Customer Service Vision Statement

How to Create a Customer Service Vision Statement

In explaining what a Customer Service Vision Statement is, let us start by saying what it is NOT.

It is not your company’s Vision Statement or Mission Statement that many online resources are falsely claiming.

A customer service vision statement is a clear, aspirational statement that defines the purpose and direction of a company’s customer service efforts.

It acts as a guiding star for employees, helping them understand and align with the company’s goals and values.

In this glossary definition, we’ll explore a customer service vision statement, why it’s essential, and how it can be linked to a corporate vision and mission.

We’ll also provide real-world examples from various industries.

What is a Customer Service Vision Statement?

A customer service vision statement is a strategic declaration that outlines an organisation’s goals for customer service.

It encapsulates the company’s commitment to delivering exceptional customer experiences and serves as a motivational tool for employees.

This vision should be succinct, memorable, and inspirational, reflecting the company’s dedication to its customers.

Importance of a Customer Service Vision Statement

It cannot be stated strongly enough how critical a customer service vision statement is for any contact centre, customer support, customer service, customer relations team, etc.

Having a clear, well-defined customer service vision statement delivers a range of benefits, including:

  1. Guides Employee Actions: It provides a clear direction for employees, helping them understand the company’s priorities and how their actions contribute to the overall goals.
  2. Enhances Customer Experience: A well-defined vision focuses on customer-centric values, which can lead to improved customer satisfaction and loyalty.
  3. Aligns with Corporate Goals: Linking the customer service vision to the corporate vision and mission ensures that all aspects of the business are working towards the same objectives.
  4. Drives Competitive Advantage: Companies with a strong customer service vision often stand out in the marketplace, attracting and retaining customers more effectively.

Key Steps to Creating a Customer Service Vision Statement

When developing a customer service vision statement, consider the following steps:

  1. Engage Stakeholders: Involve employees, customers, and leadership in the process to gather diverse perspectives.
  2. Reflect Core Values: Ensure the vision aligns with the company’s core values and corporate mission.
  3. Be Specific and Clear. The vision should be concise and easy to understand, avoiding vague language. Try to keep it in one sentence so it’s easy to remember.
  4. Be Sure Your Employees Can Deliver. Your employees need to feel they can deliver against the vision, so it is crucial to ensure they are empowered with the right knowledge, tools, resources, and KPIs.
  5. Make it Inspirational: Craft a vision that motivates and energises employees to deliver their best.
  6. Regular Review: Periodically review and update the vision to reflect changing market conditions and business strategies.

Examples of a Customer Service Vision Statement

It’s a little difficult to find local Australian examples of Customer Service Vision Statements as the trend hasn’t quite caught on down under, and they are also not often published in the public domain.

That said, it doesn’t really matter where the company is located.

What’s important is that reading the customer service vision statement should give you a clear idea of the type of customer service you will experience.

We’ve rounded up some examples of Customer Service Vision Statements from around the World to provide you with some inspiration.


Customer Service Vision: “To provide the best customer service possible.”

Zappos, known for its exceptional customer service, empowers employees to go above and beyond to ensure customer satisfaction. This vision is embedded in their company culture, driving every interaction.


Customer Service Vision: “We are ladies and gentlemen serving ladies and gentlemen.”

The Ritz-Carlton’s customer service vision emphasises respect and excellence in service. Their staff are trained to anticipate and fulfil guest needs with a high level of personalised service.

Southwest Airlines

Customer Service Vision: “To connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.”

Southwest Airlines focuses on creating a friendly and reliable travel experience, emphasising the importance of customer satisfaction in their operations.


Customer Service Vision: “In-store or online, wherever new opportunities arise, Nordstrom works relentlessly to give customers the most compelling shopping experience possible.”


Customer Service Vision: “Deliver exceptional experiences with every single interaction creating life long clients that not only stay with Hagerty but tell their friends about.”


Customer Service Vision: “To make our guests feel cared for, unlike anywhere else.”

Broadcast Music, Inc (BMI)

Customer Service Vision: “Supporting our customers and each other in a manner that’s effortless, accurate, and friendly.”

John Robert’s Spa

Customer Service Vision: “To be the best part of our guests day”.

Advance Financial

Customer Service Vision: “Friends helping friends”.

Anytime Fitness

Customer Service Vision: “Suprisingly personable experience”.

Linking the Customer Service Vision Statement to KPIs

If we use the Zappos Customer Service Vision statement as an example, do you think they have a KPI on Average Handling Time for the call centre agents?

Of course not!

“We want you to provide the best customer service possible, but please keep your call under three minutes” just doesn’t go together!

It’s critically important that your KPIs are aligned with the Customer Service Vision statement, ensuring that your agents’ behaviours and actions are measured and rewarded to support the achievement of your Customer Service Vision.

There are a number of CX Metrics that can potentially be used, as well as a number of Call Centre Metrics and KPIs that you can use; what’s important is making sure the KPIs you select support the achievement of your vision.

Linking to the Corporate Vision and Mission

A customer service vision statement should not exist in isolation; it needs to be intertwined with the company’s overall vision and mission.

This alignment ensures consistency in messaging and strategy across all levels of the organisation.

For example, if a company’s mission is to be the most innovative in its industry, its customer service vision should reflect how it will achieve innovation in customer interactions and service delivery.


A strong customer service vision statement is a powerful tool for driving organisational success and creating a loyal customer base.

By clearly defining what excellent customer service looks like and ensuring it aligns with the broader corporate vision and mission, companies can motivate employees, enhance customer experiences, and achieve a competitive edge in the marketplace.

Regularly revisiting and refining this vision will help maintain its relevance and effectiveness in guiding the company’s customer service strategies.

Have you seen a good one? Leave a comment below!

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