A good customer service slogan is short, clear and easy to remember, and it promises something your team can deliver every day. "Real people, real answers" works because it's simple and tells customers exactly what to expect.
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Creating a Customer Service Slogan: Your Team Battle Cry
A customer service slogan is a short line that tells customers what your team stands for, and the best ones are built by the team itself. When your people help decide what they stand for, buy-in goes up, and the steps, guidelines, team battle cry examples and customer service slogan examples below give them a place to start.
Team members who help create the slogan tend to show a stronger commitment to it, and that commitment needs to show up in how they treat customers every day.
With so many competing priorities, you may wonder whether a slogan is worth the time. Ask yourself who the two most important stakeholders in your business are. The answer is your customers and your employees, because without customers there's no business, and without employees you can't serve the customers you have.
You should stay visible in the process, but consider handing the lead role to an ambitious team member. It gives that person some leadership experience, and the finished slogan is more likely to reflect the values of the whole team.
It's easy for a leader to steer the process toward a personal favorite or decide too early what the answer should be. Letting the team lead buys you time, and they'll come back to you with a recommendation everyone has already tested.
Jump To: Benefits | Steps | Guidelines | Battle Cry Examples | Slogan Examples | Example | FAQ
Benefits of Creating a Customer Service Slogan Together
Building the slogan as a team pays off in more ways than buy-in:
"Service, in short, is not what you do, but who you are. It's a way of living that you need to bring to everything you do."
- Betsy Sanders
Improved teamwork: Agreeing on what matters most in the customer experience brings the team together around a common goal.
More creativity: The exercise asks people to think differently about how to say something simple and powerful about service.
Personal and professional development: Once team members understand why service matters so much to management, they look for ways to improve the customer experience and move faster to clear the obstacles that get in the way.
5 Quick Steps to Creating a Customer Service Slogan
These five steps are simple, but take as much time as you need on each one, because the slogan has to reflect what your team is committed to. Give everyone a chance to contribute before you move on to the next step.
- Step 1: Define Your Purpose. Making money matters, but the purpose of a business should be bigger than that, such as adding value for customers or making life better in your community. Write the purpose down and keep it in front of the team as you work through the remaining steps.
- Step 2: Name Your Values. Ask each team member to list their top three to five core values. Combine them into a master list, split the team into small groups to pick and present their top five, and then agree as a whole team on your top three. Those three values guide the rest of the process.
- Step 3: Research Other Slogans. Ask team members to find customer service slogans in your industry, both ones they like and ones they don't. Meet to review them, pick your top three and talk about the values behind each one and whether they match yours. The examples below give you a head start.
- Step 4: Brainstorm Keywords. Using what you learned from the research, list words that feel strong, simple and clear and that reflect your purpose, mission statement, values or service promise. Then rank the list.
- Step 5: Brainstorm Slogans. Ask questions like "Who are we?", "What are we all about?" and "What do we want people to know about us when they hear our slogan?" Use the answers and your top keywords to draft slogan ideas, then test them against the guidelines below.
"Happy customers are your biggest advocates and can become your most successful sales team."
- Lisa Masiello
Slogan Guidelines
As your team comes up with slogan ideas, hold each one up to these guidelines:
- Keep it short: Ten words or fewer, and shorter is usually better.
- Support the brand: The slogan should fit your logo and marketing materials, unless you're rebuilding the brand.
- Highlight what makes you different: Focus on what's unique about your customer experience.
- Make it clear: Anyone reading it should know what it means without having to guess.
- Make it last: Pick a slogan that will still fit in two years. If it's out of date in six months, you'll be doing the exercise again and confusing customers along the way.
- Make it memorable: A good slogan creates a feeling or a picture, and that feeling should be one you want your team linked to.
- Speak to customer needs: Talk to your target customer about how you'll solve their problem.
- Get feedback: Once you have two or three finalists, ask upper management, employees and customers what they think, and be open to changes that make the slogan clearer.
Team Battle Cry Examples
A customer service slogan faces your customers, and a team battle cry faces your team. It's the short line people say out loud at a morning huddle or before a busy stretch, so it can be more casual and more energetic than a slogan. Use these team battle cry examples as starting points and let your team make them their own.
Customer service teams
- Own it, fix it, follow up.
- Every customer, every time.
- Make it right, make it easy.
- Solve it here.
War cry examples for sales teams
- Every no gets us closer.
- Prospect daily, win weekly.
- Hit the number together.
- Earn the next meeting.
Call center teams
- First call, final call.
- Smile, they can hear it.
- Fast, friendly, finished.
- Every call counts.
Rally cry examples for any team
- Better than yesterday.
- All in, together.
- Win as one.
- Finish strong.
A good team rallying cry is short enough to say in one breath, and your team has to believe it. If one starts to feel forced, let the team pick a new one.
Customer Service Slogan Examples
Your customer service slogan is a promise to your customers, so pick one your team can live up to every day. If the team doesn't keep the promise, you risk disappointing customers and losing their business.
These customer service slogan ideas work as customer care slogans, help desk taglines or a line at the front counter. They're grouped by the tone they set, so your team can start with the one that fits:
Friendly and caring
- How can we help you today?
- Real people, real answers.
- Here to help, here to stay.
- Care that shows up.
Fast and easy
- Answers the first time.
- Easy to reach, easy to work with.
- Quick help, no runaround.
Ownership and reliability
- Your problem is our priority.
- We'll make it right.
- Service you can count on.
- Help that sticks.
- We own it until it's fixed.
Classic slogans from well-known companies
Some of the best customer service slogans come from big brands, and many of these have since been retired. They're still worth studying for how much they say in a few words.
- Ford: Quality Is Job 1
- US Bank: Five Star Service Guaranteed
- Nike: Just Do It
- Sears: Good Life. Great Price.
- GE: We Bring Good Things to Life
- Dell: Easy as Dell
- Lowe's: Improving Home Improvement
- Walmart: Always Low Prices. Always.
Most of all, make the process fun for the team. When your people help create the slogan and choose it, they'll be excited about the result and much more likely to live it with every customer.
Customer Service Slogan in Practice
DENISE'S TEAM SLOGAN
Denise manages a 12-person member service call center at a credit union. Members had started complaining about being transferred two or three times on one call, and she wanted the team to agree on what good service looked like.
She asked Rob, one of her senior reps, to lead the team through the five steps. Each person listed three to five values, which gave them a master list of 41. Small groups narrowed it down, and the whole team agreed on three: ownership, speed and respect. Then they collected 18 slogans from other credit unions and banks and brainstormed about 60 keywords.
The team took three finalists to a vote. The winner was "Real answers from people who own the call," and it went on the team's email signatures and the hold message. The battle cry for the morning huddle became "Own it till it's done."
Three months later, repeat calls about the same issue had dropped from 14% to 9%, and Rob had led his first team project from start to finish.
Denise stayed involved in every step, but the slogan came from her team, and that's a big part of why they still use it.
Customer Service Slogan FAQ
The questions below address what leaders most commonly ask about customer service slogans.
Click on the (+) sign below to expand each question. Click the (-) sign to collapse it again.
What is a good customer service slogan?
What is a team battle cry?
A team battle cry is a short phrase your team says out loud to build energy and focus, often at a huddle or before a busy stretch. "Own it, fix it, follow up" is one example for a customer service team.
What's the difference between a slogan and a battle cry?
A customer service slogan is written for customers and shows up where they'll see it, such as your website, hold message or email signature. A battle cry is written for the team and is usually said out loud, so it can be more casual.
How long should a customer service slogan be?
Keep it to 10 words or fewer. Most of the best customer service slogans are five words or less, and so are most customer service taglines, because short lines are easier to remember and repeat.
How do you create a customer service slogan with your team?
Define your purpose, agree on your top three values, research other slogans in your industry, brainstorm keywords and then brainstorm slogan ideas. Test your finalists against a few simple guidelines and get feedback from employees, managers and customers before you choose.
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Richard Gorham has led teams in financial services for more than 30 years, from retail branches and operations to investments and insurance, and he still leads a team today.
He founded Leadership-Tools.com in 2002 to give managers free, practical tools like the ones he used in his various leadership roles. Every tool here has been used in a real workplace and comes with a filled-in example you can follow.
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