What great leaders can learn from their customer service teams

Fast Company

09-07-2025

In Aesop's fable 'The North Wind and the Sun,' the two forces of nature argue over who is stronger. To settle the debate, they test their power on a passing traveler by trying to remove his cloak. The North Wind blows fiercely, but the traveler only clutches his cloak tighter. But the Sun shines gently, gradually warming the man until he willingly takes it off.
The story illustrates that persuasion is often more effective than force, but there's also a lesson about leadership tucked inside it. When you lead with pressure, you create an environment of resistance and insecurity. But when you lead with empathy and humility, others are more likely to follow your direction.
That's been my experience as CEO for nearly two decades. I often look to an unlikely team as a model for great leadership: our customer service team. Their work is grounded in empathy, responsiveness, and relationship-building—qualities that earn customer loyalty. When leaders apply the same principles, they foster more engaged, motivated teams, and that benefits the company at every level.
Here's a closer look at what customer service taught me about leadership.
Empathy leads to better results
At my company, we carefully track customer service calls to continually improve the user experience. I'm consistently impressed by the complexity of these conversations and by how our team handles them with both tact and empathy.
We know that no one (well, almost no one) wants to spend their time calling customer service. So the team makes it a priority to truly understand a user's needs and resolve issues as efficiently and thoughtfully as possible.
Leaders who take a similar approach—listening closely, responding empathetically, and aiming to meet employees' needs—set the tone for a more engaged workplace with a greater sense of wellbeing. A recent review of studies on empathetic leadership found that it's linked to higher employee engagement, lower turnover, and better performance, particularly during uncertain times. Even more compelling, the research showed a 'pay it forward' effect: Empathy from leadership tends to inspire empathy throughout the organization.
Just like a great customer service team, strong leaders make it a practice to listen carefully and respond thoughtfully.
Transparency builds trust
Clear, transparent communication is essential to efficient customer service. It starts with active listening: Representatives must tune in to the root of a user's question or concern, then summarize it to ensure both parties are on the same page. Then, they can resolve the issue or escalate it appropriately.
Leaders should cultivate this same dynamic with employees. Communication should be a two-way dialogue, where both sides ask questions, listen deeply, and aim for mutual understanding.
The old model—where employees operate in the dark while leaders hoard information—is no longer effective. Especially in times of rapid, unpredictable change, open communication is critical to employee wellbeing and performance. Take the advent of AI. In a recent YouGov survey, 49% of U.S. respondents said they felt concerned about AI, while 22% said they were scared. Transparent communication, like explaining the best ways to leverage the technology and continually checking in to see how they're adapting to it, is a powerful way to quell ongoing concerns.
Adaptability isn't optional
When we interview candidates for customer service roles, one of the top traits we look for is the ability to think on their feet. These employees face novel issues daily and must adapt in real time, finding creative solutions on the fly. So we might ask them to walk us through a conversation regarding a tricky issue. For example, a frustrated user is demanding a refund; the company policy says refunds are only given after 14 days, and it's only been 7. How do you proceed?
Adaptability is likewise a requisite trait for today's most effective leaders. Try this adaptability mantra from Olympic gold medalist Lindsey Vonn: first, stay focused on your goal. Then, when facing a challenge, ask yourself, how can I reframe this situation as an opportunity to get closer to my goal? This reframe—from adversity to an opportunity to grow—gives a window into becoming more adaptable.
It's one thing to think quickly in the moment; it's another to pause, zoom out, and reframe problems when the pressure mounts. For leaders, both skills are necessary.
It's easy to get lost in the minutiae of daily issues, especially when juggling the concerns of others. But keeping your broader mission in focus—your own North Star—can help reframe challenges as opportunities. By channeling the mindset of a great customer service rep, leaders can stay on their toes while guiding their teams through uncertainty.