Optimal customer service: the challenge for 2025

27.01.2025

Strong customer service gives you a significant competitive advantage as an independent business owner. This interaction with your customers will be an absolute necessity in 2025. Orange Belgium is anticipating this with the Trophy of the Independent.

Your clients expect virtually instant availability from you, as well as a personalised customer experience. That applies online as well as offline. But don’t panic: it’s easier than you think.

 

Customer service and experience in the digital era

Customer experience should be thought of as the impression people have before, during and after their purchase. That experience is obviously closely related to the quality of the products and services you offer, but it’s also influenced by how you try to understand, satisfy and even anticipate your customers’ needs.

The days when phone calls and point-of-sale visits with a physical loyalty card were enough to satisfy customers are far behind us.

The new channels are social media, messaging apps and review platforms. Big companies talk about the multichannel experience, but this is a daily reality for most merchants and independents in Belgium too.

Last year, the Trophy of the Independent – then organised by VOO – was won by 100% Liégeois. Co-founder Geoffrey Defize says: “It is our passion and drive to always satisfy customers that convinced the jury to select us from the 255 candidates.”

 

 

Customer service in 2025 is synonymous with “being present”, meaning you are available to your customers through both digital channels and human interaction.

 

Best practices for customer service in 2025

Today’s customers expect to be able to easily find information about your business. That’s why it’s important that you rank as high as possible in the search results of browsers like Google. A website, even a basic page, can help you do that. Explain what you do, where you are and how people can contact you.

A crucial tool to put your business on the map is a Google Business Profile, formerly known as Google My Business, with your operating hours, photos and FAQs.

No time to set up a website? Then be sure to create a Facebook page for your business. Include all the information that potential customers can use to find you, with photos and any videos. Businesses with an active presence on social media can highlight their products and services, and communicate quickly with customers.

Take a proactive approach. Ask your satisfied customers to share their experience by posting a positive review on your Google or Facebook page. This will help you appear higher in search results, which is definitely a plus.

 

Forget the landline, switch to WhatsApp Business

Customers will only rarely call your landline number. They want to be able to communicate much more easily, so messaging apps are a must for fast, direct service.

If you use a Facebook page, make sure you activate notifications so you don’t miss any messages. You can also use WhatsApp Business to keep private and business messages separate. The free app lets you handle requests with pre-configured messages, product catalogues and quick replies.

To optimise your response speed and customer experience, you can choose to send out automatic replies during your closing hours or provide alternative contact numbers for urgent issues.

 

Online reviews: word-of-mouth advertising

Whether you like them or not, businesses have to get used to online reviews, because they have a major impact on purchasing decisions. What do you do when you want to book a hotel or find a good restaurant? You read the reviews!

Start using the review function and turn your customers into ambassadors for your brand. Respond to both positive and negative opinions. Thank reviewers for their feedback and propose solutions to critical comments. Never be intimidated by negative criticism: consider it an opportunity to learn. Respond tactfully and suggest a solution.

 

Provide better customer service in 2025

Successful customer service in 2025 is based on a combination of the latest digital tools and an alert, human approach. Build your online presence, use messaging apps and monitor your online reputation. These initiatives will not only strengthen your customer loyalty, they’ll also attract new customers.

 

Wondering how Orange Belgium puts independent workers and their customer service in the spotlight? Find out all about the Trophy of the Independent! (only in French and Dutch)

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