The old rules of customer service over the telephone still apply in the age of digital commerce.

While you’re busy managing your website, sending emails and posting to your company’s social media pages, don’t let your customer service over the phone become an afterthought. You might have the best digital marketing strategyin the world, but a good phone experience with your business can still make or break a sale.

Joe Curtis, president of customer call center Launch Logistics, offered four simple tips that will help you and your staff make a positive and lasting impression on customers.

  1. Play to the personal. “Make a connection by using the customer’s name often,” Curtis said. People feel like they matter when you call them by name. It’s always good to forge a personal relationship with customers.
  2. Stay positive. “Don’t tell customers what you can’t do. Instead tell them what you can do,” Curtis advised.
  3. Get to the heart of the matter. Whether the customer has a need, a want or a problem, you serve them best when you give your full attention. Listening is the most important thing you can do. Keep your mouth shut until it’s time to recap what you’ve heard and offer a solution.
  4. Summarize your conversation. This communications tactic will confirm that you and your customer are on the same page. Be specific about the next actions you’ll take on the customer’s behalf. “For instance, don’t say, ‘I’ll get you an answer later,’” Curtis said. “Instead say, ‘I’ll get you the answer in two hours.’”