The objective of customer service is typically to interact with the customers in order to answer questions, resolve support issues, improve credibility, and nurture relationships. Most, if not all, companies understand the need for providing customer service and most only have the specific goal of increasing the company’s sales by boosting its reputation and maintaining customer loyalty. Yet if they were pressed, team members whose job and skills don’t directly apply to support might not know their company’s customer service objectives.
While they might respond with a vague answer about the responsibilities of a customer service representative or the need to create a great customer experience through detail-oriented support, many might not actually understand what goals customer service attempts to achieve, and how those goals contribute to the larger company mission. Yet if you are looking to improve your company’s customer service it can be a huge asset to teach all employee about the goal-setting process of the support team.
To help provide some insight, we asked some experts in the field to provide examples of important customer service objectives.
Mina Aiken, head of customer experience at Taylor Stitch
Loyalty is something we strive to achieve with each and every customer we meet. To us, that involves demonstrating empathy, transparency, and above all, consistency. We know first impressions matter a great deal.
We also know that as a newer, younger brand, customers may be wary of our credibility. It usually takes a few consistently excellent experiences for a customer to feel connected and loyal to the brand. That awesome experience starts from the very first touchpoint, whether it be web, email, brick and mortar, or Instagram, and carries all the way through to when they’re actually wearing our product. That’s why every time we set out to do something, we ask ourselves, “Will our customer enjoy this?”
Matt Searle, support operations manager at VendHQ
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.
Similarly, an exhaustive and detailed response complete with bullet-points and annotated screenshots isn’t much help if it takes 4 days to arrive. There are plenty of studies out there that will tell you that your first response time is the most important metric on a ticket—while it’s good to keep track, don’t be blinded by it. We learned the hard way that too great a focus on the first response will cause a delay on every subsequent reply to your customers.
Phil Holcombe, vice president of service, Nexmo, the Vonage API Platform
The most important customer service objective? No problem. Really. Since customers demand rapid service, we set response and resolution time objectives. More importantly, satisfaction surveys allow us to measure customer perception of the quality of our support.
But since many customers prefer resolving issues themselves, we measure how many queries are resolved through our docs and knowledge base. But our most important goal is to remove any potential causes of dissatisfaction; to help the company better understand the customer experience, to produce ever-better products and services, so customers encounter ever-fewer problems.
So the most important service objective? No problem.