What are your most important customer service objectives?

What are your most important customer service objectives?

March 28, 2017
What are your most important customer service objectives?

The objective of customer service is typically to interact with the customers in order to answer questions, resolve support issues, establish credibility, and nurture relationships. Most, if not all, companies understand the need for providing customer service. But if pressed, those whose job and skills don’t directly relate 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, many might not actually understand what goals customer service attempts to achieve, and how those goals contribute to the larger company mission.

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
Mina Aiken 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
Matt SearleThe 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
Phil HolcombeThe 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.

Looking for more inspiration for customer service objectives? A good place to start is with customer expectations. Read our new report about what customers want from multi-channel support.

고객 만족도 향상으로 비즈니스 성과 증대

보고서 읽기

범람하는 정보를 제대로 이해하고 활용하는 것이 쉽지 않습니다.

Zendesk 뉴스레터에 가입하여 원할 때 읽으세요.

올바른 이메일 주소를 입력하세요.
가끔 Zendesk 제품 및 서비스에 관한 이메일도 보내 주세요. (언제든 수신 취소할 수 있습니다.)
옵션을 선택하세요.

클럽에 오신 것을 환영합니다!

문제가 발생했습니다. 나중에 다시 시도하세요.