13 Essential Customer Service Goals for 2025 + How To Set Your Own

As a call center manager or business owner, you know that exceeding customer expectations is a necessity. 91% of customers are more likely to make another purchase after a great customer service experience, and 63% expect agents to know their unique needs. To achieve this level of customer service, setting effective customer service goals is a must.

This guide goes beyond simply stating the importance of customer service goals. We’ll provide real-world scenarios, actionable advice, and a framework for creating goals that drive customer satisfaction and business growth. Get ready to craft ambitious contact center service goals for 2025 that’ll help you retain existing customers and attract new ones.

Why You Need To Set Customer Service Goals

Imagine a contact center where every employee has a different understanding of your company’s tone and service standards. This leads to inconsistencies, brand dissonance — and ultimately customer confusion. Clearly defined customer service goals prevent this by:

• Providing direction and stability: Comprehensive and clear goals eliminate guesswork, giving your employees confidence in their workflow.
• Simplifying team/employee management: Measurable goals with specific standards and benchmarks make it easier to provide objective feedback and offer clear paths to improvement.
• Building team alignment and collaboration: Goals clarify shared objectives across different departments, encouraging everyone to work together toward common milestones.
• Increasing customer satisfaction: Specific customer service goals focused on delivering exceptional customer experiences set you apart.

The SMART Approach To Goal Setting

While brainstorming ideas is a good starting point, goals need structure to be effective. That’s where SMART goals come in. Your goals should be:

• Specific: Avoid vague statements. Instead of “improve response time,” aim to “reduce average email response time by 20% within the next quarter.”
• Measurable: Use quantifiable metrics like customer satisfaction score (CSAT), Net Promoter Score (NPS), customer churn rate, and first response time (FRT) to track progress.
• Achievable: Set ambitious yet attainable goals. Unrealistic targets can demotivate your team.
• Relevant: Align goals with your organization’s mission and focus on enhancing the customer experience.
• Time-bound: Establish deadlines and checkpoints to create a sense of urgency and drive progress.

Related: Mastering CX Success: Your Guide to Teaming and Goal Setting 

13 Customer Service Goals That Drive Better CX

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.

Here are 13 customer service goals to inspire your customer experience (CX) strategy:

1. Amaze with first response time (FRT)

Customers value quick responses. Nearly one-third expect an email response within an hour, and social media expectations are even higher.

How to achieve it:

• Invest in the right tools. Use an integrated business communication platform to respond faster.
• Optimize staffing. Ensure you have enough agents to handle customer inquiries promptly.
• Improve scheduling. Avoid multitasking and assign agents to specific channels to increase focus. For example, dedicate agents solely to live chat to reduce response times.
• Track and set goals. Monitor first response time across all channels and set incremental improvement goals.

2. Expand your communication channels

Customers expect to connect with businesses on their own terms. Companies are more likely to text than chat by a 3:1 ratio. While phone calls and email remain important, introducing different contact formats is essential to reach a broader audience. Think beyond traditional channels and consider options like:

• Live chat: Offer real-time support directly on your website for immediate assistance.
• Chatbots: Use AI-powered chatbots to answer FAQs, qualify leads, and provide 24/7 support.
• Messaging apps: Integrate with popular platforms like WhatsApp, Facebook Messenger, and Instagram to reach customers where they already are.
• Social media: Support and engage with customers on platforms like Twitter, LinkedIn, TikTok, and Facebook.
• Video chat: Offer personalized support and product demonstrations through video conferencing.

Offering support across multiple channels improves accessibility and convenience for your customers. Imagine a busy professional who prefers a quick chat interaction during their lunch break or a tech-savvy customer who finds it easier to troubleshoot an issue through a video call. You demonstrate your commitment to meeting their needs and exceeding expectations by providing these options.

How to accommodate multiple contact formats:

• Analyze customer data: Identify your target audience’s preferred channels through surveys, website analytics, and social media engagement.
• Prioritize based on need: Focus on implementing the most popular channels first, then gradually expand your offerings.
• Ensure integration: Use omnichannel customer service software to integrate all channels and provide a consistent customer experience.

3. Implement an omnichannel strategy

86% of customers expect communications to transition smoothly between channels. Failing to meet this expectation can lead to frustration, confusion, and lost customers.

Omnichannel may sound complex, but it boils down to putting the customer at the center of your customer service strategy. It’s about providing a consistent and seamless experience across all channels, so customers can effortlessly switch between phone calls, emails, live chat, social media, and any other touchpoint without missing a beat.

Say a customer starts browsing products on your website, and then has a question they can’t find the answer to. They initiate a live chat with an agent, who provides helpful information and guides them toward a purchase.

Later, the customer has a follow-up question and sends an email. With an omnichannel approach, the agent responding to the email has full context from the previous chat interaction, ensuring a smooth continuation of the conversation.

What do you need to go omnichannel?

• Map the customer journey: Visualize how customers interact with your business across different touchpoints to identify potential pain points and improvement opportunities.
• Break down data silos: Integrate your systems and data so customer information is accessible across all departments and channels.
• Empower your team: Train customer service reps and give them unified communication tools to handle inquiries seamlessly across all channels.

4. Survey customers consistently

Your customers are your most valuable source of insights. They experience your products and services firsthand and give you a unique perspective on what works well and where there’s room for improvement. Actively seeking their feedback through consistent surveys is essential for building a customer-oriented strategy.

But simply sending out surveys isn’t enough. To bank on the power of customer feedback, consider these key aspects:

• Choose the right tools: Select a user-friendly survey platform to easily create and distribute surveys, analyze responses, and track key metrics.
• Ask effective questions: Formulate clear and concise questions and use a mix of question types, including multiple-choice questions, rating scales, and open-ended questions, to collect both quantitative and qualitative data.
• Optimize the survey experiences: Make the survey easy to navigate, mobile-friendly, and worth the customer’s time. Keep it concise and targeted, and consider offering incentives to encourage participation.
• Analyze and act on feedback: Analyze customer feedback to identify trends, prioritize areas for improvement, and measure the changes you implement.

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 CPC, add up all your contact center costs, including salaries, software, infrastructure, and telecommunications, and then divide that total by the number of contacts handled across all channels. You’ll get a benchmark for evaluating the efficiency of your customer service operations.

Reducing CPC is important because it improves profitability, increases efficiency, and enhances the customer experience. To reduce CPC, focus on optimizing self-service options, automating workflows, improving first contact resolution, investing in agent training, and analyzing channel performance.

6. Improve customer onboarding processes

First impressions count, and your customer onboarding process sets the stage for a positive long-term relationship. A smooth and efficient onboarding experience demonstrates your commitment to customer success and helps build trust from the start. This includes clear communication, setting clear expectations, and providing timely support throughout the onboarding journey.

Personalization is also important. Tailor the onboarding process to the customer’s needs and preferences to show real value. Consider using automation to streamline tasks like account setup and welcome emails so your team can focus on providing personalized support and guidance.

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.

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

Related: How Restaurants Can Benefit From Call Center Software

7. Develop a customer appreciation strategy

To encourage loyalty and advocacy, go above and beyond to show your customers how much you value them.

44% of consumers are willing to switch to brands with a greater focus on personalization. Developing a customer appreciation strategy builds strong relationships and positive customer connections. You could offer exclusive perks such as discounts, early access to new products, or loyalty programs.

Personalize your communications by sending birthday messages, thank you notes, or even handwritten cards to show you care. Surprise and delight your customers with unexpected gifts or gestures of appreciation to create memorable experiences that create long-term loyalty.

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.

8. Prioritize mobile support

Mobile customer service is no longer the future — it’s the present. Customers expect to access support and find information on their smartphones with the same ease and convenience as they do on their desktops.

This means optimizing all aspects of your customer support for mobile, from your website and knowledge base to your communication channels and self-service tools.

A few things you can do to make your customer support mobile-friendly:

• Build a responsive site design that adapts to different screen sizes and makes it easier for customers to navigate and find what they’re looking for.
• Optimize user experience on mobile devices and make features like chatbots, articles, and FAQs easily accessible and usable on smaller screens.
• Use UX experts to identify potential pain points and optimize the mobile experience for your customers.
• Integrate SMS or text message support into your channel strategy to quickly connect with an agent or receive updates without downloading an app or navigating a website.
• Use app push notifications to provide timely updates, reminders, and personalized offers.

9. Automate strategically 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 to integrate it into your customer service strategy:

• Deploy intelligent chatbots: Use AI chatbots to handle simple inquiries, provide product information, and guide customers toward self-service resources.
• Automate notifications: Set up automated notifications to keep customers informed about order updates, support ticket progress, and other relevant information.
• Streamline data collection: Use automation to collect customer data, track interactions, and analyze trends to identify areas for improvement.

10. Use social media creatively

Social media isn’t just for sharing updates and connecting with friends. It’s a great tool for businesses to connect with customers. With nearly half of all customers researching social media before making a purchase, using these platforms strategically can build relationships, address concerns, and improve your brand’s reputation.

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.

But social media is more than a reactive tool. Use it creatively to proactively engage with your audience, share valuable content, and build a strong online community. Here are some ways you can do it:

• Provide personalized support: Respond to direct messages and comments promptly and address customer concerns with empathy and professionalism.
• Showcase customer success stories: Share positive testimonials and case studies to build trust and show the value of your products or services.
• Offer exclusive promotions: Run social media contests and offer exclusive discounts to reward your followers and generate excitement.
• Go Live!: Host live Q&A sessions or product demonstrations to connect with your audience in real-time and answer their questions.

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:

• Faster delivery times: The bots could navigate traffic and reach customers quicker than traditional delivery drivers, especially during peak hours.
• Reduced contact: With contactless delivery, the bots minimized the risk of COVID-19 transmission and appealed to hygiene-conscious customers.
• Increased efficiency: The bots allowed Domino’s to handle more orders without needing additional human drivers, potentially reducing operational costs.

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.

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?

• Provide ongoing training: Improve product knowledge, communication skills, and customer service best practices. This can include workshops, online courses, mentoring programs, and internships.
• Promote a feedback-rich culture: Encourage open communication, and regularly provide positive and constructive feedback. Conduct regular one-on-one meetings to discuss performance, identify opportunities for improvement, and provide individual advice.
• Empower and recognize: Give agents the autonomy to handle customer issues and make decisions independently. Recognize and reward their achievements to promote a sense of ownership and motivation.
• Promote work-life balance: Create a supportive work environment that prioritizes employee well-being. Offer flexible work arrangements, generous time off policies, and resources to support mental and physical health.

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:

• Make them easy to find: Prominently display your self-service resources on your website and make them easy to navigate.
• Keep them up to date: Regularly update your knowledge base with new information and ensure content is accurate and relevant.
• Offer a variety of formats: Provide information in different formats, such as articles, videos, and interactive tutorials, to cater to different learning styles.
• Gather feedback: Solicit feedback from customers on their self-service experience to see where you can improve.

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.

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

• Lean on data. Not only will customer data help you brainstorm what goals to set, but it also helps with goal prioritization. Use surveys to gauge the severity of each customer problem. Focus on achievable goals with clear metrics and don’t overload yourselves with too many variables. Remember to track progress regularly and iterate as needed.
• Learn from competitors. You don’t have to limit yourself to watching competitors within your industry. You can learn about customer service strategy from any organization that does it well.
• Delegate and collaborate. Goal ideation and execution shouldn’t all fall on your shoulders as a call center manager. Get buy-in from sales, marketing, and product development in goal setting. Show how improved customer service benefits everyone.

Realizing your customer service goals is nearly impossible without great service tools. Nextiva is a great choice that’s not only best in class but offers exemplary business intelligence software making data analysis easy and your customer service data-driven and future-ready.

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