Smart goals definition and example

SMART Goals is an acronym to help set objectives/goals typically in the workplace although the concept could be applied to any goal-setting environment.

What do SMART Goals actually mean?

SMART goals are a great way of making goals you set (typically between a manager and subordinate) very clear. I’ve used an example below of a Team Leader coaching a frontline call centre agent to improve their quality scores.

The SMART Goal would be for the agent to achieve a minimum 90% quality score by the next of next month.


The goal should be detailed and meaningful. E.g. Cindy you need to achieve a minimum of 90% on your quality scores.


You need to be able to measure the progress/track progress. So in this instance, you would assume there is already a quality program in place and Cindy’s current score is below 90%.

Attainable (or Achievable)

The goal should be realistic and there are the available resources to achieve it. If the average quality score across the entire contact centre was 95% then it would suggest it’s an achievable result (as more than most agents are achieving it) but if currently, only 1 agent out of 100 was achieving 90% then it would not be deemed a realistic target.

Or, if Cindy’s current score was 85% then it would seem a reasonable target however if Cindy was currently only achieving 20% then to expect her to jump from 20% to 90% may not be that achievable.


The goals should align with the company’s vision or your customer service vision (you do have one right???) or at the very minimum, be related to the job function. “Cindy our vision here at XXX is to provide an amazing customer experience and achieving a minimum of 90% will help us all achieve it”.


The goal should have a deadline. If you want the agent to achieve a 90% minimum quality score by when? Today? Next month? Next year? Make sure it’s clear!

So there you have it – SMART Goals aren’t too scary at all are they?

Recommended further reading: How to manage non-performers in your contact centre

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