Let's face it: Every company receives customer complaints. But it's how you handle these complaints that will set your business apart. That's why it's essential to ensure that your entire customer support staff communicates with clients using one uniform voice.

For some, managing customer inquiries requires a large staff that works around the clock. KLM Royal Dutch Airlines, for example, has a 150-person social media response team that answers more than 60,000 weekly questions in 14 different languages. This particular company faces an uphill battle in making sure that all 150 front-facing employees are playing by (and enforcing) the same rules.

Eventbrite, an online ticketing company, is another great example of a business that offers superior customer service. The company's success is the result of daily research, regular meetings, and a unique hiring process. Eventbrite also makes sure that callers are connected with a human voice within 30 seconds of dialing its hotline.

Customer service techniques must evolve as technology evolves. As more and more avenues for contact emerge, it will only become more difficult to convey a singular voice.

Getting to One Voice

Remember when your mom wouldn't let you watch MTV, but when you asked your dad, he'd allow it? You risk creating this type of situation within your company if your customer service goals and ethics aren't consistently enforced across the board.

Not only will you reap the benefits of uniformity, but you'll also see your efficiency skyrocket. When team members have a clear understanding of customer service policies, they ask their supervisors fewer questions and can respond to questions faster.

Having employees who are confident in displaying your company's singular voice is a key ingredient to efficient customer support. But how do you implement this voice? Developing a uniform company voice takes time, practice, discipline, and diligence.

Here are four steps to help you along the way:

1. Declare your values. What's most important to your company? How do you prioritize your values?

2. Establish the rules of engagement. What decisions can your team members make without the approval of their supervisors? Among the four steps, this is perhaps the most important. It will dictate your employees' rights when it comes to solving customer issues on the fly.

For example, you may know about the Ritz-Carlton system, in which all employees are empowered to solve a customer issue at any time. That might not work for your culture, but it's your job to define what will work. This enables your team to deviate from the script when necessary--and that's when the majority of truly exceptional customer service success stories occur.

As Micah Solomon stated on Forbes.com, "In order to keep customers happy, it helps if your people are able to respond in a powerful and immediate way to service failures--without waiting for a manager's okay."

3. Set the tone. What does your company sound like? What words do you like to use? What words do you never use? List these specific words and phrases, and make them part of your company's lexicon. This component is much more effective when it's buttressed by real-world examples that outline exactly how your employees should (and shouldn't) handle certain situations.

Fast-growing email software company MailChimp publishes its style guide online. It's a fascinating and interactive document that includes examples of how MailChimp sounds in dozens of scenarios and venues. When a MailChimp user expresses confusion or frustration based on a failure message within the software application, the company's tips for appropriate response include offering a solution, being straightforward, being calm, and being serious.

4. Practice. Map out dozens of potential customer questions and scenarios, and provide examples of ideal solutions. Put your employees through role-playing exercises, record the sessions, and critique their performances collectively. This isn't a script--it's raw material for team members to work from.

At Convince & Convert, our team prefers to work with companies using the triangle approach, whereby three types of customers are used in role-playing scenarios: the confused customer, the angry customer, and the under-informed customer.

Whether it's online or over the phone, your customers should feel like they're speaking to a close-knit family with the same ideals and goals. That way, if Mom tells them "no," they won't ask Dad and get a different answer.