{"id":44283,"date":"2020-08-01T13:39:21","date_gmt":"2020-08-01T20:39:21","guid":{"rendered":"\/us\/en\/blog\/?p=44283"},"modified":"2025-03-13T06:24:57","modified_gmt":"2025-03-13T13:24:57","slug":"customer-service-goals-examples","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-service-goals-examples\/","title":{"rendered":"4 customer service goals examples\u2014and how to achieve them"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">New businesses can sometimes treat customer service as if it were a fortune cookie that you pass out to diners leaving a restaurant as a gesture of thanks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a new business sets up its shop\u2014online or otherwise\u2014they mostly begin by hiring people and marketing their services to the world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Typically, they consider setting up their customer service only after people start buying from them. \u201cLet\u2019s offer them great customer service,\u201d they say\u2014pumping their fists in excitement\u2014but only when their customers start asking for help.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the reality is\u2014customer service is the dessert in the four-course meal that customers expect even before they buy from you. When you don\u2019t offer it to them, it leaves a sour taste in their customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because customer service is such an integral part of your business, you must also have tangible goals attached to it to make it work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Goals are important in customer service because they help you <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/improve-customer-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">improve customer experience<\/span><\/a><span style=\"font-weight: 400;\">, give directions to your support team, and contribute directly to your revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a small business, you&#8217;re probably either considering setting up a customer service team or already have a support team that\u2019s scrambling to keep up with the influx of support queries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you think that customer service goal setting is an area you\u2019ve yet to master, this might just be the article you need to read.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we will explore the following topics:<\/span><\/p>\n<ul>\n<li><a href=\"#how\">How to set goals for customer service<\/a><\/li>\n<li><a href=\"#what\">What are &#8220;good&#8221; customer service goals?<\/a><\/li>\n<li><a href=\"#four\">4 examples of measurable customer service goals<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f<b>\u00a0<\/b>Ready to offer 5-star customer service?<b>\u00a0<\/b>Get strategies for every stage of the customer journey with this <b>free eBook<\/b>.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/assets.ringcentral.com\/us\/ebook\/long-live-customer-service.pdf\" data-id=\"69e1c8fc849f4\" id=\"69e1c8fc849f4\">\n\t\t<button tabindex=\"on\"  on=\"tap:69e1c8fc849f4.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40Get this free eBook to learn how to win in customer service.<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69e1c8fc849f4.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<h2><span style=\"font-weight: 400;\"><a id=\"how\"><\/a><br \/>\nHow do you set goals for customer service?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Setting goals for customer service is different from setting goals for sales or marketing because the latter two are <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer acquisition strategies<\/span><\/a><span style=\"font-weight: 400;\">, i.e., their success is measured on the number of net new customers you can attract to your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer service, meanwhile, is a <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">retention strategy<\/span><\/a><span style=\"font-weight: 400;\"> that helps you to make your customers come back for more and turn them into loyal customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While \u201cimproving the bottom line\u201d is definitely the ultimate objective of customer service teams, there are other layers to peel back before you reach there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, customer service isn&#8217;t just a business function like sales or marketing. It\u2019s the proverbial window that you open to <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\">interact with your customers<\/a> to answer their questions, help them achieve <\/span><i><span style=\"font-weight: 400;\">their<\/span><\/i><span style=\"font-weight: 400;\"> goals, and build lasting relationships.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In that sense, you can\u2019t just have vague (or transactional) goals for your customer service like &#8220;resolve <\/span><i><span style=\"font-weight: 400;\">n<\/span><\/i><span style=\"font-weight: 400;\"> tickets within one week&#8221; or &#8220;respond to customers as soon as possible.&#8221; You need to have meaningful and measurable goals that move the needle in your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But don\u2019t cancel out the benefits of resolving <\/span><i><span style=\"font-weight: 400;\">n<\/span><\/i><span style=\"font-weight: 400;\"> number of tickets as a customer service goal. <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-experience-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Analytics<\/a> like counting the number of tickets closed or improving your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/first-call-resolution-industry-standard\/\" target=\"_blank\" rel=\"noopener noreferrer\">first response time<\/a> still has its place in customer service, but these are more like measurement metrics. And there\u2019s a significant difference between goals and metrics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Metrics are the indicators of performance. They don\u2019t represent success or failure in and of themselves. If your customer service team&#8217;s average response time is three minutes, then that&#8217;s just a number\u2014it doesn&#8217;t give you any further information about whether this response time is good or bad.\u00a0<\/span><\/p>\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Goals, on the other hand, are measured by larger, more impactful outcomes. If you give your customer service team the <em>goal<\/em> to improve brand loyalty by 15% or keep customer churn below 3%, these goals\u2014when accomplished\u2014will directly contribute to the overall health of your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So to answer the question of how to set good &#8220;goals&#8221; for customer service\u2014use the larger goals of your business as a guideline instead of just looking at metrics and numbers out of context.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, set customer service goals\u2014like <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/improve-customer-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">improving the customer experience<\/a>, increasing brand loyalty, or building a community of fans\u2014that look beyond monetary benefits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We&#8217;ll look at some great customer support goal examples in the section below to dig into this deeper. For now, let\u2019s get to know what are some goals for customer service.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">Learn more about the best customer service software.<\/a><\/p>\n<\/div>\n<h2><span style=\"font-weight: 400;\"><a id=\"what\"><\/a><br \/>\nWhat are &#8220;good&#8221; customer service goals?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">For your ease of understanding, we will break down the nitty-gritty of setting \u201cgood\u201d customer goals into five broad categories.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1) Good customer service goals are underrated motivators<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We will begin with the point that\u2019s our favorite on this list: good customer goals aren\u2019t just business-facing or customer-facing\u2014they also focus on the employees who run the show.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For your customer goals to be meaningful, sustainable, and forward-thinking, you have to make them inspiring for your customer service reps\u2014the foot soldiers in your mission to deliver world-class customer service. The goals should evoke a sense of ownership, accountability, and reward among your support agents.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At RingCentral, we&#8217;ve seen plenty of small businesses knock it out of the park with our <\/span><a href=\"https:\/\/www.ringcentral.com\/contact-center\/products\/workforce-optimization.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Contact Center Workforce Optimization (WFO)<\/span><\/a><span style=\"font-weight: 400;\"> feature.<\/span><\/p>\n<p>These companies use WFO to launch a wide range of activities to improve their <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/call-center.html\">call center<\/a>\u2019s speed, quality, and scope\u2014and crush the goals given to them.<\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><a href=\"https:\/\/netstorage.ringcentral.com\/datasheets\/workforce_optimization.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">WFO allows you to gamify their agents&#8217; experiences<\/span><\/a><span style=\"font-weight: 400;\">, for example, by driving their motivation to hit certain goals through challenges, team activities, or other incentives.<\/span><\/p>\n<p><a href=\"https:\/\/netstorage.ringcentral.com\/datasheets\/workforce_optimization.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone size-large wp-image-43652\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/ringcentral-gamification-of-call-center-1024x839.png\" alt=\"ringcentral gamification of call center\" width=\"1024\" height=\"839\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Create a unified dashboard for agents to compete with each other or as teams to achieve goals or win virtual coins or badges (think: leaderboards and unlocking achievements in video games).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Crushing mini-goals in a fun-driven environment makes it appealing for your agents to achieve their service delivery objectives.<\/span><\/p>\n<p>Not only that RingCentral&#8217;s Contact Center product also has other less-fun-but-more-practical features that help your team answer customers&#8217; questions more quickly. For example, it can merge your customers&#8217; and prospects&#8217; social media profiles into one consolidated identity so that you can instantly see all of your past conversations with someone across different platforms:<\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Digital Customer Engagement | RingCentral Engage Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/PZC3o5YN90E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<h3><span style=\"font-weight: 400;\">2) Good customer service goals are SMART\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A simple way to come up with \u201cgood\u201d customer service goals is to memorize a simple five-letter word: SMART.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SMART is an acronym that stands for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Specific<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measurable<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Attainable<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Relevant<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Timebound<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Specificity is the antidote to vague generalizations (which are the enemy of clarity).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you generalize goals like \u201crespond to customers as soon as possible,\u201d it opens the door to varied and unhelpful interpretations among your customer service team. Some of your support reps might understand \u201cas soon as\u201d as \u201cwithin 10 minutes,\u201d while the more laidback folks might interpret it as \u201cwithin 24 hours.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you give them a clear goal like \u201cfollow up on customer complaints within 24 hours,\u201d then you invoke clarity and remove the chances of all guesswork.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By the same token, customer service goals should be measurable against the end goal. For example, you should be able to attribute the success of your average first response rate and average resolution time to the larger goal of reducing customer churn by 10%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, don\u2019t set overly lofty goals like \u201calways give 200% and never ever receive a single bad customer review.\u201d This is not just unrealistic and unattainable, but it\u2019s the kind of hyperbole that will sink your Titanic before it sails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should, however, make your customer service goals time-sensitive. Stamp your customer service goals with (realistic) urgency so that your call center agents race against time to achieve the goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SMART is a mnemonic goal-setting technique that businesses practice widely across all aspects of their operations. In that sense, goals for customer service follow the same format as sales and marketing, but they serve a different purpose.<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/remote-readiness\"><img decoding=\"async\" class=\"alignnone size-full wp-image-45676\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/12\/Banner-Image-for-Blog-Promo.png\" alt=\"Remote Readiness CTA\" width=\"695\" height=\"247\" \/><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">3) Good customer service goals are FAST<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Other experts, like the MIT Sloan Management Review, suggest that FAST beats the SMART goal-setting technique.<\/span><sup><span style=\"font-weight: 400;\">1<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">In their book, FAST goals are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Frequently discussed<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ambitious in scope<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measured by specific metrics and milestones<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Transparent so everyone in the organization can see them<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Honestly, the essence of both techniques are pretty similar\u2014except for the added nuances like being ambitious and transparent that are mentioned in the FAST technique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you boil both of them down, you&#8217;ll see that good customer service goals tend to be aspirational, measurable, and timely.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4) Good customer service goals should align with the trajectory of your business&#8217; growth<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Eventually, all business goals are weighed in the scale of how well they impact your profit\u2014that\u2019s the ultimate measure of success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So your customer service objective should be to eventually map to your company\u2019s growth\u2014either by contributing to your business revenue or by growing your brand\u2019s worth.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5) Good goals complement other aspects of your business<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Good customer goals are also intertwined with other aspects of your business like sales and marketing. They shouldn\u2019t be standalone metrics that live within your customer service team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, the goal of improving customer retention usually has a direct and positive impact on lowering your customer acquisition costs\u2014something that sales and marketing always suffer from.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also up to five times cheaper to retain your customers than it is to acquire new ones<\/span><sup><span style=\"font-weight: 400;\">2<\/span><\/sup><span style=\"font-weight: 400;\">\u2014another reason why customer service goals go hand in hand with your marketing and sales.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"four\"><\/a><br \/>\n4 great examples of measurable customer service goals<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In this section, we\u2019ll draw good customer service goals examples from four real-world brands on how they set and achieved concrete, measurable, and meaningful objectives.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Zappos<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">How can we talk about great customer service without mentioning Zappos\u2014right?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zappos tops this list because their customer service just isn&#8217;t cut out from the same cloth as most others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When Zappos was still a growing company (long before Amazon acquired them), they came up with a unique goal for their customer service teams\u2014personal emotional connection (PEC).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you look up that term in Google, it\u2019s likely that all the search results will point PEC\u2019s origin to Zappos because they are the ones who invented it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the surface, PEC sounds a little like other customer service metrics. Zappos defines PEC as a commitment that every person in the company\u2014even if they are outside of the customer service team\u2014makes to develop a positive relationship with their customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s that simple. But it also begs the question\u2014how do you measure PEC? Well, you can\u2019t\u2014and that makes PEC a not-so-great customer service goal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The PEC actually defies the traditional concept of measuring metrics such as call handling times to hold their staff accountable, which is why it\u2019s a norm for Zappos employees to take customer calls for more than 10 hours at a stretch!<\/span><sub><span style=\"font-weight: 400;\">3<\/span><\/sub><\/p>\n<p><span style=\"font-weight: 400;\">However, the PEC in Zappos maps to another, easily measurable objective for customer service called the Happiness Experience Form\u2014yet another one-of-its-kind customer service goal that Zappos came up with on its own.<\/span><sup><span style=\"font-weight: 400;\">4<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">The Happiness Experience Form is a 100-point scale form measured against the following criteria:<\/span><sup><span style=\"font-weight: 400;\">5<\/span><\/sup><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Did the agent try twice to make a personal emotional connection (PEC)?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Did they keep the rapport going after the customer responded to their attempt?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Did they address unstated needs?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Did they provide a &#8220;wow experience\u201d?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To make sure that the support agents engage in a meaningful conversation with the customers, Zappos requires each of its support agents to maintain an average of a 50-point average.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This measurement also helps Zappos quantify the customer experience (and emotions) of each person who calls the company and improve customer satisfaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result of setting a truly customer-oriented goal like the Happiness Experience Form, Zappos has not only improved their Net Promoter Score (NPS)<\/span><sup><span style=\"font-weight: 400;\">6<\/span><\/sup><span style=\"font-weight: 400;\">, but also built a global brand\u2014without spending much on traditional ads and marketing.<\/span><sup><span style=\"font-weight: 400;\">7<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">You can take the Zappos route, or create your own customer service measurement index in situations that require your customer service teams to go above and beyond their call of duty to establish an emotional connection with customers.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. ViaSource<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is a great example of a synergy between one customer service team achieving its goals while helping one of its customers achieve their call center goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few years ago, ViaSource set a simple goal for its call center\u2014minimize the number of human errors in the department and improve the quality of customer service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As an emerging customer experience management agency, ViaSource had an urgent need to make its contact center processes more efficient without burning a hole in its pocket.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Luckily for ViaSource, <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/viasource.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">they found RingCentral\u2019s contact center software to help their customer support team achieve their goals<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A team of technical professionals from RingCentral devised a quick and effective strategy for ViaSource\u2019s contact center, helped them automate their manual data entry processes, and implemented a customized solution to capture important call data from abandoned callers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The new arrangement not only helped ViaSource completely obliterate their manual errors, but also saved them 18% per month in their contact center operations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ViaSource checked all the boxes of good customer service goal setting\u2014measurable, timely, and customer-centered\u2014by choosing <\/span><a href=\"https:\/\/www.ringcentral.com\/contact-center.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">the right contact center platform<\/span><\/a><span style=\"font-weight: 400;\"> for help.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The takeaway here? Setting customer service goals for your employees can help save you money and time when time is of the essence and the stakes are too high for your customer <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">support<\/a> team to make mistakes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The benefits, as exemplified in the above example, are immense\u2014ranging from saving money to saving yourself the hassles of labor-intensive processes, verbal approvals, and colossal human errors.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Mention<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is one of our favorite examples of SMART goals for call center agents.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like ViaSource, Mention is yet another company that operates in the domain of customer service. The company sells a social media monitoring software that helps online-savvy businesses track what people are saying about their brands online.<\/span><sup><span style=\"font-weight: 400;\">8<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">A few years back, Mention came across an inevitable problem that rears its head at every SaaS-based company at some point in their growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After growing their customer base from just a few hundreds since their launch to 200,000, Mention found that many of their customers were \u201cchurning away\u201d from, or leaving, them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The obvious goal for the company (and their customer service team) was to reduce their churn. So they set a goal to improve communication with customers and reduce churn by 20% within\u00a0 three months.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company leaped into action, segmented their existing users based on their membership types (i.e. free users, trial users, and paying customers), and prioritized their support to customers to the more valuable group of customers, which were the trial members and paying customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company focused on the two latter groups after they discovered that paid and trialing members were more serious about buying their product than users on their free plan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By reframing their support priorities, Mention\u2019s support team was able to handle support requests in batches of four hours. They also saved enough time to accomplish other important goals like attending weekly product meetings to discuss customer feedback and incorporate necessary changes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The results? They overachieved their goal and lowered the churn rate by 22% in a single month\u2014two months earlier than the expected timeline!<\/span><sup><span style=\"font-weight: 400;\">9<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">During that time, the support team also spent 50% less time on support while recording\u00a0<em>higher<\/em>\u00a0levels of customer satisfaction ratings from their valuable user segment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Set these kinds of goals for your customer service teams when your customers are leaving your brand for whatever reasons. Not only will you benefit in cutting down the churn rate, you will also identify your most loyal customers and increase the likelihood of winning back lost customers.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Brightway Insurance<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Since rolling out its franchise operations in 2008, Brightway Insurance has expanded its size to over 800 people in 21 states across the US. <\/span><i><span style=\"font-weight: 400;\">Forbes<\/span><\/i><span style=\"font-weight: 400;\"> magazine once even crowned the company as \u201cAmerica\u2019s No. 1 Franchise to Buy.\u201d<\/span><sup><span style=\"font-weight: 400;\">10<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">That kind of rapid growth and pressure to keep up its reputation as one of the nation\u2019s largest privately held insurance agencies pushed Brightway to a conclusion: it had to expand its support bandwidth to match its growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So the company gave itself the goal to scale its call center operations&#8230; while maintaining its streak of offering top-notch customer service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And just like ViaSource, <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/brightway-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Brightway leaned on RingCentral for help<\/span><\/a><span style=\"font-weight: 400;\">. Soon after they discovered RingCentral, the insurance company came to a startling realization\u2014they could avoid investing in a costly call center expansion if they went ahead with RingCentral\u2019s unified communications platform and its contact center software.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company didn\u2019t waste time and implemented RingCentral software solutions to route customer phone calls, get data visibility into its call center activities, and enable its callers to reach the right support agent at the same time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brightway used the contact center software to establish smart rules and route customer calls from across email, chat, and voice to the right department.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of setting up a costly second call center base and hiring a ton of new agents, Brightway used RingCentral to simplify its complex processes and improve customer satisfaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brightway\u2019s support agents, most of whom worked remotely from different locations, used RingCentral\u2019s <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/instant-messaging-programs\/\" target=\"_blank\" rel=\"noopener noreferrer\">team messaging<\/a> platform to communicate more smoothly, resolve customer issues before they escalated, and service the customers better:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"RingCentral app for Desktop: Message. Video. Phone.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EbIAZJd9rCU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">The lowdown here is, look for a smarter way to resolve your growing call center problems\u00a0<em>without\u00a0<\/em>adding a ton of new tools.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By choosing an all-in-one contact center solution, not only will you save money, but you&#8217;ll also make your processes run more smoothly with less of a burden on your team to learn and manage a bunch of different software.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The best customer service goals example are specific, measurable, and time-bound<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By now, you must have gotten a pretty good hang of what makes a good customer service goal. Good customer service goals aren\u2019t just profit-driven or related to customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like we saw in Zappos\u2019 and ViaSource\u2019s examples, sometimes good goals help you boost your employees\u2019 morale and improve their experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other times\u2014like in the case of Mention and Brightway\u2014it\u2019s all about saving cost while improving customer satisfaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We hope you got value out of these customer service goals examples, and best of luck in coming up with your own great customer service goals!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">1<\/span><span style=\"font-weight: 400;\"> sloanreview.mit.edu\/article\/with-goals-fast-beats-smart<\/span><\/p>\n<p><span style=\"font-weight: 400;\">2<\/span><span style=\"font-weight: 400;\">invespcro.com\/blog\/customer-acquisition-retention<\/span><\/p>\n<p><span style=\"font-weight: 400;\">3<\/span><span style=\"font-weight: 400;\"> zappos.com\/about\/stories\/record-call<\/span><\/p>\n<p><span style=\"font-weight: 400;\">4<\/span><span style=\"font-weight: 400;\">boldbusiness.com\/digital\/zappos-company-culture<\/span><\/p>\n<p><span style=\"font-weight: 400;\">5<\/span><span style=\"font-weight: 400;\"> customercontactweekdigital.com\/agent-engagement\/articles\/how-zappos-measures-improves-customer-service-perf<\/span><\/p>\n<p><span style=\"font-weight: 400;\">6<\/span><span style=\"font-weight: 400;\">softwareadvice.com\/resources\/zappos-lesson-customer-service-metrics\/<\/span><\/p>\n<p><span style=\"font-weight: 400;\">7<\/span><span style=\"font-weight: 400;\">adweek.com\/brand-marketing\/zappos-ceo-how-build-brand-without-spending-big-ads-104959\/<\/span><\/p>\n<p><span style=\"font-weight: 400;\">8<\/span><span style=\"font-weight: 400;\">mention.com\/en\/<\/span><\/p>\n<p><span style=\"font-weight: 400;\">9<\/span><span style=\"font-weight: 400;\">cxl.com\/blog\/reduce-churn\/#5-how-mention-reduced-churn-by-22-by-increasing-communication-wi<\/span><\/p>\n<p><span style=\"font-weight: 400;\">10<\/span><span style=\"font-weight: 400;\">brightwaydifference.com<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New businesses can sometimes treat customer service as if it were a fortune cookie that you pass out to diners leaving a restaurant as a gesture of thanks. When a new business sets up its shop\u2014online or otherwise\u2014they mostly begin by hiring people and marketing their services to the world. Typically, they consider setting up &#8230;<\/p>\n","protected":false},"author":1145,"featured_media":44284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,4],"tags":[743,402,19121,15541],"class_list":["post-44283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-customer-experience","tag-customer-experience","tag-customer-service","tag-customer-service-goals-customer-service-goals-examples","tag-cx"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 customer service goals examples\u2014and how to achieve them | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"How do you set good customer service goals? 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