13 Essential Customer Service Goals for 2024 + How To Set Your Own

January 7, 2024 12 min read

Blair Williamson

Blair Williamson

13 Essential Customer Service Goals for 2022 + How To Set Your Own

As a call center manager or business owner, one thing is certain — customers are always hungry for better.

In fact, 91% of customers are more likely to make another purchase after a great customer service experience. At the same time, 63% of consumers expect customer service agents to know their unique needs and expectations.

This expectation weighs heavily on company leadership. Setting effective customer service goals is a great place to start if you’re wondering how to keep customers satisfied.

You’ve likely heard how important it is to set goals for customer service, but our guide goes a step further. Not only do we back up the importance of these goals using real-world scenarios, but we also guide you through creating your own.

Read on for inspiration and guidance as you craft this year’s ambitious contact center service goals to retain existing and attract new customers.

Why You Need To Set Customer Service Goals

Imagine every customer service representative at your organization perceiving your company’s tone differently. You’d have a lot of inconsistency, brand dissonance, and customer confusion on your hands.

Good customer service goals prevent issues like this from happening. Here’s how:

How To Set and Measure Customer Service Goals 

You can probably think of a few overarching goals for your customer service strategy right off the top of your head.

Ideas are great starting points, but goals require structure to have a real impact. That’s where SMART goals come in.

Your goals should be:

13 Customer Service Goals To Stay on Top of Your Strategy

Clear, focused customer service objectives are necessary for any customer retention strategy. Customers who feel satisfied and cared for after interacting with your customer service department will be far more likely to return.

Let’s explore 13 examples of customer service goals to consider setting for your own organization in 2024.

1. Amaze with first response time (FRT)

In the digital age, people are less patient than ever before. Customers see quick response and resolution time as one of the most important parts of a positive customer experience.

Nearly one-third of customers want an email response from companies within an hour, according to customer service expert Jeff Toister. Keeping wait times this low would satisfy 88% of consumers.

Response time expectations on social media are even more demanding. Most consumers want a response from companies on Instagram within an hour.

Social media response time measured by Lucid
Via Lucid

If you’re now worrying about your own average first response time, don’t fret. Creating a customer service goal targeting first-contact resolution just requires a little strategizing.

Here are some tips as you get started:

In addition to FRT, customers care about average handling time and resolution rate. If you follow the above tips, you should see all of these metrics improve significantly.

2. Accommodate many contact formats

Every customer has their preferred communication channels. These include but are not limited to chatbots, team messaging, business phone calls, and video conferencing. In fact, customers use an average of nine channels to complete tasks like seeking advice and making purchases.

Most companies miss the opportunity to connect with customers via live chat or a chatbot. In fact, companies are more likely to text than chat by a 3:1 ratio.

You’ll attract customers from every demographic by accommodating a wide range of channels. Consider making channel growth a key customer service goal this year.

3. Implement an omnichannel strategy

While the term omnichannel can come across as complex, its meaning is quite simple. An omnichannel customer service strategy keeps the customer at the center of everything. It’s about providing a smooth, seamless, and consistent customer experience across every channel.

Gladly sheds light on the importance of this strategy. Its 2020 Customer Expectations report shows that 86% of customers expect communications with agents to “seamlessly move between channels.”

An omnichannel strategy requires team synergy. Every department must communicate clearly and efficiently with one another. It’s one of the most important team goals an organization can set.

Take Goldberg Hedge Funds, for example. Goldberg used Nextiva to integrate its CRM and VoIP phone system.

The integration unified all relevant customer notes, allowing team members to seamlessly join conversations and execute deals. The impact: a 227% increase in efficiency and revenue 227% within Goldberg’s first six months using Nextiva.

4. Survey customers consistently

When crafting a great customer service strategy, feedback is gold.

Your customers use your products firsthand, making them your biggest critics. You can expect honest feedback, as they have nothing to lose and everything to gain by suggesting how to make your product better.

“Your most unhappy customers are your greatest source of learning.”

Bill Gates
Co-founder of Microsoft

That said, customers won’t always describe their experience unprompted. It’s your responsibility to pick their brains by regularly surveying them.

To get started, you’ll need a customer feedback collection tool like Nextiva, Typeform, or Loop. Then, decide which customer survey questions would provide you with the most insight into customer satisfaction.

For example, gauging net promoter score (NPS) through questions like “Would you recommend this product/service to a friend?” accurately measures customer satisfaction score.

What is net promoter score

Ultimately, always be thinking about the customer’s experience when taking the survey.

Is the survey being sent to them at the right time? Is there a balance between closed- and open-ended questions? Can it be completed relatively quickly?

A survey goal should specify how often you will survey customers. It should also specify how much you want customer experience metrics to improve over time.

5. Reduce cost per contact (CPC)

Cost per contact (CPC) is one of the most effective ways to gauge your call center’s health. It reflects the impact that operational changes have on your bottom line.

To calculate cost per contact (CPC), add every cost of operating a contact center, from salaries to software, and divide that total by the number of contacts you handle.

What is Cost Per Content

By performing this calculation on each channel (i.e., phone, chat, etc.) and comparing them, you can identify which are the most cost-effective.

There are several ways to reduce CPC. For example, you can optimize your interactive voice response (IVR) to quickly pair callers with agents.

Adams Publishing Group (APG) used Nextiva as a workforce optimization tool to reduce its CPC. With Nextiva, APG began transferring calls with ease and saving customers time. This, in turn, saved employees time and lowered APG’s CPC.

6. Improve customer onboarding processes

Your customer’s onboarding process is one of the first impressions they get of your organization, so it’s important to do it right. It’s your chance to go above and beyond, demonstrating that you’ll take great care of them.

During the onboarding process, keep the following best practices in mind:

Customer onboarding can be a long and tedious process unless you use the right tools. Take the IT Consulting Firm AVIT, for example. AVIT decreased its new client onboarding time by two-thirds with the help of Nextiva’s interface and supportive team.

When you run 10 to 12 projects a month rolling out restaurants, communication is critical. You’re dealing with multiple general contractors, multiple concepts and brands, and support, taking them from install and onboarding to our support team.


If you plan to improve your client onboarding strategy this year, lean on the tools that make it possible.

7. Develop a customer appreciation strategy

A key component of ensuring customer loyalty is making your customers feel appreciated. In fact, Statista found that 44% of consumers are willing to switch to brands with a greater focus on personalization.

Statista stat on personalization

Countless customer service examples embody an impactful customer appreciation strategy. One that stands out is Picky Bars’ Picky Club.

This superfood company’s subscription service goes beyond sending customers their advertised products. They offer free perks like T-shirts to excite customers and make them feel cared for.

customer service example from Picky Bars

To set a goal surrounding customer appreciation, consult company leadership to ideate and prioritize customer appreciation strategies. These may include freebies, personalized correspondence, or donations to causes customers care about.

8. Make all customer support mobile-friendly

Mobile customer service is no longer the future — it’s the present. In the first quarter of 2021, mobile devices generated nearly 55% of global website traffic, according to Statista.

Improving mobile compatibility and mobile-friendliness should be a top priority for your organization.

Ensure that all of your features (e.g., chatbots, articles, FAQs, etc.) are easily accessible and usable on mobile devices. A user experience (UX) team member or consultant can help with this.

To go a step further, provide easy access to support for mobile users by integrating SMS or text message support into your channel strategy. App push notifications are another great way to communicate with customers.

9. Automate to fill in human gaps

If you’re skeptical of the role of automation in customer service, turn to the 79% of companies that are confident in its future.

Chatbots, AI-powered solutions, and self-service portals can streamline operations, free up valuable agent time, and enhance the customer experience.

Not only does automation reduce customer service costs, but it also allows for 24/7 support. This offering would be far more costly if an organization were to rely fully on its human employees.

Of course, automation can only go so far. It’s less intuitive than an agent and lacks a certain human touch. That’s why it’s important to implement automation strategically rather than relying on it for your customer service strategy.

Wondering how automation can help? Start with the following ideas:

10. Utilize social media creatively

Social media presents an opportunity for brands to connect with their customers. Since 48% of customers use social media for information before making purchases, supporting users on these platforms can be an excellent strategy.

For example, companies like Starbucks track when they’re mentioned on Twitter and regularly engage with their users. Whether it’s answering a question about operations or expressing gratitude for their customers, they come across as approachable and helpful.

Customer Tweet from Starbucks
Via X

11. Innovate with the industry

Expect your competitors to be on top of the latest customer service technologies and trends. Setting a goal around consistently researching and implementing these technologies will help you stay relevant.

Employee-centric technology like workforce management tools is transforming contact centers’ operations.

Remaining up to date with customer-facing technology and trends in customer service is also essential.

In 2021, Domino’s launched a pilot program in Houston, Texas, using autonomous delivery vehicles called “DomiNO’s DXP.” These AI-powered bots navigate sidewalks and roads to deliver pizzas directly to customers’ doorsteps. This innovative approach to delivery offered several benefits:

Staying ahead of the curve in customer service technology can go beyond mere efficiency and bolster customer experiences, bringing lasting benefits to both businesses and consumers.

Gartner report on five technologies expected to gain the most value in customer service

12. Help agents grow

Investing in your customer service team’s growth and happiness will benefit your bottom line. You’ll attract the best talent possible when you’re perceived as a workplace that invests in its workers. Satisfied employees also treat your customers better, in turn improving customer retention.

So how do you go about investing in your employees’ growth?

For starters, managers should schedule regular one-on-one meetings with their employees and provide personalized feedback. Employees should be given greater autonomy and responsibility as they grow and improve.

Improving customer service skills through setting specific goals can expand your customer base and improve customer interactions.

“Real-time analytics blended with coaching and personalized learning pathways is how we are going to bring on the next generation of live assistance as the bar for experience management continues to rise.”

Martin Hill-Wilson
Owner of Brainfood Consulting

13. Empower customers through self-service tools

Customers want quick answers without calling a customer support team. They want intuitive, customer-facing tools.

Take Apple Support, for example.

Apple offers an integrated search tool and personalized flow options for customers to click on based on their questions. This simple, user-friendly knowledge base keeps customers in control as they resolve their concerns.

Of course, Apple didn’t just guess what its users needed.

To create intuitive self-service tools, you first need to understand your customers’ needs. Conduct comprehensive customer research and data analysis. This way, you can anticipate customer issues before they even arise.

“The goal isn’t just to solve customer problems — it’s to prevent them from happening in the future. Instead of addressing the issue over and over with each customer that calls, companies should update and improve their products so that customers don’t have to call in the first place.”

Blake Morgan
Keynote speaker and author

Overcoming Customer Service Goal Hang-Ups

Needless to say, setting excellent customer service goals requires serious investment.

While it’s easy to imagine a better future, the road to achieving your goals can be rocky and littered with obstacles like unaligned stakeholders, disjointed metrics, and limited resources.

Coming up with an idea for a goal is one thing, but deciding how to execute it is another.

how to execute on your customer service goals - lean on data, learn from competitors, delegate

As you approach bumps in the road during this process, keep the following tips in mind:

Realizing your customer service goals is nearly impossible without great service tools. Not only are Nextiva’s service tools best in class, but our business intelligence software makes data analysis easy.

Goals should never be made on a whim, and our software ensures that they won’t.

Blair Williamson


Blair Williamson

Blair Williamson was a Content Marketing Manager at Nextiva. Her background is marketing in higher education and tech. She geeks out on WordPress, kettlebells, and whatever book she's currently reading.

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