types of customer service

From traditional customer service to customer service 2.0, see how to serve your customers through the various available channels

With points of contact with consumers becoming more and more comprehensive, the types of customer service have diversified widely, encompassing what many call the Omni Channel: serving customers through the most diverse communication channels, starting with service at points of sale, personal visits, telephone, online through chats, video conference, and even service through social media, the so-called SAC 2.0.

Therefore, there is no better channel than another, but the one that is best suited for your business.

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Personal visits are some of the most valued forms of customer service

The five most used types of customer service

See how to perform customer service correctly in each type:

1- Service at the Point of Sale

Usually, this type of customer service occurs when the consumer goes to a store or other type of point of sale in his company in search of a product or service he needs.

The way to serve the public on these occasions varies greatly depending on the culture of each country, even local customs and the brand’s positioning characteristics.

In some countries, a salesperson who is too proactive, who goes out to customers and starts asking questions is not well regarded. In our culture, the most common is for the seller to approach, but this will depend on the type of store.

In a supermarket, for example, this can happen in the case of promotions involving tasting counters, but you will hardly see a salesperson approaching customers in this type of establishment.

In bookstores, appliances, electronics or shoe stores, it is very common for the seller to contact customers to find out if they need any help.

The basic rule is not to “invade” the customer’s comfort area, becoming inopportune.

In addition, it is very important to fully master the products and services offered by the company, providing the right information and, subtly, leading the customer to purchase or, in the case of exchanges and other problems, to solve their requests with agility and competence.

Another important tip in this type of customer service is to keep all sellers well informed about any promotions or discounts that have attracted customers to the store. Nothing worse for a consumer than going to an attendant and discovering that he knows less than he does.

2- Customer Visit

The personal visit is one of the noblest and most expensive forms of customer service and is therefore often used in B2B companies to convert consultative sales, with complex decisions and time-consuming study by the customer, requiring great preparation and skill. Sales professional. Still, many B2C companies (such as Nature and Avon) also use customer visits in collaboration with sales representatives.

3- Telephone answering

Call centers are widely used by various companies, both as SAC (Customer Service) and for active sales.

In both cases, it is necessary to be very careful with this type of customer service, as in addition to being very stressful for operators, it is not uncommon for incidents to occur in which consumers “lose control” and become unpleasant.

The attendant must never miss the line!

There are specific laws and rules protecting both telemarketing operators and customers who use this service, see some of them:


  • The telemarketing attendant’s journey cannot exceed six hours a day, nor 36 hours a week.
  • Breaks for rest and meal times are mandatory.
  • Breaks must be duly noted.
  • The employer must provide work equipment, such as the microphone and headphones, free of charge.

In the case of consumers, the wait for service must not exceed one minute, service protocols must be provided, and landline or cell phone calls to SAC numbers must be free, among other benefits.

Therefore, if your company uses this form of customer service, in addition to the good CRM practices that we always recommend, pay attention to the legislation regarding both your employees and the customer.

  • Call Center Law
  • Consumer Telephone Service

The use of mobile devices for care is increasingly common

4- Online through chats, text messages or videoconference

Online service through specific channels, facilitated by chats or even using technologies such as Skype and other communication software, does not vary much from what is done on the phone.

In fact, care should be redoubled, as there is no need for the customer to request a recording if the attendant makes a mistake: everything is recorded on the computer or smartphone and can be used for the consumer to demand their rights.

Therefore, it is very important to have trained and motivated salespeople and attendants, who pass on the correct information without causing problems for the company.

Furthermore, the use of live images in this type of service is a complicating factor that in the overwhelming majority of cases should be avoided. Imagine your attendant worrying all the time if your hair is in order or if your lipstick is smudged…

5- Online through social media

A trend that has even been consolidated these days, mainly on Twitter and Facebook, this type of customer service, in addition to the fact mentioned above, is also available for other people to see and follow what happened during the conversation.

Therefore, contrary to what many people think, no negative comments should be deleted, on the contrary, it should be demonstrated that everything possible was done to solve the customer’s problem and, preferably, invite them to continue the inbox conversation, in private chat.

After everything is resolved, summarizing the solution found in the customer’s comment is very interesting and productive.

Finally, it is worth remembering that SAC 2.0, service via social media, also has the practice of preventive SAC, that is, through specific BI software, such as Lavabos z, Scup and Buzz monitor, among others, the company monitors conversations in social networks where they are mentioned and if they notice a problem, they contact that consumer to resolve the issue or, even, in cases where the person is looking for information about a product or service, they may end up closing a sale.