A Primer on Customer Satisfaction Management “Presentation of the draft version to the Customer Satisfaction Expert Group – Ljubljana 3rd April 08” Nick Thijs Patrick Staes

overview Background – Where do we come from Ambitions / objectives of this EU Primer General idea: “from measurement to management” Construction of the Primer (outline) … Next Steps ? CAF Resource Centre at EIPA - 2008

1. Background – where do we come from ? DGs’ resolution of May 2006 : collection of best practices and the preparation of guidelines for questionnaires to measure customer satisfaction During the Austrian (first half 2006), Finnish (second half 2006) and German (first half 2007) Presidencies, initiatives were taken to address these aspects and decision to broaden the topic Portuguese Presidency (second half 2007) : (1) Customer Satisfaction Expert Group of IPSG agreed getting an overview across member states (study) (2) Creating an EU version of the UK primer (Cabinet Office 2006) CAF Resource Centre at EIPA - 2008

2. Ambitions / objectives of this EU Primer “…by this publication the place and the role of citizens/customers in customer satisfaction management is more clear, and public service organisations all over Europe have some practical guidelines on the way to Customer Satisfaction Management.” Combination of strategical and operational level – theory and practice Bringing in practical cases from all over Europe Linking with other EUPAN (IPSG) work / products Work on the Charters Work on QC’s Work on the CAF CAF Resource Centre at EIPA - 2008

3. General idea: “from measurement to management” CAF Resource Centre at EIPA - 2008

Customer satisfaction Customer satisfaction management CAF Resource Centre at EIPA - 2008 Customer satisfaction measurement Changing place and role of the citizen/customer !

4. Construction of the Primer: The different parts Part 1: The changing face of public services and the role of the citizen/customer 1. Different Game, different rules: A Changing Context, a Changing Public Sector 2. Why manage customer satisfaction 3. Different faces of citizen/customer & the nature of public service(s) 3.1. The different faces 3.2. Public and private service delivery 3.3. Service and Products CAF Resource Centre at EIPA - 2008

Part 2: Understanding Customer Satisfaction 1. The role of expectations and perceptions 1.1. How are expectations formed 1.2. Perception and the Servqual-model 2. Dimensions and determinants of service quality and satisfaction 2.1. Determinants of quality in Servqual 2.2. Other Dimensions and determinants 2.3. The Importance of Factors 3. Impact of factors 3.1. Type of quality factor 3.2. Sensitivity of factors CAF Resource Centre at EIPA - 2008

Part 3: From Satisfaction Measurement to Satisfaction Management 1. The changing place and role of the citizen/customer 2. From Design to Co-design 3. From Decision to Co-decision 4. From Production to Co-production 5. From Evaluation to Co-evaluation 6. Where are we now and where do we want to go ? CAF Resource Centre at EIPA - 2008

Part 4: How to measure and manage customer satisfaction 1. Develop a strategic framework for service user consultation 2. Use appropriate methods 3. Ensure methods used are fit for purpose 4. Rethink representation CAF Resource Centre at EIPA - 2008

5. Different methods gaining insight 5.1. Front line staff information of citizen/customer insight 5.2. Satisfaction Surveys 5.2.1. Quantitative methods 5.2.2. General satisfaction surveys and opinion polls 5.2.3. Different types of surveys and the pros and cons 5.2.4. Questions before starting a survey 5.3. Customer journey mapping / Process analysis 5.4. Usability testing and website analysis 5.5. Consultation 5.6. Using ICT to gather service user feedback 5.7. Citizen/customer panels 5.8. Group interviews and Focus groups 5.9. Mystery shopping 5.10. Citizen/Customer charters 5.11. Using Comments, Compliments and Complaints as feedback 5.12. Open Space Technology / World Café 5.13. Segmentation CAF Resource Centre at EIPA - 2008

Part 5: Using customer satisfaction management for improvement 1. Improving service and service delivery 2. Organisational Improvement 2.1 History and context of the CAF 2.2. The theoretic model 2.3. How to apply the CAF-model 3. Communicating findings and actions CAF Resource Centre at EIPA - 2008

Finalizing Primer and approval by IPSG (12 & 13 May) 5. Next Steps ? Finalizing Primer and approval by IPSG (12 & 13 May) Publication for 5QC (English / French) ? Infoshop at 5QC CAF Resource Centre at EIPA - 2008

Comments ? Questions ? Missing / To add ? To change ? CAF Resource Centre at EIPA - 2008

Contact CAF Resource Centre Patrick Staes – Nick Thijs – Ann Stoffels – Lena Heidler European Institute of Public Administration (EIPA) Public Management and Comparative Public Administration Unit O.L. Vrouweplein 22 NL - 6201 BE Maastricht Tel.: +31 43 3296 253 E-mail: caf@eipa-nl.com http://www.eipa.eu/CAF