A Guide To Setting Customer Experience Goals and Objectives


Setting goals and objectives for your brand or your company’s customer experience (CX) can guarantee your customers’ satisfaction with your offer. It is also an excellent way to unify your team and make sure everyone stays on the right track to the collective objective.

Here’s A Guide to Setting Customer Experience Goals and Objectives that you and your team can follow, based on the SMART principle:  

  1. Be Specific about the goals that you want to attain 
  2. Make sure your goals are Measurable 
  3. Set goals that are Achievable
  4. Set goals that are Relevant to your brand
  5. Always set Time-based goals 
SpecificBe Specific about the goals that you want to attain.
MeasurableMake sure your goals are Measurable .
AchievableSet goals that are Achievable. 
RelevantSet goals that are Relevant to your brand. 
Time-BasedAlways set Time-based goals.

The SMART principle can be used in many areas within a company whenever there’s a goal to be achieved. Here’s why each step is so crucial for improving your customer experience: 

  1. Be Specific About The Goals That You Want To Attain 

By being specific, your team and everyone in your company can have a clear image of what they are supposed to achieve. That way, everyone will be on the same track as to the steps they need to take to achieve it, and the likelihood of achieving the goal will increase. 

  1. Make Sure Your Goals Are Measurable 

Measurable goals are easier to track. You want to be able to see your work’s progress, from where you started to where you are at each point as you accomplish your objectives. You can make use of the methods used to measure customer experience strategy effectiveness or other methods (technological or not). 

  1. Set Goals That Are Achievable

Better than just setting goals, make sure that you set realistic, achievable goals. You want to make sure that your team can achieve those goals. Now, that doesn’t mean that they have to be easy; in fact, they should challenge your team enough to grow from the experience yet bring them to reality. 

  1. Set Goals That Are Relevant To Your Brand 

Goal setting can’t help your brand unless your goals relate to your brand’s mission. Your vision of what an ideal customer experience from your brand would be like should always be in your mind when you and your team set your goals. That way, you will keep your brand’s message consistent through the customer experience. 

  1. Always Set Time-Based Goals

A goal without a time frame is easily lost and less likely to be attained. Time-based goals keep everyone on track. The pressure of a deadline is a good motivation for your team members. It helps them stay on top of their game at every stage. It also helps them with their organization. 

A Few Examples Of Customer Experience Goals 

Some goals that brands usually focus on to improve their customer experience are: 

  • Customer Retention 

Customer retention is one of the best advantages that a good customer experience can bring. Customer loyalty is what generates profits for a brand. It also helps to attract more customers through word of mouth.

  • Customer Satisfaction 

It’s usually the main goal behind customer experience strategies. A good customer experience will result in customer satisfaction, which will, in turn, benefit the brand financially and marketing-wise. 

  • Product Purchases 

The goal can either be to maintain or increase product (or service) purchases by volume, frequency or to decrease product returns. Especially in digital customer experiences, where a seamless experience is more likely to motivate customers to purchase, while the opposite may have the contrary effect.

  • Efficiency 

Efficiency is a generic goal that touches all areas of the customer experience. A customer experience strategy is only good when it’s efficient, meaning that it can generate in the customer the feeling that he looks for in the experience. 

  • Digitalization 

Digitalization and generally keeping up with technology are unquestionably necessary goals, as most customers are leaning towards digital experiences. We’ve seen, with the pandemics, just how vital digital channels proved themselves to be for customers from all around the world. 

One of the advantages of guiding your goal setting based on the SMART principle is that you can easily break it down into objectives, small steps taken into account in the curse of time that collectively translate into the achievement of your goal(s).  

Customer Experience Objectives 

Each brand should determine its objectives according to its customer experience goal for better results. Here are a few examples of objectives for each goal that we have mentioned: 

GoalGoal Specification Objectives


Customer Retention
-Increase customer retention. -Prevent or reduce customer losses.-Measure customer retention-Align all the stages of the customer experience with the brand’s mission and values. -Eliminate negative aspects and aspects that customers complain about in their experience with the brand. -Get to know the customer and design the customer experience for the customer. -Facilitate customer experience for online customers. 

Customer Satisfaction
-Provide the most satisfactory customer experience. -Reduce customer dissatisfaction with the general experience or with specific parts of it. -Measure customer experience satisfaction.-Eliminate or reduce friction in customer experience steps and digital customer experience channels.-Find out ways to improve customer experience.-Change strategies that aren’t working.


Product Purchases
-Increase purchases in general, by volume or by frequency.-Prevent a decrease in purchases. -Decrease product returns. -Analyze product purchase data. -Find out what types of problems customers are having with their purchases and with the product. -Smooth checkout process at the website. -Personalize the purchase process.-Implement self-service systems and customer service helplines.

The process of setting goals and objectives doesn’t end at that. It’s important to follow other steps that further aid you in keeping track of your progress. 

What To Consider When Setting Customer Experience Goals 

You can combine the SMART principle with other aspects to further help you with your goal setting and objectives. Aspects such as: 

  1. Including Your Team In Goal Setting 

Always include your team in goal setting. Beyond those who will directly work in implementing the goals, you should also have the rest of your company in this process. That allows the goal to become as important as your brand’s mission. It augments the chances of successfully attaining your goals, as more people will be positively cooperating with it, even if not through direct action. 

Another way to include them is through the distribution of objectives. It allows different team members to focus on specific tasks in an orderly manner, increasing the likelihood of meeting all objectives in time. 

  1. Tracking Your Progress 

Progress tracking is a crucial step in any strategy. It helps you to identify your objectives’ effectiveness and the necessity for any changes in your approach. It’s best done by staying in touch with your team and asking for their feedback. 

Another good way of tracking your progress is through the customer experience metrics and other progress tracking software. 

  1. Making Changes If Necessary 

It’s common to have to adjust your objectives or even your goals as you work on them. If, for instance, you and your team come to realize that a goal is unrealistic, no matter the efforts put into achieving it, the wisest decision may be to adjust it or replace it for a simpler goal. 

If the contrary happens and through tracking, you realize that you will probably achieve your goal before the deadline, you can challenge your team by setting a new, higher goal.

  1. Keeping You Resources In Mind

Brands should have in mind their resources when setting goals. A goal is only good as long as it doesn’t jeopardize the brand’s finances. Although good customer experience will more likely increase profitability, it’s important to balance how much is spent and what is gained. 

  1. Having a Customer-Centric Approach 

Every good customer experience has the client at the center of all processes. The same should apply to setting customer experience goals. By approaching goal setting from a place of putting the customer (satisfaction) as the most important thing, your goals and objectives will most likely reflect that and have the desired effect. 

  1. Play to Your Strengths 

When setting customer experience goals and objectives, don’t forget what in your experience already differentiates you. It’s common and healthy to want to innovate and switch things up within your brand. Yet, certain aspects are better kept as such, especially when customers already love them as they are. 

What’s The Difference Between Customer Experience Goals And Objectives 

Although related, goals and objectives are separated by a thin line. A Goal is a generic vision, a wide vision of the desired end to a project. An objective, on the other hand, is a step taken towards the goal, one that helps us reach the desired end.  

Brands set their goal before deciding on their seasonal objectives and although the objectives can alter the goal as they are accomplished or not, ultimately the goal determines the objectives. 

Regardless of the direction in which the relationship between the two is established, one can’t exist without the other. It’s unreasonable to set a goal and not setting objectives as that eliminates the likelihood of the goal’s attainment. It’s also unreasonable to follow objectives without a clear goal, as that may lead to wasted efforts and resources. 

8 Reasons It’s Important To Set Customer Experience Goals

Besides the effectiveness that goal setting has in general, setting customer experience goals benefits your brand for many reasons. Such as: 

  • It solidifies your product/service, offer, and mission.
  • Potentially helps your brand’s reputation amongst customers. 
  • Unifies all teams across your brand’s structure. 
  • Promotes your brand’s growth. 
  • Promotes important changes within your company. 
  • Potentially profitable for your brand. 
  • Differentiates your customer service. 
  • Customer Satisfaction. 

At last, it’s all about designing the best experience possible for all interactions with your customers. The type of experience that you and your team would be proud to provide. 

Further Reading

Customer Experience III- Objectives & Strategies. CUSTOMER THINK

6 Steps to Set (and Meet) Better Customer Experience Goals. CUSTOMER INSIGHT 

Emidio Amadebai

For the past 2 years, I have been working as the head of Customer Experience, Sales, Marketing, and Customer Finance at an international pay as you go solar home system company working in rural areas in Africa. After my previous 7 years working in B2B, IT&Telecoms industry, as a Service Delivery and Project Manager, having worked with Vodacom, Huawei, and other multinational companies. My job is to make sure we improve the lives of thousands of families, with access to electricity, utilities (radio, TV, lights), doing our very best so that they get the best-in-class customer experience, and succeed in acquiring the products for themselves.

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