Tip: If you’re applying for a public-facing role, an employer may ask this question to see how you think customers should be treated. A good answer will align with the company’s values, which you can glean through researching their customer service policy, understanding their products and clientele, and reflecting on your own experiences as a customer. Your answer can either come from the perspective of a customer or a customer service provider.
Any candidate can read and regurgitate the company’s “About” page. So, when interviewers ask this, they aren't necessarily trying to gauge whether you understand the mission—they want to know whether you care about it. Start with one line that shows you understand the company's goals, using a couple key words and phrases from the website, but then go on to make it personal. Say, “I’m personally drawn to this mission because…” or “I really believe in this approach because…” and share a personal example or two.