9 Surprisingly Simple Ways to Build Customer Rapport (That Actually Work)

Let’s face it: most customers don’t actually look forward to contacting customer support. It usually means something went wrong. But when they do, there’s one thing that can instantly make or break the experience—rapport. 

And guess what? Despite the rise of chat, apps and AI, 56% of customers still prefer phone support for general customer service issues, making voice interactions a key ingredient of good customer experiences across generations. That means how you sound—and how you connect—matters. 

The word rapport comes from the French verb rapporter, meaning “to bring back” or “to carry back.” At its core, it’s about mutual exchange, bringing something of yourself to the conversation and getting trust and connection in return. Coincidentally, this is exactly what great customer support should feel like. 

Building rapport is about more than just being nice or trying to solve something. It’s about creating real, human moments in a world dominated by digital interactions. And you don’t need magic to make it happen. Just a few surprisingly simple techniques rooted in empathy, psychology, and common sense. 

Here are 9 ways your agents can start building better rapport right now: 

1. Get Personal—Without Losing the Bigger Brand Picture 

Scripts have their place but as consumers, we can all smell a robotic response from a mile away. Encourage agents to internalize the story—the why behind your brand voice—and then let them add their own spin. In other words: one message, many voices. It’s the difference between communicating something and sounding like you actually mean it. 

2. Smile Even Though No One’s Looking 

It’s not immediately obvious, but you can actually hear a smile. When you smile while speaking, your tone literally changes. Customers hear it, and they feel it. In voice interactions, this non-verbal cue is one of your superpowers. 

3. Mirror, Don’t Mimic 

Rapport isn’t about copying someone, it’s about connecting with them. If a customer is formal, meet them there. If they’re casual and cracking jokes, you can loosen up a bit. This light-touch mirroring creates a foundation of commonality and builds unconscious trust without ever feeling fake or forced. And it requires you to actively listen to your customers. 

4. Use Their Name—But Only When It Makes Sense 

Hearing your name makes you feel seen. Use your customer’s name in a warm, conversational way and only when it feels natural (not because your CRM told you to). It shows you’re talking to a person, not a ticket. And when you’re talking over the phone, calling the customer by name is an intelligent and authentic way to keep them engaged in the conversation. 

5. Celebrate the Weird, And Rise to It 

“Can I use your software on a treadmill?” “What happens if I drop it in soup?” Don’t roll your eyes—roll with it. Treat offbeat questions as golden opportunities to surprise and delight with helpfulness and, if appropriate, humor. That’s rapport.   

6. Apologize Like a Human, Not a Bot 

“We apologize for any inconvenience” won’t convince anyone you’re actually sorry. We’ve all read and heard too many automatically generated apologies to be moved by them anymore. Instead, try something like, “I totally understand how frustrating this must be, let’s try and fix this for you as quickly as possible.” Empathy isn’t about saying the right thing at the right time—it’s about meaning it. 

7. Leave a Signature Move