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Customer Service Excellence
• Practical aspects of the assessment
• Segmentation
• Customer journey maps
• Corporate approach
• Pre-assessments
• Questions
The Five Drivers of Customer Satisfaction1. Delivery - the service delivers the outcome it promised and manages to
deal with any problems that may arise
2. Timeliness – the service responds immediately to the initial customer contact and deals with the issue at the heart of it quickly and without passing it on between staff
3. Professionalism – staff are competent and treat customers fairly
4. Information - the information given out to customers is accurate and comprehensive and they are kept informed about progress
5. Staff attitude - staff are friendly, polite and sympathetic to customers’ needs
(Source - Cabinet Office OPSR 2004)
Customer Service Excellence Standard
• Structure of standard - 5 Criteria, 57 elements (see booklet)
• Compliance terms:– Compliance plus (good/best practice)– Full compliance– Partial compliance– Major non compliance
Scoring
• Scoring system – maximum 11 partials overall; in Criteria 1,2,3 & 5, max. 2 per Criterion; in Criterion 4, max 3 partials
• Threshold raised to 80% compliance
• Assessment outcomes– Accreditation– Remedial action
Segmentation
Segmentation is: ‘Subdividing a target audience into homogeneous and reachable groups based on shared needs and characteristics such as:
• who they are (socio-demographics)• what they do (their behaviour)• how they think and feel (their attitudes and
needs)’
Examples of Segmentation
• Hard to reach groups - homeless, travelers
• Based on needs - single parent families, unemployed, young/elderly
• Based on attitudes – disaffected, ethnic minorities, those who don’t engage with any official bodies.
Customer Journey Maps
a customer journey map is:
• a way to describe the experiences of a customer during their interaction with a service or set of services;
• and the emotional responses these provoke, from their first consideration of a related need, to receiving the service outcome.
???? Council
Parks Sports & Leisure
Corporate Application Structure
LibrariesMarketsMuseums &Heritage
Community &Play
Corporate Programme – Step 1
• All frontline and internal support services have to reach 80% compliance for an organisation to achieve corporate accreditation
• Starting point is the ‘corporate evidence evaluation’
Corporate Programme – Step 2
Individual Service Level assessments;
- Service level applicants review evaluated corporate evidence on pre-filled template
- Service level applications complete tool with service specific evidence
- Some areas of standard easier to demonstrate compliance locally
- Compliance reporting for whole organisation – identified trends in strengths/ weaknesses.
Benefits of Pre-assessment
Meeting between assessor and writing team :
• Evidence gap analysis of entire application – documentary evidence only
• Highlights strengths and weaknesses in evidence and practice – report provided
• Applicant first time success rate is a very high proportion over 95% following pre-assessment (if applying for full assessment within 6 months)