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We all know that customer service within any industry is important and an undeniable part of the entire customer experience. But it’s not just something you should work on out of benevolence (although that’s the best place to start); it’s also good business. In fact, studies have found that even a moderate increase in customer experience generates an average revenue increase of $823 million over three years for a company with $1 billion in annual revenues. That’s huge.

But if you want to improve your customer experience, you might be wondering what makes good customer service. There are some aspects of customer care, like responsiveness and kindness, that most people would agree on, but others aren’t so cut and dried. Consider which you would consider most important: A customer support representative’s knowledge of your company and product? Or their knowledge of your customers’ country and culture?

Here’s what we’ve learned.

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