Own It: The Power of Accountability in Customer Service

Dec 2
Think back to a recent experience you’ve had as a customer when you felt like the person helping you didn’t care about resolving your query. How did that feel? What were they saying or doing that left you frustrated?

Now think about a time when you felt completely supported and trusted the customer service representative had your back and was fully ‘owning’ your query. What were they saying or doing to make you feel that way? How different were those two experiences?

Imagine a world where, every time you contacted an organisation, you were helped by someone who took full responsibility and genuinely cared about solving your problem. Research shows that:

61% of customers would switch to a competitor after just one poor service experience. (Custify.com)

But there’s hope:

88% of customers are more likely to stick around and make repeat purchases when they receive great service. (Hubspot Blog)

And even if things go wrong:

70% of customers will stay loyal if their issue is resolved in a fair and genuine way. (CSM)

Accountability is the secret sauce that makes customers feel valued and keeps them coming back.

What does accountability look like?

Unaccountable customer service might sound like this:
  • “I’m sorry, but the process won’t let me.”
  • “That’s not my fault; someone in another department messed up.”
  • “It should take about three days.”
  • “Unfortunately, that’s not something I can do.”
These kinds of responses feel dismissive and can leave customers feeling frustrated, even abandoned. Now compare that to accountable customer service:
  • “While I can’t do that, I can definitely do this."
  • “I’m sorry you’ve had this experience. Here’s how I’ll fix it.”
  • “In three days, this will be resolved for you. I’ll check back to make sure it’s done.”
  • “I can absolutely help with this.”
See the difference? Accountability is about being proactive and caring. It’s about stepping into the customer’s shoes and making sure their issue gets resolved - even if you need to ask for help along the way. Using words like “can,” “will,” and “let me...” helps customers feel reassured that they’re in good hands.

Why it matters

Taking ownership doesn’t just help customers; it also makes a huge difference for organisations. Research shows that companies that prioritise customer experience can see:
A 25% increase in satisfaction and loyalty.
(Amplifai)
A 5% boost in customer retention.
(Nextiva)
A 25% to 95% increase in profits.
(Nextiva)

How to show you're owning it

Here are a few tips on how to show your customer that you're acting with accountability and owning their query: 
  • See it through and stay involved: When a customer shares a problem, make it your mission to see it through. Even if you need help from another department, stay connected and keep the customer updated so they know you haven’t forgotten about them.
  • Choose your words: Swap “I can’t” for “Here’s what I can do.” Small shifts in language, like saying, “Let me find a way to help you,” instead of “That’s not my area,” show customers you’re on their side and ready to make things right.
  • Keep your promises: If you commit to updating the customer or resolving their issue by a certain time, make sure you stick to it. Consistently keeping your promises builds trust and shows you’re dependable.
Being accountable isn’t about having all the answers right away. It’s about showing your customers that their issue matters to you and making sure it’s taken care of - no matter what it takes. Accountability is a mindset of care and commitment, a way of speaking that provides reassurance, builds trust, and promises to be there for your customers.

When you act with accountability, you’re not just solving problems—you’re showing customers they’re valued. And that’s what keeps them coming back, time and time again.

A is for Act - "This is what I'll do..."

In our tried and tested GREAT Customer Service framework, A is for Act. This means owning the customer’s question or issue, acting with accountability and reassuring your customer that they are in safe hands. It's using confidence- and trust-inspiring language to control the conversation, then doing what you promised you would do.