When it comes to customer service, speed matters. I’ve been preaching this for years, and it remains one of the most critical factors in customer satisfaction. The velocity of response isn’t just a nice-to-have—it’s essential for creating the kind of experience that makes customers say, “I’ll be back.”
Think about your own experiences. Would you rather get your question answered right away or wait 10 minutes (or longer) to speak with someone? The answer is obvious, yet many companies still make customers jump through hoops to get help.
In our annual research, we ask consumers if they’ve ever screamed “representative” or “agent” repeatedly into their phone while navigating an automated system. The percentage who say yes is alarmingly high. We’ve all been there—trapped in a frustrating loop of “I don’t understand” responses while our blood pressure rises.
Digital Service: The Speed Solution
Digital and AI-powered customer service is becoming better every day, offering a compelling alternative to traditional phone support. Companies need to recognize that customers have a choice: get information immediately through digital channels or endure the friction of being put on hold, explaining their issue, possibly being transferred, and repeating themselves.
Consider this: When you need to contact a company, what’s the first thing you do? You go to their website. You’re already starting digitally, so why not complete the entire service journey there?
Virtual assistants have made tremendous progress. Recently, I heard about a barber shop using a virtual assistant that could schedule appointments in just 30 seconds. The technology sounded natural and efficiently handled the entire booking process. This is the future of routine customer service interactions.
Digital service excels for routine transactions like:
- Scheduling appointments (medical, personal services, consultations)
- Checking account balances or order status
- Finding product information or store locations
- Processing simple returns or exchanges
Think about calling your doctor, dentist, or hairstylist. Why not handle these appointments digitally? You can log in, view available times, compare them to your schedule, and book—all without waiting on hold or being interrupted by someone in the office. What might take 15 minutes on the phone can be completed in under two minutes online.
When Service Goes Wrong
Despite advances in digital service, problems still occur. When they do, getting a response can be challenging. I remember a situation years ago when I was overcharged multiple times by a major retailer and encountered a rude representative. The solution? I purchased a single share of the company’s stock.
As a shareholder, I called and stated: “I’m a shareholder and a consumer, and I have a problem.” This approach triggered a cascade of responses—from the CEO’s assistant to the regional manager to the store manager. While extreme, this illustrates how difficult it can be to get proper attention when service fails.
If you have a serious problem with a company, consider going straight to the top. Most companies have an executive customer service team that handles escalated issues. Your problem might not reach the CEO, but it will likely get to someone with authority to resolve it properly.
The Employee Golden Rule
Behind every great customer experience is a team of engaged employees. This brings me to what I call the Employee Golden Rule: treat the people who work for you the way you want your customers treated—if not better.
As a leader, you set the tone and demonstrate the behaviors you expect. What happens on the inside of your organization is felt on the outside by your customers. If your employees feel valued, respected, and empowered, they’ll extend that same treatment to your customers.
This isn’t just feel-good advice—it’s a business strategy. Companies with highly engaged employees outperform their competitors in customer satisfaction, profitability, and growth.
The velocity of customer service remains a challenge for many organizations, but the solution is clear: embrace digital options for routine matters, ensure human support is readily available for complex issues, and create an internal culture that values both employees and customers equally.
When you get these elements right, you won’t just solve problems quickly—you’ll create the kind of experience that keeps customers coming back again and again.
