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10 critical goals in customer service to track

Ishita Bagchi
Ishita Bagchi
Published on Sep 12, 2022
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The trouble with not having a goal is that you can spend your life running up and down the field and never score.
– Bill Copeland

What are good customer service goals?

Customer service goals are targets that businesses set for themselves to deliver maximum customer experience and customer satisfaction.

This, in turn, not only help increase your revenue but also act as a guide for your customer support team.

A good customer service goal is practical and achievable.

So, where to begin? We have curated a list of 10 critical customer service goals that you should take care of.

But before diving into the list, let us understand how can we set practical goals.

How can we set effective customer service goals?

You can use the SMART goals framework to ensure that your efforts don’t go to waste.

SMART here stands for






By adopting SMART goals,

✅ You can sharpen your ideas

✅ Direct your efforts in the right direction

✅ Use time productively

✅ Improve your chances of achieving the ultimate customer satisfaction

In this article, we will understand how you can use the SMART framework to accomplish your goals.

1. Understand customers’ needs

To make your customers’ needs measurable, it is important to analyse those needs first.

This can be done through customer surveys.

Customer needs analysis is the method used to determine what a customer expects from a product or service. It is used in various situations including product and brand management.

This includes

  • Product development
  • Designing marketing strategies per customers’ expectations
  • Customising customer service delivery according to their needs

Customers choose products based on the value they want to derive from the product or service.

For instance, one customer might purchase a watch because he wants to be on time and keep track of it. But another customer might get it because it is a style statement.

They both purchase the product, but they intend to use it in different ways. Thus, understanding the different needs that your customers derive from your products is important.

This will help you to design your advertisements and promotion campaigns for different target groups. This, in turn, will help you to expand your customer base and earn more revenue.

Another way in which you can understand your customer's needs is by creating buyer personas.

Buyer personas are fictional descriptions of your ideal clients based on data and market analysis. They help in directing product development to meet the needs of your target market.

Thus, by setting this goal for your customer service team, you will be able to draw high-value prospects and clients to your company. And they will be more likely to stick around in the long run.

2. Prioritise customer self-service

Customer self-service means creating customer support in a way that customers can help themselves whenever they have any queries.

Customer self-service is a key element to include in your customer service offering.  That’s because it can give your customers access to fast and easy solutions.

Your customer support team too will benefit from this goal. This reduces the call load and gives your customer service representatives more time to address complicated or unusual customer issues.

Your representatives no longer have to spend time responding to routine inquiries, allowing them to devote more time to customers with more pressing issues and demands.

Here’s how you can include customer self-service options to achieve your goal of understanding your customers’ needs.

Have a FAQs page on your website.

A FAQs page that has a list of all the common queries and answers to those queries can be extremely helpful for your customers. They can check the FAQs first to see how they can resolve their issue before calling your customer service team.

Create a comprehensive knowledge base about your product.

These come in multiple formats like written documentation, product walkthrough videos, articles etc.

These videos and articles can be uploaded to your website or other social media platforms. They can provide basic information on your products like how to navigate the website, setting up the products, minor repairs or fixes, etc.

The product articles can be a detailed description of what the product is about, what are the updated features, bug fixes etc.

Similarly, walkthrough videos and product videos can be visual explanations of the product articles.

These videos need to be simple and short so that it is more engaging for your clients.

Have an online user community that your customers can be a part of and exchange information.

These user communities become a source of knowledge exchange and also creates an interactive place for your customers.

P.S. We wrote something about building a community around Chatwoot.

3. Focus on customer retention

68% of your sales come from your existing customers. This is why you should focus on customer retention.

Retaining customers is a vital customer service goal because

  • Your revenue will increase, thanks to devoted clients that support your brand.
  • They will speak well of your company and spread the word to their friends and relatives.
  • Over time, loyal customers are more likely to spend more on your brand.
  • Repeat consumers have a higher return on investment (ROI) than trying to attract new customers.

Here are some things to keep in mind to improve customer retention.

  • Empathy on the part of the customer service personnel
  • Creating the impression that your brand's principles align with their own
  • Having a customer support team who goes above and beyond to make sure that customers have a good experience.

Setting the goal of customer retention can prove to be beneficial for you in the following ways.

  • It is actually a great opportunity to increase customer retention when a customer calls customer support with a problem.
  • That’s because when you address someone’s queries successfully, they are more likely to come back to you.

It is also important to measure your customer retention to understand where you lack and then improve on the same.

But how frequently should you measure this customer service goal?

To measure customer retention rate, we subtract the total number of customers at the end of the period from the total number of customers at the beginning of the period.

Generally, doing a monthly analysis at the end of every month will help you give a clear picture of your progress on the goal.

A monthly analysis will also help you to understand regularly the areas where you lack and improve them before they escalate.

P.S. Read our article on customer satisfaction stories to understand how to achieve the ultimate customer satisfaction.

4. Have a feedback mechanism in place improve your customer service delivery.

Customers’ opinions are important as they act as a roadmap for your business.

Customer feedback is the opinions, concerns, and suggestions your customers share during their interactions with your business.

This feedback can inspire good change in any firm by showing areas where you can improve the customer experience.

But before you start collecting customer feedback, it is important to keep these few things in mind.

  • You need to be clear about the purpose.
  • You need to know why you want to collect feedback.
  • You should know how you want to collect this feedback.
  • You should also be sure of how you are going to use the data that you derive.

If you don’t have a clear intention, collecting customer feedback may not help you achieve your goal.

There are various ways in which you can collect feedback. You can use post-purchase feedback surveys where your customer has to answer a few questions post-purchase.

These surveys can have questions like “how easy was the entire buying process on a scale of 1 to 5.” Or it can also have questions like, “did you have any payment-related issues/ or did you get your preferred payment option?”

example of feedback survey from EcomExpress

Such questions help you gauge your customers’ sentiments immediately after they have bought the product or service.

On the basis of such feedback, you can improve your post-purchase customer service delivery.

You can also send feedback surveys over emails to your regular customers.

This will help you understand how their experience has changed over time, and what else can you improve to retain more customers.

5. Improve FCR

First Contact Resolution (FCR) is the number of queries that your customer support executives can solve during the first interaction out of all the queries received.

The higher the FCR, the better your team’s ability to resolve queries at the first interaction itself.

To improve your FCR,

  • You need to ensure that you have a strong knowledge base that your customer executives can refer to.
  • Quality training on how to handle basic customer issues, and providing them with adequate product knowledge is the way to go.
  • Your customers will be most satisfied when they have to put in the least effort after they have raised a complaint with you.
  • You should have the customer’s information and query details handy so that your customers don’t have to answer unnecessary questions.
  • It is important that your employees develop empathy and the habit of active listening. Take the time to understand what issue they are trying to raise.
  • Try to create a more conversational interaction. You clarify any information that you might want to confirm.
  • And also state that you are asking follow-up questions to understand their problem better. This will make them feel heard and ensure that you are listening to them.

In short, here’s how you can achieve a high FCR.

✅ A knowledge base and quality training for your customer support team

✅ Minimal efforts from your customers

✅ The habit of active listening

✅ An employee-friendly workplace and motivated employees

Setting the customer service goal of improving FCR is beneficial in a lot of ways.

  • By offering real-time support, you increase your chances of having more satisfied customers.
  • Customers like to have their problems solved as soon as they arise. And having a goal to achieve high FCR will help you fulfil this expectation.
  • Aiming for a high FCR will encourage your service team to resolve issues as meaningfully as possible on the first interaction itself.
  • This means that there are higher chances of getting more positive feedback on your customer service delivery.

It is also important that you monitor your FCR regularly to achieve your target.

To monitor your FCR as accurately as possible, track contact resolution on every customer support channel that your business uses.

If it is a phone call, check if the issue was resolved on the first call itself. Similarly, if it was a live chat, check if the complaint was addressed in the first conversation itself.

FCR goes hand in hand with other metrics. So improving FCR will help you to achieve your other customer service goals.

For instance, customers are more satisfied when complaints are resolved in the first instance. This will directly reflect on your CSAT score as your customers are more likely to give positive feedback.

You can expect a 1% increase in your CSAT score when your FCR increases by 1%.

When you focus on improving FCR, you also help your customer support team to reduce repeat calls. This means that the call load reduces on your team and they can perform better.

6. Add a human touch to your customer experience

To achieve excellent customer service, a human touch should be at the centre.

Automated and generic responses can make customers feel like businesses don’t care about them individually.

To lead a more customer-centric business, it is important that there is a human element in how you communicate.

But how do you achieve this human touch in your customer service delivery?

Personalise, Personalise, Personalise!

One of the key elements of creating a more customer-centric experience is to personalise your service delivery.

After all, 65% of consumers think personalisation makes them more loyal to a brand. And 80% of consumers are more likely to purchase from your brand if they know that you offer personalised services.

Personalisation goes beyond using only names in conversations.

Customising your product packaging is one of the most effective ways to add that human element.

For instance, a lot of businesses, nowadays, add handwritten notes along with their packages for customers. This creates a sense of belonging among the customers. This, in turn, creates more loyal customers.

Here is an example of a handwritten note.

Adding human touch to customer service

Source: Scribeless

7. Increase brand loyalty

... through customer advocacy.

Keeping your customers happy can increase your brand loyalty.

That's because happy customers will talk about your brand positively to their friends, colleagues, and family. This is also known as customer advocacy.

And you must remember that your most loyal customers are your biggest advocates.

Brand loyalty is when your customers connect with your brand on a personal level. They purchase from you without giving a second thought because they trust your brand so much.

Brand loyalty matters because

  • Your customers are your walking advertisements.
  • They are your cheapest and most authentic source of brand promotion.
  • Loyal clients are more eager to recommend your business to others.
  • They are also more likely to make another purchase from you in the future.

When you offer good customer service, your customers become your loyalists and advocate for your brand.

So if you want to increase brand loyalty, you need to create a positive brand image through customer advocacy.

Create engagements with your audience to increase brand loyalty.

Two ways you can do this are

  • Respond to their social media comments and engage with their posts where they mention your brand.
  • You can also create a newsletter delivered right into your customers’ mail inbox with the latest updates, upcoming launches, etc.

Here’s an example of how Starbucks does it.

starbucks example
  • You can create special loyalty programs for your customers who have been associated with you for a long time. For instance, birthday and anniversary discounts, freebies on special occasions like New Years’, Christmas, etc.

8. Deliver better services by measuring customer satisfaction

Without insights into how your products and services are performing, you cannot deliver high-quality services.

You can get these valuable insights only by measuring customer satisfaction and monitoring the same on a regular basis.

Setting up a baseline for your customer satisfaction metrics is important. Giving structure and accuracy to your measures is vital, whether you use basic surveys or metrics like the CSAT scores.

Here’s how you can monitor customer satisfaction.

Create a customer satisfaction survey.

Designing and implementing a simple and easy-to-understand survey is important for tracking customer satisfaction.

Asking simple and straightforward questions will also increase the chances of customers taking these surveys.

No one likes to invest a lot of time in long and complicated surveys. For instance, keep questions as simple as “will you recommend our brand to your friends?” or something like, “Did you find our product worth the price?”

csat survey example

Take the help of metrics like CSAT (Customer Satisfaction) scores and NPS (Net Promoter Score) to measure customer satisfaction by using the data collected from the surveys.

CSAT scores are calculated by adding up all the positive responses divided by the total number of responses and then multiplying by 100.

You can use Chatwoot to create your own CSAT survey.

9. Focus on customer lifetime value to maintain a steady flow of revenues

Customer Lifetime Value measures the total revenue that you can expect to earn from a customer during their association with your business.

  • The higher your customer lifetime value, the more consistent your revenue flow is.
  • Your profitability is impacted by the lifetime value of your customers.
  • If you simply focus on conversions and bringing in new clients, you will continue to incur acquisition costs and earn a reduced profit on each transaction.
  • By generating recurring business from consumers you've already gained, you can avoid paying for them again by optimising for CLV.
  • A high customer lifetime value suggests that your customers make frequent purchases. This also indicates that your products must be of high quality.

Customer Lifetime Value goes hand in hand with customer retention and brand loyalty. So it is important to achieve those two if you want to have a higher customer Lifetime Value.

10. Make customer service more accessible

You might have multiple options and varieties in the products that you offer. But if you don’t have easily accessible customer service, you might be in for sad news.

If your customer service process is not easy and user-friendly, your customers will feel that you have poor customer service.

Poor customer service can result in

❌ Loss of existing customers

❌ Loss of potential customers

❌ Decrease in revenue

❌ Decrease in brand value

Thus, it is crucial that we make our customer service delivery more accessible for our customers. One of the ways to do this is to offer omnichannel customer service support.

Omnichannel customer support means providing customer support across multiple channels such as calls, live chat, chatbots, SMS, messaging, email, and social media.

Omnichannel support ensures that you are reaching out to a wider audience base and multiple target groups.

For instance, your customers in the younger age bracket might prefer social media, live chat, chatbots, etc. On the other hand, customers in the older age bracket might find phone calls, SMS, and emails more helpful and easier.

So providing multiple options ensure that no one is dissatisfied or faces difficulty in reaching out to you.

Until next time

We hope we were able to help you today. If you want to improve your customer service skillset, do go through our helpful guides here.