Customer Service Objectives

Written by dianne heath
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Customer Service Objectives
Happy customers form a loyal following for your business. (Getty Thinkstock)

Customer service objectives are set to define the expectations of employees and increase customer satisfaction. Excellent customer service is important for expanding your business and establishing its longevity. According to the 2012 Customer Experience Impact Survey of 2,217 adults by RightNow and Harris Interactive, 82 per cent of customers did not return to a company because of a poor experience. Solid customer service objectives can help to reduce the frequency of negative experiences.

Positive Image

Customer service representatives are often the first point of interaction for customers. The customer service that is conducted portrays the face and values of the company. Therefore maintaining a pleasant and warm relationship with the customer is a customer service objective worth striving for. Customer service representatives should be knowledgeable about the products or service. Using verbal and non-verbal communication is also an important goal that can narrow down the customer's needs and wants.

Delivery of Service

A major customer service objective is strengthening and enhancing the delivery of the service or product. The goal is to create a rewarding experience by managing the product or service efficiently, being timely and providing personalised care. For example, a salon should make sure that the hair stylists are on time, quality products are used for conditioning and shampooing the hair and comforts such as soothing music, tea or magazines are provided to please the customer.

Solve Issues

The ability to solve problems without alienating the customer is a prominent customer service objective. Customer service representatives should be serious about getting to the root of the issue and determining the next course of action. You want the customer to believe that the product or service is worth the cost without being a hassle. Being decisive and calm helps to reduce stress and decrease the number of disgruntled customers. It it also important to be able to foresee potential issues and outline methods to assist the customer. The 2010 Customer Experience Impact Survey by RightNow and Harris Interactive reveal that 92 per cent of customers are willing to do business with a company after a negative experience if the issue is revolved appropriately.

Increase Profit

In addition to satisfying the customers, increasing the company's revenue and profit is a significant objective. Being able to recommend products or services of interest to the customer, usually called up-selling, is a main component of increasing profits. Customer retention is also important for stabilising the business and encouraging growth through repeat business. The more funds the company has, the more money that can be invested into improving the product or service. A 1984 White House Office of Consumer Affairs Study conducted by research firm TARP found that it was five times more expensive to gain a new customer than retain a customer.

Obtain Feedback

Obtaining comments and opinions from the customers plays an important role in customer service. It gives the customers a voice, opens the lines of communication and enables the company to fine-tune the service or product to the desires of the customer. Without the avenue to provide feedback, customers may feel disconnected from the business, which elevates dissatisfaction. Many customers may remain silent about poor customer service, opting to tell others about their negative experience. About 79 per cent of customers with poor experiences tell others.

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