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How to Improve Customer Service in 3 Terms

Customer satisfaction is of the utmost importance to every business, from small startups to major corporations. Customer satisfaction has a direct correlation to customer service; when customer service is outstanding, customer satisfaction is high.

Providing great customer service doesn’t mean bending to customer complaints or making outlandish adjustments. Great customer service starts when the customer feels comfortable working and communicating with your business. Customers do not want to be another face in the crowd to your business and it’s time to make sure they don’t feel that way.

Improving customer service, customer satisfaction and standing apart from other businesses is easy with 3 short words that make a noticeably substantial impact - Feel, Felt and Found:


The first F in terms of improving customer service is feel. When a customer service representative is on the phone or chatting live and answering the questions of a concerned customer, establishing a connection is important. You want to be able to make the customer relate to whoever is on the other line. Explaining that you understand how they feel can create the customer relationship your business is after. Make sure your tone is empathetic and sincere.

  • Example: I understand how you feel Mr. Smith, the process can become overwhelming (confusing, frustrating, tiring, etc.), but I’m happy to help.
  • Tip: Your feel sentence needs to be authentic and positive. Customers will appreciate you being genuine and helpful.


Whether you’ve been on the answering or calling side of a customer service call doesn’t matter. Chances are you’ve been in a situation where the customer service has been less than stellar. You’ve felt the way a customer calling in feels. Once you’ve explained that you understand how they feel, share how you felt in one situation of frustration.

  • Example: I felt confused (concerned, lost, etc.) when I was calling about setting up my wireless router, so I know just what you’re going through.
  • Tip: Keep it brief and a bit vague – you don’t want to name names – but personal so they can truly relate to your story and understand that you relate to their current situation.


Found is a way to comfort the customer so they know you went through a similar process and made it through, implying they will too. Found is where your customer service representative explains that they found a solution in their situation and that the customer will find one here.

  • Example: I found that… This one truly depends on why the customer is calling in and how your story relates. From the example above you might have found that the wireless router setup process was much easier than the instructions sounded.
  • Tip: Your “found” statement needs to have a beneficial solution. The more optimistic you are about the story you are sharing, the more likely it is the customer will be confident in finding a solution.

Creating a connection between the customer and customer service agent and putting the caller at ease can go a long way to improving customer service and satisfaction. Someone who relates to what the customer is saying and wants to help them move forward encourages open communication. Feel, felt, found are all about relating to the customer to establish a foundation for communication. By humanizing your customer service staff and making each call more personal, you can improve service and customer satisfaction overall.

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