The Human Touch: How Square's Customer-First Approach Builds Trust and Drives Growth with Upmarket Sellers
At Square, we believe the future of customer service lies in the powerful combination of human expertise and technological innovation. Rather than offering a one-size-fits-all solution, we’ve created a service model designed for complex, multi-location operations. This approach hasn’t just earned us trust; it’s bringing large-scale sellers back to our platform and cementing our position as the most trusted point-of-sale (POS) brand in the United States for multiple years.1
“What surprised us most after implementing Square was how willing the team was to hear us out and meet our needs. They’ve worked incredibly hard to keep us running smoothly, keep us happy, and make sure we always know what’s really going on. They don’t overpromise, and they don’t underdeliver. They’ve simply given us exactly what they said they would – and that’s invaluable.”
Brian Krider, co-founder, director, and COO of Ben’s Soft Pretzels, a national franchise with around 185 locations and counting
The Smart Balance of Technology and Human Touch
Square's approach to customer success leverages the best of both worlds: innovative technology and human expertise. While we utilize advanced AI tools to streamline routine inquiries and provide 24/7 self-service options, we ensure that complex issues and critical support needs are handled by experienced teams of human representatives. This hybrid approach means we can provide fast, efficient service while maintaining the personal touch that businesses, from small to large, value most.
Our commitment to exceptional service is powered by two AI tools, developed in-house by Block’s engineering teams in 2024. Servine, our proprietary AI-powered conversational search bot, enables advocates to access precise information instantly during live seller interactions. Complementing this is our AI Case Notes & Summaries system, which automatically generates comprehensive documentation and identifies solutions, such as winning a dispute or troubleshooting a device. These innovations, unique to Square, represent a significant investment in our customer service infrastructure and demonstrate our commitment to building technology that enhances human capabilities rather than replacing them.
"We’re always striving to provide our customers with the best pizza and an unforgettable atmosphere across all our locations, and technology is playing a growing role in helping us accomplish that. About a year ago, we explored a different solution that we believed would be better suited toward our restaurant group. However, we quickly realized the need for a partner that understood our business and could deliver on their technology promises. Square’s platform has evolved impressively with innovative solutions like Square Handheld and omnichannel tools that simply work. Combined with integrations that work seamlessly with our other technology, returning to Square just made sense for our business."
Eric Boggs, co-owner of and
What Sets Square Apart
- Responsive Support: With more than 80% of calls responded to in 2 minutes, our team can quickly address sophisticated technical issues, multi-location challenges, and upmarket-level integrations where system uptime is mission-critical. Unlike competitors who treat all sellers the same, Square’s dedicated enterprise support team is equipped with AI-enhanced tools specifically designed for complex business scenarios.
- Local Expertise: isn’t just a tagline, it’s a business strategy and a commitment to our sellers. As a result, our global support team brings not just technical knowledge, but also a deep understanding of local market conditions and business practices. This local expertise allows for more nuanced and effective problem-solving.
- Proactive Partnership: Square's Account Management team doesn't just wait for problems to arise, they actively partner with businesses to help them grow. From providing insights on new features to making tailored recommendations on workflow, our team serves as trusted advisors to our sellers.
"Coming back to Square feels like coming home. From our Ybor City flagship location to St. Joseph's Women's Hospital, we are at the heart of an important community that’s only growing. We are operating at a level that requires a partner who can meet our diverse needs – reliable payment processing, a built-in integration to our loyalty program, and a mobile app that answers the needs of our most avid customers and fans. Square has shown a genuine commitment to helping us succeed in our local neighborhoods, and is the ideal partner to our business.”
Roberto Torres, founder of Blind Tiger Coffee Roasters
Building Trust Through 24/7 Accessibility
At the heart of Square's upmarket customer service philosophy is a commitment tailored to complex business needs: be there when our sellers need us. While many competitors route customers through automated systems or hard to reach support centers, Square provides direct access through Square Concierge, our dedicated 24/7 global network of customer service representatives. 2 This specialized team maintains a remarkable 96% Customer Satisfaction Score (CSAT) by deeply understanding the intricate challenges of multi-location operations, complex integrations, and enterprise-scale transactions.
This enterprise-grade support is enhanced by our proprietary AI tools. Servine has transformed our ability to assist sellers in real-time, saving over 6,000 hours monthly by enabling advocates to instantly access accurate information while maintaining natural conversations. Similarly our AI Case Notes and Summaries System, launched in early 2024, saves an additional 3,000 hours monthly by automating documentation tasks-time our advocates now spend focusing on complex seller needs.
"Our approach to customer service isn't just about solving problems — it's about building relationships. When sellers reach out, they connect with real people who understand their business needs and are empowered to help."
Owen Jennings, Business Lead at Block
Looking Ahead
What truly sets Square apart isn’t just our human expertise or our technological capabilities – it’s how we bring them together to support our sellers in achieving both stability and profitability. While our AI handles routine tasks and information gathering behind the scenes, our advocates focus on building relationships, understanding nuanced business needs, and providing strategic guidance. This balanced approach means sellers get the best of both worlds: the efficiency of cutting-edge technology and the understanding that only human interaction can provide.
As we continue to expand our services and reach more businesses, our commitment to exceptional customer service remains at the core of everything we do. Through advanced machine learning, Square’s Account Management team can proactively identify growth opportunities and potential challenges before they arise – allowing us to extend sophisticated, personalized support to a broader segment of sellers. It's not just about maintaining our position as the most trusted POS brand. It's about continuing to earn that trust every day through meaningful interactions and genuine support.
For businesses considering their POS options, the choice increasingly comes down to more than just features and pricing. It's about choosing a partner who will be there when you need them, who understands your business, and who is committed to your success. That's the Square difference, and that's why more businesses are not only choosing, but returning to Square.
1 Square commissioned blinded U.S. Brand Tracker Survey (among over 4,000 sellers per year) as of H1 2024
2 Square Concierge is available to sellers processing $1M+ annually in North America, Europe, and Australia