The Secret Weapon

Look Me in the Eye: Why Eye Contact is Your Customer Service Secret Weapon

We’ve all had that moment - pulling up to a drive-thru or walking into a store, only to be greeted by someone who barely looks up. No smile. No eye contact. Just a mumbled, 'Can I help you?' And instantly, you feel like an inconvenience instead of a customer.

Now flip that. Think about the last time someone made eye contact, smiled, and genuinely seemed glad you were there. Chances are, you felt seen and respected, and maybe you even left with a better impression of the business. That’s the power of eye contact. It’s small, it’s simple, and it changes everything.

Eye contact is one of the most basic yet powerful tools in great customer service. It builds trust, makes people feel heard, and gives them confidence in your professionalism.

In fact, a study published in the journal NeuroImage found that mutual eye gaze activates the brain’s social circuits and even triggers the release of oxytocin, a chemical linked to bonding and trust.¹ Another study found that customers are up to 65% more likely to trust someone who looks them in the eye.²

In customer-facing roles, that kind of trust can make the difference between a one-time visit and a long-term relationship. It helps de-escalate tough situations and reinforces that you're focused, competent, and present.

Here’s how to use eye contact more effectively:

• Look up and meet the customer’s eyes when greeting them.

• Hold eye contact while listening—about 70% of the time is ideal.

• Pair eye contact with a genuine smile and open body language.

• Break and resume eye contact naturally—don’t stare.

At the end of the day, people remember how you made them feel. Eye contact says, 'You matter.'

And in customer service, that message never gets old.

Sources:

1. Koike, T., Tanabe, H. C., Okazaki, S., & Sadato, N. (2016). Neural substrates of shared attention as social memory: A hyperscanning fMRI study. NeuroImage, 125, 401–412.

2. Kleinke, C. L. (1986). Gaze and eye contact: a research review. Psychological Bulletin, 100(1), 78–100.

About the Author:

Jim Heinz spent 30 years as an Entrepreneur, Medical Practice Administrator, and Customer Service Director. He now helps business owners solve company culture, customer service, and team-building challenges with practical, people-first strategies.

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