8 SMART Customer Service Goals [With Real Business Examples] (2022)

The right customer service goals can help your company boost customer satisfaction, increase loyalty, and create new conversions.

But where do you get started? Which metrics should you be tracking, and what strategies should you put in place?

In this blog, we’ll be looking at 8 SMART customer service goals championed by real companies. Which goals will you set for customer service success?

What is a SMART goal in customer service?

One of the worst mistakes companies make when setting customer service goals is creating vague or unrealistic objectives.

The SMART framework helps you avoid this.

By setting goals that are Specific, Measurable, Attainable, Relevant, and Time-bound, you can make sure you’re on the road to customer service perfection.

8 SMART Customer Service Goals [With Real Business Examples] (1)

To show you how you can put this framework into action, we’ve included examples in our customer service goals list below.

Customer service goals examples

Whether you’re an established customer service manager or just starting to focus on your customer service efforts, take a look at the following goals and question which will work best for your organisation.

1. Reduce customer wait times

KPI: First Response Time (FRT)

There’s many customer service goals and metrics to track, but one hugely important goal for your customers is reducing how long they wait for a response.

The longer you keep customers waiting, the more frustrated they are going to get.

In fact, a poor FRT is one of the worst signs of poor customer service overall.

So, how do you tackle this customer service goal and improve your FRT?

Solution: One of the best ways to reduce customer waiting time is to get serious about your contact channels.

By adopting an omnichannel customer experience, you’ll be able to respond to your customers quickly and efficiently - however they get in touch.

You should also focus on how you’re measuring the improvements made to your FRT.

Mark Daoust at Quiet Light suggests using flow charts to track the company’s average response time, and they’ve seen some very impressive results.

From using these tracking methods, the company has gone from an average of 1.5 business days down to 0.8 FRT. ‘Our customers are consistently impressed with the speed at which we get back to them.’

Another smart way to reduce your customer wait times is to actually display your average wait time to your customer. It's the same with your open and close times too.

Doing so will allow you to manage customer expectations and give them the chance to choose a different contact channel if their query isn't urgent - lowering wait times once more!

(Video) SMART Goals - Quick Overview

Thankfully, with Talkative, you can do this automatically from your no-code chat widget designer.

SMART example: By September 1st, we will decrease our average FRT by implementing live chat and tracking interactions.

2. Improve turnaround times

KPI: Average Handle Time (AHT)

Much like long FRTs, slow turnaround times are another huge digital customer service mistake.

Customers hate having to endure unnecessarily long interactions, especially when they’re kept on hold for a quick query.

It’s why improving your AHT is another crucial customer service goal.

The problem with this goal is that customers can be incredibly demanding: they want their answers fast.

So, how do you effectively tackle this challenge and improve your AHT?

Solution: Like improving your FRT, one of the best ways of improving your AHT is to take a look at the customer communication channels you use.

From there, you can start to examine how your staff use these channels, and how you can incentivise them into delivering a stronger performance.

Austin Fain from Perfect Steel Solutions took this double-headed approach and saw some great results:

‘Most of the companies in our industry provide customer support primarily through email or phone calls - which means long waiting periods. We shook things up by adding a live chat feature onto our website.’

Next, the company introduced a bonus for their contact centre agents, offering incentives for the staff with the lowest AHT.

Thanks to this strategy, the company has seen a 55% improvement in their turnaround times, and a much happier customer base overall.

SMART example: We will decrease our average AHT over the next year by adopting new contact channels and motivating our staff with a bonus scheme.

3. Improve employee skill and satisfaction

KPI: AHT, Employee Feedback, & Staff Turnover

This customer service goal and it’s solution is closely linked to improving turnaround times.

While improving your AHT can be achieved by adopting new contact channels, improving your employee’s troubleshooting skills and overall job satisfaction will also make a big difference too.

Despite what you might be thinking, the answer doesn’t just lie in staff training

Solution: Achieving this customer service goal requires a multifaceted approach once again.

While staff training is incredibly important for a reliable and capable customer service team, employee satisfaction and wellbeing are also paramount.

Thomas Fultz recognised this in his role as CEO at Coffeeble. He notes that the company’s entire customer experience hinges on staff wellbeing:

‘The best tools I found to support proper customer service & retention were the ones that supported the lives of our staffers.’

(Video) I Was Seduced By Exceptional Customer Service | John Boccuzzi, Jr. | TEDxBryantU

To make sure staff were working to their best ability, the company hired a wellbeing manager and treated their staff to meditation app subscriptions and more regular breaks.

In turn, their revitalised staff were better equipped to tackle their workloads with skill and focus, helping the company to further their online success.

It’s proof that when it comes to acing your customer service goals, supporting your staff is just as important as supporting your customers.

SMART example: In the next three months, we will hire and onboard an employee wellbeing specialist, as well as retrain all our staff.

4. Improve customer satisfaction

KPI: Customer satisfaction (CSAT) and Average Review Ratings

Achieving this customer service goal offers a whole host of benefits to your company, from improving customer retention and loyalty to creating customer advocates.

The hard part about improving your CSAT score is that customer satisfaction can be fickle.

In fact, every step of the customer experience can affect how the customer feels overall.

So, how are you supposed to know which areas of customer experience are succeeding and which are failing?

Solution: The fastest way to achieve this customer service goal is by using website engagement tools to survey and monitor your customers.

For instance, Todd Ramlin of Cable Compare notes that they’ve had great success from using CSAT surveys and social listening tools.

CSAT surveys allow direct feedback from their customers while they are on their site.

Social listening tools allow the company to monitor social mentions and direct feedback. Todd explains:

‘This tactic also gives us an opportunity to interact with these customers again, either to thank them for positive comments or offer to resolve any negative issues they have with our service.’

To further improve on this strategy, you could also take things one step further by reviewing public rating sites too.

This is just what Maddy Brown from Spacer did to improve their customer service efforts.

By checking in on these sites, you’ll be able to develop an average review rating from truly unbiased feedback.

SMART example: Over the next three months, we will increase our CSAT scores by implementing short surveys on our site, and monitoring social media mentions and review site ratings.

5. Increase customer advocacy

KPI: Net Promoter Score (NPS) & positive survey feedback

What separates improving customer satisfaction from this customer service goal is the metrics and indicators you use to measure success.

CSAT scores can measure your customers’ satisfaction during their time on your site.

On the other hand, NPS scores allow you to understand which of your customers are most likely to recommend your business to others in the future.

The better your NPS score, the more proof you have that you’re offering the best customer service possible.

But how do you really make sure you’re improving your NPS and turning your customers into advocates?

Solution: To achieve this customer service goal, there’s two main actions you’ll want to take.

Firstly, implement NPS surveys throughout your site.

(Video) How to Set SMART Goals | Goal Setting for Students

Secondly, it’s a great idea to start ongoing conversations with your current customer base. Ask them what is working for them and what could be improved.

Andrea Barnhill of Socratik Agency took this approach when seeking to improve their customer service.

She notes that the company conducts an annual feedback survey with their clients to understand what they appreciate about their partnership, and where they can improve.

Barnhill says that some of this feedback has proved so important, it’s become a core part of the company’s mission moving forward.

In turn, their customer service has always remained on point, earning more repeat business and more customer advocates in the long run.

SMART example: By December 1st, we will have implemented NPS surveys on our site and reached out to our customers for feedback. By January 31st, we will have reviewed their comments and revisited our core values and mission.

6. Increasing customer loyalty

KPI: Customer Retention Rate (CRR) & Customer Churn

One of the best ways to know if your customer service efforts need improving is by measuring how many customers are leaving you for your competitors.

If you’re seeing a low CRR and a high amount of churn, chances are that you need to focus on this customer service goal the most.

But how do you make sure your customers want to keep coming back for more?

Solution: One of the best ways to increase your customer’s loyalty is to ensure that your company follows a customer-centric philosophy.

This is what Roy Morejon from Enventys Partners suggests for improving low CRR and decreasing churn. He notes that a double-headed approach works best:

Firstly, companies should always strive to offer as much value to their customers as possible.

Secondly, companies need to show appreciation for their customers whenever possible.

For instance, if a customer has a complaint, Morejon suggests ‘actively listening and offering value back to the customer with your resolution (a free deal/service, a thorough explanation of the problem, and how you can solve it, etc.).’

Next, when it comes to showing appreciation to your customers, strive to create real and lasting relationships with them:

‘Offer special deals for birthdays, loyalty points, free surprise items, etc. These are all great ways to remind the customer that you are always appreciative of their support.’

However you go about providing value and showing your appreciation, creating a customer-first approach means you’ll achieve higher levels of customer loyalty with ease.

SMART example: For the next month, we’ll review each live chat transcript to see how we can improve our offer of value and show appreciation.

7. Promote self-service and increase efficiency

KPI: Interaction Queues & Abandonment Rates

Sometimes, customers just want to help themselves. They know the problem they are looking to solve is a simple one.

This is where self-service tools like chatbots, knowledge bases, and FAQ pages come in.

The only problem with this approach is knowing which tools are going to be the most effective for your customers.

So, how do you tackle this customer service goal and increase your team’s efficiency?

Solution: The best approach to promoting more self-service amongst your customers is to take a look at your website’s user journey.

(Video) Secrets of success in 8 words, 3 minutes | Richard St. John

By doing so, you can identify the pain points your customers will face along the way.

For instance, say you offer live chat, but your live chat queues are clogged by customers with simple queries.

You could deploy a chatbot to deflect queries that don’t require a human response to solve this problem

Once you’ve done so, check your chatbot analytics to review just how much more efficient your customer service efforts have become.

Another tip is to start anticipating customer needs by putting more information at your customer’s disposal.

For example, Francesca Nicasio of Payment Depot took this approach when considering how best to curate the company’s marketing content.

After coming to the realisation that the site’s content should be as helpful to customers as a customer service representative, Nicasio made sure to double down on their site’s offering.

She notes that, ‘ultimately, content should serve to help meet the goals of your business and give people the best customer experience possible.’

So make sure your content offers as much useful information as possible, right up front.

Couple this approach with smart contact channels, and completing this customer service goal will be a breeze.

SMART example: Within the next six months, we’ll deploy a chatbot to provide deflection for our live chat, as well review the usability and usefulness of our blog.

8. Humanise the customer experience

This customer service goal might not come with an easily defined metric, but taking a holistic approach to humanising your customer experience can yield some fantastic customer service results.

Websites are no longer a static brochure for your products or services. They are now an integral part of the customer journey.

As such, not only do you need to offer a seamless customer experience, you also need to bring a human element to your online customer service efforts.

But how do you make sure your customers receive the same experience online as they would in store?

Solution: One of the best ways to humanise the customer experience is to start prioritising personalisation and convenience for your customers.

For instance, Laura Blackwell from Vape Town has recently seen a boost in sales after providing local customers with a click-and-collect service - a tactic that bridged the gap between the company’s in-store and online experience.

That said, there are many other tactics you can use to offer your customers sterling service - wherever they’re based.

One of your best options is video chat.

The use of video chat for customer service has exploded by 400% over the last few years, and there are some good reasons why.

Not only does it provide your customers with a convenient and personalised way to engage with your company, it’s also proven to be more effective than live chat as a communication tool.

For instance, while video chat immediately helps to create a personal connection between customers and contact agents, it also allows you to give customers instant answers.

In fact, video sessions tend to last around 6 minutes - which is actually shorter than the 10 minute average length of live chat!

It means that video chat is not only the smart choice in terms of humanising your website, but also in terms of achieving customer service efficiency too.

SMART example: If you want to achieve this customer service goal and provide a much needed human element to your company’s website through video book a demo with Talkative today.

(Video) How to Set SMART Goals: Examples & Template | TeamGantt

FAQs

What is an example of a SMART goal in business? ›

One SMART goal example may be to pay down the company's debt, thus making more money available for employee pay increases and other projects. Specific: Pay off $10,000. Measurable: We can measure progress by monitoring our cash accounts as we go, and track how we are doing month to month.

What is smart goals Explain with examples? ›

What are SMART goals? The SMART in SMART goals stands for Specific, Measurable, Achievable, Relevant, and Time-Bound. Defining these parameters as they pertain to your goal helps ensure that your objectives are attainable within a certain time frame.

Which is the best example of a SMART goal? ›

Good example of a SMART goal:

“I want to write a work book on “How to add 10 years to your life” that is at least 150 pages in length and get it completed by June 30th 2009. I will write at least 4 pages every weekday until I complete the book.”

How do you set smart goals for customer service? ›

How to Set Customer Service Goals in 5 Steps
  1. Coordinate goal-setting with the rest of the company. ...
  2. Set clear tactics for achieving the goals. ...
  3. Challenge your team beyond its comfort zone. ...
  4. Track individual and team progress. ...
  5. Meet regularly to discuss changes.
1 Apr 2020

What SMART goals can I set for myself? ›

51 Examples Of Personal SMART Goals To Set This Year
  • Take a 20-Minute Walk On Your Lunch Break 4 Times Per Week. ...
  • Speak To A Family Member For Half An Hour Once Per Week. ...
  • Organize a Room In Your House Each Month Until The Whole House Is Done. ...
  • Take 20 Minutes Once Per Week To Reflect On Success and Achievements.
25 Jul 2020

Which is an example of a specific goal? ›

An example of a specific goal to help you meet this objective is: "I will lose 10 pounds in two months BY running on a treadmill for half an hour six days a week."

How do you set up a smart goal example? ›

SMART Goal Example:
  1. Specific: I'm going to write a 60,000-word sci-fi novel.
  2. Measurable: I will finish writing 60,000 words in 6 months.
  3. Achievable: I will write 2,500 words per week.
  4. Relevant: I've always dreamed of becoming a professional writer.
22 Mar 2021

How do you write goals and objectives examples? ›

Tips for writing good goals and objectives

Include all relevant groups and individuals in your target population. Always allow plenty of time to accomplish the objectives. Do not confuse your outcome objectives for methods. Figure out how you will measure the change projected in each objective.

How do I write a performance goal for myself? ›

How do you create goals for a self-performance review?
  1. Specific: SMART goals should be specific, narrow, clear and easy to understand. ...
  2. Measurable: Goals should include clear metrics that make it easy to measure progress. ...
  3. Attainable: It's important that goals are attainable to help avoid burnout and stay motivated.

Why are SMART goals important in business? ›

Setting SMART goals. Setting specific, measurable, achievable, relevant and time bound goals can help you focus your efforts and increase the chance of successfully completing them. These aspects are important to consider when creating your goals.

What are the most important goals of customer service? ›

The prime objective of customer service is to answer customer questions quickly and effectively, resolve issues with empathy and care, document pain points to share with internal teams, nurture relationships, and improve brand credibility.

What is most important to help customer service goals? ›

The three most important characteristics of customer service include patience, empathy, and product knowledge. Support agents who provide answers to customers can only give accurate answers if they have complete product knowledge.

What is the goal of customer success? ›

So, what is the goal of customer success? To work with the customer to help them get better use out of the product or service. In turn, they often help to reduce churn by increasing user adoption and NPS, and assist with things like upselling and even account expansion.

What are your strategic goals for your customers? ›

Examples of strategic goals for customers:

Improve customer satisfaction. Decrease the number of product returns. Increase net promoter score. % of defaults on products.

How can I improve my customer service skills? ›

Why great customer service is so important for a customer service representative
  1. Practice active listening.
  2. Learn to empathize with your customers.
  3. Use positive language.
  4. Improve your technical skills.
  5. Know your products and services.
  6. Look for common ground.

What is your personal customer service goal in your new job? ›

A customer service goal should be to address and solve problems in a way that is a win-win situation for the customer and the company. This means listening to the customer, taking the information provided about the problem and finding a solution to replace the product or improve service.

What are the 8 personal goals? ›

There are 8 IPC Personal Goals:

Resilient = I can try again / I never give up. Collaborator = I can work together / I can take turns / I can share / I help. Communicator =I can listen / I can say/show. Respectful = I am caring / I can agree and disagree / I can look after my things / I can tidy up.

What are the 5 smart goals for work? ›

The SMART goal-setting model can help leaders set and achieve business goals that are specific, measurable, attainable, relevant, and time-bound.
...
If you're ready to start setting SMART goals, follow this five-step process.
  • Specific. ...
  • Measurable. ...
  • Attainable. ...
  • Relevant. ...
  • Time-bound.
1 Mar 2022

What are the 5 smart goals? ›

What are the 5 SMART goals? SMART goals stands for an acronym outlines a strategy for reaching any objective. SMART goals are Specific, Measurable, Achievable, Realistic and anchored within a Time Frame.

What are the 3 main goals of a business? ›

The hierarchy of Business Goals. When building a business, you should concentrate on a different hierarchy: Survive. Sustain. Profit.

How do you write a business goal? ›

How to set short-term business goals
  1. Identify your company's short-term business goals for a set period of time. ...
  2. Break down each goal into actionable business objectives. ...
  3. Ensure your objectives are measurable. ...
  4. Assign goal-related tasks to employees. ...
  5. Measure progress regularly.

What are 10 short term goals? ›

Short-Term Goals List
  • Exercising more.
  • Losing weight.
  • Saving money.
  • Eating a better diet.
  • Pursuing career ambitions.
  • Spending more time with family.
  • Taking up a new hobby.
  • Spending less time on social media.

What are your business goals? ›

A business goal is an endpoint, accomplishment or target an organization wants to achieve in the short term or long term. Business goals can take many different forms and be aspirational or motivational, such as driving an organization toward a certain objective like improved customer service.

How do you answer what are your goals? ›

Laying out a list of goals doesn't make for a very convincing answer. Instead, focus on one or two main goals and briefly explain how you plan on achieving them or how they will benefit your career in the long-term. This shows that you have thought these goals through and are clear about what you want in the future.

What is most important to help customer service goals? ›

Deliver fast, effective resolutions

“The most important objectives for customer service are to be timely and helpful. One without the other doesn't cut it. A 3-minute response time is no good if it contains nothing of value to the customer.

What are your strategic goals for your customers? ›

Examples of strategic goals for customers:

Improve customer satisfaction. Decrease the number of product returns. Increase net promoter score. % of defaults on products.

What is the goal of customer experience? ›

The main objective of customer experience management is to improve each interaction a customer has with your brand. It is to understand the quality of experience you think you deliver versus the experience you actually deliver - and then fill in the gaps.

What are the 8 personal goals? ›

There are 8 IPC Personal Goals:

Resilient = I can try again / I never give up. Collaborator = I can work together / I can take turns / I can share / I help. Communicator =I can listen / I can say/show. Respectful = I am caring / I can agree and disagree / I can look after my things / I can tidy up.

What smart goals can I set for myself? ›

51 Examples Of Personal SMART Goals To Set This Year
  • Take a 20-Minute Walk On Your Lunch Break 4 Times Per Week. ...
  • Speak To A Family Member For Half An Hour Once Per Week. ...
  • Organize a Room In Your House Each Month Until The Whole House Is Done. ...
  • Take 20 Minutes Once Per Week To Reflect On Success and Achievements.
25 Jul 2020

What are 10 short term goals? ›

Short-Term Goals List
  • Exercising more.
  • Losing weight.
  • Saving money.
  • Eating a better diet.
  • Pursuing career ambitions.
  • Spending more time with family.
  • Taking up a new hobby.
  • Spending less time on social media.

What are the 3 most important things in customer service? ›

Essentially, the 3 important qualities of customer service center around three “p”s: professionalism, patience, and a “people-first” attitude. Although customer service varies from customer to customer, as long as you're following these guidelines, you're on the right track.

How can I improve my customer service skills? ›

Why great customer service is so important for a customer service representative
  1. Practice active listening.
  2. Learn to empathize with your customers.
  3. Use positive language.
  4. Improve your technical skills.
  5. Know your products and services.
  6. Look for common ground.

How do you provide good quality customer service? ›

To ensure you provide the best customer service:
  1. know what your customers consider to be good customer service.
  2. take the time to find out customers' expectations.
  3. follow up on both positive and negative feedback you receive.
  4. ensure that you consider customer service in all aspects of your business.
11 May 2022

What are the 8 major areas for strategic goals? ›

The basic strategic variables for consideration as you make a plan for the future are products, services, customers, markets, finances, people, technology, and production capability.

What is strategic goals and give an example? ›

As an example, a strategic goal example is to enter new markets, so you would set a goal of getting into X, Y, and Z markets by a certain date. You could also set a goal of having 15 regional markets in total by a specific date.

What are the 5 aims of customer service? ›

The College Customer Services Aims are:

To build successful long-term relationships with our customers. To celebrate the success of all customers. To frequently assess our customers needs to ensure they are being met and to indicate areas for development or change. To identify our customer needs quickly and efficiently.

What are the 7 qualities of good customer service? ›

7 Must-Have Qualities of a Stellar Customer Service Rep
  • Problem-Solving Skills. The number one skill you need to excel in for good customer service is problem-solving. ...
  • Clear Communication. ...
  • Friendly Attitude. ...
  • Empathy. ...
  • Business Acumen. ...
  • Product/Service Knowledge. ...
  • Strong Time Management.

What is a positive customer experience? ›

Customer experience refers to the sum total of a customer's interactions with a brand. Positive customer experience comes when consumers perceive their interactions with a brand to be memorable, special, enjoyable, or worthwhile.

What's a good customer experience? ›

What is great customer service? Great customer service means following best practices like valuing customers' time, having a pleasant attitude, and providing knowledgeable and resourceful resources, but that you also take things a step further to exceed — rather than just meet — expectations.

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