Customer Service Excellence
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Why CSE? Taking the first Steps
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Transcript of Customer Service Excellence
Why CSE? Taking the first Steps
Contents
• Background & Introduction to the Standard• Key Concepts of CSE • Overview of the Standard • Assessment Process • Next Steps • Accredited Organisations• Benefits of working with the Standard• The Costs
Background & Introduction
• Standard has been in existence since 2008, replaced the Charter Mark
• Currently held by 2000 organisations
• Mainly public sector based organisations.
• Though produced with the active involvement of government, it is generic by design and applicable to any sector organisation dealing with customers.
Key Concepts in CSE
• Generating customer insight through segmentation and customer journey mapping
• Using customer insight and the involvement of customers to design and improve services
• Building customer focus into the whole organisation from the top, and using it to recruit, develop and evaluate staff
• Specific survey questions about the key drivers of customer satisfaction: service delivery, timeliness, information, access and customer service
The CSE Standard
• Structure of standard - 5 Criteria, 57 elements
The Assessment Process - your next steps…
• Register your interest with emqc
• Assemble a team
• Agree the Corporate approach
• Gather and filter evidence
Self Assessment
Customer Service Excellence Standard
Criterion 1 - Customer Insight
1.1 Customer Identification
GUIDANCERef Show Me (Hard Evidence) Ref Tell Me (See On Site) Self Ass Assessor Assessor Comments
1.1.1 We have an in-depth understanding of the characteristics of our current and potential customer groups based on recent and reliable information.
A profile of the organisation’s main customer groups and their characteristics. Details of how these groups were segmented and classified. Details on the frequency and reliability of the research to identify customer groups.
Non Compliance Partial Compliant
1.1.2 We have developed customer insight about our customer groups to better understand their needs and preferences.
Compliant Partial Compliant
1.1.3 We make particular efforts to identify hard to reach and disadvantaged groups and individuals and have developed our services in response to their specific needs.
Compliant Best Practice
1.2 Engagement & Consultation
GUIDANCEShow Me (Hard Evidence) Tell Me (See On Site) Assessor Comments
Ref Ref
Non Compliance Partial Compliant
1.3 Customer Satisfaction
Pre-assessment
Meeting between assessor and application team :
• Evidence gap analysis of entire application
• Highlights strengths and weaknesses in evidence and practice
• Applicant first time success rate is a very high proportion a 100% following pre-assessment (if apply for full assessment within 6 months)
Evidence
Full Assessment Visit
•Emphasis on observation of service delivery, discussion with customers, partners, staff and management (NOT only reviewing documentary evidence)
•Assessment reflects Self Assessment, findings from Desk based documentary review
•Assessor approach
•Flexible to allow evidence to be presented
Feedback
• Full report with comments for each theme of each element on:
• acceptability of evidence • identification of where further evidence is
required for full compliance• where fully compliant, pointers as to how to
improve further
Assessment feedback includes:-
Assessor recommendations
Rolling Programme
CSE standard Element
Element Rolling Programmed
Yr 1 Yr 2 Yr 3
1.1.1 Understanding of customer groups X
1.1.2 Customer insight X
1.1.3 Hard to reach & disadvantaged focus X
1.2.1 Engage and involve customers X
1.2.2 Service improvement through consultation X
1.2.3 Review customer engagement X
1.3.1 Measure customer satisfaction accurately X
1.3.2 Publicise satisfaction levels & improvements X
1.3.3 Specific satisfaction questions X
1.3.4 Setting customer satisfaction targets X
1.3.5 Improved customer journeys X
Elements sampled 4 4 3
The Cost
The cost for an assessment is determined on an individual basis.
It depends upon a number of factors including; • The number of staff delivering services• The number of sites that the delivery takes place over• Client complexity • Variation in the activities and working practices
Accredited Organisations
Benefits for CSE Accredietd Organisations
• Develop a customer focused culture
• Improve efficiencies
• Higher levels of satisfaction
• Improve employee morale through delighting customers
• A platform to develop a fully customer focused organisation
• Enhances credibility and builds reputation
• Reinforces brand positioning
What accredited organisations say
• Executive Director “Customer Service Excellence certification provided a real boost to the workforce. Our customers know what standards we aim to achieve and our staff want to constantly exceed these standards”
• Head Teacher “The award acts as an independent benchmark against which we can evaluate our service. It helps us better understand what we do, how we do it and how we can be better”
• Head of Fire & Rescue Service “The process has led to significant improvements to Increasing Customer Focus, improved consultation with users, improved staff morale, developed better internal processes, developed a more effective service delivery, improved complaints handling, delivered more cost effective services – the culture of the service is now proactive, energetic and inspiring”
• Chief Executive “The confidence we have gained from the standard is infectious”
