Effectively linking customer feedback to business goals and customer needs is essential, but it can be a challenge for customer-centric organizations. It is important to make KPIs understandable without losing the bigger picture. In this article you can read how to set achievable goals for the entire organization, down to the level of individual employees.
From company-wide to individual KPI goals
To challenge both yourself and your team, goals should be ambitious but achievable. Break down general business goals into smaller, manageable objectives for teams, departments or individual employees. This creates clear expectations and motivates everyone to contribute to the organizational goals.
Focus on trends, not benchmarks
While benchmark numbers can be useful, they can be misleading due to the many variables that influence scores. Instead, focus on trends in your own results; These provide a more reliable picture of your progress and provide better management information than a comparison with external benchmarks.
Examples of customer feedback objectives per KPI
When setting goals per customer feedback KPI, customization is essential:
- CSAT : A clear increase, such as from 7 to 8, immediately gives an impression of improvement.
- NPS and CES: For calculative metrics such as Net Promoter Score (NPS) and Customer Effort Score (CES), the target may vary based on of your current score. A 10 point increase may be achievable with a low NPS, but becomes more challenging with higher scores. Start with a general objective for the entire organization and then fine-tune per department or employee.
Percentage targets for fair distribution
Setting an organization-wide goal, such as an NPS increase from +25 to +35, is difficult to implement at every level. Differences in work sometimes make it more difficult to set the same goals for everyone. For example, a complaints handler may struggle to achieve the same NPS score as an advisor. To remain fair, set percentage goals based on the maximum achievable. By calculating objectives as a percentage of the maximum (-100 to +100), you can better respond to differences in starting position and department context. This ensures equal goals that still remain challenging for everyone.
Motivate employees with targeted customer feedback
By setting goals based on the maximum achievable percentage, goals can be consistently derived from the company-wide KPIs. This way, every employee remains motivated and everyone can make a valuable contribution to the customer experience and growing scores within the organization.
