Customer Satisfaction
Diligent and friendly service that leaves the customer feeling satisfied. Customer satisfaction is measured with surveys and is a common way to evaluate customer service.Customer Loyalty
Retaining a customer and regularly selling to them. Customer loyalty can be measured as the number of customers who regularly make purchases.Customer Lifetime Value
Another customer loyalty metric based on the estimated lifetime revenue from a customer.Customer Recovery
The goal of turning a dissatisfied customer into a satisfied one. An unhappy customer can be an opportunity to impress as customers often feel a sense of gratitude if you are able to address their concerns in a friendly and diligent way.Productivity
Measures of productivity such as the number of calls handled in a hour of work.Sales
Sales targets such as upselling revenue.Ratings & Reviews
Targets based on external ratings & reviews. For example, a hotel that would like to improve its ratings on popular travel sites as opposed to measuring targets with internal customer satisfaction surveys.Customer Experience
Customer experience includes anything that improves the value of products and services for customers. For example, a hotel might have a target of having more comfortable beds than the competition.Improvement
Improving customer service processes or customer experience. This is usually a cycle of measurement, improvement and measurement. For example, an airline might experiment with new types of meals, measure customer experience and make changes based on feedback.Feedback
Targets related to engaging customers and using their ideas to improve customer service.Customer Advocacy
Customer advocates are employees who are paid to represent the customer as opposed to the firm. They typically have targets related to customer satisfaction and driving improvement based on customer feedback.Service Culture
Targets related to your organizational culture such as a program of openly sharing service failures to identify strategies and tactics to avoid future failures.Product Knowledge
Product knowledge objectives such as completion of training and certifications that improve your ability to help customers.Training & Development
Training and development in areas such as soft skills that are likely to improve customer service.Customer Relationships
Targets related to building and maintaining customer relationships. For example, an account executive with a target to call customers once a quarter to see if they have any questions or concerns regarding their products and services.Brand
Customer service targets related to brand image and reputation. Generally speaking, superior customer service slowly builds brand value and poor customer service can quickly destroy brand value through bad publicity. It is possible to measure customer service with brand awareness questions such as "can you name a friendly and reliable airline?"Word of Mouth
A target to generate positive word of mouth with customer service. Social media, product reviews and blogs have made word of mouth highly visible and measurable.| Overview: Customer Service Objectives | ||
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Definition | Targets for customer service. | |
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