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Customer Service Excellence

The document provides an overview of the Customer Service Excellence (CSE) standard in the UK. It discusses that CSE is based on 5 criteria related to customer insight, organizational culture, information/access, delivery, and timeliness/quality of service. Organizations are formally assessed against these criteria to be rated as non-compliant, partly compliant, compliant, or compliant plus. Implementing CSE successfully requires truly understanding customers, providing services based on local context, and having appropriate access channels.

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300 views

Customer Service Excellence

The document provides an overview of the Customer Service Excellence (CSE) standard in the UK. It discusses that CSE is based on 5 criteria related to customer insight, organizational culture, information/access, delivery, and timeliness/quality of service. Organizations are formally assessed against these criteria to be rated as non-compliant, partly compliant, compliant, or compliant plus. Implementing CSE successfully requires truly understanding customers, providing services based on local context, and having appropriate access channels.

Uploaded by

Shadowzblade
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Customer Service Excellence

A brief introduction to the CSE Standard,


a practical tool for driving customer-focused
change
What is Customer Service Excellence?
CSE is the UK Government's national standard for excellence in customer
service, administered by the Cabinet Office
Launched in March 2008, it has replaced, and greatly enhanced the
previous Charter Mark Standard
It is based around five criteria (plus 15 sub criteria and 57 criterion parts)
– Customer Insight; The Culture of the Organisation; Information and
Access; Delivery; Timeliness and Quality of Service
Formal CSE assessment is open to all organisations, not just those in the
public sector
External assessors will judge your organisation and mark you as
Non Compliant
Partly Compliance
Compliant
Compliant Plus
The purpose and concepts of
Customer Service Excellence

Purpose Key Concepts


The Customer Service
Ø Customer Insight
Excellence Standard aims to
Ø Customer Segmentation
bring professional, high-level
Ø Customer Journey
customer service concepts into
Ø Access Channels
common currency with front-
Ø Drivers of Satisfaction
line public services by offering
a unique improvement tool to
These concepts underpin the 5
help those delivering public
criteria of the Standard
services put their customers at
the core of what they do
What does Customer Service Excellence
Mean?
The 5 criteria, against which you will be measured, ask searching questions
and will need you to show evidence of -
Customer Insight = Who are your customers? How do you engage
with/involve them? How and What do you measure? Are you actually
improving services?
Culture = Key that customer focus is embedded – throughout the
organisation, to all customers; None of the criteria to be seen in isolation;
Linked to each other and to the Key Concepts
Information and Access = Information is a key concept; Effective
communication crucial to customer engagement; Customer frustration at
lack of information
Delivery = Key driver of satisfaction; All organisations stand or fall by their
results; Well-targeted results mean more useful data to learn from;
Reviewing & improving achievement(PDCA)
Timeliness and Quality of Service = Timeliness a key satisfaction driver
Customer Service Excellence -
How to deliver customer satisfaction
What matters to customers
= Drivers

The final outcome


The way the service kept its promise Delivery
30%
The way the service handled any problems

Initial wait 24%


Timeliness
How long it takes overall
Number of times had to contact the service

Accuracy 18% Satisfaction


Comprehensiveness Information With service
Being kept informed about progress
16%
Competent staff
Being treated fairly Professionalism

12%
Polite and friendly staff
How sympathetic staff were to your Staff Attitude
Source: MORI
needs
The benefits of Customer Service Excellence

CSE is a driver of continuous improvement


CSE gives you insight into your own organisation (how
customer focused are you?)
CSE gives improved understanding of customer issues
(by developing customer insight)
CSE improves relationship with and satisfaction of
customers
CSE is a skills development tool building real team spirit
and morale
CSE is an independent validation of achievement in
customer service
Does Customer Service Excellence have any
drawbacks?
Not really but,
– It is not for the faint-hearted (very exacting) and will require
considerable time and effort to acquire
– It is aimed at organisations for whom customer service is
vital to bottom-line success
– You will need to have clear customer-focused goals and key
processes in place for delivery of the goals
– Communication is key. People need to understand the
organisational direction and be supported in achieving it.
– Senior management need to actively support the concepts of
CSE. Paying lip-service to get ‘the badge’ will not work.
v But don’t worry – this is where ley hill can help.....
What does it take to implement
Customer Service Excellence successfully?

CSE is a very exacting Standard which will not be achieved


unless you can demonstrate that you –

truly understand your customers - their behaviour, experiences,


beliefs, needs or desires
provide services based on an understanding of local populations
and neighbourhood context
can visualise and record how and when your customers interact with
your organisation (“moments of truth”)
have developed appropriate access channels - the ways in which
people can contact you and receive your services
What can we do to help?
Ley hill have a wealth of experience in:
working with managers and employees to develop a full
understanding of CSE
delivering bespoke training for managers and internal reviewers
identifying the key benefits for you
establishing a clear picture of how CSE dovetails with your business
strategy and with any other improvement frameworks such as ISO
9001, EFQM, Balanced Scorecard and IiP
guiding you through all the stages required to prepare for/achieve
the standard, including liaison with an appropriate certification body
helping to embed the required customer focus skills and processes
providing continuing support ahead of any re-assessment
If you want to know more please take a
look at our website:
www.leyhill.com

Or you can call us on:


01494 772327

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