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You probably know your best friends well — their likes, dislikes, where they shop, why they prefer certain brands, and even what they’d buy before walking into a store.

Wouldn’t it be great to know your customers this well, too? What are their shopping preferences? How often do they shop? How do they prefer to contact you? And the list of questions goes on …

Enter customer behavior analysis. The science of understanding what goes through your customers’ minds, how they engage with your product, and how they respond to a social media advertisement.

In this article, I’ll take you through how to perform a customer behaviour analysis, its importance, and how using the right data can improve revenue and customer lifetime value.

In this piece, we’ll cover:

• What Is Consumer Behavior?
• Consumer Behaviors That Impact Sales [New Data]
• What Is a Customer Behavior Analysis?
• How to Conduct a Customer Behavior Analysis
• 3 Customer Behavior Analytics Platforms

Customer behavior doesn’t describe who shops in your stores but how they shop there. It reviews factors like shopping frequency, product preferences, and how your marketing, sales, and service offers are perceived.

Consumer behavior doesn’t merely rely on one aspect. Instead, it is derived from various factors, including psychology, biology, and economics.

For instance, economic factors such as their allocated budget and how they want to leverage the resources within this budget.

Based on my experience in data analysis, here are the factors that most businesses consider.

Factors That Affect Customer Behavior

Personality Traits

A customer’s behavior in your store is heavily influenced by their personality, background, and upbringing. Some will be jovial and outgoing, others quiet and collected, and some will fall in between.

Similarly, a customer may like a long product walkthrough and specialized onboarding, whereas other customers may get frustrated with the long product demos.

I’ve found that understanding where your target audience lies in this category is vital to understanding customer behavior.

Psychological Responses

Psychological responses can be challenging to predict, but they play a significant role in customer behavior because someone’s response to a situation is based on perception and attitude, which can change daily.

For example, say I got a promotion, I’m having a celebratory dinner, and my server accidentally spills a glass of water on my shirt. I might be more forgiving in this instance because I’m in a great mood and having a good day. However, if I was just fired from my job, I might be more frustrated with the situation.

Customers can be patient and satisfied one day, but the next, they’re pressing your rep on an urgent issue. Understanding that a customer’s psychological response doesn’t represent who they are as a person can help your team defuse stressful situations and prevent potential churn.

Social Trends

Social trends are external influences that customers listen to, like peer recommendations, societal norms, or fads. Some of these influences can be temporary, but others can affect customers permanently.

I’ve just gone over some examples of factors influencing customer behavior; now, let’s discuss some data-backed examples of consumer behaviors that directly impact customer service.

Consumer Behaviors That Impact Sales [New Data]

I think a great, real-life example of how consumer behaviors impact sales is the ways that different audience segments prefer to discover new products from the businesses they purchase from. The HubSpot Blog’s 2024 Consumer Trends Report asked 700 U.S. consumers about their preferences and the actions they take because of them.

It revealed that social media is the future of commerce. In 2024, Gen Z and Gen X have discovered more products on social media than any other channel.

The following image gives generation-wise data on product discovery on social media:

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Moreover, 25% of social media users prefer buying on social media this year, with Gen Z and millennials being the most active ones.

Also, 21% of the 700 respondents believe that influencer recommendations have impacted their buying decisions. Despite the number of social media channels, Facebook still remains the most trusted social media platform for the shoppers.

Now that I‘ve outlined customer behavior and how it impacts customer buying habits, let’s learn how to analyze it in the section below.

What Is a Customer Behavior Analysis?

A customer behavior analysis is a qualitative and quantitative observation of how customers interact with your company. You begin by segmenting customers into buyer personas based on their shared interests. Then, observe each group at their respective stage in the customer journey to see how the different personas interact with your company.

I think this analysis is valuable because it gives insight into the variables that influence your audiences and the motives, priorities, and decision-making methods customers consider during their journey. It also helps you understand how customers feel about your company and if that perception aligns with their core values.

Consumer behavior analysis is based on certain frameworks or, say, consumer behavior models, that help create the shopping patterns and how consumers make purchase decisions.

Why is customer behavior analysis important?

I think customer behavior analysis provides an edge to businesses over their competitors since they have granular details about their customers and their buying patterns.

Here are more reasons why I think customer behavior analysis is important for businesses:

Identify Behavioral Patterns

It’s likely that your customers have something in common with one another (which is why they are your customers). By identifying their patterns of behavior, businesses can tap into a large segment of customers with a common trait.

In fact, a Salesforce survey of over 6,000 consumers found that 66% of them expected companies to understand their needs and expectations, and a Redpoint Global survey found that 82% of respondents expect businesses to accommodate their preferences and meet their expectations.

For example, Starbucks’s consumer behavior strategy is rooted in understanding its customers’ personal, cultural, and social backgrounds. This way, Starbucks caters to its customers’ needs, such as understanding their local tastes and modifying its offerings accordingly.

Content Personalization

Research by Nojitter suggests that 56% of consumers will become repeat buyers after a personalized shopping experience. Understanding customer behavior helps you create targeted content and craft your product or service better than your competitors.

Again, I find you can use the patterns to segment your customers and create a unique personalized experience for each segment. Collecting customer feedback is yet another successful strategy that most businesses adopt for content personalization.

You might’ve even seen the survey from YouTube at the start of a video. YouTube uses this data to improve its search engine and suggest more personalized content.

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Customer Retention

What keeps your customers coming back? What do they like, and what do they want to improve in your product? Are there any missing features that your existing customers want? Customer behavior analysis gives answers to these questions all at once.

It provides deeper insights into what your customers like and what they don’t. A behavior analysis can help your team reduce this customer churn by identifying good and bad customer traits.

Improve the Buyer’s Journey

The results you obtain from customer behavior analysis can be phenomenal in shaping your customer journey. It helps you identify the optimized experience for customers and how to deliver it.

Optimizing the customer journey means reducing the roadblocks, improving areas of confusion, and enhancing the aspects you already do well. For example, if most of my customers pay using credit cards, I can use this insight and suggest credit cards as the preferred payment method every time customers check out.

Or, say, my customers often buy two products together; bundling them together can reduce their efforts to perform searches and drive more sales.

How to Conduct a Customer Behavior Analysis

1. Segment your audience.

The first step to a customer behavior analysis is segmenting your audience.

Key segmentation models are demographic segmentation (age, gender, etc.), psychographic segmentation (personality, values, etc.), geographic segmentation (country, town, etc.), and other behaviors like frequent actions and product use, preferred media channels, and online shopping habits.

You’ll also want to identify the characteristics of customers that are the most valuable to your business. One way to do this is through an RFM analysis, which outlines how recently a customer has purchased from you and how frequently they purchase from you.

2. Identify the key benefit for each group.

Each customer persona will have a unique reason for choosing your business, and it’s imperative to identify it. I suggest you look beyond the product or service and consider the external factors influencing the customer’s buying decision.

For example, was it a purchase of convenience? Or did they make a conscious decision to seek out your brand? How urgent was the purchase, and how much do they want to spend? I’ve found thinking about the context of customers’ needs is a great way to determine areas to improve the customer experience.

Since qualitative data is crucial to your customer behavior analysis, read about how you can better segment your customer base using customer profiling.

3. Allocate quantitative data.

Some resources may be more accessible than others, and I believe it’s important to derive information from both internal and external sources to ensure you get a complete picture of both micro and macro consumer trends.

From within, your company can pull stats such as blog subscription data, social media insights, and product usage reports. Secondary outlets can offer assets like consumer reviews and competitor analytics. Third-party data isn‘t specific to one company but provides general statistics across an entire industry. Through the combination of the three, you’ll have a broad scope of information to work with when analyzing customer behaviors.

4. Compare your quantitative and qualitative data.

After you’ve collected your data, the next step is to compare the qualitative data against the quantitative.

To do this, go through your customer journey map using the data sets as a reference. Look at which persona bought what product, when they bought it, and where. Did they return for another visit? By comparing the two sets of data against the customer experience, you can develop a detailed understanding of your customer’s journey.

Comparing data should help you identify recurring trends. I encourage you to look for common roadblocks that seem to pop up at different lifecycle stages and note any unique behaviors specific to a customer type. Circle back to your high-value customers and flag anything that stands out with their buying behaviors.

5. Apply your analysis to a campaign.

As I discussed earlier, you can use your findings to optimize your content delivery. Pick the best delivery channel for each persona and take advantage of opportunities to personalize the customer experience.

Nurture customers throughout the entire customer journey by responding to roadblocks on time. The insights you’ve gained from conducting your customer behavior analysis should give you a good idea of where to make updates to your marketing campaigns.

Before rolling out your new initiatives, I suggest you use your analysis to determine what your customers will think about these changes.

Customers are habitual creatures, and some will push back on change, even if it’s for the better. These customers tend to be more loyal to your brand, so you must do your best to keep them. Consider different ways to introduce change to these customers, and remember to be receptive to their feedback.

6. Analyze the results.

Once you‘ve given ample time for testing, you’ll probably want to know if your changes worked. Use metrics like conversion rate, acquisition cost, and customer lifetime value to determine the effect of your updated campaigns.

It‘s important to continuously analyze your results as new tech, politics, and events constantly influence customer needs. I find revisiting your analysis frequently ensures you capture new trends in the customer’s journey.

Looking for some help with conducting your analysis? Check out these platforms, which I think are great for analyzing customer behavior.

3 Customer Behavior Analytics Platforms

1. HubSpot

As a former HubSpot support rep, I spent the last year working closely with HubSpot‘s analytics platform. HubSpot’s reports and CRM features provide unique insight on both customer characteristics and engagement activity.

You can use its reporting tools to view web traffic for contacts and build lists based on their engagement history. HubSpot even offers an automatic attribution function that applies characteristics or scoring attributes once a contact completes an action.

Price: Starts free; up to $3,200/month.

2. Alteryx

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Alteryx’s analytics platform features an in-depth analysis of your customer data powered by insights from AI. The tool creates an automated visual representation to make it easy to identify trends and outliers. It then evaluates the data, and makes predictions and suggestions for where you can improve your customer experience.

Price: Starts free; variable for premium tiers.

3. Opentext Vertica

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Opentext Vertica is ideal for processing high-volume data requests coming from a range of resources. The tool takes advantage of underused servers in your data center to create a speedy and cost-effective organization of your data. This lets you upload more data on your customers without sacrificing any time. Opentext can also sync to Google and Microsoft cloud servers to ensure all data is stored in one location.

Price: Starts free; variable for premium tiers as reported by G2 Crowd.

Getting Started

With a customer behavior analysis, your business strategy no longer has to be a guessing game. By surveying your customers and analyzing the quantitative and qualitative data you collect, you can be sure to better reach each segment of your audience, meeting their needs in marketing, sales, and service.

My takeaway is that by analyzing customer behaviors you can both better serve your clients and increase the success of your business.

Editor’s note: This article was originally published in December 2018 and has since been updated for comprehensiveness.

One of the biggest challenges brands face when implementing a referral program is grabbing their audience’s attention. Using a catchy referral slogan is a great way to capture interest and get people curious about your referral program.

But crafting a truly effective slogan is more than just stringing a few words together. It requires understanding your audience, highlighting the value proposition, and creating a sense of excitement.

I realized this early on in my career while working on various projects for a small events startup based in San Francisco. We initially launched our referral program with a rather bland slogan. It didn’t resonate with our target audience, and the results were underwhelming.

That’s when I realized the value of well-crafted referral slogans. We went back to the drawing board, brainstormed new ideas, and finally landed on some catchy ‘join us’ phrases. The impact was immediate — high-quality referrals increased, attendance and engagement soared, and the program became a key driver of growth.

In this article, I’ll share my insights and guide you through the process of creating referral slogans that truly resonate with your audience and encourage them to take action.

In this article:

• What Are Referral Slogans?
• 75 Catchy “Join Us” Referral Slogans
• How to Write a Catchy Referral Slogan
• Key Takeaways for Crafting Referral Slogans That Convert

75 Catchy “Join Us” Referral Slogans

Referral slogans can be the deciding factor in whether or not your customer decides to share your product or service with their friends and family. A strong referral slogan is short, memorable, and conveys a clear message.

I’ve compiled 75 catchy referral slogans, breaking down what I like about each of them.

Incentive-Driven Slogans

1. “Earn [Benefit] For Every New [Customer] You Refer”

What I like: This slogan directly communicates the reward, encouraging users to bring in more customers.

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2. “Treat Yourself With Rewards”

What I like: I like that this slogan is short and easy to understand. It encourages customers to reward themselves using the referral process, which can be highly motivating and memorable.

3. “Earn Up To [Benefit] For Every Successful Referral”

What I like: The phrase “Earn up to” generates excitement by suggesting a high potential for a reward for the customer.

4. “Pass It On: Rewards Await”

What I like: This slogan is direct and encourages sharing with the promise of enticing rewards.

5. “Together Is Better: Refer And You Both Earn”

What I like: This slogan promotes community and provides mutual earning opportunities.

6. “Earn [$$] With Each Referral”

What I like: The direct mention of a financial incentive is likely to capture attention and motivate referrals.​

7. “Refer & Win X”

What I like: This slogan is short, to the point, and clearly communicates the benefit of making referrals.

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8. “Talk It Up – Refer One, Earn One.”

What I like: The rhythm and rhyme make this slogan catchy. It connects referring and earning, making the process sound simple and attractive.

9. “Pass It On, Cash It In”

What I like: This catchy phrase creatively conveys the referral program’s financial incentive.

10. “Refer A Friend And Earn Up to [$$]”

What I like: This directly communicates the benefits of referring friends for a financial reward.

11. “Share the Love, Reap the Rewards!”

What I like: This slogan effectively conveys the reciprocal nature of a referral program while maintaining a concise and memorable structure.

12. “Become a [Brand Name] VIP! Refer Friends and Unlock [Exclusive Reward]”

What I like: This leverages the concept of exclusivity and high social status to incentivize referrals. By positioning referrers as VIPs, it taps into a desire for recognition and special treatment, effectively motivating participation in the program.

13. “Refer, Earn, Repeat!”

What I like: Simple and action-oriented. It clearly outlines the cyclical process of the referral program, encouraging continuous participation and highlighting the recurring nature of rewards.

14. “Referrals = Rewards!”

What I like: This one employs a straightforward equation to communicate the direct correlation between referrals and rewards. It emphasizes the value proposition of the referral program.

Slogans That Spotlight Free Gifts

15. “Giving Away [Gift] For Every Referral”

What I like: The phrase “Giving Away” immediately captures attention. The promise of a gift or a kickback makes the offer more appealing.

16. “Spread the Word and Unlock Exclusive [Benefits]”

What I like: This slogan combines sharing with the enticement of exclusivity, inspiring users to participate.

17. “Friends Tell Friends – Free Gifts Await!”

What I like: The repetition and rhythm create a compelling call to action, emphasizing the bond of friendship.

18. “Share Now & Get a Free Month On Your Subscription”

What I like: This offers a valuable incentive of extended “Subscription” while creating urgency with the phrase “Share Now.” It also can help generate social proof as new users are provided with a success story accompanied by a call to action to try out your product.

19. “Share X, Score [Perks]”

What I like: This slogan uses playful wording to connect sharing with receiving free perks.

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20. “Refer and Receive [Free Gifts]”

What I like: This slogan is straightforward, enticing users to refer other customers so they can receive “free gifts.”

21. “Share the Secret, Score Free [Goodies]!”

What I like: The word “secret” adds a touch of exclusivity to the brand, making users want to share it.

22. “Friends Never Let Friends Miss Out on Freebies!”

What I like: This slogan cleverly plays on the bond between friends and pushes people to share the “freebies” with others. It’s almost like a guilt trip to talk about your business with close friends and family.

23. “Connect & Collect – Free Surprises for Both!”

What I like: The rhyming words “connect & collect” make the slogan catchy and appealing to the user.

24. “Share and Shine With Free [Bonuses]!”

What I like: This slogan encourages sharing to receive free bonuses, making it more enticing for the user.

25. “Sharing is Caring, and It Comes with Freebies!”

What I like: The adaptation of the common phrase “sharing is caring” adds a relatable and positive connotation to the referral program. By connecting sharing with tangible rewards, this slogan incentivizes participation and emphasizes the benefits of spreading the word.

26. “Want Free Swag? Refer a Friend to [Brand Name]!”

What I like: The slogan’s direct and informal approach creates a sense of familiarity and excitement. Its concise structure ensures it’s easily digestible and memorable for potential referrers.

27. “Step into the [Brand Name] spotlight and shine with exclusive perks!”

What I like: It positions referrers as individuals who deserve recognition and “exclusive perks,” tapping into a desire for status and rewards. This approach motivates participation by associating referrals with positive outcomes and a sense of belonging within a select group.

Friend-Centric Slogans

28. “Sharing is winning. Bring a friend and win [$$].”

What I like: This slogan cleverly talks about how the user and their friends have the opportunity to win [$$].

29. “Get [$$] for Every Friend You Refer”

What I like: This slogan is direct and to the point, offering immediate clarity on the incentive.

30. “Give Your Friends X% Off”

What I like: This slogan is short and direct. It highlights the immediate value proposition, making it more compelling.

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31. “Sharing with friends is always a great idea.”

What I like: This slogan appeals to the universal sentiment of friendship, promoting the idea that sharing is both fun and profitable.

32. “Refer Your Friends and Start Earning”

What I like: This slogan is straightforward and highlights the mutual benefit for both the referrer and the referred.

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33. “One More Perk of Friendship”

What I like: This slogan adds a personal touch, highlighting there can be more perks of friendship when they participate in the referral program.

34. “Refer Your Friends: They Get [Benefit], You Get [Benefit]!”

What I like: This slogan is engaging and clearly explains the rewards for both parties.

35. “Because Friends Don’t Let Friends Miss Out”

What I like: This slogan evokes emotion and plays on the familiar saying about friendship, making it relatable.

36. “Bring a Friend, Both of You Win!”

What I like: This slogan’s straightforward promise of a mutual benefit is clear and enticing.

37. “Tell a Pal, Get a Deal!”

What I like: The rhyme and brevity of this slogan make it memorable and effective.

38. “It Pays To Have Friends”

What I like: This slogan is clever and highlights the financial benefit of having friends.

39. “Invite Your Friends & You Both Get $$ Off”

What I like: This slogan creates a win-win scenario, emphasizing mutual benefits for both parties.

40. “Share the Love, Share the Earnings”

What I like: By referring to the “love” that users have towards the brand, this slogan combines a sense of community with a financial incentive, creating a warm, inviting message.

41. “Got Friends? Get Rewards!”

What I like: It’s a playful and direct way to communicate the benefits of the referral program.

42. “Get [Benefit] By Inviting Your Friends To [Brand]!”

What I like: The direct call to action of inviting friends and a promise of a benefit make this slogan effective.​

43. “Friendship is Rewarding! Refer a Friend and Earn Together.”

What I like: It emphasizes the benefits for both the referrer and the referred person, fostering a sense of shared reward and encouraging participation.

44. “Good Friends, Great Deals! Refer a Friend and You Both Save.”

What I like: By highlighting the potential for mutual gain, it incentivizes referrals and positions the program as a win-win for all parties involved.

45. “Friends Who Share, Care! Refer a Friend and You Both Win.”

What I like: It effectively leverages the power of social proof by implying that caring individuals participate in the referral program. It also creates a sense of shared benefit and encourages participation.

Creative Referral Slogans

46. “It pays to join [Brand]’s referral program.”

What I like: This slogan implies a financial gain for the user simply by joining this program, making participation seem straightforward.

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47. “Here’s an Easy Way To Show You Care”

What I like: This slogan taps into emotions and makes the referral process feel meaningful beyond mere financial incentives.

48. “This is Just Our Way of Saying Thanks”

What I like: Framing the referral program as a token of gratitude humanizes the brand and enhances trustworthiness.

49. “Spread The Love”

What I like: By tapping into values like love, this resonates widely and encourages sharing in a heartfelt manner.

50. “They Win, You Win, We Win. It’s a Win-Win-Win.”

What I like: The repetitive use of “win” makes the slogan catchy and emphasizes the shared success.

51. “Cash in on Connections”

What I like: This slogan cleverly plays on the dual meaning of “cash in,” suggesting both a financial gain and leveraging one’s network.

52. “The best compliment you can give us is a referral.”

What I like: This slogan highlights the value of appreciation and urges users to spread the word if they like the brand​.

53. “Together We Thrive – Refer and Grow”

What I like: This slogan emphasizes collective growth that could foster a stronger brand and customer bond.

54. “Rewarding customers for their referrals is our love language.”

What I like: This take on meme-esque language brings a self-aware approach that’s purposefully wordy and witty — but also makes the customer benefit quite clear.

55. “You Share, We Care. Gift for Both!”

What I like: This slogan highlights mutual appreciation. Users share recommendations, while the brand reciprocates with gifts, fostering a sense of partnership and reward.

56. “Give [X], Get [Y]”

What I like: This is simple, catchy, and directly communicates the give-and-earn nature of the referral program.

57. “Because Sharing is Rewarding”

What I like: This ties into the age-old saying that “sharing is caring,” giving it a modern twist.

58. “A Treat for You, A Treat for Them”

What I like: The repeated structure and the promise of a win-win make this slogan appealing.

59. “Give Some, Get Some”

What I like: This slogan has a rhyming tone and clearly conveys the reciprocal reward system of the program.

60. “Friendship is a Key, Referrals Unlock the Glee!”

What I like: The playful rhyme and alliteration in this slogan make it memorable. By associating referrals with positive emotions, this slogan encourages participants to share the “glee” with their friends.

61. “Spread the Good Vibes! Refer a Friend and Ride the Reward Tides!”

What I like: Uses positive language and imagery to associate referrals with good fortune and exciting rewards. It’s engaging and encourages participation.

62. “Be a Referral Champion! Refer a Friend and Claim Your Victory!”

What I like: It effectively positions referrers as winners and motivates participation by associating referrals with a sense of accomplishment.

63. “Hop on the Referral Train, Rewards to Gain!”

What I like: This one employs a simple and memorable analogy to convey the concept of joining the referral program. The imagery of the “referral train” suggests a journey towards rewards.

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Holiday-Inspired Referral Slogans

64. “Unwrap a Reward This Holiday Season! Refer a Friend and Treat Yourself.”

What I like: This slogan connects the act of referring a friend with the excitement of unwrapping a present during the holidays. It also emphasizes the element of treating oneself, which can be a strong motivator.

65. “Make their holidays merry and bright! Refer a friend to [Brand Name] tonight.”

What I like: This one uses a classic holiday phrase and adds a call to action with a sense of urgency, “tonight.” It also connects the referral with bringing joy to others during the holiday season.

66. “Let it snow, let it snow, let the referrals flow! Share the joy this holiday season.”

What I like: This cleverly adapts a well-known holiday song, “Let it Snow,” to create a catchy join us phrase. It connects referrals with the joyful spirit of the holiday season.

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67. “Jingle all the way to rewards! Refer a friend and make their holiday.”

What I like: Another classic holiday phrase that connects with the reward of referring a friend. It also emphasizes the positive impact of the referral on the friend’s holiday experience.

68. “‘Tis the Season for Sharing! Refer a Friend and Unlock Holiday Rewards.”

What I like: It uses a memorable holiday phrase and connects the act of sharing with the reward of referring a friend.

69. “Holiday wishes do come true! Refer a friend and get rewards for you.”

What I like: This slogan connects the magical element of holiday wishes with the tangible reward of referring a friend. It creates a sense of possibility and excitement.

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70. “New Year, New Rewards! Refer a Friend and Start the Year Right.”

What I like: This slogan connects the fresh start of a new year with the opportunity to earn rewards through referrals. It emphasizes a positive beginning and sets a goal-oriented tone.

71. “New Year’s Resolution: Refer More Friends!”

What I like: Cleverly frames referring friends as a New Year’s resolution, tapping into the common desire for self-improvement and goal setting.

72. “New Year, New You, New Referrals!”

What I like: The idea of personal transformation in the New Year with the act of referring friends. It suggests that referrals are part of a positive change.

73. “Ring in the New Year with Rewards! Refer a Friend and Share the Cheer.”

What I like: This one connects the celebratory act of ringing in the new year with the reward of referring a friend. It emphasizes sharing joy and spreading positivity.

74. “Cheers to the New Year, Cheers to Rewards! Refer a Friend and Save.”

What I like: Uses a celebratory toast to connect the new year with the reward of referring a friend. It also highlights the potential for saving money or accessing deals.

75. “Countdown to rewards! Refer a friend before the New Year.”

What I like: Creates a sense of urgency and excitement by framing referrals as a countdown to the new year activity. It encourages immediate action to secure rewards.

How to Write a Catchy Referral Slogan

Now that you have read through some catchy ‘join us’ phrases, let’s break down how to create your own referral slogan magic. Trust me, it’s easier than you think!

Here’s a step-by-step guide to crafting a referral slogan that will grab attention and inspire action.

1. Understand your audience.

Before crafting any referral slogan, you must understand who you’re speaking to. Are they young professionals, parents, teenagers, or retirees? Tailor your message to resonate with them.

Pro tip: I recommend asking questions like what are their likes, dislikes, challenges, or aspirations? This will help you understand your audience better and set the foundation to craft an effective slogan.

2. Highlight the program’s benefits.

People need a compelling reason to act. Therefore, your referral slogan must highlight the advantages of referring your brand to someone. Clearly state the benefit, whether it’s a discount, a freebie, or monetary incentives.

Pro tip: Based on the questions asked, I’d try to provide a benefit your audience will likely act upon.

3. Keep it short and memorable.

I think the best referral slogans are concise. Even a little bit witty. The shorter it is, the easier it will be for people to remember and share.

Pro tip: Play around with rhymes, puns, or catchy jingles. They can help your slogan stick in your audience’s minds.

4. Use action words.

A compelling referral slogan should motivate action. You can inspire immediate steps by integrating powerful verbs such as “Share,” “Tell,” “Invite,” or “Join.”

Pro tip: Think of this word as a call-to-action button. Use the word that your audience will most likely click.

5. Add a touch of emotion.

People connect with emotions, be it joy, excitement, nostalgia, or gratitude. Weave a touch of emotion into your referral slogan to create a deeper connection. Whether it’s the thrill of discovery, the warmth of sharing, or the joy of benefiting together, emotions can be a driving force to action.

Pro tip: Consider the emotion your product or service evokes in your customers and incorporate that feeling into your slogan.

6. Test and refine your slogan.

Before finalizing your referral slogan, test it out. Gather feedback and see how people react to it. Based on the feedback, refine it until it’s just right.

Pro tip: Consider using social media polls or focus group discussions. These platforms provide real-time feedback and can help you tweak your slogan for maximum impact.

Key Takeaways for Crafting Referral Slogans That Convert

Wow, we’ve covered a lot of ground! As I was compiling this collection of referral slogans and reflecting on my own experiences, I was struck by a few key things.

First, I was reminded of just how powerful a simple phrase can be. Truly catchy “join us” phrases can be the spark that ignites a wave of new customers and brand advocates. It’s a small investment with the potential of huge returns.

Second, I realized that there’s no one-size-fits-all solution. The most effective referral slogans are those that resonate with your specific audience and reflect your brand’s unique personality. Don’t be afraid to get creative and experiment until you find what works best for you.

Finally, I was reminded of the importance of keeping things concise and memorable. People are bombarded with information these days. Referral slogans need to be catchy and easy to remember if you want it to stick.

I encourage you to take inspiration from the examples I’ve shared and craft referral slogans that capture the essence of your brand and the excitement of your referral program. With a little creativity and effort, you can create catchy “join us” phrases that drive results and help your business thrive.

Need a little more help with customer referrals? Don’t forget to download our 45 free referral templates for a great headstart resource.

Editor’s note: This post was originally published in November 2023 and has been updated for comprehensiveness.

Your customers’ data, from lead capture to post-purchase, has huge potential for your company … IF it’s managed correctly. I once worked at a company that treated customer data like a grocery store receipt, chucking it in the back seat of the car with a vague “I’ll find it there later if I need it” approach. This annoyed employees to no end and left money on the table for how well we could’ve served our audience.

Those who are new to customer data management have no time to waste: Consumers are becoming more aware and critical of how their data is being gathered by companies. Governing bodies are creating more protective laws, and this shift is ultimately making the customer data that you have even more valuable.

Let’s get into what an effective customer data management strategy looks like and which tools you can use to make it easier.

Table of Contents

• What Is Customer Data Management?
• Why Is Customer Data Management Important?
• Experts’ Best Practices for Customer Data Management
• Why a Customer Data Management Tool Can Help
• How to Choose a Customer Data Management Platform
• Hit the Ground Running

What Is Customer Data Management?

Customer data management is the process of gathering, storing, and interpreting customer information. The data can be first, second, or third-party data. Common types of customer data include:

• Behavioral data.
• Transaction data.
• Interaction data.
• Descriptive data.
• Customer interactions.
• Identity data.

Companies must handle data collection and governance with care to keep their customers’ information secure and private.

Why Is Customer Data Management Important?

The benefits of customer data can’t be understated — customer data is essential for scaling any business’s revenue. Without customer data, decisions around product improvements, new offers, paid advertising, etc. are based on guesswork instead of facts. Customer data is used to steer investments and measure output for sales and marketing teams.

It’s also a valuable ingredient in building and maintaining customer relationships. All modern customer service software (like HubSpot Service Hub) and customer relationship management tools (like HubSpot CRM) rely on customer data for:

• Improving the overall customer experience.
• Responding to customer inquiries.
• Re-engaging existing customers.
• Managing inbound leads.

Now that you understand its importance, I’ll share some top customer data management best practices according to data experts, business owners, and marketing professionals.

Experts’ Best Practices for Customer Data Management

Collecting data is the easy part of the process. Managing customer data and turning it from a pile of numbers into actionable information is the tricky part but absolutely essential. These are the top five tips for managing customer data I collected from experts.

Identify a “customer.”

Your company can’t get coherent, actionable customer data without having a single source of truth. This starts with your definition of a customer. “I believe the most important practice in customer data management is establishing a unified, consistent definition of ‘customer’ across the entire organization,” Binod Singh, founder of Cross Identity, shared with me.

Sales might define a customer as anyone who’s purchased in the last five years, while marketing might only consider customers active if they’ve engaged in the past year. Without a common definition, it’s easy for data to become fragmented or for teams to make decisions based on incomplete or inconsistent data.

Binod Singh explained how he handles this challenge at his company: “We try to focus on creating a company-wide standard for customer status and criteria, so every team can confidently work from the same 360-degree view. This alignment allows us to provide personalized and relevant interactions across channels, which I believe is crucial to improving customer experiences.”

Ensure real-time updates.

The information you get out of your customer data management systems is only as good as the information you put in. I think the best way to manage your customer data is to always prioritize accuracy and real-time updates — the result is a comprehensive picture that empowers decision-making.

“If you aren’t focusing on accuracy and real-time updates, you run the risk of eroding trust with your customers by making mistakes in your engagement,” shared Laura Hill, marketing manager at KNB Communications.

“When your data is accurate and up-to-date, you’ll be able to have more meaningful and genuine interactions, which leads to better outcomes.” Laura recommends that you consistently clean, standardize, and review your data.

Segment users.

Prioritizing segmentation in your customer data strategy creates opportunities for personalized customer experiences, such as sending customers personalized emails or targeting them with relevant promotions.

Josh Neuman, founder of Chummy Tees, shared an example of how this looks in his business: “Whenever someone buys one of our funny or custom tees, we tag their preferences — whether it’s based on design style, purchase frequency, or even the time of year they tend to shop. For example, we’ll send new animal-themed designs to people who’ve bought cat or dog shirts in the past.

“Segmentation ensures we don’t waste time or money on campaigns that won’t land. Plus, it keeps customers engaged by showing them stuff they actually care about.”

Track silent data.

I know it’s natural to focus on the loudest numbers when you start to analyze customer data, but Jake Ward, founder of Kleo, recommends an unconventional approach: actively engaging with the silent data.

“What I mean by this is focusing not just on the obvious metrics like open rates or clicks but on the data that isn’t making noise,” Jake told me. Listening to the noisy and silent data in your business can look like:

• Engagement and disengagement.
• Purchases and abandoned carts.
• Clicks and hovers.

“It’s about reading between the lines of your data and acting on the gaps, not just the spikes,” explained Jake. “That’s where the real value lies — finding the trends in what’s not happening.”

Use a data classification system.

A proactive approach to customer data management is implementing a data classification system. Adhiran Thirmal, solutions engineer at Security Compass, encourages you to think about it this way:

“Consider it like packing up your data in tidy boxes according to how sensitive it is and under what regulations. When you separate data into types — personal, financial, or otherwise not sensitive — you can then implement the appropriate protections and permissions.”

Not only is this a great practice to ensure that personal data isn’t hacked, but it makes it easier to meet GDPR and HIPAA regulations as well. I think it also promotes an organizational culture of accountability so everyone knows that data needs to be handled carefully.

Why a Customer Data Management Tool Can Help

Customer data management platforms take a complex, multi-dimensional task and simplify it into a single source of truth for your organization; it’s the glue that holds your overall strategy together. A tool guides you through important decisions like how data will be:

• Collected from customers.
• Organized and sorted.
• Accessed by team members.
• Secured and protected.

There are countless customer data management tools on the market — we share details of our top picks in our data management platforms guide, and I’ll also share overview recommendations below.

How to Choose a Customer Data Management Platform

What should you look for in a good data management platform? Here are the qualities I’ve found the good platforms will have.

Aggregated Data

An effective tool will pull all available customer information from diverse data points to create one single source of truth for your company. This includes first-, second-, and third-party data. Data options also include structured, unstructured, and semi-structured data, as well as “big” and “small” data, with companies shifting towards small data.

Statistic: Gartner predicts that by 2025, up to 70% of organizations will shift focus from big data to small data.

While a high-level understanding of these data types and how they work is beneficial, a good tool will help educate your team and aid in decision-making.

Consider: Google BigQuery, a data management platform that gathers data from diverse points and helps businesses unlock their data potential.

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Legal Regulations

Legal compliance isn’t a one-time fix — it’s a moving target. Standards are actively changing as new laws are introduced, and they also vary depending on the location of your customers.

You may have heard of GDPR or CCPA regulations — those common abbreviations stand for General Data Protection Regulation (in the European Union) and the California Consumer Privacy Act (California only). Data tools need to be aware of and in strict compliance with these laws based on customer location.

The market is being flooded with AI-generated data tools that may or may not be compliant with current laws. Plus, even big data companies get it wrong sometimes. I received a $500 payout from a class-action lawsuit against Facebook when it unlawfully collected and stored data from Illinois residents.

Remaining lawful in your data management strategy is non-negotiable. A good data management system understands the past, present, and future of lawful data collection.

Consider: Adobe Audience Manager for its data governance and leadership in the industry.

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Data Governance

I mentioned that Adobe Audience Manager has built-in data governance, but what does that mean? While governing bodies regulate how data can be collected and used externally, each company’s data governance strategy decides how that will be done internally.

If you’re a small business, startup, or bootstrapped business, I’ve learned firsthand that digging into the nuances of data governance is a task that’s very costly to your time. Using a tool that has built-in governance will provide a framework for data quality, usage, and stewardship.

Consider: Adobe Audience Manager or IBM Db2® Hybrid Data Management for advanced data governance strategies.

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Scalability

As your company grows, so do your data management needs. This makes scalability a huge perk for startups and rapidly-growing companies, and a step in future-proofing your investment.

A scalable customer data management tool is robust enough to handle mass quantities of data elegantly without slowing down or creating data silos, while also being responsive enough to handle changes. I suggest growing companies look for reliability, consistency, and scalable pricing.

Consider: Salesforce Customer 360 for its scalability and enterprise packages. I first used Salesforce when I was working at one of the largest nonprofits in the U.S. — its bandwidth can handle small businesses all the way up to major ventures.

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Security

It feels like there’s a new data breach in the news every other week, partially because threats are constant and partially because not all companies prioritize data security.

Statistic: Email is the most common vehicle for malware, and 94% of organizations have reported email security incidents.

Security matters for everyone, but it’s particularly important for companies that process sensitive data such as medical or financial records. A data breach isn’t always 100% preventable, but companies reduce their odds of it happening to them when they invest in data management software that prioritizes security.

Consider: Snowflake for its encryption and data protection.

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Ease

All the data in the world can’t improve company efficiency if your customer data platform is too difficult for you (and your team) to use. Company-wide adoption relies on how user-friendly the platform is for your team.

Anything that’s not automatically collected needs to be input manually, such as at-home customer support visits from company reps who work in the field. Avoid the mistake of using a customer data platform that’s so technical only certain teams feel comfortable accessing it. This leads to incomplete pictures and frustration.

Insight: A steep learning curve is the #1 complaint in customer reviews for data platforms.

I looked for a statistic on the cost of a slow team-wide software adoption, but then I realized I didn’t need one; we all know how bad it is because we’ve all been there before. It’s like pulling teeth to get team members to use a platform that they don’t like, and it’s costly when team members drag their feet.

Consider: Twilio Segment, whose online reviewers specifically mention how lightweight and easy to use the platform is.

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Customer Support

You’ll need help along the way to take such a vast, complicated tool and tailor it to your specific customer data needs; a good tool will provide excellent support for you along that journey.

All customer data platforms, no matter how user-friendly, will require assistance from customer support. Good customer support in a CDP means quick response times, support reps who deeply understand the product, and a team who is also invested in helping you use it correctly.

Consider: ActionIQ, which gets praise from online reviewers for its customer service. It gets top marks from existing customers — Gartner reported that 100% of surveyed participants recommended ActionIQ to others.

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Hit the Ground Running

Constantly evolving data regulations are making it more difficult to collect data, which makes the data you have available to you even more precious. Building your company’s data infrastructure may be intimidating upfront, but it’s going to create opportunities and insights that are well worth the time.

I hope that these tools and tips will help you feel empowered (instead of overwhelmed) and get a tool that fits your needs perfectly.

Is it really possible for AI to improve your customer loyalty program? The answer is yes! The majority of customer service professionals say AI improves the customer experience, so if you’re not using it yet, you’re missing out.

I’ve written a lot about AI in the sales and marketing process, and I come back to the same sentiment that AI can only do so much and that human input is incredibly important. For this reason, even for me, improving customer loyalty with AI felt like a leap, but after speaking to 12 professionals, I’m a convert.

If it sounds counter-intuitive that automation and artificial intelligence add value to such an extent that retained customers become loyal customers, then this is the article for you. Let’s get into it.

Table of Contents

• How AI Can Impact Customer Loyalty
• Examples of AI Building Customer Relationships
• Tips for Using AI to Gain Loyal Customers

How AI Can Impact Customer Loyalty

First, let’s look at how AI can impact customer loyalty through four use cases.

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Chatbots

Chatbots are an easy way to improve the customer experience by allowing people to self-serve, accelerating resolutions to their real-time problems. A survey conducted by Userlike found that 80.2% of people had interacted with a chatbot, and 77% wanted the option to speak to a human agent.

Many AI chatbots do provide the option to speak with a person. See the image below of HubSpot’s chatbot, where you can click “Chat with sales” and speak with an agent.

I often use a chatbot to access a human, but there are plenty of circumstances where the chatbot has the functionality to do what I need. In circumstances where the chatbot can serve me, I’m happy because it’s faster!

I’m not the only one who’s satisfied with AI chatbots. Tidio’s study found that businesses (especially ecommerce) are very satisfied with how customer service has improved thanks to AI chatbots.

According to IBM, Lyro’s chatbot handles 80% of common inquiries and improves response times significantly.

Analytics and Predictive Analysis

AI can analyze and handle large datasets faster than any human. Plus, unlike a person, AI can be on, working in real-time 24/7 for every single customer on your website or recorded in your CRM.

For example, Omer Lewinsohn, General Manager at Management.org, uses AI to improve customer loyalty by analyzing historical transaction data and customer interaction.

Lewinsohn says, “AI predicts future buying behaviors and preferences. This predictive capability helps us design loyalty programs and offers that resonate more deeply with our customers.”

When asked for an example, Lewinsohn says, “Customers who frequently purchase certain products may receive personalized discounts or exclusive early access to new products, enhancing their feeling of being valued and increasing their loyalty.”

As mentioned before, AI can work 24/7 and for every interaction. When working in real-time, personalized discounts can be provided to customers when they’re on your website contemplating a decision.

Audience Segmentation

Segmenting audiences in your CRM or email campaigns allows you to deliver personalized campaigns designed to nurture your audiences to conversion.

Mailchimp says that their AI audience segmentation is faster and more efficient.

If you know what your audience is interested in, you can build campaigns to better support and engage them.

For example, if you have an automated segment of people who downloaded your most recent ebook, you can target them with content related to the ebook. If you want to take this further, as pictured below, you can add filters such as location or engagement metrics like the number of pages viewed.

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Personalization

The audience segmentation leads nicely to personalization.

Alex LaDouceur, Co-Founder at Webineering, recommends micro-moments as the ultimate form of personalization.

LaDouceur says, “We’ve been using AI micro-moments as a new form of customer outreach, creating small, personalized touchpoints based on tiny details of a customer’s engagement. If AI sees a customer looking at a certain product page for a long time or regularly checking their account balance, it might throw them a little real-time bone, such as a discount code or personalized copy, without them having to take action other than engaging.”

The above details just four ways that AI improves customer loyalty. Next, we’ll look at real-life examples of professionals using AI to build customer loyalty.

Examples of AI Building Customer Relationships

I asked professionals for their most interesting examples of AI being used for customer loyalty, and everyone delivered.

Toggl: Proactive AI Engagement Prevents Churn

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Toggl uses predictive analysis to track engagement and predict customer disengagement. With this analysis, Toggl can offer proactive help before customers know they need it.

I asked Alari Aho, CEO and Founder at Toggl Inc., about proactive help.

Aho explained and provided examples, “Offering proactive help before [the customers] even know they need it could be as simple as an email nudging them to use a feature they‘ve overlooked, or as complex as offering personalized training for teams that aren’t getting the most out of the product.”

Aho says the benefit is “[showing] users that we care about their success with our tools, keeping them loyal over time. AI allows us to be proactive rather than reactive in nurturing loyalty.”

Aho has many great tips for bringing proactive AI engagement into your operations. Below, I break down each top tip.

Set up triggers.

First, Aho recommends setting up triggers. He says, “Set up triggers for proactive communication, offering support or incentives to re-engage users before they decide to leave.”

Catch signs of disengagement early.

Proactivity is certainly the goal of catching disengagement with your product. With AI, you want to serve your customers before they need it. Aho says, “The earlier you catch signs of disengagement, the easier it is to course-correct and bring users back on board.”

Keep the communication personal.

Personalization came up a lot when I researched how AI supports customer loyalty.

Aho says, “Keep the communication personal, and don’t bombard them with generic messaging — use AI to deliver genuinely useful tips or tools that will enhance their experience. A timely, thoughtful interaction can turn a wavering user into a long-term loyal customer.”

What I like: I love this example from Toggl. I think taking proactive measures to look after customers is exactly where AI can be a huge benefit. As I mentioned earlier, the major benefit of AI is that it can be on 24/7 and can serve every single one of your customers. This is an insightful example of how to do it.

Reiner Group: AI Proactively Predicts Maintenance

I love this example from Andrew Hulsebos, Service Director at Reiner Group Inc. Huslebos uses AI for many proactive customer touchpoints, such as maintenance needs and timely reminders for service appointments.

Hulsebos told me, “In our HVAC company, AI has helped us create a personalized customer experience from the start. We use AI-driven analytics to track customer preferences, predict maintenance needs, and provide timely reminders for service appointments. This has helped us reach out to customers before an issue arises, giving them peace of mind and reinforcing trust in our service.

“Being able to predict when their system might need a tune-up, we offer preventive maintenance at just the right time, increasing both the longevity of their equipment and their satisfaction with our company.”

This is a perfect AI use case. The AI can automate alerts or give service teams a heads-up about when maintenance might be due. This proactive service will undoubtedly keep customers happy and prevent them from reaching a problem and turning to Google (and potentially competitors) to resolve it.

Automate routine tasks.

Hulsebos’s tip for implementing AI is to focus on automating routine tasks so you can maximize the human element.

He says, “Start small and focus on high-impact touchpoints. We use AI to automate routine interactions, like sending reminders or follow-up messages, but also make sure that there’s still a human element for more complex conversations. Balancing automation with personalized customer care allows us to maintain a relationship that feels personal and attentive, which is what drives long-term loyalty.”

What I like: I love it when I feel like a company is looking out for me. I had a company call me at timely moments when I needed a service a few years ago. I was so impressed with their proactivity that I signed up with them. I felt looked after and cared for.

Ondato: Process Improvements and Predictive Analysis

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Liudas Kanapienis, CEO of Ondato, says the company is using AI extensively to improve business processes, which indirectly impacts customer satisfaction and directly impacts customers with personalization. Like Toggl, Ondato also uses predictive analysis.

Let’s dig into each example so you can start implementing this innovative AI for yourself.

Personalization

Kanapienis describes trust as “paramount” in the compliance space. According to him, “AI has played a critical role in fostering customer loyalty for our business by enhancing personalization, streamlining onboarding, and improving user experience.”

Kanapienis is using AI to “provide a seamless and tailored experience,” which is a “game-changer for customer retention.”

Processes

Ondato’s process improvements made them “faster, more accurate, and user-friendly.”

Processes were improved with AI-driven identity verification and fraud detection. Kanapienis says, “We reduced onboarding time while maintaining high security, leading to a smoother and more trustworthy experience. This efficiency creates a strong first impression, which is crucial for building long-term loyalty.”

Predictive Analysis

One key way AI helps with customer retention is through predictive analytics.

Kanapienis says, “By analyzing user behavior, we can proactively address potential pain points before they become issues. For example, AI flags unusual activity, allowing us to offer proactive support or adjustments, reinforcing the customer’s trust in our service.”

Kanapienis has top tips for implementing AI to improve customer loyalty. He says, “Start by integrating AI tools that enhance the user experience, such as chatbots for real-time support or recommendation systems that offer personalized content. Focus on one process — like customer onboarding — where AI can immediately show results. The smoother and more personalized the experience, the more likely customers will remain loyal.

“By making every interaction seamless and relevant, AI helps turn satisfied customers into long-term advocates.”

What I like: The team at Ondato has made the best out of AI for customer loyalty by integrating it into different parts of their company. The goal is always about the customer, though, and it shows how things like process improvements filter down and serve them.

The Laundry Basket: Personalized Offers

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If you start collecting data about your customers’ behavior, you can learn what they want from you and then give them a personalized experience.

Hyacinth Tucker, Owner and CEO of The Laundry Basket LLC, describes AI as a “game-changer” for improving customer loyalty.

She says, “We use AI-driven tools to analyze customer behavior and personalize the experience for each individual.”

When asked for an example, Tucker says, “Based on past purchases and service preferences, we send tailored recommendations and exclusive offers that match each customer’s needs. This level of personalization makes our customers feel valued and keeps them coming back.”

Tucker’s tips for implementing AI in customer loyalty would be, “To start by collecting data on your customers’ preferences and buying habits, then use an AI platform to segment your audience and automate personalized communications. The key is to make sure the recommendations feel natural and relevant, not overly salesy.”

What I like: This AI approach is bringing a better, more personalized experience to Tucker’s audiences. I like how she finds a balance between natural and relevant marketing that isn’t too salesy.

Sail: Optimized Marketing Campaigns for Hotels

Shahar Rubin, CEO of Sail, is using AI to help hotels gain loyal customers. There are two primary ways in which the company is using AI.

Targeted Campaigns

Sail’s algorithms analyze hotel booking and guest data to optimize marketing campaigns and boost direct bookings, which builds trust and loyalty.

Rubin provides an impressive example, resulting in direct bookings rising 34%, “One hotel saw stagnant growth for over a year. Our AI found their social media presence was low, so we launched targeted Facebook and Instagram ads. In three months, direct bookings rose 34%, and repeat guest rates increased over 50%. By using data to demonstrate how we improve KPIs, hotel loyalty soars.”

Chatbots

Rubin continues, “We also provide 24/7 chatbots on hotel websites to resolve basic questions. One hotel found over 70% of inquiries were simple, like rates or amenities, so their chatbot now handles these. Guest satisfaction improved 15% in two months. The chatbot streamlines simple interactions so staff can focus on meaningful guest relationships.”

On using AI, Rubin warns that the “Combination of AI technology and human touch is key. We use AI to handle repetitive tasks, freeing hotels to personally engage guests. When customers see how AI benefits them through a better experience and staff empowered to build real connections, loyalty grows.

“AI allows us to gain insight into what matters most to our customers and take action. The result is higher direct bookings, more repeat guests, and lasting partnerships.”

What I like: Sail has provided some excellent examples of AI and customer loyalty. They’ve seen notable and measurable impacts from AI, and I love their outlook on the balance between AI and that vital human touch.

Tips for Using AI to Gain Loyal Customers

Look after customer service teams.

HubSpot’s AI Trends for Marketers says, “It’s important to acknowledge that there are still many professionals who are skeptical about [AI] and the technology’s impact.”

From HubSpot’s research, we know that 57% of marketers feel pressure to learn AI. If we want to get the most out of AI for customer loyalty, teams need to be on board. I think it’s important that teams feel empowered to use the tool and are not scared of AI’s role in customer service.

Happy customer service teams equal happy customers. AI is a great help to customer service. It helps them hand over the bits of the job they don’t like, leaving them to focus on what they do.

[Video: https://youtu.be/blcJtN2ZDeA?si=dDqneJLRZ-mLyFC-]

Start by integrating AI into existing tools.

I’ve written about this before, but I think it’s a really good tip: start integrating AI tools into existing tools. The data speaks for itself. HubSpot’s research shows that AI usage increases through existing tool integrations.

Marcus Clarke, Owner of Searchant, recommends starting with AI by “integrating an AI tool into your CRM that helps you collect and analyze data to identify behavioral patterns.

“Then, craft personalized outreach strategies that speak directly to the individual’s preferences. By making each customer feel uniquely valued, we’ve seen retention rates increase by 20% in six months, strengthening long-term loyalty.”

Use chatbots strategically.

Andrew Dunn, Vice President of Marketing at Zentro Internet, uses AI chatbots to provide 24/7 personalized support.

Dunn says this support has “significantly boosted customer satisfaction and loyalty.”

“Our chatbots learn from each interaction, continuously improving their ability to resolve issues quickly and accurately.”

When implementing chatbots, Dunn recommends that you “start small with a focused use-case, like handling basic troubleshooting queries, and gradually expand the bot’s capabilities based on customer feedback and data analysis.”

Understand your customers.

Dinesh Agarwal, CEO at RecurPost, has a great use case for AI and a good tip for getting started.

Agarwal explains the issue customers were facing and how they solved it. He says, “Our users were struggling with inconsistent engagement with their posts. We developed an AI-driven system that not only analyzes past performance but also adjusts posting times and content formats in real time. This personalization has significantly boosted user satisfaction and retention by ensuring their content consistently performs well.”

To implement this level of personalization, RecurPost’s team started by understanding their customers’ challenges so they knew what they had to resolve. Then, they could create a solution around the customers’ needs.

Agarwal says, “I suggest starting with a deep understanding of your customers‘ challenges. In our case, we identified the gap between user expectations and results. Once you have that insight, employ AI not just as a blanket solution but as a tool that can continuously learn and optimize, specific to each user’s needs. This approach has allowed us to create a more loyal customer base, as they see tangible improvements directly tied to our platform’s adaptability.”

Segment your audience for personalization.

When it comes to starting AI with emails and audience segmentation, I spoke to Josh Bluman, Co-Founder at Hoppy Copy.

Bluman is using AI to send personalized emails based on user activity. Hoppy Copy has used AI to send reminders about features, offers, and tips based on user usage patterns.

Blueman believes that “targeted touches make customers feel valued, which keeps them coming back.”

Bluman recommends that you “segment your audience based on behaviors or interests when implementing segmentation. From there, create personalized messages or offers that speak directly to each segment’s needs. It doesn’t have to be overly complicated at first — focus on small, meaningful interactions that show you understand your customers. Over time, these personalized touches build trust and loyalty.”

Focus on high-impact areas.

It makes sense to start with high-impact areas because any effort you put in will theoretically result in good output for your business and its customers.

Bri Como, Chief Operating Officer at Argon Agency, recommends you “see where customers often contact you and start with a chatbot for simple queries. Use AI for data-driven social and email ads customized to customer interests. Never lose the human touch — use AI to strengthen, not replace, relationships. With the right strategy, AI can boost loyalty and revenue.”

Start using AI for customer loyalty.

I hope this article was as inspiring for you as it was for me.

I was blown away by the positive uses of AI in customer loyalty. I feel like I got some impressive and genuinely valuable insights that balanced AI usage with that human touch. I can see how all the examples bring value to customers.

When AI first started becoming more accessible, I have to admit, my first thought was not AI ticketing.

I’d been working with DevOps and Product Development clients for several years, in part translating high-tech “sciency” words into language the average professional could understand, so I already knew some potential applications of AI and machine learning.

But when I started to explore ticketing about a year ago to streamline traffic management for my projects and those of some of my clients, I realized the potential AI had to simplify the ticketing process. I started to get excited about the potential. (That’s a euphemism for “I totally nerded out.”)

Now, I‘m sharing what I’ve learned to help you implement AI ticketing and streamline some potentially cumbersome human-driven processes.

Table of Contents

• What is an AI Ticketing System?
• How to Create Your AI Ticketing System in 6 Steps
• How AI Ticketing Works
• 3 Top AI Ticketing Features
• AI Ticketing Apps

Done right, these ticketing systems work — 67% of support leaders are already seeing value from automation efforts, with 84% of reps agreeing that AI makes it easier to respond to tickets.

In this context, I’m specifically referring to customer service and marketing project management, but there are myriad use cases, including:

• Marketing organizations
• IT help desks
• Healthcare
• Travel
• Logistics
• ecommerce

Suffice it to say, if you handle any volume of requests or you’re forecasting a significant increase, an AI ticketing system is worth your while exploring.

How AI Ticketing Works

AI ticketing uses artificial intelligence and machine learning to simplify ticket management. Natural language processing (NLP) is now easily accessible, which makes AI ticketing increasingly user-friendly.

Depending on your needs and software, AI ticketing systems range from simple to incredibly complex. For example, my ClickUp-based ticketing system uses a simple form that triggers automations like ticket assignment, ticket priority and timing, and status update notifications.

On the other end of the spectrum, you might have an AI chat feature that uses NLP to assess customer intent and attempt to answer it, either with a specific answer (“Your shipment will arrive Tuesday. Here’s your tracking number.”) or by providing a helpful resource.

Regardless of what AI ticketing solution you choose, know that your customers are probably on board — 73% think AI will improve the quality of customer service.

Pros of AI Ticketing

There are countless reasons that AI ticketing represents the future of customer service. Some of the top benefits include:

Faster Customer Service

Often, AI ticketing allows customers to solve problems themselves, reducing wait times by freeing up customer service reps to handle more challenging issues. This is one of the driving forces behind adopting AI — 60% of leaders were most excited about faster responses.

Improved Productivity

Instead of waiting for a human to look at a ticket, evaluate it, and assign it to another human, AI speeds up the process, routing tickets to the right person in seconds. 78% of customer support reps are seeing increased efficiency.

Less Busywork

Gone are the days of repetitive tasks. You can automate just about anything that previously required manual workarounds. 80% of customer support specialists agree that saving time is a crucial benefit.

For example, since my ticketing system helped manage marketing and copywriting projects, nearly every ticket required creating a Google document. I used Zapier to connect ClickUp to Google Workspace and created and pre-populated my documents with creative brief information I previously had to copy and paste. This simple automation alone, which included a specific naming convention, saved me as much as 15 minutes per project, which really adds up.

Team Capacity Planning & Forecasting

As data rolls in, you’ll see how many tickets are self-resolved, patterns when tickets are more likely to come in, and the type or scope. From there, you can evaluate if your team is large enough or deep enough to handle the volume on any given day.

Scalability

A well-designed AI ticketing system can help position you to scale. So even if one person currently manages all of the tickets, or you currently only handle two at a time, by building a system that helps you categorize the different stages and task assignments, you can easily design it to grow with you.

Cons of AI Ticketing

Nothing is perfect. And that means that AI ticketing has some downsides — over half of support teams are concerned about the negative effects. Most are figure-out-able, but they are definitely worth your consideration.

Garbage In = Garbage Out

Data quality is a genuine concern. Based on what I‘m reading, that’s not changing anytime soon. So, good data handling and cleaning processes will continue to grow in importance.

That’s just one concern related to data quality.

Air Canada implemented an NLP chatbot that offered a passenger a discount that didn‘t exist because it determined the offer was a reasonable response to the passenger’s request. When they didn‘t honor the discount, the passenger took them to court and held them accountable for the chatbot’s response.

The lesson here is to ensure your chatbot only draws on existing policies and offers your customers a link or point of reference. As a result, a few clients have decided that the risk those chatbots present is too great, and they’re going with predefined responses.

Contextual Understanding Challenges and Language Barriers

While this is the opposite of the Air Canada problem I mentioned, AI may struggle to understand the context or intent of the user. When people use colloquialisms or idiomatic language, AI may provide responses that don’t come anywhere near solving the problem, leading to frustration.

Security and Privacy Concerns

Any online system comes with the risk of a security breach, so having solid cybersecurity and data management policies in place is essential before using any AI. This risk grows based on the level of regulation your organization is subject to. For example, if you’re in finance or healthcare, there is a significant amount of sensitive data to protect.

Maintaining compliance here might require teaching your AI ticketing system how to recognize when users share sensitive information and reminding them not to share it.

Can’t Please Everyone

There will always be someone who is more frustrated due to working with AI ticketing than pleased. It’s the modern equivalent of jamming 0 on the phone and repeating with increasing levels of frustration: “Representative!” or “I want to talk to a human!”

A single bad experience can result in a lost customer.

However, if you can turn it around and offer exceptional customer service, 75% of people will do business with you again.

With that in mind, it’s a good idea to be aware of when some of those concerns might arise and take steps to head off any issues proactively. For example, you can program AI to route the issue to a representative after three failed attempts to solve a problem.

Fear of Job Security

Taking the pulse of the workforce, there‘s a lot of fear out there that AI is coming for people’s jobs, especially as generative AI becomes increasingly sophisticated. Those fears are normal and understandable whenever a portion of your job is marked obsolete.

But as people start to see the benefit of more time spent strategically and less on busywork, those fears are starting to turn around. Globally, 50% of workers now think AI will help them earn more.

If this is a problem you face, then it’s time for some education and transparency around how you see the role of AI in your customer service department.

3 Top AI Ticketing Features

We’ve covered the benefits and drawbacks of AI ticketing, but I haven’t yet touched on the features that are most important for AI ticketing.

Ticket Automation

Make sure your system can assign, categorize, and prioritize your tickets. This means getting super clear on the expected process and workflow so you can set the ground rules for your AI ticketing system to follow.

Ticket Tracking & Dashboards

Your AI ticketing system should help you — and, if applicable, your customers — stay on top of what‘s happening with tickets. To that end, you’ll also want at-a-glance dashboards that help you get a bird’s-eye view of everything.

Reporting and Analytics

Ultimately, AI ticketing should improve the experience for your team and your audience. So, you‘ll want to keep an eye on key metrics and how you’re performing.

There‘s no single best software solution out there, and there’s no one “right” way to create an automated ticketing system. Whether you use one of the apps I’m sharing below or create your own system like I did, there are two things to keep in mind:

• You can use as much or as little AI as you want.
• You can take things one step at a time, and as you uncover new optimizations, you can implement them one by one.

So, let’s dive into the “how” of building and implementing AI ticketing.

Step 1: Define your process, workflows, and the information you need.

Map out all aspects of your process, brain-dumping every step and touch point.

You may find data flow diagrams helpful for identifying your workflows and defining touch points. The example above shows how I defined the ticketing process and how to automate and handle client tickets.

During this phase, if you plan to use a form for ticket submission, identify all the data you’ll need for each stage. You can always adjust and adapt as you go, but having a baseline framework is important.

Even if you plan to use NLP to create your tickets, it’s a good idea to go through this process to help your AI ticketing system understand the criteria for decision-making.

Step 2: Identify automations and integrations.

In the diagram above, I shared some of the automations (in purple) I wanted to create, which also helped me identify the integrations I needed. Again, I used ClickUp, so some of the automations and integrations were native, others I had to connect via Zapier. My automations included:

• Ticket priority
• Ticket category
• Task assignment
• Document creation (bi-directional Zapier automation with Google docs)
• Stakeholder status updates (native integration with Gmail)
• Ticket reprioritization if changes needed

Depending on your workflows and use case, you‘ll have different automations and integrations than I did. So before you go all-in on a specific app, it’s a good idea to review their native integrations, explore what you can do with Zapier, and talk with their customer service team, perhaps even through their AI ticketing system.

Step 3: Templatize your communications.

It‘s almost guaranteed that you’ll have some communications that you either want your AI ticketing system to use as a template or that you’ll use after ticket creation outside of any AI interaction.

To ensure they communicate what you want in your brand voice, now’s the time to identify what you want to say and what fields you can use to populate the information.

I’ve included a screenshot of one of my status update templates above. You can see how I used the fields from my ticketing system to ensure the update is accurate.

Step 4: Identify opportunities for future scaling.

How do you foresee your use of this system growing? While it’s downright impossible to forecast every potential future development, if you know your use will increase significantly, then accounting for that now will make your life easier down the road.

For example, I created an email marketing program for the digital marketing department of a large client with multiple audiences. This included creating an AI-powered ticketing system to track requests and help manage project oversight.

Even though the program was in its infancy and we were only handling a handful of campaigns a month, I knew the number would grow, so I identified the touchpoints that might require the support of additional resources. While currently, all aspects are assigned to a single person, we can easily update the automation as we grow.

Step 5: Create your dashboard.

Your AI ticketing app may come with dashboards that you can customize. However, if you’re creating your own, you have an opportunity to design dashboards that work for your needs.

Step 6: Test & iterate.

Once you‘ve configured your AI ticketing system to meet your needs, it’s time to test and make sure it’s working the way you want it to. I encourage you to get as many testers as you can to help you handle any challenges and make updates along the way.

AI Ticketing Apps

Project Management Apps

I’ve mentioned ClickUp and Monday. Although these are not considered the leading AI ticketing systems, I was already using them for other workflows, so it made sense to get more out of apps everyone was already familiar with (and that was already a budgeted expense).

1. ClickUp

ClickUp is one of my favorite project management tools because it‘s so flexible. I found that creating dashboards, ticketing systems, and automations wasn’t particularly intuitive, but there are a ton of great resources out there. After watching a few YouTube videos from Layla at ProcessDriven, I was able to build my own system in a few hours.

While this may not be considered a full-scale AI-powered ticketing system, it does have significant AI-driven capabilities.

Pricing: ClickUp does have a free plan, but you need the $12/month business plan to get the automations and integrations and $7/month to get access to ClickUp AI.

2. Monday

Monday is my next favorite when it comes to project management tools. I used Monday because my client was already using it, making it an ideal choice, but like ClickUp, I needed some outside support. Where did I turn for that support? ChatGPT.

Here’s the script I used to kick things off:

“I need to create a ticketing system on Monday to track email marketing campaign requests and management. I’m uploading a file that outlines all the fields and categories I need. Help me understand first, how to set this up in Monday, and second, how to automate notifications and the different steps.”

My pal GPT gave me options for structuring the Board and Workspace, and I went from there.

Pricing: Monday also has a free version, but you’ll need the $12/seat/month to get access to the automations and integrations.

AI-Driven Ticketing Apps

3. HubSpot Help Desk & Free Ticketing Software

HubSpot offers help desk and ticketing software designed to help you scale customer support and satisfaction. If you‘re using HubSpot or plan to use HubSpot, it’s an ideal solution because it fully integrates with everything you’re already doing for sales, service, and marketing.

And when you couple it with HubSpot’s AI (Breeze), you can create a fully functional AI ticketing system.

Pricing: There’s a free version available. Once you scale to 5 users, you’ll need to pay $15/month/seat.

4. Worknet

Worknet is a standalone AI customer service solution that allows you to create a ticketing system and turn responses into a customer knowledge base. With integrations with Intercom, Zendesk, and Salesforce, it can be a great way to take your customer service into the future.

Pricing: Unclear — hidden behind a demo.

5. Zendesk

Zendesk has a strong reputation for helping companies develop customer service ticketing systems. What’s more, they have countless integrations, including with HubSpot, ClickUp, and Monday.

Pricing: Zendesk offers a free trial, and starts at $55/user/month. However, you can build your own plan for as low as $19/user/month

Your AI Ticketing System is Closer Than You Think

The bottom line is that AI-powered ticketing represents the future of customer service. While not everyone needs to adopt it at its highest level, if you don’t consider using automated ticketing systems to improve your productivity and customer service are sure to be left behind.

As consumers become increasingly sophisticated, I think it‘s fair to predict that they’ll expect answers at their fingertips in a way that will be difficult to provide with humans alone.

And the good news? Implementing an AI ticketing system no longer requires an advanced degree in computer science — with a host of options available, it’s easier than ever to start implementing your technology.

Best of all, AI is here to help. All of the platforms I’ve shared use AI support, and when you need more, you can always ask generative AI how to do it … or escalate your request to a human.

Customer support is excellent work. I can tell you that from experience, having spent two years on the HubSpot Support Team. If you like solving problems, helping people, and seeing the direct impact of your efforts, it might just be the career path for you.

Still unsure about working in customer service? Don‘t worry — I’ve got you covered. In this post, I’ll explore the different types of customer service roles and the many benefits of working in customer support.

Table of Contents

• Why Work in Customer Service?
• 15 Benefits of Working in Customer Support
• Types of Customer Service Jobs

Is customer service a good job?

Customer service is a fantastic job, though people often misunderstand it as a “backup career.” I had similar reservations when I first started. However, the truth is that customer support is at the core of a company’s success. For example, 94% of customers say that a positive customer service experience encourages them to make a repeat purchase. That level of impact on a company’s bottom line is super gratifying to be responsible for.

I’ve also been on the other end of the phone, and I’m sure you can relate. One poor customer service experience is enough to make me consider the competition, and 73% of consumers agree with me.

Regardless of your preconceived notions of customer service, I’m here to show you that a job in customer service will help you develop crucial skills and open the door to a successful career at a company you care about.

15 Benefits of Working in Customer Support

1. You’ll develop emotional intelligence.

Working with customers all day will develop your emotional intelligence and communication skills. I’m not exactly a natural in terms of social skills, but working in customer support helped me strengthen those muscles.

Here are some ways working in customer support will help you develop emotional intelligence:

• Frequent emotional interaction with customers. As a customer support rep, you’ll handle heightened emotional situations regularly. Repeated exposure to upset, angry, or confrontational customers gives you the opportunity to understand someone else’s emotional state and respond accordingly.
• Problem-solving under pressure. Providing high-quality customer support often entails thinking on your feet and staying calm in challenging scenarios. Frequent exposure to tough situations will train you to regulate your emotions, stay calm, and think clearly when the sh*t hits the fan.
• Builds empathy. Putting yourself in the customer’s shoes is a crucial skill for a support rep. Regularly dealing with customer issues will build a strong sense of empathy that helps you get to the root of customer frustration. This valuable skill helps you understand other people’s needs and perspectives and connect with them on an emotional level.
• Improves communication skills. As a customer support rep, you‘ll have no choice but to improve your communication skills. You’ll learn to articulate yourself clearly and confidently while managing the emotional trajectory of conversations. Never again will you feel too awkward to order a pizza over the phone!

2. You’ll learn your product or service, inside and out.

Expertise in your company’s offerings is non-negotiable for success in customer support. As a support rep, you’ll have more hands-on experience with your company’s offerings than almost anyone else in your organization. Not only is this helpful for solving customer inquiries quickly, but it’s an excellent foundation for career growth.

Many of my colleagues on HubSpot’s Support Team have parlayed their skills and product knowledge to transition to roles in Engineering, Product Management, Sales, and Design. I chose a different path, leaving my job to follow my dream of being a professional bassist in a touring band — but that’s a story for another time.

3. You’ll build transferable skills.

Building your expertise in customer support will equip you with versatile skills that you can apply to other types of roles. Here are some examples:

• Sales. You will have unparalleled insight into customer needs and precisely how customers use your company’s product or service to achieve their goals. This is a powerful asset in sales that allows you to share compelling social proof of your product’s effectiveness.
• Marketing. Any marketing team will prize your in-depth product knowledge and elevated communication skills. Whether writing blog posts, managing social media, or conducting marketing research, your experience in support can provide a valuable perspective on marketing.
• Product Development. Intimate product knowledge can pave the way for a transition to development. At HubSpot Support, we learned basic web development skills to help customers with web design inquiries, and many of my colleagues used that foundation to launch careers in product. Whether that’s development, user research, or product management, support is a great jumping-off point for more technical careers.

4. You can educate customers without selling.

One of my favorite aspects of working at HubSpot Support was educating and empowering customers. Solving their problems and teaching them new ways to use our product to meet their business needs was so gratifying.

Whether explaining a new feature or devising a workaround on the fly, nothing beats knowing you made a positive difference in the customer’s day-to-day operations and their long-term relationship with your business.

5. You can develop a side project.

At HubSpot, we ensure reps have adequate time away from the phones for a couple of reasons:

• Personal needs like meals, breaks, meetings, and pet care.
• Side projects and initiatives that benefit their careers and the company.

For example, when I worked at HubSpot, one of my colleagues took it upon themselves to create and manage a dedicated social support channel on X (it was called Twitter back then). Now, social media is a major channel that customers look to for rapid support and status updates.

6. You’ll learn how to solve problems effectively.

At its core, customer support is about problem-solving. Every challenge you face will require a blend of creative thinking, expertise, and people skills. Working in customer support will hone your problem-solving skills, which will significantly benefit you in any future role.

Problem-solving skills are essential for leaders in any industry, and customer support will teach you to employ empathy, use critical thinking, and effectively frame problems to align organizational and customer priorities.

7. You’ll master different communication mediums.

Of customers, 76% expect consistent interactions across all departments and communication mediums. As a result, customer service teams require reps to work on multiple support channels. When I worked at HubSpot, I started on the phones but eventually ended up on the email support team.

Here are some support channels you’ll be exposed to:

• Email.
• Phone.
• Live chat.
• Social media.
• Community forums.

Different support channels require different skills and standards. Mastering communication across multiple mediums will make you well-rounded and able to handle various roles in the future.

8. You’ll collaborate with a diverse team.

Customer support teams aren’t just your stereotypical tech-oriented group. They are made up of unique individuals with diverse backgrounds and perspectives.

My favorite part of working in HubSpot Support was collaborating with my team. I made great friends during my time there, and they all taught me something different when we worked on cases together.

Being part of a diverse team exposes you to different perspectives on problem-solving and working with customers. This will benefit you in the long run as you can relate to a wide variety of people, from introverted techy engineers to gregarious salespeople.

Moreover, companies prioritizing diversity are more than 2x as likely to be considered innovators in their fields and experience 6% more revenue than their competition.

9. You’ll learn to work remotely.

Of U.S. companies, 40% offered more remote work opportunities this year than five years ago. As customer service technology continues to enable reps to work from home, more customer service teams are taking advantage of this opportunity.

Remote work isn’t just a nice perk, though.

Being an accountable and productive team member from home is a skill that will benefit you in any career path. As the cost of office space rises, you might find yourself going remote.

Exposure to remote work in a customer service role is an excellent experience for any career. It challenges you to master your daily workflow without the immediate assistance of your surrounding colleagues. You’ll learn how to be an independent and disciplined problem solver that people can rely on.

10. You can build a network within your organization.

In customer support, you won’t always have the answers. By the nature of the job, you’ll sometimes have to reach out to teammates or people in different departments for assistance on cases. For example, I would often have to touch base with engineers on the product team for help on technical cases or to report bugs in the software.

Being in support puts you in contact with other departments and stakeholders, which results in relationship-building and internal networking opportunities. If you want to grow at a company that inspires you, working in support may be the perfect way to get your foot in the door and establish a career.

11. You can come from any background and experience level.

I joined HubSpot Support right out of college with a Psychology degree and no experience in customer service. Some of my other colleagues had degrees in English or Writing, and others made lateral career moves from Real Estate and Retail.

My point is that you can join a customer support team like HubSpot’s with any level of experience as long as you are willing and able to learn.

12. You’ll directly impact your company’s bottom line.

Businesses that offer excellent customer service boast 4% to 8% more revenue than their competition.

Working in customer support means you are directly responsible for driving customer loyalty and retention that sustains business growth, and I think that’s pretty cool.

In my opinion, Sales and Marketing get too much credit when it comes to business profitability. Of course, you need them to generate new customers, but customer retention is where it’s at.

It costs a lot more to acquire a new customer than retain an existing one — like 5 to 7 times more. In addition, a 5% boost in customer retention can increase profit by 25% to 95%.

Needless to say, it’s gratifying to be a part of a team with such a significant impact on your company’s bottom line.

13. You’ll master feedback and self-awareness.

Customer support roles often entail receiving and integrating lots of feedback. As a new rep, you’ll have supervisors and more experienced reps shadow your calls and provide feedback on improving your communication. You’ll also have ongoing performance meetings with your manager, and some customers won’t hesitate to give you feedback as well, trust me.

Receiving feedback, especially constructive criticism, can be tough at first. However, frequent exposure to feedback in a customer support role will help you get comfortable analyzing and improving your performance.

Cultivating self-awareness and a teachable mindset is crucial for success in any career, and working in customer service will make you a superstar at integrating feedback if you are open to it.

14. You’ll build motivation and resilience.

I won’t lie to you; customer support can sometimes be tough. There are days when the team is completely slammed with an onslaught of tickets, and you’re glued to the phone for hours.

Some of my most challenging days in support were when there was a product outage, and I had to explain to frustrated customers that there was nothing we could do but wait for the engineers to squash the bug.

But I’m not here to scare you. The truth is that working in customer service will harden your resolve. If you maintain a positive attitude, navigating the challenges of customer support will build resilience that will carry through to any future role and life in general.

15. You can gain data analysis and reporting skills.

As a customer support rep, you’ll likely work in a CRM or other data-driven customer support software tool. Experience in this environment can help you develop valuable data analysis skills like:

• Interpreting customer service metrics and KPIs.
• Creating and presenting reports on support team performance.
• Identifying trends and patterns in customer behavior and feedback.
• Using data to make informed decisions and improve processes.

Getting comfortable with data and reporting is a valuable skill for career growth.

If you see yourself moving up to management, you’ll need to have a firm grasp of data and analytics related to team performance. In addition, analytical skills are highly transferable and beneficial to many other roles, such as marketing and product management.

Looking for customer service software for your team? Check out HubSpot Service Hub.

Types of Customer Service Jobs

There are a wide variety of customer service roles you can apply for when starting a customer service career. Most entry-level applicants start as representatives or specialists, then move into more managerial and strategic roles.

If you’re afraid of working in a call center forever, don’t fret. There’s more to customer service than answering the phone.

Keep in mind that companies will name customer service roles differently. For example, I started at HubSpot as a Support Engineer. However, it was an entry-level technical support role and not an engineering role at all. So, check out the job description when looking for customer service roles to ensure you know what the role entails.

Entry-Level Positions

Customer Support Representative

Customer support representatives receive and answer customer questions. Responsibilities include:

• Primary point of contact for customers
• Answering questions via email, phone, chat, or social media
• Resolving basic issues
• Escalating complex issues to specialists

Customer Support Specialist

Specialists are, well, specialized. Responsibilities include:

• Focus on more specific product areas or customer segments
• Resolve more complex and technical issues
• May require additional training or certifications

Technical Support Representative

Technical support reps are like regular reps, but they support technology products. Responsibilities include:

• Providing support for technology products or services
• Troubleshooting software or hardware issues
• May require a technical background or certifications

Mid-Level Positions

Customer Success Manager

Unlike support reps who reactively answer customer questions, CSMs proactively work with customers to discuss strategies and enable success. Responsibilities include:

• Proactively engaging with customers to ensure satisfaction
• Developing strategies to increase customer retention and loyalty
• Often working with high-value or enterprise clients

Customer Experience Analyst

A customer experience analyst interprets customer satisfaction data for a business. Responsibilities include:

• Analyzing customer feedback and support data to identify trends and areas for improvement
• Collaborating with other departments to enhance the customer journey
• Conducting surveys to collect client feedback

Knowledge Base Specialist

Many companies offer self-service opportunities in the form of a knowledge base so customers can search and solve problems independently. A knowledge base specialist is responsible for maintaining that documentation, among other things:

• Creating and maintaining support documentation and FAQs
• Developing training materials for both customers and support staff
• Ensuring the knowledge base is up-to-date and easily accessible

Management Positions

Customer Support Team Lead

A team lead is typically a highly experienced customer service rep who manages a small team of other reps. Responsibilities include:

• Overseeing a team of support representatives
• Providing coaching and mentoring to team members
• Handling escalated customer issues

Customer Support Manager

Customer support managers oversee customer service and support operations at a company. Responsibilities include:

• Managing larger support teams or departments
• Developing and implementing support strategies and policies
• Reporting on team performance and key metrics
• Ensuring customers receive the best quality service and support

Director of Customer Experience or Success

A director of customer experience is responsible for customer satisfaction at a higher level than support management. They focus on the customer journey as a whole, not just the performance of a support team. Responsibilities include:

• Overseeing the overall customer journey
• Developing company-wide customer-centric strategies
• Collaborating with other department heads to align customer-focused initiatives

Chief Customer Officer

The chief customer officer (CCO) is a high-level C-Suite executive focused on company-wide strategy. Responsibilities include:

• Making overarching strategic decisions regarding customer experience and company financial goals
• Ensuring customer-centricity is embedded in all aspects of the business
• Overseeing all customer-facing teams

A Customer Support Job is the Start of a Highly Rewarding Career

Most people look at customer service as an entry-level role. However, there are also plenty of opportunities for people with more experience.

Whether you’re just getting out of college or taking a new direction in your career, customer service teams offer a variety of unique positions and benefits that will help you grow in your professional and personal life.

Editor’s note: This post was originally published in February 2020 and has been updated for comprehensiveness.

I remember a client who tried to launch their new user interface without testing it properly. They were confident everything would go smoothly — until the user feedback came in. It was a reality check. What the design team thought was intuitive? It didn’t land with actual users.

That’s when it hit me: It’s not enough to rely solely on user input. You’ve got to step back and assess the interface from an expert’s perspective, too.

Enter heuristic evaluations.

While user feedback is great, it tends to stay on the surface. Heuristic evaluations let experts dive deeper, spotting usability issues early and measuring the design against tried-and-true usability principles. I see it as a proactive way to catch problems before they snowball into bigger ones. I’ll explore everything you need to know about heuristic evaluations below.

Table of Contents

• What is a Heuristic Evaluation?
• How to Run a Heuristic Evaluation
• The Benefits of Conducting a Heuristic Evaluation
• How to Conduct a Heuristic Evaluation
• Heuristic Evaluation Best Practices

Heuristic evaluations provide product development teams with an expert assessment of their website’s usability. After the inspection, evaluators give developers and designers a list of potential issues to address.

From there, developers and designers take those insights and make tweaks to improve the overall user experience. When done right, heuristic evaluations can uncover and solve over 80% of usability issues, making it an essential step in creating a smooth and intuitive interface.

Heuristic Evaluation vs. Usability Testing

Both heuristic evaluations and usability tests help uncover usability issues, but the way they’re done — and what they find — are pretty different. Let me break it down for you.

Heuristic evaluation is conducted by industry professionals who use a set of guidelines to evaluate a website or app. These evaluators go through the interface themselves and flag anything that doesn’t meet best practices. They then hand over a list of recommendations to the development team.

Usability testing, on the other hand, puts real users in the driver’s seat. They’re given specific tasks to complete while evaluators watch how it goes—did they finish it, and how long did it take? Sometimes, users are asked for feedback, but it’s usually based on what the dev team wants to know.

To put things into perspective, heuristic evaluation relies on expert judgment, while usability testing gets insights straight from the users themselves.

When to Use a Heuristic Evaluation

You can use a heuristic evaluation at any point in the product development process. However, it‘s most effective when conducted early on in the website or app’s design stages.

Pro tip: I recommend performing heuristic evaluations after every design sprint. This way, your team will have useful feedback about your design before users are exposed to it during testing.

Moreover, heuristic evaluations are more affordable to conduct when the interface is in the early stages of development. The more advanced your interface becomes, the more expensive it will cost to redesign it.

By running your heuristic evaluations early and often, you can ensure usability and avoid costly redesigns.

Image Source

The Benefits of Conducting a Heuristic Evaluation

There are many usability tests you can conduct. However, heuristic evaluations provide unique insights that play a major role in the success of your website or app.

Additionally, they can be much more cost-effective and efficient compared to other testing methods.

This should be enough to sway most product teams. But if you’re still on the fence, let me walk you through three key benefits that might change your mind.

1. Efficiency

Heuristic evaluations, in practice, are a relatively simple process to conduct. Depending on the product’s complexity, they can be completed in as little time as a couple of days.

Experts who analyze the interface often work independently. This allows developers to focus on other projects while the evaluators work.

Once the evaluation is complete, designers can then address the errors found in testing. After corrections are made, they can present another version for evaluators to re-test. This creates an efficient feedback loop that continues throughout the development process.

2. Organization

The feedback from a heuristic evaluation can influence how a team prioritizes sprints and projects.

Evaluators provide product management with a list of flaws, organized by their severity. Product owners can use this information to create and sort out their product backlogs.

By using this system for prioritization, product teams are more likely to stay organized and meet their deadlines.

3. Versatility

Heuristic evaluations aren’t a one-and-done analysis. Their findings can be used alongside other usability tests to uncover fresh insights.

For example, after addressing the feedback from a heuristic evaluation, you can check out your product usage reports to measure the success of your changes.

If you notice areas of lower usage, you can then point out those aspects to evaluators.

Heuristic evaluations also provide product developers with qualitative feedback. This helps explain trends appearing in product usage reports.

How to Conduct a Heuristic Evaluation

The specifics of a heuristic evaluation vary based on the type of service or application you’re testing. However, I recommend following these seven common steps to run an effective evaluation:

1. Determine what you’re testing.

The first step in a heuristic evaluation is determining exactly what you’re testing. This means narrowing the scope to keep the evaluation focused.

For example, if I’m testing an ecommerce website, I could hone in on the product search function, the checkout flow, or the overall navigation. This saves me from going in circles and makes the findings more actionable.

2. Clearly define context and goals.

Next, I set the stage by defining the purpose.

Am I looking to improve user satisfaction? Maybe I’m trying to boost conversion rates or streamline first-time user experiences.

Let’s stick with my ecommerce example — if the goal is to reduce cart abandonment, then everything I evaluate will zero in on that. It helps keep the evaluation on target.

3. Select a team of evaluators.

Here, I’ll choose a team of evaluators who know heuristic principles and have experience in UX or interface design.

For my ecommerce site, I’d ideally bring in UX designers who’ve worked on retail platforms. The team size will vary, but I recommend going for at least two evaluators to avoid bias — any more than ten can make the data harder to handle.

4. Choose your heuristics.

With the goals and team set, I‘ll then choose a heuristic framework. If you’re stuck, you can rely on a common framework, such as Molich and Nielsen. This model covers areas like consistency, feedback, error prevention, and flexibility.

In my ecommerce evaluation, for example, I’ll ask my team to ensure the checkout process is intuitive and frustration-free.

5. Give evaluators specific instructions.

Before evaluators begin, they should have clear instructions on:

• what they’ll be testing
• which rating scales to use
• how to flag any issues they come across during the process

In my ecommerce case, I’d ask evaluators to perform a typical task, like searching for a product and completing a purchase. I’d also guide them on how to log issues, like unclear error messages or clunky navigation.

6. Conduct multiple evaluations.

Multiple evaluations allow for a deeper and more refined analysis. In the first evaluation, the team may freely explore the interface. In subsequent evaluations, they will hone in on specific usability problems and flag those for review.

For instance, in the first pass of my e-commerce website, an evaluator might spot a confusing product filter. During the second pass, they would dive deeper into how that issue affects the shopping experience and provide detailed feedback.

7. Collect results.

Finally, I’ll collect the evaluators’ reports and go over them together.

Let’s say the team finds that users frequently struggle with a missing guest checkout option, causing cart abandonment. I’d make fixing that a priority to boost conversions.

Pro tip: Consider using HubSpot’s Free UX Templates to pull everything together after a heuristic evaluation. They make it easy to capture all the important details, spot patterns, and rank the issues that need fixing. Plus, it’s a breeze to share clear recommendations with the team or stakeholders, so everyone is on the same page.

Heuristic Evaluation Best Practices

Use these five best practices to ensure accuracy and consistency in your heuristic evaluations:

Heuristic evaluation best practices

1. The earlier you start, the better.

Conduct heuristic evaluations as early as possible, ideally after the functional prototypes are ready.

At this stage, making design changes is more flexible and cost-effective. Early evaluations can catch critical usability issues before they become ingrained in the product, saving you from costly reworks down the line.

2. Keep the focus narrow.

Rather than trying to evaluate everything at once, zero in on a specific set of functions or even a single function. This focused approach allows evaluators to provide deeper, more actionable feedback.

By honing in on critical areas, you can drive improvements quickly and iterate on them early.

3. Choose the right heuristics.

Not every heuristic will be right for your evaluation.

For example, one of Molich and Nielsen‘s heuristics is the provision of clearly marked exits when users click on the wrong link. If you’re evaluating products that have just come out of prototyping, these exits may not be in place. This measurement, therefore, provides no value.

Instead, choose heuristics relevant to the current product stage to avoid irrelevant feedback and focus on aspects that genuinely need your attention.

4. Create a consistent scale.

Consistency in scoring — whether it’s a 1-10 scale, percentage, or yes/no — ensures you can compare feedback across different evaluators and features. You can aggregate findings effectively and prioritize fixes.

In contrast, inconsistent scales create ambiguity, making it difficult to pinpoint where the most significant issues lie.

5. Remember the role of heuristic evaluation.

Remember that heuristic evaluation isn’t a replacement for end-user testing.

Sure, heuristic evaluations help identify key interface usability issues. However, this narrow focus means they can’t provide broader behavioral insights, like other end-user evaluations.

Be sure to combine heuristic insights with feedback from actual users to get a holistic view of your product’s performance.

Fostering Feedback With a Heuristic Evaluation

Heuristic evaluations are the perfect starting point when you’re building an app or service.

When I first learned about heuristic evaluations, I was surprised by how quickly they flagged critical usability issues that would have otherwise slipped under the radar. I‘ve seen firsthand how starting with this method can reveal major usability issues right off the bat, giving you a chance to fix things before users even experience frustration. This way, when you finally get customer feedback, it’s more about fine-tuning than tackling big problems. A sure win!

Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.

My career in customer success taught me that customer relations are built and nurtured by creating advocates for your brand.

I remember one such customer in the financial services industry who was not a fan of our product despite attempts from our team to win them over. The customer was adamant about seeing the changes to our product that they wanted. I took the time to provide the customer with the right resources that suited their use case and helped them better utilize our product. I’m happy to report this customer eventually became a staunch advocate of the product and grew with our company.

This example is one of many that showcase the importance of great customer relations. If you’re looking to improve the customer experience and increase revenue, it’s essential to understand what successful customer relations look like and how you can create it at your business.

Table of Contents

• What Is Customer Relations?
• What Are Positive Customer Relations?
• Key Factors to Building Positive Customer Relationships
• What Is a Customer Relations Executive?
• Customer Relations Manager
• Importance of Effective Consumer Relations

Importance of Effective Consumer Relations

Developing an amazing product remains one of the primary challenges a company needs to overcome in order to be successful. However, I believe strong customer relations are what truly determine the success of a business.

Today‘s consumers have more industry influence than they’ve ever had before, allowing them to focus on more than just the product that you are selling them. Now, consumers are interested in what you‘re selling them, how you’re selling it, and what happens after you’ve sold it to them.

This shift has added pressure on companies to invest in their customer service teams to meet rising expectations. Microsoft reports that organizations are enhancing their customer service team’s productivity to provide a more holistic experience and meet expectations for customer service.

Businesses are now facing the challenge of creating an excellent customer experience that’s consistent across every interaction. To achieve this, many companies are now focusing on how they manage their customer relationships. This is where customer relations comes into the spotlight.

Customer relations aims to create a mutually beneficial relationship with the customer that extends beyond the initial purchase.

Customer relations is present in all aspects of a business, but it’s most prevalent in the customer service department. Customer service teams, customer support, customer success, and product development all play important roles in building healthy customer relationships.

Customer relations also extend to marketing and sales teams as well, since these departments have a significant influence over the company’s interactions with the customer.

What Functions Does Customer Relations Include?

Customer relations includes both the reactive and proactive functions performed by your customer service teams.

Reactive functions are the efforts made by your team to solve issues that are reported by customers. This includes responding to customer complaints and troubleshooting issues with the support team. Being available to resolve unexpected customer roadblocks is essential for brands that are looking to build strong customer relationships.

Proactive functions are the measures taken to ensure a long-term relationship with customers. These efforts are aimed at fostering a superior customer experience by consistently satisfying evolving customer needs. Customer success teams do this by providing updates on the product, and promoting discounts. This helps companies create lasting impressions on customers who eventually become evangelists.

Customer Service vs. Customer Relations

While they are similar, customer service and customer relations have one distinct difference.

Customer service is what your company provides to ensure a meaningful customer relationship. It is an inbound function that’s now expected by customers at the first point of interaction with your business. Companies can provide proactive features, but most customer service functions are delivered in response to customer actions.

Customer relations differs because it consists of both the inbound and outbound measures taken by your company. It considers your organization‘s ability to react to issues as well as your approach to bettering future experiences. Customer relations focus on the proactive steps you’re taking to engage customers and improve the customer experience.

Customer relations encompasses all of the important functions that customer service teams perform, but also includes the efforts made throughout customer interactions. While responding to immediate customer needs is a great way to provide excellent customer service, searching for long-standing solutions to future anticipated roadblocks is how your company can build positive customer relations.

Benefits of Positive Customer Relations

Positive customer relations can result in an array of benefits for your company, including more potential leads and higher customer retention rates. Below are several benefits that positive customer relations can provide for your company.

Increased Customer Retention

Companies that do a better job of managing customer relations are more likely to see higher customer retention rates. In fact, studies show that 86% of customers will part ways with a company after two poor customer experiences.

Customers know when your company is being genuine and willing to overlook your mistakes so long as you demonstrate a dedication to their success. That transparency is essential when reducing churn as well as when you’re enriching a customer relationship. It can also be financially beneficial too, as increasing customer retention rates by just 5% can increase your profits by 25% to 95%.

Increased Customer Loyalty

When you have a good history with your customers, it becomes more difficult for your competitors to lure people away from your brand. Customer loyalty is highly valuable for businesses, as repeat customers are more likely to buy from you than leads that have not yet converted.

Building positive customer relations drives customer loyalty because it creates an intangible incentive for the customer to return to the same business. While it may cost more for companies to invest in building positive customer relations, the payoff in customer loyalty can be instrumental for generating consistent revenue over time.

Increased Customer Satisfaction

Oftentimes, it can be hard to tell whether your customers are truly happy with your business or not. However, strong customer relations can act as your insurance policy for preventing these unidentified customers from churning without warning. A customer with a NPS promoter score has a 600-1400% higher customer lifetime value than a detractor.

Increased Customer Feedback

Positive customer relations give companies more insight into their customer’s problems because it creates an open channel of communication for relaying customer feedback. This leads to better customer interactions, which increases trust and positively influences buying decisions.

Studies have even found that consumers believe that a good experience with a company has more influence over their purchase decision than advertising does. The tradeoff of investing in customer satisfaction is creating memorable customer experiences.

Every company should aim at building positive customer relations, but hitting your target can be a lot easier said than done. It takes effort from the entire company to build long-lasting customer relationships.

In the next section, I’ll break down the most important components for fostering positive customer relations at your company.

Throughout my experiences in customer relations. I have learned that numerous factors can influence a customer relationship. When building customer relationships, organizations need to take a company-wide approach that’s focused on promoting a customer-centric mindset.

To do that, I’m going to review several key factors that businesses should consider when pursuing positive customer relations.

1. Invest in employee training.

I believe great customer experience comes from the product being sold and the customer interactions. Your customer service teams must be highly skilled in their trade and motivated by solving customer problems quickly.

Customer service training should include developing the “soft” skills such as improving active listening, developing a professional communication style, and how to solve problems efficiently in your organizational framework.

While you might expect your team to have these skills, continuous training helps align them to your organization’s standards, policies, and procedures – resulting in a more consistent customer experience.

2. Create a fulfilling workplace for your customer service reps.

Richard Branson of Virgin Airlines famously said, “If you take care of your employees, they will take care of the clients.” This seems intuitive: If a customer service rep is having a bad enough day and the customer perceives this, it can reflect in the experience.

Studies have also shown that happy workers are also 12% more productive. Moreover, productive reps can accelerate quicker resolution times and higher rates of customer satisfaction.

3. Improve first call resolution rate.

58% of customers will pay more for a better experience, as great customer experiences are becoming the norm today. One metric to concentrate on when creating a frictionless service model is first-call resolution (FCR) — the percentage of calls that get resolved with no follow-up needed.

This critical metric improves satisfaction (more calls equate to more frustration) and your team’s internal efficiency.

The more calls that are resolved completely, the less your systems are taxed by call volume.

4. Leverage software to increase efficiency.

Speaking of enablement, companies faced with higher volumes of support and service cases should consider adopting customer experience platforms to help manage your customer relations. Adding functionality to manage the omni-channel experience can boost the ability of your customer service, support, and success teams to monitor customer interactions effectively.

Customer experience platforms can include a customer relationship management tool (CRM). Software can help your team create satisfying experiences for every person who interacts with your business.

5. Create opportunities for self-service.

You may not have the bandwidth to provide on-demand one-to-one support at all hours of the day. To combat that, ensure that you’re providing the tools for your customers to get help when they need it, even without the help of a rep.

Chatbots can disseminate information and guide website visitors to the right areas on your website. Knowledge bases can address some of the most common questions customers have.

Even though some customers will prefer calling in, these other tools can satisfy your more self-sufficient customers while still increasing satisfaction by continuing to solve problems.

6. Be accessible.

While it helps to have things like self-service help desks, your team still needs to be there when the customer has a problem.

To provide an excellent customer experience, your service and support teams need to be readily available to help. Today, 77% of customers revealed that it takes too long to get help from an agent.

Technology can help ease some of the stress for your customer service team, but it can never recreate the memorable experience that a live rep can provide. Being accessible for human interaction is crucial to creating a meaningful customer relationship.

7. Show appreciation.

Creating a great customer experience involves providing moments of delight, and exceeding customer expectations. This is important as culture shifts toward loyalty to the brands that provide the best experience. Consider rewarding your best customers within your loyalty program or other tokens of your appreciation.

8. Measure and improve customer satisfaction.

Making your customers happy doesn’t have to be intangible. Ask for feedback from your customers and develop a system for measuring that feedback routinely. This could be in the form of customer satisfaction surveys and Net Promoter Score (NPS).

Use this feedback and commit to acting on it. As you implement this feedback, your scores improve, and you know you’re improving your customer relations.

9. Create an online community for customers.

There’s no better way to improve customer relations than by allowing your customers to connect with each other — and with specialists on your team. Creating an online community, either through a forum on your website or a Facebook group, ensures continued engagement from your customers with your company and products. Customers will also feel supported along the way by other users.

If you create a community, make sure your team helps maintain it and responds to queries that require their expertise. That way, customers won’t feel their questions and concerns are ignored. This becomes increasingly vital in building customer relationships, as the community becomes increasingly active.

10. Provide education programs that help your customers grow better.

Educating your customers to help them grow their business is one of the best ways to improve customer relations. Especially if your product has a steep learning curve, you can create a YouTube series that walks users through the platform.

You can create education programs that help your customers with challenges they face. Solving those issues through meaningful content and solutions can increase retention rates, acquisition, and positive customer relations.

11. Be personable.

Perhaps the most important tip is to be personable in all of your customer interactions. That means that every phone call, email, chat, or other interaction with your company should be with an actual representative who signs off with their name. Even automated service email campaigns can be housed in platforms that provide personalization tokens.

Giving your company a human name and face is one of the best ways for customers to connect and continue interacting with you.

12. Create a customer-first culture.

Companies that want to create positive customer relations need to instill a customer-centric culture into the organization. This culture has to be focused on customer success as well as creating long-term solutions for every customer.

Companies can do this by creating a customer journey map that outlines the buyer’s journey for customers. Employees will be clear on how they can help customers when they can see how and where they play a role in their success. It also helps to hire a customer relations executive who can lead the development of customer relationships.

Customer relations executives motivate employees to deliver products and services that will enhance the customer’s interactions with the brand. If they also manage the entire customer relations team, they may be called a customer relations manager.

Skills Needed for Customer Relations

A successful customer relations manager possesses a diverse set of skills that will help them improve the company’s relationship with customers. When you’re interviewing candidates, ensure they have the following skills:

• Problem-solving. When the customer relations program isn’t working or when brand sentiment takes a turn for the worse, a customer relations manager should be able to work through the issues and find a solution that prioritizes the customer experience.
• Interpersonal relations. Customer relations managers work with people constantly. They are either managing them or interacting with customers. Your candidate must have people skills to be successful.
• Data analysis. Customer relations managers should be passionate about collecting feedback from customers. Similarly, they should be able to analyze the data effectively, to glean actionable insights.
• Creativity. Customer relations is an ever-evolving process that will require new ideas, initiatives, and programs over time. As such, a customer relations manager should conceptualize initiatives that focus on customer retention and loyalty.

Hiring a customer relations manager is vital if you want to improve your customer relationships. You can start improving those relationships right now by advocating a customer-centric mindset.

Customer Relations is the Key to Your Business’ Success

Listening to customer feedback became invaluable knowledge for me throughout my career. This gave me areas to remove friction, enhance the customer experience for others, and apply feedback in a tangible and long-lasting manner.

I have seen firsthand that building a robust customer relations function creates a thoughtful experience that prioritizes customer needs. This has tangible benefits to increase retention, provide meaningful feedback, and lead growth.

Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.