What People Are Trying To Fix In Customer Service
When people search for customer service strategies, they are not really looking for theory.
They are trying to fix something very real.
Customers feel frustrated.
Employees feel overwhelmed.
Customer feedback feels noisy and unhelpful.
Customer satisfaction scores move slowly, if at all.
Loyal customers quietly disappear.
Most businesses already invest in customer support tools, surveys, and metrics. They track CSAT. They monitor KPIs. They talk about CX and brand in planning meetings.
Yet the customer service experience still feels broken.
The missing piece is not effort, automation, or another dashboard. It is understanding.
Specifically, understanding what customers actually say during real interactions.
Beside exists to solve this problem by turning everyday conversations into the foundation of a smarter, more human customer service strategy.
Customer Service Does Not Fail At Scale. It Fails In Moments.
Customer experience is not built inside systems, dashboards, or quarterly reports. It is built in moments. Small, everyday moments that feel ordinary to your team but define how customers judge your brand.
A phone call where a customer explains a problem for the first time.
A text interaction when someone needs quick clarification.
A meeting where expectations are set, misunderstood, or quietly missed.
These are customer facing interactions. They are critical touchpoints in the customer journey, and they shape customer satisfaction more than any campaign or policy ever will.
Yet most businesses treat these moments as temporary. Once the phone call ends or the message thread goes quiet, the interaction disappears. The audio is gone. The context is lost. The insight never reaches the rest of the team. What should have strengthened customer relationships becomes invisible.
This is why customer feedback often feels disconnected from reality. Teams rely on surveys, CSAT scores, and high-level metrics to understand the customer service experience. A survey might tell you a customer was unhappy. A CSAT number might drop. Social media might capture extreme opinions. But none of these explain what actually happened during the interaction.
Metrics show symptoms, not causes.
The real customer needs, pain points, and expectations are expressed during conversations. They live in the words customers use, the questions they repeat, and the frustration or confidence in their voice. This is the clearest signal of whether your customer service, support strategy, and self service experience are truly working.
When businesses fail to capture and analyze these interactions, they lose the most valuable data they have. Not because they lack tools, but because they are not listening closely enough to the moments that matter most.
Why Customer Feedback Rarely Leads to Action
Many teams collect feedback but struggle to use it.
Here is why:
- Surveys lack context
- CSAT scores do not explain pain points
- Feedback is delayed
- Data is aggregated and abstracted
- Employees cannot connect insights to real interactions
As a result, teams talk about feedback without changing behavior.
Beside changes this by capturing feedback at the source. Conversations.
Conversations Are The Most Underused CX Asset
Every interaction contains signals.
Tone reveals frustration.
Word choice shows priorities.
Questions highlight confusion.
Pauses indicate hesitation.
This is the real voice of the customer.
Yet most businesses let this information vanish because audio feels hard to analyze and time-consuming to review.
Beside uses AI to make conversations readable, searchable, and actionable. That is what unlocks value.
What Great Customer Service Actually Looks Like in Practice
Great customer service does not feel complicated.
From the customer side, it feels:
- Consistent
- Clear
- Personal
- Calm
- Efficient
From the business side, it looks like:
- Fewer repeat issues
- Higher customer satisfaction
- Stronger customer relationships
- Better customer retention
- More loyal customers
This happens when teams understand context and align around customer needs.
How Beside becomes the backbone of a customer service strategy
Beside is not a traditional customer support tool. It does not replace your help desk or CRM.
It fills the gap between conversations and action.
Capture Every Meaningful Interaction
Beside captures phone calls, text conversations, and meetings automatically.
No more relying on memory.
No more partial notes.
No more missing context.
Every interaction becomes part of the customer journey record. Every touchpoint becomes feedback that you can use to transcribe, analyze and refer back to.
Turn Interactions Into Usable Insights
Beside transcribes conversations and generates summaries using AI.
This transforms raw interactions into:
- Clear customer feedback
- Documented pain points
- Actionable follow-ups
- Shared understanding across employees
This is where customer centric strategies become practical instead of theoretical.
Create Consistency Across Touchpoints
Consistency is one of the biggest drivers of customer satisfaction and loyalty.
When teams lack visibility, customers get mixed messages. That inconsistency erodes trust.
Beside gives employees access to past interactions so responses stay aligned, even across different people and channels.
Real-world customer service problems Beside solves
“Customers keep repeating themselves”
This is one of the most common complaints in customer service.
It happens when interactions are not connected.
With Beside, employees can review prior conversations before responding. Customers feel heard. Frustration drops. Customer service experience improves instantly.“We do not know why CSAT is dropping”
Metrics show a decline, but no one knows why.
Beside allows teams to analyze recent conversations and identify patterns. Confusing policies. Delayed responses. Unclear expectations.
Instead of guessing, teams resolve issues at the source.
“Our employees are burned out”
Customer support burnout often comes from repetition and lack of context.
Beside reduces repetitive questions by exposing gaps in self service and knowledge base content. It also empowers employees with information, making interactions smoother.
Better tools lead to better experiences for both employees and customers.
Using Beside to Improve the Entire Customer Journey
Customer journey maps often look great on slides. Real journeys are messy.
Customers jump between channels. They call, text, email, and meet. They expect continuity.
Beside provides that continuity by acting as a shared memory across interactions.
This improves every stage of the customer journey:
- Onboarding becomes clearer
- Support becomes faster
- Follow-ups happen reliably
- Relationships deepen over time
Customer Support Without Losing Human Element
Automation has its place, but too much automation damages trust.
Customers want efficiency, but they also want to feel understood.
Beside supports automation where it helps, while preserving the human voice in conversations.
AI handles documentation, not relationships.
Building A Better Self Service Experience
Self service works when it reflects real customer needs.
Most knowledge base articles are written based on assumptions.
Beside shows teams exactly what customers ask during interactions. These insights guide better self service content.
The result:
- Fewer support tickets
- Faster resolutions
- Higher customer satisfaction
Customer Loyalty Is Earned Through Follow-Through
Loyal customers remember how you made them feel.
Did you remember what they said last time?
Did you follow up when you promised?
Did you resolve the issue quickly?
Beside helps teams deliver on these moments consistently.
That consistency builds trust. Trust builds loyalty.
On a marketing team and missed those important client KPIs? No problem.
Customer Service Strategy Is Also A Brand Strategy
Every interaction reinforces your brand.
Clear customer service strengthens brand perception.
Inconsistent service weakens it.
Beside helps align employees around how the brand shows up in conversations.
This alignment matters more than any campaign.
Measuring What Actually Matters
Metrics and analytics are useful, but they should point to conversations, not replace them.
Beside allows teams to connect metrics to real interactions.
When KPIs move, teams can understand why.
When customer retention improves, teams know what changed.
This creates a feedback loop that actually works.
Supporting Customer Facing Teams With Better Tools
Customer facing employees perform best when they have context.
Beside gives them confidence before, during, and after interactions.
This leads to:
- Faster issue resolution
- Better communication
- Higher morale
- Stronger customer relationships
How Beside Fits Alongside Existing Tools
Beside works alongside CRMs, support platforms, and analytics tools.
It does not compete with them. It completes them.
By capturing conversations, Beside adds depth to systems that rely on structured data alone.
Platforms & Availability
Beside supports the platforms professionals already use:
- iOS
- Android public beta
- macOS desktop
Mobile is available in the U.S. and Canada. Desktop is available worldwide.
Download Beside here:
https://www.beside.com/download
Pricing & Plans
Beside offers a Starter plan with a 7-day free trial. Business plans are available for teams with more advanced needs.
You can enhance your customer service strategy at just $20.99/month or $199.99/yearly.
FAQ: Customer Service & Beside
How does Beside improve customer experience?
Beside captures real customer interactions and turns them into summaries and transcripts, helping teams understand customer needs and improve consistency.
Can Beside replace surveys?
No, but it complements them. Beside captures feedback during real interactions, while surveys capture post-interaction sentiment.
Is Beside a customer support tool?
Beside supports customer service by organizing conversations. It is not a ticketing system.
How does Beside help with customer retention?
By improving follow-through, consistency, and personalization, Beside strengthens customer relationships over time. Consistent feedback will build your Beside knowledge base.
Can Beside help employees do their jobs better?
Yes. Beside reduces cognitive load, improves context, and supports better decision-making during customer interactions.
What platforms does Beside support?
Beside works on iOS, Android public beta, and macOS desktop. Mobile is available in the U.S. and Canada. Desktop is available worldwide.
How does Beside support a customer-centric service strategy?
Beside helps teams focus on the customer by capturing the voice of the customer across real interactions. This supports a customer centric approach by aligning employees, improving support strategy decisions, and ensuring customer needs drive action instead of assumptions.
Can Beside improve CSAT and other customer service metrics?
Yes. By helping teams identify recurring issues, resolve problems faster, and deliver more consistent service, Beside positively impacts CSAT, customer satisfaction, and other customer service metrics over time.
Does Beside help with self service and knowledge base improvements?
Yes. Beside reveals what customers actually ask during interactions. These insights help teams improve self service resources and build a more effective knowledge base that reduces repeat questions and support volume.
How does Beside help maintain consistency across customer touchpoints?
Beside gives teams shared visibility into past interactions, ensuring responses stay aligned across calls, texts, and meetings. This consistency across touchpoints strengthens the customer journey, brand trust, and loyalty.
The Simplest Customer Service Strategy is Listening Better
Customer service does not improve because teams work harder. It improves when teams listen better. Beside turns everyday interactions into insight, alignment, and action across the entire customer journey. That is how businesses deliver great customer service, improve customer satisfaction, and build lasting loyalty.
Start a 7-day trial today to enhance your customer experience today.