Set Customer Support Goals – Complete Guide

Nikolina author

Nikolina Maškarić

Head of Content

⏱ Reading Time: 6 minutes

If we imagine a brand as a human body, then customer support is the spine holding it all together. In fact, the latest research has shown that 86% of customers are willing to pay more to ensure a good customer experience. 

To emphasize the importance of a great customer experience in the digital world, WalkerInfo published research showing that by the end of this year, the customer experience as a factor will surpass the price and product as the key brand differentiator. 

🚀Read Customer Service: A Guide for Successful Business Growth  🚀

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 an amazing customer experience 
  • Customer support goal examples
  • How to implement goals that will motivate your team 
  • Tips to improve your customer support

Benefits of Setting Customer Support Goals

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:

1. 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’ve received based on the KPIs that the department sets as a priority and indication 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

Setting clear goals gives you one major advantage – you can determine whether you’re doing good or not. And if you can’t determine if you’re doing good, then what’s the point in working, right?

Once you’ve set your goals, you can develop plans and strategies to reach them and track which areas function well and which need improvements. 

Learn how to set SMART customer support goals

Picture 1. Learn how to set SMART customer support goals

Related: Essential Customer Experience Metrics

How to Set Customer Service Goals?

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, the manager’s role is to support (technically and logistically) the omnichannel brand transformation.  

Usually, customer support representative’s goals will have a more direct, customer-centric direction 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.

Want to find out how to increase the productivity of the customer support team?

Read Customer Service Agent Guide! 

Canva dashboard

Customer Support Goal Examples

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:

  1. Customers have to re-explain the issue
  2. Agents don’t know the answer to customer care issue 
  3. Customer calls are put on hold too often for too long 
  4. Agents don’t understand customer inquiries accurately 
  5. Angry and/or demanding customers
  6. Customers have to spend too much time and effort in order to explain and resolve an issue
  7. Recognition and understanding of customer expectations

How to Set Customer Support Goals in 3 Steps?

1. 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.

2. Realistic goals are the key motivators 

When a goal is too hard and unachievable 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, so that they may appear unavailable.

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.

Measure the KPI before and after the goal is set, and use the metrics to determine whether the goals were achieved or missed.

Canva dashboard

3. Customer support KPIs from Help Scout

4 Tips to Improve Your Customer Support

According to a recent State of Customer Experience research conducted by Genesys, there are four main pillars of amazing customer service: personalization, competency, convenience, and proactivity.


Technological rise-up is lifting up the bar for the marketers, sales and customer support in expectations towards seamless user experience. The ultimate request from customers is content personalization, along with the individual approach from customer service agents. 

Brands that strive towards the amazing user experience have already come up with the omnichannel strategies and have implemented tools such as Paldesk.  Instead of thinking of a mobile, desktop, tablet and a Samsung watch experience – everything is going back to one – seamless user experience. 


Along with the personalization and human touch, one of the elements that played a huge role in good customer experience is competency. In order to be competent, a customer service agent must have strong knowledge about the company and its products, as well as the power to solve the issue a customer has. 


It should be easy for customers to figure out how to contact you, and your system for handling each channel should be organized and straightforward.

What once was a one-stop-shop now spans to a customer journey of locations, devices, platforms and sometimes even days. Companies that can help their customers complete their customer journey, when and where they want to, stand to gain a piece of the $1.8 trillion that cross-channel sales are predicted to reach this year.

This means that your team should start plotting the strategy to integrate the most commonly used communication channels – phone, email, and social media sites your customers may be on – to one place! 


Customers love companies that are proactive. If one of the products they have ordered is out of stock, or your website is going to experience downtime due to the high rise in sales, reach out to your customer and explain the problem instead of making them wonder.

Wrap Up

According to Nicereply, goals are a great way to add meaning to your workday and give yourself a destination to work towards. And upon completing a goal, your job is not done – this should only open space for a new customer support goal to strive to. It might seem like a never-ending story, but it is necessary if you want your business to grow and scale.

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Set Customer Support Goals – Complete Guide was last modified: July 18th, 2021 by Milica Vujasin
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