Customer Delight – How to Set Customer Support Goals
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If we imagine a brand as a human body, then customer care is the spine holding it all together. In fact, the latest researches have shown that 9 out of 10 customers are willing to pay more to ensure a good customer experience.
To emphasize the importance of great customer experience in the digital world, WalkerInfo published research showing that by the end of 2020, the customer experience as a factor will surpass price and product as the key brand differentiator.
The goal without a plan is just a dream, right? In this article, we are going to talk about:
- specific customer support goals you should set to achieve customer delight
- goal examples
- how to implement goals that will motivate your team
How Goals Can Improve Your Company’s Customer Support
The road to loyal customers is long, but its the one worth walking. For brands that want to sell more, generate more prospects and establish a valuable relationship with their customers, it is essential to set up and measure customer service goals.
There are two main benefits of setting customer support goals:
- Team’s ability to focus and work towards one common objective
Example: You have spotted that people shopping on your website are less satisfied than those shopping in stores. Since you have eliminated all the technical aspects (website speed, error mistakes, etc.), you’ve come to a dead end.
In order to find out what improvements to take to improve customer experience, you’ve decided to launch a feedback survey.
This allows the customer to rate the quality of help they received based on the KPIs that the department sets as a priority and indicative of “customer satisfaction”. Those indicators could be knowledge, professionalism and whether the service representative solved their problem.
2. Track and measure the success or failure of the team in order to reevaluate and reorganize
Picture 1. Setting SMART GOALS
The Single Goal Will Lead You To a Single Achievement
Meaningful customer support goals are most frequently derived out of the existing customer care job roles. Customer care agent, manager, and customer service director should not all have one goal, but quite the opposite.
There should be different goals for each of the job roles. Combined, they should all work well together and lead to a common interest – customer delight and improved customer experience.
In most cases, the goals of customer support directors will be broad and aligned with specific company objectives. For example, the company goal is to become a leading omnichannel brand in its niche.
Customer support manager’s goals should be more operational and make sure everything is running efficiently and smoothly. On a mission to become a leading omnichannel brand, managers role is to support (technically and logistically) the omnichannel brand transformation.
Usually, customer support representative goals will have more direct, customer-centric goals such as improving the response rate, reducing response time, etc.
Goals should be set in a way that, when achieved, they propel managers closer to meeting their goals. Simultaneously, this reflects directors and the organization overall.
2. Customer service desk structure example
How to Set Objectives That Will Drive Growth
Setting customer service goals is an important and challenging task. To drive growth, customer care goals should be related to broad business objectives. At the same time, objectives should motivate the customer care representative and initiate growth.
A search for goals should start with examination and identification of the challenges faced by your customer care agents:
Common challenges in customer service include:
- Customers have to re-explain the issue
- Agents don’t know the answer to customer care issue
- Customer calls are put on hold too often for too long
- Agents don’t understand customer inquiries accurately
- Angry and/or demanding customers
- Customers have to spend too much time and effort in order to explain and resolve an issue
- Recognition and understanding of customer expectations
3 steps to customer delight:
- Set one goal at the time
Even though we are forced into a multitasking mindset, setting one goal at the time will help avoid what psychologists call goal competition. Having too many goals at the same time decreases the ability to complete them.
It is better to pick one (or two) goals that will map out and reflect the broader organizational goals. In those manners, your team will stay focused which will also decrease the level of burnout.
- Realistic goals are the key motivators
When a goal is too hard and unable to achieve it becomes demotivating. On the other hand, if the bar is set too low, you’re risking to move slowly or not at all towards improvement.
The perfect balance is found when goals are challenging enough to be stimulating and useful, but not too hard where you are risking not to reach it.
3. Goals should be visible and measurable
According to scientific researches, writing out a specific goal makes it 2-3 times more likely to be achieved. At the same time, making your objectives quantifiable will help you track the progress and define success on the company’s organizational level. In order to drive growth, you must be tracking at least one key performance indicator (KPI).
Take for example that the goal of the company is to decrease customer call waiting time by 10%. Your KPI in those terms is average handle time.
3. Customer support KPIs from Help Scout
Measure the KPI before and after the goal is set, and use the metrics to determine whether the goals were achieved or missed.
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