped Texas Tech reduce the number of live-agent.

tickets by assisting customers in helping themselves. Texas Tech also leveraged Kayako’s customization options, using a custom LoginShare and integrating it with the intranet and applications used on their campus.

Kayako didn’t just help Texas Tech improve the support experience for the customer; it also enhanced their internal team’s productivity.

With Kayako, Texas Tech University handles all of its support requests quickly and easily resolves customer problems. Customers also benefit from the improved processes for ticket management and communication.

Kayako Benefits for Texas Tech University:

  • Reduced the number of support tickets.
  • Improved internal collaboration.
  • Gained self-service capability.

How Kayako helped CoinStop reduce average response time and implement omnichannel customer support

Coinstop is a trusted provider of cold storage cryptocurrency hardware wallets. After launching in 2016, Coinstop experienced extremely rapid growth.

They soon struggled to manage and respond to all of the support inquiries and questions from potential customers. The Coinstop team began searching for a customer service software solution that was easy to use and implement.

  • Rapid growth was putting a strain on the existing bare-bones support process.
  • Coinstop must spend time educating customers as well as selling to them.
  • Customer service practices did not scale with the company.
  • Coinstop was providing customer support using a single email account. 
  • Manually responding to hundreds of emails per day wasn’t a productive use of time. 
  • There was no way to track the progress of support requests, they couldn’t standardize responses across the various agents, and they found themselves asking repetitive questions that frustrated their customers. 

Coinstop needed a help desk and live chat software to organize and optimize their support. They chose Kayako customer support software because it offers the best experience for both support agents and customers.

Using the Kayako dashboard, agents can interact with customers across multiple social platforms, email, and live chat. Agents can see the customer’s history from all channels, not just chat or email.

Everyone on the Coinstop team has immediate access to all the information they need to provide quick, personalized support to customers with Kayako’s SingleView.

Kayako Benefits for Coinstop:

  • Reduced average response time.
  • Managed a higher volume of tickets with the same number of agents.
  • Improved collaboration between departments.
  • Implemented omnichannel support.
“You need one place to browse every single conversation you have had with each customer. Kayako is very well organized. You can tie everything into it, including emails, social media, and team members.” Christopher Pavlesic, Co-Founder of Coinstop

Are you ready to increase your team’s efficiency? Provide a better employee experience and speed up internal support with Kayako HelpDesk. Discover Kayako Self Service

Common Challenges, Custom Solutions for Customer Service Help Desk

As you can see, companies across a spectrum of industries often share similar challenges with customer service. Do you have questions about improving your customer service process? Join world-class customer support teams like the companies in these case studies using Kayako to deliver exceptional customer experiences. Book a Demo today.

What you should do now

  • Start your free trial or take the tour to learn more about Kayako
  • Increase your knowledge on everything related to customer support with our free eBooks , Webinars and Case Studies
  • If you know anyone who'd enjoy this content, share it with them via email, LinkedIn, Twitter or Facebook.

Deliver Excellent Customer Support Experiences With Ease

Customer Service

Customer service definition.

Customer service refers to the support and assistance a company provides to its customers before, during, and after a purchase. It encompasses a range of activities aimed at ensuring customer satisfaction and building long-term relationships.

What is Customer Service?

Customer service is the support and assistance a company provides to its customers before, during, and after purchasing and using goods or services. It’s a critical aspect of the overall customer experience, involving various activities to meet customer needs, resolve their issues, and ensure their satisfaction.

Good customer service is characterized by timely response, customer empathy , problem-solving, effective communication, and a personalized approach to customer concerns. This can take various forms, such as in-person interactions, phone support, email communication, live chat, and automated self-service systems.

The goal of customer service is to build trust and long-term relationships with customers, enhancing their loyalty to the brand and ultimately contributing to the business’s success and reputation.

Customer Service Examples

Customer service can take various forms, depending on the industry and the specific needs of the customers. Some common examples of customer service include:

  • Phone Support : Many companies offer a dedicated phone line for customers to call and seek assistance. This allows customers to speak directly with a representative who can address their concerns or provide guidance.
  • Live Chat : Online businesses often provide live chat support on their websites. This allows customers to interact with a representative in real-time, asking questions and receiving immediate assistance.
  • Email Support : Email support is a popular customer service channel that allows customers to send their queries or concerns via email. Companies typically have a dedicated team to respond to these emails promptly.
  • Self-Service Options : Many companies provide self-service options, such as FAQs, knowledge bases, and online tutorials. These resources empower customers to find answers to their questions independently.
  • Social Media Support : With the rise of social media, companies have started using platforms like Twitter and Facebook to provide customer service. Customers can reach out to companies through these channels, and companies can respond publicly or privately. While customer service can take various forms, understanding its application in real-world scenarios can be incredibly enlightening. For example, a Harvard Business Review case study on Zappos highlights their unique approach to customer service, which includes empowering their employees to go above and beyond for customer satisfaction, leading to high customer loyalty and brand advocacy.

Customer Service Best Practices

To provide exceptional customer service, companies should follow these best practices:

  • Prompt Response : Customers appreciate quick responses to their inquiries. Companies should strive to respond to customer queries and concerns in a timely manner, demonstrating that their needs are a priority.
  • Empathy and Understanding : Customer service representatives should show empathy and understanding toward customers’ problems or frustrations. By putting themselves in the customers’ shoes, representatives can provide more personalized and practical solutions.
  • Clear Communication : Effective communication is crucial in customer service. Representatives should use clear and concise language, avoiding jargon or technical terms that customers may need help understanding. They should also actively listen to customers and ask clarifying questions to ensure they fully understand the issue.
  • Problem Resolution : Resolving customer issues should be a top priority. Companies should empower their customer service representatives to take ownership of problems and find appropriate solutions. This may involve escalating issues to higher levels of management or offering compensation when necessary.
  • Continuous Improvement : Customer service should be an ongoing process of improvement. Companies should regularly collect customer feedback and use it to identify areas for improvement. By constantly striving to enhance customer service, companies can stay ahead of their competitors and build stronger customer relationships.

Benefits of Customer Service

Effective customer service offers several benefits to both companies and customers. For companies, it can lead to increased customer loyalty, positive word-of-mouth, and repeat business [consider Customer Acquisition Cost ]. It also helps companies gather valuable insights about their customers’ needs and preferences, which can inform product development and marketing strategies.

For customers, good customer service ensures that their concerns are addressed promptly and satisfactorily. It enhances their overall experience with the company, making them more likely to continue doing business with them in the future.

Types of Customer Service

Customer service can be categorized into different types based on the channels used or the stage of the customer journey . Some common types of customer service include:

  • Pre-Sales Support : This type of customer service focuses on assisting customers before purchasing. It involves providing product information, answering questions, and helping customers make informed decisions.
  • Technical Support : Technical support is aimed at helping customers troubleshoot and resolve issues with a product or service. It often requires specialized knowledge and expertise to address technical problems effectively.
  • Account Management : Account management involves providing ongoing support to customers after they have made a purchase. It includes order tracking, billing inquiries, and managing customer accounts.

Impact of Technological Advancements

The advent of technology has profoundly transformed customer service. AI-driven chatbots, such as those deployed by IBM Watsonx , have redefined customer interaction, enabling 24/7 service and handling simple queries efficiently, thereby freeing human agents to tackle more complex issues. Furthermore, Salesforce’s CRM solutions have revolutionized how companies track and analyze customer interactions, leading to more personalized and proactive service.

Customer service is more than just solving customer problems; it’s a vital aspect of a brand’s reputation and customer loyalty. By integrating case studies, leveraging technology, utilizing data-driven insights, and staying ahead of emerging challenges, companies can not only meet but exceed customer expectations, fostering a competitive edge in today’s dynamic market.

Related Terms

  • SMART Goal Setting
  • Moscow Prioritization
  • Stakeholders Analysis
  • Product Design
  • Minimum Viable Product (MVP)
  • Customer Acquisition Cost (CAC)

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customer service case study definition

What is Customer Case Management [Tips + Software to Help]

Kristen Baker

Updated: June 24, 2022

Published: September 20, 2021

In customer service and support, we know that consistently effective and efficient communication and assistance are critical to both team and business-wide success.

What is Customer Case Management and what are the best customer case management software available

Customers want the solutions they’re asking for quickly and they want to be met where they are (your website, mobile app, social media, phone, etc.).

→ Free Download: 61 Templates to Help You Put the Customer First [Download Now]

In order to provide this level of customer service and support, it’s important to have a customer case management process and system in place.

Customer Case Management

In this blog post, we’ll talk about what customer case management is, different case management scenarios, why case management is so important to the success of your service team and business as a whole, and a few tools that have the power to help you establish and maintain a customer case management process.

What is customer case management?

Customer case management is how service teams handle all aspects of customer issues — this includes the customer service, help desk, and case management software used by your team as well as case and ticket assignment, routing, resolution, and analysis.

Customer Case Management Scenarios

Here are some examples of case management scenarios your reps may encounter.

  • Product/service feature how-to question
  • Why/how your product/service is the best option on the market
  • How your product/service can meet the customer’s needs and resolve their challenge(s)
  • Pricing question
  • A follow-up to a customer's query (or transferring them to the appropriate team member)
  • Request for a demo or testimonial
  • Request for, or help applying, a discount code or promotion
  • Guide a customer to an existing FAQ, knowledge base article, or another type of educational material

Benefits of Customer Case Management

Now you may be asking yourself, “Why do I need to use customer case management techniques?”

No matter how customers get in touch with your customer service team — whether via your website, social media, phone call, or live chat — effective customer case management will allow you to establish and maintain delightful customer experiences that increase customer loyalty.

Customer case management streamlines the support workflow for both customers and reps. The process and related tools make it easy to provide support, involve the right people, track the amount of time it takes to manage a case, analyze the success of a case, and refer back to a case in the future.

Customer case management makes the process of providing customer support more efficient in other ways too. For instance, depending on the tool your business uses, you may have help desk and ticketing or chatbot features. These empower your customers to find the answers they need on their own, ensure you're creating tickets for complex questions that require human assistance, and manage simple FAQs and queries via bot to save reps time.

Tips for Successful Customer Case Management

Many of the best tips for successful case management revolve around training and preparing your reps from the first day they start working for your business. This includes training them on...

  • The product/ service you sell.
  • How reps are expected to provide support and manage different customer scenarios/ questions.
  • How they should represent your brand.
  • The case management software you implement (which will likely be your help desk/ ticketing and/or customer service and support platform).

As a result, your service team will be able to provide a delightful customer experience whenever someone reaches out for support.

Lastly, don't forget to consistently analyze and look for ways to improve upon your case management process. This may entail surveying and asking for feedback from reps and customers on both sides of the case management experience.

Customer Case Management Software

There are many service tools on the market today with powerful case management capabilities. Here are three options to help you get started with your search and/or case management.

1. HubSpot Free Help Desk & Ticketing Software

HubSpot Free Help Desk & Ticketing Software

HubSpot's Free Help Desk & Ticketing Software, which is part of Service Hub , tracks your customer requests in a single help desk. This helps your service team manage tickets, support customers in an organized fashion, and prioritize tasks.

HubSpot also comes with a number of other features — these include email tracking (when emails are opened/ clicked), canned snippets and responses for FAQs, reusable email templates, email scheduling, and automated email triggers for whenever customer tickets are received and closed by reps.

Pro Tip: Use HubSpot's Free Help Desk & Ticketing Software to track customer requests in a unified help desk to improve ticket and case organization, management, prioritization, and resolution. 

Price: Free, $45/mo (Starter), $360/mo (Professional), $1,200/mo (Enterprise)

2. Sprinklr Modern Care

Sprinklr Modern Care, Sprinklr's customer care and support product. It's part of an AI-powered customer experience management platform that analyzes thousands of customer conversations in real-time to determine customer intent and sentiment. Then, Sprinklr routes customers to the right resource for their needs at the right time.

Price: Request a demo/ quote.

3. Freshdesk Support Desk (By Freshworks)

Freshdesk Support Desk helps you solve customer inquiries efficiently and personalize those conversations using intuitive support. Notable features include multi-channel ticketing, customer portals, and contextual customer insights so reps can offer personalized experiences.

Freshdesk also offers a customer complaint case management tool specifically made for handling complaints across a number of channels, all via a single location.

Price: Free, $15/mo (Growth), $49/mo (Pro), $79/mo (Enterprise)

Improve Your Case Management

There are a number of ways in which you can improve upon your service team’s case management. In doing so, you’ll create delightful and streamlined experiences that keep your customers coming back.

By identifying the right customer service case management software for your team, you’ll make the process of supporting your customers easier for reps — in doing so, they’ll be able to more effectively and efficiently serve your customers leading to more loyalty.

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Last updated: November 24, 2022

6 mins read

If you’ve researched any brand it’s more than likely you’ve come across a customer service case study. Real-life customer experiences are a powerful way to advertise a brand and showcase the real interactions customers have when approaching a company’s customer service department.

Instead of simply telling a customer what it’s like to benefit from a company’s customer service, they demonstrate genuine examples of customers who have submitted tickets to their customer service team. 

On the surface of it, one company can appear much like another without powerful customer service case studies to demonstrate its impact. Customers will be required to actually sign up to your service before they can experience your customer support for themselves. 

What is a customer service case study?

A customer service case study is a strategy to show the experiences of customers that have actually signed up to use your product or service and have actually witnessed your customer service for themselves. 

Potential customers who are researching what your company has to offer will benefit from the case studies of customers that have already passed through the buying decision. Instead of a company simply telling prospective customers what they have to offer, they will be able to demonstrate their service in reality. 

A customer service case study goes beyond being a simple testimonial, however. It’s factual evidence of customers who have implemented your company’s product or service and a demonstration of its ability to actually deliver results. 

Why are customer service case studies important? 

Without customer service case studies, your business will struggle to show how it is helping its customers. A case study shows your prospective customers how the business has performed in a real-life example of customer service, and helps them imagine what it would be like to do business with your company. 

Customer service case studies show potential customers how your business has helped customers to solve their problems and further their business goals. Although there are other ways to market your business, customer service case studies are a solid way to reach out to new prospects and convert them into customers. 

Successful customer case studies showcase successful examples of customer service that persuade your prospects to actually buy. They show prospects how well your customer service actually works and highlights your product’s value. 

How do you write a customer service case study?

There are a few strategies you need to follow when writing a customer service case study. Having a variety of different case studies will enable you to reach more potential customers which cover a range of situations and needs. 

1. Focus on your personas

You need to consider the type of the customer that you want to attract with your customer service case study. Mapping out your personas is an important part of your marketing strategy because it helps you identify prospects with unique wants and needs. Your customer service may appeal to different types of individuals and it’s crucial to target each one specifically. 

2. Tell a story

At their core, customer service case studies are stories about particular customers. Simply raving about how great your company is wil be boring for your readers, and you need to take them on a journey. Stories need to have obstacles to overcome, and your case study should show how your product or service is the hero of the narrative. 

3. Emphasize benefits

The benefits of your customer service will help to appeal to customers that have a specific pain point to solve. Instead of focusing on products or features it’s important to show how your service will help them. Your customer service case study is likely to be a representative example of a customer that has similar problems to other prospects, and it’s important to help prospective customers visualize using your service. 

4. Highlight the results 

Highlighting the results that your customer service will help your customers achieve means focusing on the before and after of using your service. Genuine improvements to your customer’s business will help to convince them that your product or service is the answer. Showing the results of your customer service helps customers see how they can save or make more money after choosing your business. 

4 interesting customer service case studies

Quick heal and kayako.

Here’s the first interesting customer service case study from Kayako. There was a company called Quick Heal Technologies which was a provider of internet security tools and anti-virus software. They had millions of global users, but they were struggling to deliver outstanding customer service due to a high volume of customer service requests. 

One of their main issues was the absence of a system to track requests from different sources. Agents were checking many different platforms for customer service requests, and lacked a vital overview of the customer experience. They were losing tickets and suffering from incomplete information. There were delays in the customer support experience and the existing system couldn’t manage its workflow. 

Enter Kayako, help desk software. Their Shared Inbox Solution brought together the different customer service platforms such as email, Facebook, Twitter, and live chat. Quick Heal agents were able to support customers seamlessly and minimize the number of tickets that were dropped. They could significantly reduce their ticket response times and accelerate the time to resolution. Agents were able to much more effectively collaborate and reduce duplication of effort. 

Springboard and Help Scout

The next customer service case study is about Springboard, a platform which provides online resources and personalized mentors to help students build their dream careers. Their aim is to make a great education accessible to anyone in the world. 

So far, they have worked with 250 mentors to train more than 5,000 students over 6 continents. Their success has depended on their ability to create an open environment where students feel comfortable requesting feedback and discovering course information on their own. 

Springboard needed a solution that could help them build relationships with their students, even if it’s over email, and they decided that Help Scout was the answer. They chose Help Scout because it means they can have human conversations rather than treating their students like a ticket number. 

They make use of Help Scout’s help desk features to find key insights into students’ conversations, as well as their Docs knowledge base which provides answers to common questions. As a result, students are able to more effectively learn and overcome problems when they arise. 

We’ve got another customer service case study from an airline – in this case, JetBlue. They really know how to make their customers smile with small gestures and ensure they can win customers for life. 

One customer called Paul Brown was flying with JetBlue from the smaller terminal at Boston’s Logan airport. He realized that he couldn’t grab his usual Starbucks coffee because there was no Starbucks at the terminal. On a whim, he sent a tweet to JetBlue asking them to deliver his venti mocha, and to his surprise they obliged! Within minutes JetBlue customer service representatives had delivered the coffee to Paul’s seat on the plane. 

This example of customer service shows that JetBlue is willing to go the extra mile for customers and will ensure that the company can continue to attract more customers.

Gympass and Slack

Gympass is an international platform that gives companies and their employees 50% to 70% off a global network of fitness studios, digital workouts, and mental health and nutrition services. It was founded in 2012 and has experienced steady growth, now worth more than USD $1 billion. Users of Gympass have access to 50,000 gyms and studios in more than 7,000 cities, so they can work out while they are on the move. 

The problem with this growing company was communication across the globe. The company was overly reliant on emails which led to silos and employees missing out on vital information. The solution to this problem was Slack, a communications platform which is made accessible to all new employees so they have everything they need right from the start. 

Now, teams at Gympass work across a range of 2,000 Slack channels which are open to 1,000 employees. They can share documents, messages and information, keeping connected across locations and facilitating new projects like event planning. It’s enabled Gympass to build a strong culture of collaboration and ensure that every employee can find the information they need. 

Wrapping up

Customer service case studies help attract new customers to your business by showing them how your company can help them. Instead of simply telling customers what you can do for them, you demonstrate it with storytelling and draw them in. Showing your customers benefits and outcomes support them to make the decision to purchase. 

Before they actually have a trial of using your product or service, it’s hard for customers to know what it would be like. Case studies can give a valuable preview into what it would be like to work with your company and highlight customers that have already achieved success. 

Catherine is a content writer and community builder for creative and ethical companies. She often writes case studies, help documentation and articles about customer support. Her writing has helped businesses to attract curious audiences and transform them into loyal advocates. You can find more of her work at

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RPA In Customer Service: Definition, Benefits, Use Cases & Case Studies

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Customers can now access services via multiple channels in today's modern world. Customers only had access to rotary phones and call centers in the past. However, now customers expect to have numerous options to resolve their questions and inquiries.

Today's customers want high-quality customer service available around the clock via the most convenient channel. Customers have gotten so used to this that they are more likely to give up on a request or even the company itself if they get forced to use an automated Interactive Voice Response (IVR) system, compose lengthy emails, or deal with a poorly designed chatbot.

Consequently, customer service companies must adapt to such changes to thrive and succeed in the customer service space. This opportunity is where Robotic Process Automation (RPA) enters the picture to help bridge the gap between human interaction and automation.

What is Robotic Process Automation?

Robotic Process Automation is a type of technology that facilitates the development, deployment, and management of software robots that replicate human activities in the way they work with digital systems and software. Like humans, software robots can comprehend what gets displayed on a computer, complete the necessary keystrokes, navigate systems, locate and extract data , and carry out predefined operations.

On the other hand, customer service RPA software robots go above and beyond human capabilities since they can complete tasks more rapidly and consistently than people.

What is an RPA in Customer Service?

RPA in customer service specifically refers to RPA technology being applied to the customer service field. This can include automating call center processes, deploying chatbots to assist customers, implementing voice assistants, and much more. Using RPA to automate certain customer interactions frees up the time for agents to focus better on critical interactions while providing simpler customer inquiries and immediate responses and solutions.

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The Rise of RPA Customer Service

Customer service is one of the most common and longest-standing RPA application functions. But why?

RPA customer service essentially improves customer service by lowering administrative and back-office workloads. Software robots expedite customer service by gathering data from several systems, executing service requests, and updating client records.

By delegating regular, mundane tasks, such as processing customer service request updates, to robots, customer service organizations can free up their agents to focus on client engagement rather than manual labor. Implementing customer service RPA can also enable new service models for their clients and improve other company divisions.

However, taking a more comprehensive approach to automating customer service initiatives can streamline other elements of the business and improve the customer experience as a whole.

In the end, RPA customer service tools allow businesses to automate a variety of time-consuming and labor-intensive jobs. Furthermore, by employing customer service RPA to acquire data, the risk of human error is greatly decreased, resulting in higher customer satisfaction. As a result, customer support agents can communicate with clients in a more quick and personalized manner.

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Benefits of Customer Service RPA

RPA customer service tools offer a plethora of benefits; some of the most notable include the following:

Cost Savings

Reduced costs lead to increased efficiency, and RPA customer service technologies are one of the finest options for cost savings. When a customer service representative employs an RPA-powered system, the average handle time (AHT) is significantly reduced . Consequently, the processing costs also get cut in half.

Process Improvements

Taking advantage of customer service, RPA improves process predictability, maintains compliance, conforms to regulations, reduces errors, and increases efficiency. Essentially, it may ensure that all changes to your system get recorded smoothly.

Aside from that, RPA customer service robots work in the background to run inspections and keep your workflows up to date.

Improved Customer Experience

With 40% of customers preferring self-service customer support, RPA allows you to easily cater to these customers while also improving the overall customer experience. By implementing effective chatbots, customers can reach your company 24/7. This allows your customers to resolve all common issues at all times of the day and on any day of the week.

A frustrated customer waiting on a customer service agent to get back to them can be a thing of the past with RPA.

Enhanced Agent Satisfaction

It is not only the customers that benefit from customer service RPA adoptions.

Agents spend a significant amount of time locating and tracking consumer information across multiple systems. RPA customer service systems can perform this duty by looking up the process rapidly, allowing agents to reduce lead times and provide better support.

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Top RPA Use Cases and Case Studies in Customer Service

You can utilize RPA to automate various tasks associated with customer service. Thus, here are some of the most notable use cases and case studies of customer service RPA.

Assist Customer Service Representatives

Most of the time, customers expect customer service representatives to understand their specific requirements and expectations, such as who they are and what they have purchased.

An RPA bot can gather information about the consumer to address this problem, such as demographics, sales, previous complaints, invoices or tickets, and send it to the customer service representative ahead of time, allowing them to anticipate customer questions and rapidly resolve the problem.

According to an IBM case study , Cobmax, a sales call centre, used IBM's RPA solution to cut back-office activities by half, sell 20,000 products per month, and provide client reports in half the time, from 2-3 days to only a day.

Automate Common Customer Questions

Customer service RPA bots or AI-based customer service chatbots can collect and enter issue information into a ticket system. RPA customer service bots can also access the ticket database and tackle simple client concerns like:

  • Password or login information renewal
  • Updating orders, such as changing delivery address and requesting return code, among others
  • Making changes to payment information, such as credit card number or pay-at-the-door

By utilizing RPA customer service chatbots, companies can save significant time in both understanding customer issues and resolving simple customer issues. Varma reported saving roughly 330 hours a month of customer service time from implementing chatbots. As the chatbot grew and further understood common customer issues, it ended up with an average 85% automation rate. So, most customer concerns are completely handled by the chatbot, and those that are not handled by a chatbot are sent to a human agent who already has full details of the customer’s issues.

Communicate Customer Complaints

RPA customer service bots can leverage Natural Language Processing (NLP) and Optical Character Recognition (OCR) to comprehend customer complaints in emails or text messages, extract complaint data, input it into spreadsheets and text documents, and generate reports. These resulting reports can be:

  • Distributed to pertinent customer support personnel
  • Used for issue pattern detection
  • Registrable for compliance and audit

Enfo Group utilized robotic process automation to automate its entire reporting process. By automating this process, the company saved roughly 70 hours per month while still generating all 300 necessary reports. This same type of automation can be applied to any type of reporting, including customer complaint reporting.

Automated Customer Refunds

Companies can use RPA solutions to automate the entire customer refund process. Automating this process allows customers to immediately receive a refund for returned products without a lengthy customer service interaction. This helps improve the customer experience.

IBM’s Cloud Pak for Business Automation can utilize customer data to automate the entire customer refund process. It can understand a customer’s previous purchase, find the reason for the return, and refund the customer once the item has been returned.

If you work with invoices, and receipts or worry about ID verification, check out Nanonets online OCR or PDF text extractor to extract text from PDF documents for free . Click below to learn more about Nanonets Enterprise Automation Solution .

Implementing Customer Service RPA

In implementing RPA customer service tools, the first thing is to decide which metrics are important.

Here are a few things to keep an eye on:

  • Error Reduction: You can complete many more difficult customer support activities without human intervention. As a result, client complaints and callbacks get reduced.
  • Customer Service Agent Training: Traditionally, call center agents receive a script and a phone. To obtain client data, they had to work through sophisticated processes. Today, customer service RPA provides all of the information they need to their fingertips in real time. You can see how RPA customer service solutions improve productivity by tracking how long it takes them to finish a task or please a customer.
  • Internal Best Practices and Regulatory Requirements Compliance: RPA customer service bots are meticulous in following regulatory guidelines and never miss a step. Thus, you can effectively develop a process to comply with regulatory standards or internal best practices. Following these standards is a critical metric to monitor.
  • Employee Satisfaction Improvement: One of the most significant advantages of implementing RPA in customer service is the liberation of employees from mundane tasks. This way, employees can focus on higher-value tasks. Surveying agents regularly is a good way to keep tabs on employee satisfaction levels.

After deciding on the metrics to consider, companies can then proceed to do the following RPA customer service best practices :

Begin with Simple Tasks that can be Automated

Instead of placing customers on hold to run necessary programs and collect data, customer service RPA bots could do it for them and enter it into the appropriate fields, reducing errors.

This basic automation lets the agent focus on the consumer rather than the paperwork, allowing them to complete more work. Begin with something basic and uncomplicated, and work your way up. You will witness an improvement in agent productivity and efficiency, a decrease in errors, and increased customer happiness.

Retrain and Upskill Agents as RPA Deployments Progress

RPA will alter how your agents work, forcing you to reevaluate how they operate.

As organizations produce more sophisticated products, RPA enables them to keep up with the increased volume while improving customer service.

RPA will enable agents to focus on duties directly affecting the customer experience and higher-value business operations like cross-selling. Consequently, you might need to enhance your agents' skills so that they can do the more delicate task of managing relationships with customers.

The good news is that these new, higher-level responsibilities are fascinating and varied, which will assist agents in being more interested.

Automate the Customer Experience Across Touchpoints

Customers can now communicate with your firm via mobile, social networking, or texting apps on the web or through a customer portal. At each location, you must be prepared to meet client expectations.

RPA customer service systems can help you gain a complete image of your customers across all touchpoints rather than simply the fragmented portrait gleaned through siloed phone, email, and app engagements. Make sure that customers will have the best experience possible regardless of how they interact with your company.

Want to automate repetitive manual tasks? Save Time, Effort & Money while enhancing efficiency!

What is RPA in a Call Center?

In this day and age, businesses that strive to deliver good customer service are modernizing their call centers to guarantee outstanding experiences for their customers. First-call resolution rates need to increase to complete this process, and average call processing times should be lower.

In this context, businesses are increasingly turning to Robotic Process Automation (RPA) to improve their call center service by:

  • Speeding up client interactions
  • Providing more detailed responses
  • Reducing the amount of human labor required to handle incoming inquiries
  • Increasing customer satisfaction by reducing human error

Can RPA Replace BPO?

Concerns are being voiced concurrently with the minute-by-minute increase in adopting Robotic Process Automation (RPA). Many workers in the customer service industry see the widespread use of RPA, particularly at BPO organizations, as a potential danger to their employment.

While RPA adoption holds a plethora of business potential, you cannot deny that human labor remains a vital component of any company. RPA can thus be considered as a complementary tool to enable BPO providers to speed up and offer excellent new services to clients at a much lower cost rather than as a threat to replace human labor. So, although nothing will change immediately, RPA can lead to minor incremental gains.

Read more about Robotic Process Automation on Nanonets

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Nanonets online OCR & OCR API have many interesting use cases that could optimize your business performance, save costs and boost growth. Find out how Nanonets' use cases can apply to your product.

Related content

customer service case study definition

Donna Earl Training

What Is Internal Customer Service?

A definition and case study.

Article by Donna Earl

Recently the term Internal Customer Service has become a buzz phrase. We hear that great customer service (for the external customer) depends on excellent internal customer service. But what does that mean? Let’s start with some definitions.

  • The external customer is someone who signs a check, pays our employer, and ultimately makes our paycheck possible. External customers have choice, and if they don’t like your product or service can take their business elsewhere.
  • An internal customer or internal service provider can be anyone in the organization. An internal customer can be a co-worker, another department, or a distributor who depends upon us to provide products or services which in turn are utilized to create a deliverable for the external customer. In general, internal customers don’t have a choice. For example, if the sales department doesn’t like accounting’s credit policies, they can’t fire that department and hire another.

Great (external) customer service creates customer satisfaction, customer loyalty, and customer retention. So why all the fuss about internal customers, especially when retention isn’t an issue?

Outstanding internal customer service is simply good business. Internal customer service can flourish only in high communication environment. To create positive internal customer service, all departments work together cooperatively, agree on processes and procedures, and negotiate expectations. Like gears meshing in sync, interdependent business units meet each others’ needs, work productively together to meet common goals, and deliver high quality products and service to the external customer.

The focus on developing effective internal customer service helps organizations cut costs, increase productivity, improve interdepartmental communication and cooperation, boost employee morale, align goals, harmonize processes and procedures, replace interdepartmental competition with interdepartmental cooperation and deliver better service to the external customer. Excellent service to the external customer is dependent upon healthy internal customer service practices.

Internal Customer Service Case Study

The customer advocate for a large manufacturing company was concerned about the organization’s reputation for excellent products, but terrible customer service. The company mentality was “Customer service is just a department!”

During the interactive exercises in the Internal Customer Service Seminar presented by Donna Earl, many expensive lapses in the company’s internal customer service came to light. One example involved Engineering’s lack of response when Customer Service reps required an engineer’s input. (In this case Engineering is the internal service provider and the Customer Service reps are the internal customers).

The Customer Service reps were responsible for problem solving and taking orders for highly technical, often customized parts. Sometimes the reps needed clarification from an engineer to process a customer order for the correct part. Engineers viewed information requests from Customer Service reps as low priority, uninteresting, and annoying.

During the class, we calculated the cost to the company of one incorrect shipment was approximately $125,000 in wasted labor, materials, and other expenses. In addition, the cost of frustration and delayed deadlines to the external customer was damaging to the company’s reputation.

At the end of the seminar, engineers understood what the Customer Service manager had been preaching for years: responding to requests from customer service reps is a priority and is good business.

Assess Your Internal Customer Service I.Q. →

See our Internal Customer Service Seminar for steps your organization can take to improve productivity and interdepartmental cooperation and communication.

See related article Providing Excellent Internal Customer Service .

Donna Earl is an international specialist in Customer Service, Management Skills and Emotional Intelligence. She offers an Internal Customer Service Seminar specifically developed to help companies improve their level of internal customer service. Donna can be contacted by phone at 415.929.8110 or by email at [email protected] for permission to reprint these articles, or regarding her consulting and training services.

+1 (415)929 8110 US +44(0)7783 352 886 UK [email protected]

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