There are a couple of ways to flavor your chicken prior to cooking. Three that come to mind are dry brining, wet brining, and marinating.
A dry brine is basically a rub. After rinsing and drying chicken, rub with a mixture of salt (usually heavy on the salt), spices, herbs, etc...what ever flavor combo you are going for. If you are going for crispy skin, leave uncovered in fridge for up to 3 days before cooking.
In a wet brine, the chicken is submerged in a brine for up to two days. The brine is usually salt based and can include herbs and spices. For larger birds (and turkey) you could take this a step further and inject the brine into the flesh with a syringe...thus "injection brining."
Marinating is coating the meat in a mixture of oil, herbs and spices (though using yogurt as a base ingredient is popular in many cultures and delicious). Marinating is usually done for a few hours to overnight.
Combine these flavoring techniques with careful cooking, and it should improve your results.