The Benefits of Having a Customer Service Charter

By Francis Waithaka — Digital4Africa

A customer service charter is more than a poster on the wall or a forgotten page on your website. When done right, it’s a public promise, a binding agreement between your organization and the people you serve. But promises only matter when they are specific, measurable, and believable. A charter that vaguely pledges to “provide excellent service” is meaningless. One that commits to “answering your email within 24 hours” is a promise you can be held to.

This guide breaks down how to write a charter that works, covering the essentials, common pitfalls, and a ready-to-use template so you can stop writing documents that sound good and start creating promises that build trust.

What is a Customer Service Charter, in Plain Language?

A customer service charter is a short, public document that clearly explains what customers can expect from you. It outlines how they will be treated, the standards of service they are entitled to, and what you might need from them in return. It typically includes specific response times, available contact channels, a clear complaints process, and how you measure your own performance. In essence, it sets clear expectations and creates accountability.

Why Your Organization Needs One

A well-crafted charter isn’t just corporate fluff; it’s a powerful business tool.

First, it manages expectations. Clear standards reduce friction on both sides. Customers know what is realistic to expect (e.g., a 48-hour email response, not an instant one), and your teams have a clear benchmark to deliver against.

Second, it builds trust through transparency. By publishing concrete standards, you are inviting public scrutiny. When you follow through by measuring and reporting on your performance, you demonstrate a commitment to accountability that customers reward with their loyalty.

Finally, and perhaps most importantly, it drives continuous improvement. A charter becomes a management lever. When you track where you fail to meet your promises, you get direct, undeniable signals on which internal processes need fixing.

The Key Elements of an Effective Charter

To be effective, your charter must include several key components. Think of them as the pillars that hold your promise up.

• Purpose and Scope: Start by defining who the charter is for (e.g., all customers, specific segments) and which services it covers. This clarity prevents confusion and keeps your promises focused.
• Customer-Facing Commitments (Service Standards): This is the heart of the charter. Your commitments must be concrete and measurable. Instead of “we’ll reply quickly,” write “We will reply to all emails within 24 business hours.” The customer must be able to verify the promise themselves.
• Channels and Accessibility: List all the channels customers can use to contact you (phone, email, social media, chat, in-person) and be explicit about the expected response times for each. If support is not 24/7, state your business hours clearly.
• Escalation and Complaints Process: Make it simple for customers to voice dissatisfaction. Outline the steps, expected timelines for each stage, and how you handle resolutions. A customer should never be left wondering, “What now?”
• Customer Responsibilities: Briefly explain what you need from customers to serve them well, such as providing accurate information or reasonable notice for requests. This helps set healthy boundaries.
• Performance Measurement and Reporting: State how you measure success against the charter’s standards. Mention the key performance indicators (KPIs) you track and, for maximum transparency, tell customers where they can see the results (e.g., a public dashboard or a quarterly report).
• Review Cadence: A charter must be a living document. Commit to reviewing it on a set schedule, such as annually or after any major changes to your services or processes.

“Customer service is not a department. It is a philosophy that should be embraced by everyone in every department.”  Shep Hyken

From Good to Great 

Many organizations have a charter, but few use it to its full potential. These best practices are what separate the mediocre from the memorable.

• Make Your Standards Verifiable. “Respond within 48 hours” beats “respond promptly” every time. Use commitments that customers can check themselves.
• Publish It Where People Will See It. Don’t bury it in the depths of your website. Put it in your email footers, on receipts, in waiting areas, and on your contact page. Visibility creates external pressure to deliver.
• Consult Your Front-Line Staff. Your customer service team knows what is realistic and where the real-world challenges are. Involve them in drafting the standards to ensure the charter is both ambitious and achievable. Their buy-in is critical for success.
• Report on Your Performance—Especially Your Failures. Sharing your performance data builds immense credibility. If you miss your targets, publicly acknowledge it and share your plan for improvement. Humility and honesty are powerful tools for building trust.

“Customers who love you will market for you more powerfully than you can possibly market yourself.” — Jeanne Bliss

Steps to creating a Good Customer Service Charter. 

1. Secure Sponsorship: A charter without leadership backing is just a piece of paper. Get executive sign-off to ensure it has the authority and resources it needs to succeed.
2. Draft with Input: Workshop the service standards with your front-line teams and, if possible, a few trusted customers. This collaborative approach ensures the charter is grounded in reality.
3. Test and Publish: Before a full launch, consider running a pilot to measure your ability to meet the new standards. Refine as needed, then publish the charter widely.
4. Operationalize: This is the most crucial step. Train your staff, update your internal scripts and processes, and configure Service Level Agreements (SLAs) in your support tools to match the charter’s promises.
5. Monitor, Report, and Improve: Use the charter’s KPIs to create a continuous improvement loop. Regularly review performance, report the results publicly, and take action on the insights to get better over time.

Here is a Ready-to-Use Customer Service Charter Template

Use this template as a starting point. Adapt the language and specifics to fit your organization’s voice and capabilities.

Our Promise to You at [Your Company Name]

This charter outlines our commitment to you. We promise to treat you with respect, handle your enquiries with professionalism, and be accountable for our service.

Our Service Standards

• Phone Calls: We will answer your call within [e.g., 60 seconds] during our business hours ([e.g., 9:00 AM – 5:00 PM, Monday-Friday]).
• Emails: We will acknowledge your email within [e.g., 4 business hours] and provide a full response within [e.g., 24 business hours].
• Social Media: We will respond to direct messages and mentions within [e.g., 12 hours].
• Resolution: If we cannot resolve your issue during the first contact, we will inform you of the next steps and provide an expected resolution timeline within [e.g., 48 hours].

If Things Go Wrong

We aim to get it right every time, but we know mistakes can happen. If you are not satisfied, our complaints process is simple:

1. We will listen to your complaint and confirm we have understood it correctly.
2. You will be given a reference number and the name of the person handling your case.
3. We will provide a timeline for resolution and keep you updated on our progress.
4. If your issue is not resolved within [e.g., 5 business days], it will be automatically escalated to a senior manager.

How We Measure Ourselves

We are committed to transparency. We publish our performance against these standards monthly on our website at [Link to your performance page]. We track our first response time, time to resolution, and customer satisfaction (CSAT) scores.

What We Ask of You

To help us provide the best possible service, we ask that you please provide us with clear and accurate information and treat our staff with courtesy.

Review

This charter is reviewed every 12 months to ensure it continues to reflect our commitment to you. Last updated: Wednesday 15th October 2025.